#they (matt especially) have such grandiose dreams for the channel

[eviligo]

For real about the sticker club. I feel like after everything that happened they’re lowkey scared to hire employees again for fear that it could happen again. Also idk how true this is but it kinda strikes me as everything falling on Matt to do 🤷‍♂️

i get them being apprehensive about hiring actual in-house employees so they opt for what are essentially independent contractors that work remotely, but between you and me i doubt any actual contracts are written up. it’s probably more of a verbal agreement thing..idk. i doubt they expected the volume of issues that would come with a monthly subscription perk that’s delivered through regular mail, but they need to pivot and adapt

afaik when it comes to sticker club they (and friends) all package the stickers and matt or luke drives them to the post office. most of the actual sticker designs are commissioned but there have been a handful that matt has designed himself. and with their actual merch i know the work load is distributed among matt, ryan and luke (and friends) pretty evenly. matt does handle the socials, including the any communication through patreon. however i was surprised to learn that it was ryan who wrote the tweets at youtube over the elden rig video lol i definitely assumed it was matt

they really just need more employees. people that work in the office. and not friends, actual vetted employees with specialties in the appropriate fields. i fear they’re inevitably gonna be crushed under the workload if they don’t

[quarantineroulette]

Minor Disappointments’ Least Disappointing Releases of 2018

Preamble: I had a bit of a low (not Low, although that would’ve been preferable) period in 2018 that went on for several months. I didn’t really listen to music during that time, and so I missed out on a lot of things. I’m kind of too scatterbrained from holiday hysteria to really take in anything new. So these lists probably don’t designate “the best”, but they’re decent documents of what I wasn’t too distracted or down to take serious notice of.

Secondly, my own band released an album this year, and that occupied a large amount of time normally reserved for listening to other bands. I won’t rank it because I don’t want to be that conceited...but if you want to check it out for yourself, the highlights for me are “For the Rest to Rest”; “Open Up the Ways”; “Screen Test”; and “Suspend Disbelief”. One of my favorite reviews of it described our sound as being a “unique blend of post-punk, brit-pop, indie, and a little post-rock too.” and said we’re “one of the smartest bands to come out of Brooklyn in a very long time.” This is both why people should listen to it and also why they might not.

Thirdly, one of the things I listened to the most this year was Protomartyr’s Consolation EP, but I’m refraining from listing it as it’s not a full-length. That said, I think it’s as good as nearly anything I’ve heard this year, Protomartyr are the best and both of their live sets I caught were my favorite gigs of 2018. TLDR: Protomartyr = good. Most other things on this list = equally good but not Protomartyr. Let’s get started shall we?

10 Songs That Were Good: 

10) Neko Case & Mark Lanegan - Cures of the I-5 Corridor. How has a Neko Case / Mark Lanegan duet not existed until 2018?? No matter the year, something this gorgeous and heartbreaking is always worthy of making the cut.

9) Lana Del Rey - Mariners Apartment Complex . I remember Spencer Krug tweeting something kind of snarky about “Venice Bitch” a few months back, then deleting it, and damn well he should’ve because both that and “Mariners Apartment Complex” are blinders. “Venice” may be the most low-key epic ever, but the way “Mariners” takes hints of Leonard Cohen and Lee Hazlewood / Nancy Sinatra and places them in a pop context is perhaps even more admirable. It’s truly inspiring to hear mainstream music this nuanced.

8) Parquet Courts - Tenderness . I love the jaunty piano, and how Andrew Savage’s vocal take is simultaneously forceful and lax. But most of all I love how all its elements converge to create a sense of hard-won optimism.

7) Iceage - Thieves Like Us . Iceage do a swamp cabaret song and I just can’t love it enough.  

6) MGMT - Me and Michael . Yes, it’s ridiculously ‘80s, but you would have to be a very dour person to not smile whenever that opening synth riff kicks in.

5) Shame - One Rizla . Riff of the year. Hands down.

4) Bodega - Jack in Titanic . One of the great things about 2018 was witnessing Bodega’s success. To me, they’ve always been one of the few up-and-coming indie bands with the  charisma to be actual stars, and it’s been a joy seeing the rest of the world take note of this. From the moment I heard “Jack in Titanic”, I just knew it was destined to show up on a BBC Radio 6 A-or-B list at some point in the near future (and it did!). And yeah, they’re my good friends, but even if they were strangers I’d appreciate the smartness, melodic hooks, and sexiness all the same:

3) Preoccupations - Disarray . Click on that link because the song is really good, but be warned -- the vocal melody is never, ever going to leave you.

2) Protomartyr - Wheel of Fortune . This song has everything: a nerve-wracking stop and start guitar part, an at-once badass and terrifying refrain, Kelly Deal, and the exact sense of urgency that’s needed right now. Powerful, timely, and a rare example of a song that puts its guest star to highly effective use.

1) Janelle Monae - Make Me Feel . This song combines about five different Prince songs but Janelle Monae’s personality is so strong that the end result is something wholly her own. And if the song weren’t a blast on its own, the technicolor video is almost lethally fun: 

10 Albums That I Loved A Lot: 

10) Arctic Monkeys - Tranquility Base Hotel and Casino . I really loved this album but I’m ranking it as 10 just because it’s the Arctic Monkeys and I can’t believe I enjoyed anything they’ve produced *this* much -- especially a lounge album about a casino on the moon. I find Alex Turner overrated as a lyricist and cosplaying a Bad Seed isn’t endearing to me, but he obviously loves Scott Walker a lot so I guess he gets some sort of pass.

9) Moonface - This One’s of the Dancer and This One’s for the Dancer’s Bouquet . The only reason this isn’t ranked higher is because I haven’t been able to give it the attention it deserves. This is a concept album where some songs are sung from the pov of the Minotaur and others from Spencer Krug, and both these creatures are enigmatic are too enigmatic to be given mere surface reads. This all said, I’ve listened enough to glean that, as always, Spencer’s lyrics are awe-inspiring, the marimba is implemented well, the alternate version of “Heartbreaking Bravery” is excellent, and comparing and contrasting its themes with those found on Wolf Parade’s 2017 release Cry Cry Cry is a fun past time if you’re me or seven other people. Looking forward to delving deeper in 2019.

8) Janelle Monae - Dirty Computer . To be honest, I *was* a little disappointed in this. It’s not as cinematic or stylistically adventurous as Monae’s previous full-lengths, but I think Monae herself is extremely talented and I wish she was a much bigger star. Furthermore, when considered against the drek of the general pop landscape, this is still a bold, unpredictable, and intelligent pop record from a true enigma.

7) Luke Haines - I Sometimes Dream of Glue . Like “Kubla Khan” if it had been written after huffing a river full of glue, but instead of Xanadu it’s an English village full of miniature people having a orgy:

6) Parquet Courts - Wide Awake! . No other song better captures the frustrations and anxieties of living in NY in 2018 than “Almost Had to Start a Fight / In and Out of Patience”, and for that alone this album would make the year-end cut. But it also happens to be brilliant start to finish, with the two closing statements, in the form of “Death Will Bring Change” and “Tenderness” respectively, being among PC’s best.

5) Low - Double Negative .  Mimi Parker’s voice emerging from a sonic cocoon on “Fly” is one of the most gripping moments of Low’s fantastic career. This album challenged me the most in 2018, but it’s also one I frequently returned to, determined to crack its code.

4) Preoccupations - New Material . I suppose some would dismiss this as too trad. post-punk, but holy hell - these trad. post-punk songs have got some hooks! And there isn’t quite another singer like Matt Flegel, who somehow manages to channel Bowie and Mark Lanegan at the same time. I’ve listened to this so much that New Material already feels like a well-loved classic.

3) Gazelle Twin - Pastoral . I would argue that Pastoral is the closest anyone’s come to making something comparable to PJ Harvey’s Let England Shake. An electro-pagan examination of Britain’s heritage and history (and the whole Brexit thing) that manages to feel thorough despite only being 37 minutes long, Pastoral moves beyond being just “a record” and becomes something closer to contemporary art. Elizabeth Bernholz’s vocals, whether warped or unconstrained by processing, are remarkable throughout. A mash-up of folk traditions and modern beats that somehow works shockingly well:

2) Idles - Joy as an Act of Resistance . Boyfriend / bandmate James and I have discussed this album more than any other this year, and it’s been a pleasure hearing his love for it and forming my own appreciation of it in the process. What sealed it for me was James’ description of “Idles” as pagan, and how the band’s use of repetition and simple melodies (as well as their bacchanalian stage presence) created an air of ritualism. In their primalness, they even remind me of The Birthday Party - a “woke” Birthday Party, but a Birthday Party all the same. My favorite musical moment of the year may very well be Joe Talbot’s first shout of “UNITY!” in “Danny Nedelko”, primordial, raw, unpretentious, and completely punk. We *need* these guys right now:

1) Suede - The Blue Hour . There is a joke in the TV show 30 Rock in which Jack Donaghy -- Alec Baldwin’s network head character -- says he attended Harvard Business School, where he was voted “Most”. The Blue Hour could be considered “Most” -- it’s meant to be taken as one piece, it’s insanely grandiose and, like its predecessor Night Thoughts, listening to it makes everything in my life seem 18 times more dramatic and tragic. I don’t know how, but this bizarre mashup of Kate Bush, Jacques Brel, Pink Floyd, Scott Walk, Gregorian chanting, classic Suede, spell books and (of course) David Bowie somehow seems bizarrely in step with 2018. Seeing as this top three consists of albums that are arguably “pagan”, and folk horror’s representation in popular 2018 films like Hereditary, The Blue Hour feels accidentally on trend. It’s crazy to think that a band whose first release happened 25 years ago could still be relevant in 2018, but Suede somehow are so please give these dads a hand and then listen to The Blue Hour’s glorious closing trio of songs a lot, because boy are they “Most”.  

