Getting readers to your blog can be quite challenging. With so much content being created and distributed online every day, how do you get attention?
If you want to catch readers, you need to use the right kind of bait. What\’s the best kind of bait?
That\’s easy. Link bait.
In some circles these words are frowned up. But according to Wikipedia…
Link bait is any content or feature, within a website, designed specifically to gain attention or encourage others to link to the website. Matt Cutts defines link bait as anything \”interesting enough to catch people\’s attention.\” Link bait can be an extremely powerful form of marketing as it is viral in nature.
All good headlines, whether for television, radio, newspaper or a blog, can be considered link bait.
Link bait is used by every major media source in order to get you to tune in, keep listening, continue reading or click a link. Sometimes the bait doesn\’t need to be creative for someone to take interest, eg: the death of a celebrity. Other times a twist needs to be applied in order to get and keep attention.
That\’s not to say that the content of a story might not measure up to the punch of the headline (re: the link bait), but to be a successful blogger you must be able to craft headlines that will attract readers.
Last week I produced one of my finest pieces of link bait yet. The article was titled I Am Leaving Social Media. It was a piece that gave voice to the frustrations that I, and many others, have with the current social media atmosphere.
As of this writing, the entry has been shared on Facebook over 525 times, Tweeted more than 280 times and given +1 on Google Plus more than 80 times. The entry also received enough traffic to put my blog in the top 5000 trafficked sites in the world on the day it was released.
Let\’s take a look at five elements which made this particular blog entry my most popular of the year.
1) Create a controversial headline
I\’m no stranger to controversy.
In November 2009, I unfollowed everyone I was following on Twitter. My Twitter stream had become unusable and I took drastic action to make it Joel-friendly once again.
In April 2011, I unfriended every person on my bloated Facebook account packed with people that I didn\’t really know. It was interesting to see others follow suit.
For a number of years, I\’ve told the hard truth about Internet marketing to readers of my blog. There have been a series of articles that took direct aim at Multi-Level Marketing, hyped-up product launches and scam-artists.
All of these articles were highly successful because I dealt with serious issues that others can relate to as well. The headlines communicated that I was unafraid to tackle the difficult issues and make tough choices.
This particular headline caught the attention of readers due to my positioning in the social media space. As the author of a popular book on Twitter and an early adopter of social media, the notion of me leaving social sites was shocking and unthinkable.
2) Deliver on Value
If the feedback I have received on my blog, Facebook and Twitter are any indication, it\’s safe to say that this entry resonated deeply with the majority of those who read the piece. There are always going to be people who disagree with you. That\’s okay. I will never run my business or decide what to write or speak about based on a minority opinion. If there were many more voices saying the same thing, I would be more likely to pay attention and determine if I should consider making a shift. But anyone who puts themselves out there is going to find their share of critics. And those who post mean or hurtful comments never see the light of my blog anyhow. See this post for more information why this is my policy.
My blog post included facts, opinion and analysis. I gave voice to concerns that many share regarding the negative aspects of social media. I created a narrative that told a story. And I wrapped it up by illustrating how difficult it is to get away for the social sites. The piece took readers on a roller-coaster ride with a final twist that closed the loop by coming to a reluctant acceptance of how things are.
Whether your blog entries are packed with facts or fiction, be sure to give people a reason to read, interact and want to come back for more. If you have told a story with value, they will interact and be back for another helping.
3) Say it with Feeling
The headline immediately evoked emotion, especially in my most loyal readers. Joel is LEAVING?!? Is that possible? And if he leaves, does that mean I can leave, too? Some were simply stunned at the headline. They were relieved to discover that I wasn\’t really going anywhere.
The initial shock that this could be true transitioned towards the discontent that many are experiencing with social sites. This soon turned to the magnetic (and addictive) draw that Facebook et al have on us. The final turn of the phrase brought about emotional closure as I assured my readers of a few things. First, I acknowledge that there are problems which concern us all. Second, it\’s okay to be upset and struggle with whether or not we choose to participate. Next, relationships with others is of the greatest importance, and if we can find a way to use the social sites so we are bringing value and doing good then we are using a broken system to the greatest advantage. And finally, no one is making any one use the sites. We are all free to participate, or check-out, however we deem best for ourselves.
4) Invite feedback and shares
Once you have had the opportunity to communicate your message, it\’s a great idea to finish with a question or some other solicitation of feedback. If you have communicated clearly, you will have connected with your readers in a meaningful way. Only a small percentage of readers ever leave comments, but the ones who do so are passionate and eager to engage. A greater percentage will use the social shares buttons. The great thing about comments and shares are social proof. When your numbers increase, it communicates that you have a message worth sharing.
Was my blog headline \”I am Leaving Social Media\” link bait? Absolutely.
In my humble and usually correct opinion, every blogger should strive to create clever ways to get readers. As long as you are delivering on value and leaving your readers satisfied, you are on the right track.
Do I want your feedback? You\’re darned right I do! Also, I\’d appreciate it if you scrolled to the top of this article and shared it on Facebook, Twitter and Google Plus. Thanks for reading!