In 2001 the adage was, “if you build it, they will come.” In 2010 it is, “if you build it, they might not care.” Valuable, unique, even remarkable items will not magically garner links on their own merit. They need a shepherd, an advocate, a promoter, a platform, or a bankroll to push them into the spotlight. Sometimes they need to age, to spread slowly and naturally. Sometimes they need to be pushed heavily and quickly. Different types of content will require different tactics.
In this new age of the web, I am proposing the following five paradigms as a framework for conceptualizing link building: