Dive summary:

• The #1 reason that good content doesn't get linked is due to a bad title.  Most people think that the main purpose of a title is to attract clicks, but an undervalued aspect of the title is setting the tone for the content, which can often determine what type of link-backs you get.
• A good hook is a must.  People need to feel that they have to read more, and without something like a new idea or controversial stance, you won't get noticed.  Make sure you spend time on making your hook a great one!
• If you have to follow the herd, make sure you stand out.  If you decide to write on a topic that many before you have covered, make sure you do it from a unique angle.  It can be interviews, a customer profile, media opinions, data visualization, etc.  Just make sure that you're doing something that brings new value to the subject.

From the article:

So we have all heard time and time again, “to attract links you need to build great content”. But very few actually talk about what good content looks like. That’s because good content can come in many different forms. But bad content (that doesn’t attract links) usually follows some of the same patterns. Below are 10 reasons why your content might not be attracting links.