Something I have noticed increasingly on my social channels is people's increasing lack of tolerance of so-called 'clickbait' type posts.
You know the type. A post appears on your Facebook timeline that just says something like: "That was the last straw". You know the person is just waiting for people to leap in. "Are you OK, hun"? It drives me nuts.
More and more these types of posts appear in B2B marketing channels too, such as LinkedIn, where tolerance seems even lower.
But as a B2B marketer who spends hours creating content. How do you communicate how helpful your content is without using an attention-grabbing headline?
All to often to avoid the stigma of being accused of click-baiting, conscientious content marketers end up using "vague headlines that don’t attract the right people and don’t show that you have the exact solutions they need" (Stefanie Flaxman).
So, what is the solution?
In the article below, Stefanie Flaxman writing for copyblogger offers a solution in the form of a simple truth:
"If your content delivers on your headline’s promise, it’s not clickbait. Period."
If your content does what it says on the tin, by this I mean it delivers what it promises, then it is not clickbait.
It is all about finding the right words. Stefanie suggests three simple questions:
- Who will benefit from this content?
- How do I help them?
- What makes this content special?
I would then suggest taking it further and looking for relevant keywords opportunities. And then finally, use a headline analyser tool, such as CoSchedule to help hone your title further by testing it for length, originality and sentiment.
The problem is: specific, benefit-driven, intriguing headlines can be mistakenly associated with clickbait — headlines designed to trick someone into clicking on an article, podcast episode, or video.