In this world, we are reminded constantly that quality is more important than quantity.
Yet back in September, ‘Clickbait’ became one of the newest additions to the Oxford English Dictionary. Marketers worldwide are succumbing to this trend, even those who are known for high-quality content.
Clickbait marketing sucks, so why do people do it?
As someone who’s new to the world of B2B marketing, I am ready to learn. I’ve found that the information is all out there, but eye-grabbing, clear cut headlines are often followed up with cloudy content and mixed messaging.
As B2B marketers we know their reasons. Clicks mean money, and clickbait headlines mean clicks. Printed news isn’t as profitable as it was, and the online consumer wants their news punchy, concise and ordered.
When it comes to inbound marketing, we all know the score. Create content that is interesting yet succinct. But trawling through blog post after blog post riddled with repetitive content in the same ‘one size fits all’ style is enough to make you yawn. So I have yawned and yawned.
And now I’m tired of it.
Don’t drink from the poison chalice
Misleading headlines can have a profound effect on the intended audience. So, is it appropriate for B2B marketers to fill their blogs with misleading headlines, which act as a gateway to insignificant or unrelated content?
suggestions for better content that will keep afloat in a sea of clickbait marketing:
1. Say how you really feel:
We use robots and automated systems all the time, but we are not robots ourselves. It’s a proven fact that emotive and honest detail is far more memorable and effective than jargon copied from a textbook or somebody else’s blog post. If you don’t like something, let people know in your blog, start a debate or collaborate on solutions! If everybody followed the consensus, nothing would ever get challenged, so nothing would ever change. Emotions are good, and emotive language is even better.
2. Give us something to read:
I want to learn, you want to learn, we all want to learn! Regardless of age, experience, or knowledge, we are always learning and adapting. I don’t want to click on an article with a great headline like ‘What Brexit Means for B2B Marketing.’ and be given two meagre paragraphs of uncertainty.
3. Remember your reputation:
Big B2B blogs are often producing content for the sake of it. But your followers will read everything you publish. If it doesn’t excite you or you feel yourself nodding off just looking at a preview, don’t post it. Be proud of everything you write, and let learning about the topic excite you as much as it did to begin with.
4. Take the best of both worlds:
An article can be concise, contain all the requirements of perfect inbound content, but still be interesting and opinionated, don’t sacrifice one for the other.
5. Never mislead or oversell with your headline:
If your content doesn’t live up to the hype, potential customers won’t come back for more. It’s as simple as that.
Have you shared my anguish when it comes to clickbait marketing? Are you new to the world of B2B marketing too? Let me know, connect with me on Linkedin, or tweet me at @twigletstom. I look forward to hearing from you!