Content marketing ensures that your audience gets useful information every time they visit your site, while link building is primarily done to increase your visibility on search engine results pages (SERPs). Although they are totally different concepts geared towards different objectives, both content marketing and link building are important components of a great SEO strategy.
Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Link building refers to the process of outreaching and manually securing backlinks from other websites to your page. If your website is already well-known for producing great content, or if your page is genuinely better than the competition, then you might earn backlinks from other sites without much outreaching.
Producing quality content is one of the first steps of every successful link building strategy. The better your content, the more likely that people will visit, stay and perform meaningful actions on your site. And this translates to better, and easier, link building opportunities. After all, other sites are more likely to link back to your page if they consider you to be an authoritative source of information. That’s why both content marketing and link building go hand in hand.