What is a Linkable Asset?
A linkable asset is any piece of content on your website that you can use as link bait to generate links from contextually relevant, established sites in your niche without having to pay for those links. For example, software tools naturally attract links simply because end users find these types of links incredibly useful. Without a linkable asset, you won’t have anything special you can use to attract or encourage organic backlinks to your site. Consequently, you won’t be able to craft powerful link prospecting queries because you don’t have anything to use as the basis of your link prospecting email.
When done right, linkable assets can generate:
- Quality, editorial links from authoritative sources
- High converting traffic
- Social engagement
- Qualified leads
When determining what is likely to earn links for your site, it is important to analyse the top ranking sites in your niche to get an idea of the type of content that typically or naturally attracts links. Take a look at their website. What pieces of content would users find good enough to link to? Check out their backlink profile. What webpages are generating the most links and what types of content are generating the most links? How successful have they been at generating links? You may find that the most popular sources of links is content that makes life easier for people in general. For example, if you are researching competitor backlinks for an online training provider, you may find that useful and practical how-to videos or PDF reports tutorial that teach users how to solve specific problems are some of the most popular pieces of content.
In addition, publishing compelling content such as high quality infographics, PDF reports, embeddable tools, research materials, whitepapers, web based tools or applications that solves common problems are some of the most effective ways to acquire backlinks to your site. Equally, if you offer coupons to customers or prospective customers, then you can list those coupons on coupon-listing sites, many of which will link back to your website.
Elements of a powerful linkable asset:
- Relevant to the target audience.
- High perceived value
- Highly informative, educational or entertaining
- Generates a high level of curiousity.
- Aesthetically pleasing.
- Attractive to your audience.
- In-depth and comprehensive
- Aimed at a specific audience
- Targets a high search volume keyword
For each linkable asset you have on your site, it would be helpful to determine who might be incentivized enough to want link or mention your site in conversations. When using a particular piece of content as a linkable asset, you need to provide information that is actionable, useful, practical or not easily available anywhere else on the web.
Remember: the more original and difficult the problem you are solving and the more simplified it is, the more linkable the asset will be, and the easier it will be to convert prospects into links. Furthermore, the more in-depth and comprehensive you are, the more backlinks you will successfully generate.
Examples of Linkable Assets:
- Rich media content including podcasts, images, webinars, infographics, slide presentations and/or high quality videos.
- Articles or blog posts
- Video tutorial that teaches your audience how to accomplish a specific task.
- PDF reports.
- Audio files.
- Products for review
- Software tools and services
- Free tools, widgets or apps.
- Informative guides such as product reviews, how-tos, consumer guides, etc
- Spreadsheet designed to help consumers manage their finances.