“One of the main purposes of linkable content is to expand your audience,” said Johnson. “It’s not about doubling down on the core audience that you’re already in touch with — it’s about connecting your brand with new, relevant audiences on the web.”<\/p>\n

Relevant content needs to be formatted in appealing ways to draw in a wider audience. This can make it easier for readers to see its value and search engines to analyze its information.<\/p>\n

There are two particularly effective content types that encourage linking, Johnson says — informational\/education<\/strong> articles<\/strong> and resource guides<\/strong>.<\/p>\n