Content marketing plays a crucial role in building backlinks as it involves creating and sharing informative and engaging content that other websites and bloggers would find valuable to link back to. By creating high-quality content such as blog posts, infographics, videos, podcasts, and white-papers, businesses can attract backlinks from relevant and authoritative websites in their niche. This can help improve the website's search engine rankings and increase visibility and traffic. Moreover, content marketing can also involve guest blogging, where businesses can write and publish blog posts on other websites in exchange for a backlink to their site. This can help in building relationships with other bloggers and website owners while also creating valuable backlinks. In summary, content marketing can help businesses earn backlinks by creating and distributing valuable and shareable content that other websites and bloggers would want to link to.