Digital Insights

Link Building for “Boring” Businesses

Published: November 13, 2014

Not every business niche can associate itself with attention-grabbing cute kids and fuzzy kittens. The truth of the matter is that some industries are simply boring and uninspiring to the average eye.

Creating compelling content and generating inbound links for ho-hum business verticals is not necessarily more difficult than it is for the better-known and more glamorous consumer brands and niches, but it does require a little more digging and an ability to think outside of the box.

Advantages of Building Links for a Boring Business Niche
In some ways, creating content and building inbound links for a boring product or service niche is actually easier than it is for many of the more “fun and engaging” consumer products and brands.

  • You have more of an opportunity for presenting your creative ideas and innovations. A blog site about industrial grinding tools will likely respond enthusiastically to any well-presented piece of content that stands out from the mundane type of material they’re probably accustomed to receiving.
  • Less competition. The fewer competitors within your business vertical, the less competition your content ideas will have within your niche’s blogging community. As an added bonus, many of the businesses competing for the attention of the blog publishers active in your niche are likely to be unsophisticated SEO practitioners – giving you a clear-cut advantage in your link building efforts.

Stay Focused on Solving Problems
If engaging and relevant content is the key to acquiring inbound links, then solving problems is what you need to emphasize in your content. Look beyond the obvious of merely presenting product and service benefits. You need to address the bigger issues, immerse yourself in your target audience’s niche, and establish yourself as the go-to authority.

Suppose your company provides software solutions to certified professional accountants. Create unique and insightful content that speaks to the challenges brought about by revisions to the tax code, or discuss the implications of recent tax court decisions. By helping your target audience solve problems, you’ll gain more eyeballs on your company and increase your authority – even if the content topic has little direct relevance to your product line.

Develop Company Thought Leaders
Choose a few key members of your organization who can be positioned as experts within a given area of your niche. Senior company executives would be a good choice, especially for helping you establish credibility with publications and blog site webmasters. Spotlight their expertise through a series of articles for a select list of niche-relevant blogs.

Create a Strategic Story Thread
Select a strategic thread, or clearly defined image, to weave throughout each individual piece of content. You’re looking for a consistent voice that will both build your brand and enhance the authority of your thought leader.

Update and Optimize Your Thought Leaders’ Online Presence
Create an optimized social media profile for each of your thought leaders. Be sure to include an updated job title and relevant expertise. Consider a personal blog for each thought leader that would help build their authority and position them as a valuable link building asset.