Although the term “link bait” often carries a negative connotation, it doesn’t necessarily have to be a bad thing. Any piece of content that grabs the reader’s attention and provides valuable information can be considered link bait.  For marketers, there are multiple ways to generate link bait content. Whether it is by way of a cool info-graphic, a controversial topic, or simple creativity, providing readers with useful information can benefit your business in more ways than one. In the following blog I will discuss why link bait is so effective, and touch on five ways you can provide readers with quality content that generates solid leads.

Depending on your business, audience, and industry, link bait can mean a multitude of different things. To generate above-average results, it’s necessary to experiment with different types of content, testing what works and what doesn’t. For example, if you’ve had success with a certain blog article, determine what made it so successful and mimic those qualities in your next post.

However, if you’re just starting out, the following tips should be enough to get you started producing quality content that attracts links, and coverts leads to customers.

Visual Content is King

Coming from a fellow social media marketer, if you haven’t jumped on the visual bandwagon, now is the time. Whether its photos, videos, or infographics, visual content is one of the best forms of link bait, especially when it is shared across all social platforms. With the rise of social media sites like Pinterest that are structured around visual content, it is important to incorporate visuals into your social media marketing campaigns.  According to Hubspot, “blog articles that included infographics generated an average of 178% more inbound links and 72% more views than all other posts.”¹

Remember, visual content doesn’t necessarily have to be in the form of an infographic. Sometimes all your blog needs is an engaging image to accompany your awesome prose.

Controversial Content
Do you ever come across a blog or an eBook that you feel is inaccurate? If so, maybe it’s time to take a stance. As long as you’re not over the top, disagreeing with a certain claim can be a great way to attract attention. If you’re passionate enough about your stance and have the data to back it up, writing a controversial piece will oftentimes lead to successful lead generation and possibly spark a debate.

Fresh Content

Providing readers with fresh, original content is one of the best ways to attract attention and produce link bait material. If you want to be considered an industry thought leader, publishing new and noteworthy content is a great place to start. Whether it’s refuting the claims of a certain topic or providing new data, being the first to provide input is a great tactic to earn the respect of your followers.

Fun Content

The best content out there is the content that’s easiest to consume. When you think of successful marketing campaigns, many provided content that was fun, creative, and enjoyable.¹ Take for example Chipotle, whose creative video garnered nearly 6 million impressions. Any content that hints of mainstream trends, current news, or viral videos tends to be prime link bait.

Engaging Blog Title

When thinking about a title to accompany your blog, remember that it is usually the first thing people read before clicking on your post. Having a title that is intriguing and informational is essential to the success of your blog, and can ultimately determine whether or not it makes it into the link bait category. Just remember, a great title can only do such much for a low-quality blog. Just because your post has a high click-through-rate doesn’t mean that it is providing value; the blogs that provide real value are usually the ones that make it to link bait status.

Marketing Takeaway

Whether or not link bait is associated with evil marketing tactics, it is important to understand that not all link bait is bad. However, it is imperative that you provide fresh, valuable content that is informative, entertaining, and easy to consume. If used properly, link bait material can be extremely beneficial to your marketing strategy and ultimately increase business growth. Following these 5 tips should give your content just what it needs to catch your reader’s attention and increase prospects, leads, and sales.

 ¹ Hubspot, “The Marketer’s Ultimate Guide to Link Bait