There are several ways you can do this, and content spam is not among them. One solution is contacting reporters with interesting stories. Ask them to mention your company or brand, and it builds your brand recognition with search engines. Get interviewed regarding charitable efforts, hiring events or as a subject matter expert and include your website name. The news stories are considered highly trustworthy by search engines. Furthermore, this type of content will circulate in the general community and build brand recognition with a new audience. Another approach is working with influencers. You might write a guest column for their blog. Or you could have an influencer whose audience mirrors your customer base recommending your product. Their social media promotions will build quality backlinks. Alternatively, you could have employees comment as experts in forums, referencing the company's product and even useful links. Just don't do it too much or share unrelated content or you'll be classified as a spammer by search engines.
