When is it smart to focus on viral-worthy content and clickbait? When is it not? To see fruitful returns from these kinds of efforts, they need to be done the right way and used in the right places. Rand discusses what kind of content investments make sense for this type of strategy and explains why it works in this week's Whiteboard Friday.
Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're chatting about when and where you might use clickbait and linkbait and viral-focused content as compared to other types for your SEO-driven campaigns.
There's a lot of savvy sort of folks at the intersection of SEO and content marketing who are practicing things like this right now. We've actually spoken to a few agencies who are specifically focused on this, and they have really solid businesses because many brands understand that these types of investments can produce significant returns. But you have to apply them in the right scenarios and the right spaces. So let's walk through that.
Let's say that you're a payroll software provider. Your goal is to increase traffic and conversions, and so you're considering what types of content investments you and your consultant or agency or in-house team might be making on the content front. That could be things like what we've got here:
A. Viral, news-worthy linkbait
I don't necessarily love the word "linkbait," but it still gets a lot of searches, so we're putting it in the title of the Whiteboard Friday because we practice what we preach here, baby.
So this might be something like "The Easiest and Hardest Places