by Venchito Tampon Jr | Last Updated on January 11, 2025

What do you do when you don’t have many outreach prospects on your lists?

Either you reach out again to your same link building targets or find new ways to collect more to your list.

This is one of the challenges when you’re doing b2b link building campaigns. 

Not enough outreach markets. Niche is too boring. Topics are only limited.

In this blog post, we will talk about b2b link building and how you can brainstorm content topics that get links.

With enough content planning, smart link prospecting, and an effective outreach campaign, you can formulate a plan that works for your industry.

Here are four tips to address those challenges I’ve covered earlier.

 

B2B Link Building Strategies

1. Vary content creation approaches

Test out options on your content marketing campaign.

One, in particular, is to go with broad topics instead of just niche blog post ideas.

It’s easy to get frustrated with the low amount of topics you can brainstorm when you only focus on your niche.

So figure out how to mix your blog targeting with broad topics by looking at categories and interest groups that you can tap onto with your content.

Secondly, you also want to be looking at the content format you can try and test in your blog.

One good example is how Mattermak, a data platform for venture capital companies, does with their Raise the Bar content.

mattermark raise the bar

 

They basically compile a “daily digest” of timely posts on sales, marketing, and growth engineering.

Not only do they grow broad on topics, but find a way to make it worthwhile their time to produce content with fewer resources.

Surveys, year-end reports, swipe files, and resource guides are some content assets you can vary for your content.

Two good examples of this are MYOB  and Deloitte.

MYOB features end-of-financial-year resources as they recognize that many businesses are figuring out accounting and financial decisions as they grow. Doing so helps them to position themselves as a go-to-resource brand for businesses navigating in each stage of progress.

myob-end of financial year report

 

Deloitte conducts annual and timely surveys for millennials and Gen Zs. During this pandemic, they launched their research revealing “resilient generations,” which showcases how those two generations (millennials and Gen Zs) express resolve and thrive for their better future.

deloitte global millennial survey

 

These are all big brands and you may be wondering if you could actually do the same for your B2B site.

You may not have a big budget, but you can get inspiration from these companies to identify what works for you based on your context and industry.

2. Expand into multiple outreach markets

Not only you should be looking for ways to vary your content strategies, but you can also penetrate multiple outreach markets.

The advantage of doing so is that you create consistent relevant content that yields more brand awareness, as you get to increase eyeballs for your site from every potential linkable market possible.

There are two ways to do this:

  1. Match your content with any linkable audience.
  2. Find shareable audiences to promote your content.

The first approach must be planned ahead of content promotion.

In the content writing process, there must align the topic to a particular linkable audience you choose.

highly linkable blb audiences

 

Given that these linkable audiences are more receptive to linking than other outreach markets, you can guarantee links when you promote your content asset.

You can start this off by checking what your competitors are doing. List down all outreach markets they have targeted with their content. You will end up finding more markets that are not included in the graphics above.

tuck best by links top pages

 

Then choose among these audiences that make sense to target with your web assets.

The second approach is geared towards people who are open to sharing visuals, assets, and guides rather than just externally linking to your page.

These are bloggers and publishers in your space with past history of sharing assets with their audience. As simple as having a Google search to figure that out is a plus if you want to know how keen they are to respond to sharing-content outreach pitches.

shareable audiences

3. Use template pages as link assets for SaaS brands

If you’re into SaaS B2B sites, you want to maximize your landing pages that have the potential to get quality links.

Now, it’s not that easy to promote a landing page (i.e. template page) and acquire links instantly. No one would give a link to a sales page.

So you must change the template page, targeting, and how you approach your outreach campaign.

Here are some insights you can discover from it:

  • Learn from other template-specific sites and model it to your brand
  • Add citable elements to your SaaS template page (to add a linkable value proposition to your copy).
  • Leverage resource page opportunities
  • Build landing page links with brand mention outreach
  • Tap off-site brand content like blogs

4. Maximize passive-link-earning content pieces

Passive link building works.

However, there must be an upfront investment of resources to put the content out there and dominate rankings until other content creators see and reference the page from their content works.

Find referential keywords that you can target with content. These include “questions” people ask when looking for something and are likely to be cited by other content creators.

You can also start looking for “research” or “data” keyword-driven opportunities, which publishers normally link to add credibility to their writing.

data driven example

data driven example links

 

Leverage manual outreach opportunities to promote these referential pages to gain traction and links to have the ability to rank for their target keywords.

Once it ranks, it allows your pages to build the pipeline of organic links over time.

Replicate the same strategy to your other content assets and benefit from passive links.

Mix that with active link building outreach to get some momentum with your link building.

 

Land and Expand

Start small by looking at opportunities in your hand. Leverage what works already to land on a few links. Then get the ball rolling by tapping other outreach markets or content formats that can work for your brand.

 

B2B Link Building Strategies Frequently Asked Questions

What is B2B link building?

