Content Marketing Tips For Singapore Digital Marketers

Singapore business owners need to make the quality of their content their first priority when online marketing.

Every Singapore business wants quality links, but not every Singapore business is willing to do what it takes to get them. And that’s because it takes a lot of time, strategy, and planning in order to create content that is worth linking to. In this article, we’ll discuss a few tips that will help you create content that naturally attracts these types of editorial links. But first, let’s define link-worthy content, discuss the importance of promotion, as well as the significance of building strong networks.   

So What Is Link-Worthy Content?

The phrase “link-worthy content” refers to information that is considered useful.  And it’s usually presented in four different formats. For example, informational content deals with the latest news. Inspirational content provokes people to take a specific action such as supporting a cause or self-improvement. Educational content teaches people something new. Entertaining content amuses the audience or affects how they feel emotionally.


When your content is link-worthy, it is considered to be the best answer to your audience’s question. This is where businesses tend to come up short. Instead of providing the best answer, they instead produce content that is mediocre at best.


According to research, over 70% of marketers are dedicated to creating content. What this means is that there is a lot of competition out there. Sure, you must create content that is link-worthy, but there is always a chance that someone could outrank you–even if their content is inferior. The key to making sure this does not happen is to promote your content well. Crafting great blog posts is only half the battle. You must be willing to spread the word about it in order to ensure that it gets the attention it deserves.

Building Relationships


One of the best ways to ensure that your content gets seen is by letting other influencers know that it’s out there. However, you can’t just expect people to help you promote your content if they don’t know who you are. You must first form strong relationships with these individuals.  Reach out to your influencers and get to know them better.


The great thing about working with influencers is that they have large audiences and are often connected to a huge network of people. So you aren’t just connecting with one person, you’re connecting with thousands. This is especially the case if they have loyal followings on social media. However, when forming these networks, think in terms of quality, not quantity.

Tips for Creating Link-Worthy Content

People have been sharing content for decades now. And the pieces that tend to perform the best often have a few key factors in common. Let’s discuss them so that you can better determine whether or not your content is link-worthy and make changes as necessary.


1.Create Content that is Evergreen

While trendy topics may be popular today, there is no guarantee that people will be interested in them tomorrow. That’s why it’s important that you use evergreen in your online marketing strategy. Evergreen content refers to the type of posts that will always be relevant. They have a long shelf life, which means that they are always in demand and tend to get more shares. Evergreen content often comes in the form of how-to’s, guides, Ebooks, explainers, lists, and checklists. All you need to do is create an optimised title that gets your audience’s attention and you’re all set.


2. Start a Podcast

One thing that Singapore businesses tend to overlook about podcasts is the fact that the person you interview will likely have their own following. And when they finish their interview with you, they will post a link to your podcast to their list of followers. They will also share your links with their network. This is a great way to naturally accumulate links and create a reputation for yourself.


3. Create Resource Centers

Not only should you publish and promote great content, but you should also organise the content so that your visitors can understand it. It’s a good idea to create a resource center on your website. It can hold webinars, guides, case studies, whitepapers, and more. This makes it easier for people to link to.


4. Become a Thought Leader

If you want to become a thought leader in your industry, then you need to start writing like one now. Establish your expertise by creating content that makes you stand out. Deliver your message with confidence. And above all else, make sure that you are original. Don’t simply regurgitate ideas that have been floating around for years. Create new ones. When you show your audience that you have a genuine interest in what you do and you do it in a way that showcases your personality, it tends to get people’s attention.


5. Expert Roundup

Another excellent way to capitalise on influencers is to create a roundup post. Start by creating a post that includes quotes or advice from the top experts in your field. Their names will attract a lot of attention, as well as a lot of backlinks. You can also get in touch with these influencers to let them know that they are included in your post and they will likely share it with their followings.


6. Collab with Other Brands

Not only is it a good idea to include influencers in your podcasts and let them know about your latest posts, but you can also collaborate with them. Try co-authoring a piece of content with them so that your business can be exposed to a larger audience. You can also work out a paid amplification arrangement with your partner. This is an agreement that each of your will spend an equal amount of the promotion of this piece of content. So you both can help with content syndication partnerships, native ads, and social ads.


7. Optimise for the Most Relevant Keywords

When you create content, you need to do it with the most relevant keywords in mind. Try mapping out tens of thousands of words and phrases. And then craft your content around these keywords.


8. Create Visual Content

Another important part of getting quality links is through visual content. This means that you can release content in the form of infographics, data visualisations, and GIFs. These types of visuals are great for story-telling.


9. Use the Proper Format

If you want to attract links to your content, then you need to make sure that your content is formatted in a way that it can be easily understood. This means that you should avoid large blocks of text. Instead, break your post into small section by including subheadlines, also known as H2s and H3s. Do your best to keep sentences short and simple. Create bullet lists, block quote, and make use of bolding and italics.


10. Present a Unique Angle?

When creating content, you need to ask yourself what makes it unique. What makes your content stand out from the rest? If you are having a hard time answering this question, it’s likely that your content is not link-worthy. You may be addressing the same topic as everyone else, but you can always find a unique angle when approaching it.


11. Be Honest With Yourself


Perhaps the most important question to ask yourself when creating content is if you would link to it. If you were a blogger, influencer or reader, would you be interested in the content that you are about to put out? Would you be interested enough to think that others would want to read it? Be completely honest with yourself.

The Takeaway


Digital marketing requires more than promoting optimised content. The key to gaining respect, credibility, and trust in your industry is to produce content that is shareable. And this means that you must be willing to ensure that the content is useful and answers your audience’s question. Not only should it answer their question, but it should be considered the best answer. And it should come from a unique angle.


About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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