Link-building vs Content marketing strategies are divisive within the SEO industry. Link building focuses on keyword targeting, finding link opportunities and link acquisition to hopefully improve your ranking. On the other hand, content marketing you identify your target audience, figure out the channels they use to discover new things and create content that appeals to this audience.
This leads onto influencer outreach, email marketing, social and community marketing to increase your domain authority, branding and thus, improve SEO.
When choosing which is the best path to follow, Rand explains the following things need to be taken into consideration:
Goals and Metrics – are they broader branding goals? Or are they purely to just up your ranking?
Long-term vs. short-term objectives. As the SEO industry has seen before, Google changes the algorithms to produce search results, this could make all your link-building tactics come undone. But if you don’t see marketing content routes producing good results, link building may be a better suited strategy.
Consider what skills and resources you have available to you to execute either strategy