B2B link building is the process of earning hyperlinks from other websites to your B2B site. These links act as endorsements, signaling to search engines that your site is credible and valuable. This process improves search engine rankings, increases organic traffic, and enhances the authority of your business within your niche.

Why is link building important for B2B companies?

Link building supports three core objectives:

  1. Search Engine Optimization (SEO): High-quality backlinks improve your domain’s authority and organic rankings.
  2. Targeted Traffic: Links from niche-relevant websites drive traffic from users genuinely interested in your products or services.
  3. Industry Credibility: Being featured on reputable websites builds trust with potential clients and establishes your brand as an authority in your field.

What are common strategies for B2B link building?

  1. Guest Posting: Write expert-level articles for authoritative blogs or websites in your niche, including links to your site.
  2. Content Marketing: Create in-depth, research-driven assets like white papers, infographics, or reports that attract organic backlinks.
  3. Resource Page Outreach: Identify industry-specific resource pages and pitch your content as a valuable addition.
  4. Broken Link Building: Find broken links on high-authority websites and suggest replacing them with links to your relevant content.
  5. Partnerships: Collaborate with complementary businesses, associations, or industry influencers to share links naturally.

How do you choose the right websites for link building?

Prioritize websites that meet these criteria:

  • High Domain Authority (DA): Sites with strong metrics boost your SEO.
  • Niche Relevance: The site’s content and audience should align with your industry.
  • Active Audience: Ensure the site has regular updates and engagement.
  • Secure Domains: Focus on HTTPS websites to maintain trustworthiness.
  • Avoid Spam: Avoid sites with excessive ads, low-quality content, or spammy outbound links.

What type of content works best for B2B link building?

Content that addresses industry challenges or provides unique insights is most effective. Top-performing content includes:

  • Case Studies: Detailed reports on successful outcomes.
  • White Papers: Authoritative documents offering deep insights.
  • Industry Reports: Data-backed analysis of trends or benchmarks.
  • Infographics: Visual representations of complex data.
  • Tutorials and How-To Guides: Practical content that solves specific problems.

How can I track the success of my link-building efforts?

Monitor these key metrics:

  1. Referral Traffic: Track visitors from acquired backlinks using tools like Google Analytics.
  2. Domain Authority Growth: Use tools like Ahrefs or Moz to measure improvements.
  3. Search Rankings: Monitor keyword rankings to see if link-building efforts improve visibility.
  4. New Backlinks: Track the quantity and quality of links gained over time.
  5. Engagement Metrics: Measure time on site, bounce rates, and pages viewed to assess visitor quality.

What are common mistakes to avoid in B2B link building?

  1. Low-Quality Links: Avoid acquiring links from spammy or irrelevant websites.
  2. Over-Optimized Anchor Text: Overuse of exact-match keywords can lead to penalties.
  3. Ignoring Relevance: Links from unrelated industries provide little value.
  4. Lack of Diversity: Build links from various sources, not just blogs or one specific medium.
  5. Focusing Solely on Quantity: High-quality links are far more valuable than many poor-quality ones.

How long does it take to see results from link building?

The timeline varies based on factors like competition and the strength of your strategy. Typically, you can expect initial improvements within 3-6 months, but sustained efforts yield more significant long-term results. High-value industries with strong competitors may require more time to see measurable gains.

Is guest posting still effective for B2B link building?

Yes, guest posting remains a reliable strategy if focused on authoritative and relevant websites. It builds your online presence, positions you as an industry expert, and drives targeted traffic. To succeed, prioritize providing value to the audience and avoid overly promotional content.

How can I avoid penalties from search engines?

Follow these best practices:

  • Avoid Paid Links: Purchasing links violates search engine guidelines.
  • Focus on Quality: Only pursue links from authoritative and reputable sources.
  • Use Natural Anchor Text: Avoid manipulative practices, such as overloading keywords in your anchor text.
  • Disavow Harmful Links: Regularly audit your backlink profile to identify and reject toxic links using Google’s Disavow Tool.

What role does anchor text play in link building?

Anchor text describes the linked page’s content to both users and search engines. To maintain a healthy backlink profile:

  1. Use varied anchor text, combining branded, generic, and keyword-rich phrases.
  2. Ensure anchor text is natural and flows within the context of the content.
  3. Avoid over-optimization, as it can trigger penalties from search engines.

Should I hire a professional for B2B link building?

Hiring an agency or consultant can improve results if your team lacks expertise or bandwidth. However, ensure they use ethical, white-hat strategies and provide transparency about their methods. Avoid providers that promise quick results or rely on black-hat practices.

Can link building help with lead generation?

Yes, effective link building drives targeted traffic to your site, increasing visibility among potential clients. It positions your business as an industry leader, which can encourage prospects to engage with your products or services. High-authority links also build trust, a key factor in B2B lead generation.

What is broken link building, and why is it effective?

Broken link building involves:

  1. Identifying broken links on authoritative websites.
  2. Reaching out to the site owner and suggesting they replace the broken link with your relevant content.

This strategy is effective because it helps the website fix issues while allowing you to gain a backlink.