Creating a content seeding campaign: step by step to more backlinks

Content seeding is one way of getting good backlinks. But the conception and creation of such a campaign should not be underestimated. That’s how it works.

In addition to classic advertisements in various media, the awareness of your own web shop can also be increased with content seeding. You can read here what exactly this is and how a successful content seeding campaign is designed and how a seeding product is created.

Content outreach: classic backlink structure vs. Content seeding

Content outreach can be roughly divided into two areas: On the one hand, there is classic link marketing, which includes sponsored posts, advertorials and the like. A certain number of articles containing a link to a commercial website are placed here with a fixed media budget. Although the reader is provided with useful information about products, the primary goal is to draw attention to a company and its shop. This is carried out over a longer period of time, editorial offices and webmasters are contacted and the possibilities of native advertising are explored.

On the other hand, there is so-called content seeding: E-books, statistics and infographics fall into this area. While the classic backlink structure is mainly about pure backlinks , seeding is about the dissemination of a product that offers the user real added value. This can be, for example, a guide to an exciting topic or an online tool that the user can use to find out something interesting. The time required here lies primarily in the creation process. The aim is to ultimately create a product that will spread almost by itself. The name comes from the fact that you sow a seed from which something grows, which bears fruit and spreads.

Planning phase and brainstorming

Once the decision to seed has been made, a topic must first be found. To achieve this, a non-judgmental brainstorming takes place. Ideas are collected here – no matter how absurd they may seem. In a second step they are worked out and refined. Possible questions in this phase can be:

  • What does the topic produce?
  • How can you implement the topic?
  • Are there any well-known organizations, influencers or other possible experts?
  • Who is the target group?
  • Which key points can be associated with it?
  • Is the topic current?
  • Is there already something comparable?

Implementation of the topics

Once a topic has been identified, it is time to implement it. There are various possibilities:

E-book: An e-book is usually included on a separate landing page. It should be noted that this is provided with a clearly recognizable download button and the user immediately recognizes that the e-book is free. A lot of information can be processed in an e-book. From statistics to guides and tables to photos and graphics, everything is possible here that can be displayed in a digital file. The texts can be designed in detail and adapted to the respective target group, which further individualizes the end product. However, the time and budget required should not be underestimated.

Infographic: An infographic provides a quick overview. Mostly it’s about a current topic related to the time of year or seasonal events. Graphics on topics from politics (e.g. regulations on CO2 emissions by companies) can also generate a wide range and attract a lot of interest. Since a mostly manageable amount of data is used here and a target group-specific graphic is created from it, the effort is less compared to the e-book. It becomes problematic if the graphics are limited too much to a seasonal event. Then the seeding period is very short and you have to catch exactly the right time.

Statistics: At first glance, the term statistics may give the impression that it is something boring: Numbers and data that are lined up in an Excel table and processed into three diagrams. It’s not that simple and dry, however. Statistics based on a representative survey don’t have to be boring. It always depends on the implementation. A target group-oriented presentation of the data is just as essential here as with all other seeding formats.

Online tool: An online tool is ideal if the user is to become active himself. Such an interactive tool can cover a wide variety of topics. A meaningful result can be obtained using simple questions or various options. For example, this could be a calorie counter tool that shows how much exercise you have to do to work off a serving of french fries. How the results are achieved must be scientifically founded. An additional e-book that explains everything in more detail is advisable, but not a must.

Find cooperation partners and experts

The influence of expert knowledge is very important, but how do you find the right experts for your own product? And what exactly is an expert anyway? All of the following work well:

  • Organizations, foundations and associations
  • Individuals who have expertise in the relevant field
  • Firms and other manufacturers
  • People who have a suitable job

Several experts can also collaborate. For example, a well-known illustrator who makes drawings for an e-book would also be conceivable. Then there is a non-profit organization that deals with the topic of e-books and a blogger with a large fan base who often posts something suitable. The seeding product is upgraded and shines in a completely different light through technically sound knowledge and well-known people. The user must definitely find out about the experts, which is why they must appear on the landing page. So everyone can see immediately that experts have worked on it and that it is a credible product.

The experts can be involved in various ways. It can be an interview or a story from their life. It is also possible to contribute specialist knowledge by exchanging information sufficiently and then implementing the knowledge. It would also be conceivable that the expert appears as a co-author or author.

You shouldn’t be put off by the apparent popularity and size of your dream partner, especially if the topic is current, exciting and individual. In the worst case, there is no cooperation and you keep looking.


With the right topic and cooperation with experts, the first foundations have been laid. The target group and the added user value must never be lost sight of. The time and budget required should also not be underestimated. The conception of a seeding campaign takes a lot of time, but because the product has to be of high quality in the end, savings should not be made at the wrong end. To create good content, you have to be willing to put in a lot of work. In the end, however, this is always worthwhile when large websites report on their own content and it spreads as a result.

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