In a recent LinkedIn post, Ross Simmonds discusses a surprising, yet highly effective, content strategy for acquiring backlinks. Contrary to popular belief that “thought leadership” content reigns supreme for link acquisition, Simmonds argues that a different format actually drives “TONS of links.” He highlights the often-underestimated power of “stat roundups” – compilations of data and facts relevant to specific niches.
Simmonds directly challenges conventional wisdom, stating:
“It’s not thought leadership content. It’s a round up of a series of stats and facts associated with niches relevant to your category & customers.”
This assertion is based on his observation, referencing Foundation Marketing as a data source, that these seemingly simple collections of data are potent link magnets. He acknowledges that this approach might face criticism from some corners of the content marketing world.
The Understated Value of Data-Driven Content
Ross Simmonds points out that while “a lot of people hate on stat round ups,” their effectiveness in attracting links is undeniable. He elaborates on why this format works so well, suggesting that its inherent value and shareability are key factors.
Why Stat Roundups Excel at Link Acquisition
According to Simmonds, the primary reason stat roundups are so successful is their direct utility. When content creators and journalists need to support their arguments with credible data, they actively search for reliable sources. A well-compiled roundup of niche-specific statistics provides exactly that – readily available, verifiable information that adds authority to their own content.
As Simmonds notes, the appeal lies in the data itself:
“But stat round ups drive TONS of links.”
This straightforward observation underscores a practical reality in the link-building landscape. Instead of focusing on opinion-based thought leadership, which can be subjective and harder to universally validate, stat roundups offer objective, factual content that is inherently link-worthy. This makes them a go-to resource for others looking to enhance their own articles and reports.
Strategic Implications for Content Marketers
Simmonds’s insights suggest a strategic pivot for content marketers focused on SEO and link acquisition. While thought leadership has its place, it may not be the most efficient tool for generating backlinks. He proposes that resources dedicated to curating and presenting data in an easily digestible format can yield significantly better results in terms of inbound links.
He further elaborates on the perceived shortcomings of other content types for this specific goal:
“A lot of people hate on stat round ups…”
This sentiment, as highlighted by Simmonds, points to a potential disconnect between what is considered ‘high-value’ content by some and what is demonstrably effective for link building. His argument is not to dismiss thought leadership entirely, but to emphasize the superior, practical link-earning potential of data-centric content.
In Simmonds’s view, embracing the stat roundup format offers a clear path to increasing a website’s authority and visibility through earned backlinks. It’s a call to action for marketers to prioritize utility and data in their content creation efforts when link acquisition is a primary objective.
📝 About This Content
This article is based on insights shared by Ross Simmonds on LinkedIn.
📅 Originally posted on April 25, 2026 | View original post on LinkedIn →