*Catfishing: Pretending to be someone you aren’t to trick someone into starting a relationship with you.
Content marketing should have a clear goal. Some possible objectives include:
Tricking people into clicking a link to a blog post is not a valid objective for content marketing, as it does not contribute to any of the meaningful goals mentioned above.
The Oxford Dictionary defines clickbait as content intended to attract attention and encourage visitors to click on a web page. It’s like the catfishing* of content, creating a sensationalist headline to reel people in.
Buzzfeed and Upworthy are masters of this, using headlines like “you won’t believe what happened next” to pique curiosity.
Clickbait plays with the “curiosity gap,” exploiting the “information gap theory of curiosity” by withholding information from readers.
Social networks like Facebook are cracking down on clickbait and fake news to promote quality content that creates meaningful interactions with readers. Brands should aim for meaningful interactions too, not just to outsmart algorithms but also to foster customer loyalty.
While clickbait may attract visitors to your page, it fails to draw in those who are genuinely interested in your content. To build customer loyalty, content should serve a purpose by providing help, education or entertainment to your customers. Attracting the right kind of traffic is crucial for the success of your website.
In the long run, clickbait articles don’t promote deep and thoughtful conversation. They’re not meant to educate or entertain readers either. Instead, their sole purpose is to lure people into clicking on the link. Consequently, visitors don’t typically spend much time on the page.
People will begin to equate your clickbait articles with spam, akin to an online tabloid magazine.
An effective content marketing strategy involves creating in-depth, valuable, and informative content. To increase clicks, consider collaborating with brand ambassadors, influencers, or incentivizing customers to share your content.
When people see content shared by their loved ones, they are more likely to engage with it naturally. There’s no need to deceive them into clicking it.