the content

Pick Up Thousands of Backlinks By Rewriting Somebody Else’s Popular Article

1,360 Referring Domains, 6,880 Backlinks

Today isn’t going to be the first time I’ve featured HelpScout on Detailed and I’m sure it won’t be the last.

Their content writer, Gregory Ciotti, has honed his skills as a marketer over the years and it’s scary how productive he is.

As he writes so much, I wouldn’t be surprised if he uses other successful case studies as inspiration for his own blog post ideas, and that seems to be the case here.

His article for HelpScout, The Psychology of Color in Marketing and Branding, has picked up links from some absolutely huge names, including:


A link from just one of those sites would be nice, but the post has links from over 1,000 different sites.

There is just one thing I quickly realised when I came across the article…I’ve read it many times before.

And on similar blogs in the marketing space.

Just to give a few examples:

  • has an article on ‘How to Use the Psychology of Colors When Marketing’
  • has an article on ‘The Psychology of Color in Marketing and Branding’
  • has an article on ‘Color Psychology in Marketing: The Complete Guide’
  • has an article on ‘How to Use the Psychology of Color in Marketing and Design
  • has an article on ‘Color Psychology in Marketing [Infographic]

Although those titles probably sound like their articles are just referencing the HelpScout post, they aren’t.

Some were written before piece, and some after.

I’ve seen this particular subject covered dozens of simtes, and I’m sure Gregory had read one or two before he published his own version, but that certainly hasn’t hurt the success of the post on HelpScout.

If there’s a certain content angle in your space that tends to get covered again and again, don’t be afraid to join the crowd.

With so much activity around a particular topic, it likely gets a lot of search traffic and it’s clearly an interesting topic to your audience.

If there’s anything else to learn from Gregory’s article, it’s to go the extra mile when it comes to marketing the post.

While his article is good, it isn’t some mind-blowing 10,000 word piece that knocks all of the competition out of the water. Instead, Helpscout simply did a great job of getting the piece in front of enough people who can ‘link out’ as possible.

Sometimes you can follow the crowd with content, and then all you have to do is stand out with the marketing execution.

As HelpScout now hover between second and first in Google for all of the relevant keywords they want to rank for, they’ll continue to pick up more and more links as time goes on which will help cement their rankings.

When I announced in a Detailed Pro update about looking for a phrase for this kind of phenomena, someone suggested ‘Snowball Link Building’ which I really liked, so let’s hope it catches on ;).

If you haven’t joined us inside Detailed Pro yet it’s getting better by the day.

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