PENNInk Productions

  If you have spent any time at all attempting to market your business online, you will probably know something about the practice of link building – or at least have heard about it. As the term suggests, it’s about “building links” – specifically, building links from other relevant and high-quality websites to yours. The number of good-quality backlinks that a given website enjoys has long been acknowledged as a major factor in the rankings it gains in Google and the other leading search engines. Unsurprisingly brands have invested a lot of money, time and energy in link building down the years. Some of the methods such businesses have often used for the purpose of attracting backlinks have been not entirely natural. Do you want to know an organic and sustainable way of driving up the number of great-quality and relevant backlinks your own website gets? It’s simple: you just need to publish content on your site that other sites want to link to, without having to be told ...

There’s a lot to be said about what it takes for a brand to succeed online or offline, and it certainly comes down to much more than just a captivating logo or a snappy slogan. That’s because your organisation will also need to think carefully about how it positions itself in its market, relative to other brands. In other words, how do you want audiences to perceive your brand, compared to rivals in your industry? This isn’t necessarily as straightforward a question for your organisation as it might initially seem. So, let’s take a look at the potential advantages and disadvantages of just two positions that you may choose from for your brand: being a leader, or a follower. Surely everyone wants to be the leader? You might imagine this to be the case, and being perceived as the leader in your industry would certainly give you a lot of power as an organisation. It’s no accident that so many firms aim for this status, or describe themselves as such; it is a very desirable positi...