[lucyariablog]

Shouldn’t Every Piece of Content Be Clickbait?

Welcome to the clickbait debate.

Credited to Jay Geiger, who first wrote about it in 2006, the term “clickbait” earned a place in The Oxford English Dictionary in 2016 with this definition:

“(on the Internet) content whose main purpose is to attract attention and encourage visitors to click on a link to a particular web page.”

Taken for its denotative meaning, clickbait does what all content marketers want – it entices the audience to click on the headline and consume their content.

So why does clickbait show up on lists, including Facebook’s, of content marketing mistakes or practices to avoid?

David Ambrogio, SEO and content strategist at Online Optimism, offers a definition that touches on what the word clickbait connotes for many people – “any content with sensationalist headlines used to encourage clicks or drive ad revenue.”

The problem with clickbait, says Gregory Golinski, head of digital marketing at YourParkingSpace.co.uk, is that it’s a one-sided deal with your audience. “Clickbait is tricking people into consuming your content by making them believe it will be better than what it really is. You take something from your audience without fulfilling your part of the deal: creating useful, quality content.”

Clickbait takes from the audience w/out fulfilling your end of the deal. Gregory Golinski of @YPSUK Click To Tweet

But clickbait doesn’t have to live up (or down) to those negative connotations, others say.

Can clickbait be good?

“Clickbait isn’t necessarily bad,” says Andrew Selepak, a professor at the University of Florida. “While we often view clickbait negatively because it is associated with fake news and online hucksters, if your company has a solid product that can actually help consumers, getting people to your site by hook or crook isn’t such a bad thing.”

He offers P.T. Barnum’s “Greatest Show on Earth” label as an example of pre-internet clickbait: “While it is debatable that P.T. Barnum truly had the greatest show on earth, his clickbait advertising did get people to come see his show, and what they saw was entertaining.”

Even if it wasn’t the greatest show on earth, P.T. Barnum still entertained his audience. @aselepak Click To Tweet

P.T. Barnum knew well that it was good business to make sure customers got what they expected. As he wrote in 1880’s The Art of Money Getting:

You may advertise a spurious article and induce many people to call and buy it once, but they will denounce you as an imposter and swindler, and your business will gradually die out and leave you poor.

Spurious articles to attract customers? That’s the clickbait content of the 19th century (and likely since the invention of the printing press).

Clickbait creates the curiosity gap

Patsy Nearkhou of Talkative UK offers two categories of clickbait titles – the spectacular and the mysterious.

A spectacular headline would be: Marketers Tried These 6 Insane Influencer Hacks … You Won’t Believe the Results! As Patsy explains, the headline is peppered with grandiose statements, directly addresses the reader, and contains several superlatives.

A mysterious headline might be: The One Word I Promised to Stop Using in 2018. It isn’t shouty but deliberately ambiguous.

“The continuous theme across all clickbait titles is that they appeal to the reader’s curiosity … they appeal to the same psychological process,” Patsy says. “They work because people are naturally curious creatures so it’s irrelevant whether they use grandiose or subtle tactics.”

Neil Patel believes clickbait gets a bad rap. “When done correctly, it’s one of the best ways to get people to take notice and give you their most precious asset: attention,” he writes.

Clickbait gets a bad rap. Done well, it’s one of the best ways to get attention for your #content. @NeilPatel. Click To Tweet

Steve Kurniawan, content specialist and growth strategist at Nine Peaks Media, agrees. “Humans are curious in nature, especially for topics we already are interested in,” he says. “The key to a successful clickbait title is proper understanding of your audience – their behaviors, needs, issues, the things they love, and so on.

“Then you can deliver a clickbait title to address this behavior or need.”

Are clicks the goal?

Marketers and content creators seeking to avoid clickbait-type content should try to provide all essential information in the headline or summary, says John Sammon, CEO of Sixth City Marketing. “Someone can read it and get the information they need without having to click on the article or keep reading.”

His advice works well for brands seeking to be expert resources or have their content be the featured snippet on the Google search results page. But what if the goal is to get people to visit your website (i.e., click), what can you do?

The trick is to write a killer headline & follow through w/ an equally good article. @eman_zabi Click To Tweet

Neil has pointed to an academic study of 69,907 news article headlines that revealed that the most powerful headlines – the ones that receive the most clicks – are polarizing.

Eman Zabi, copywriter and brand strategist at The Scribesmith, says the trick is to write a killer headline with a hook and follow through with an equally good article. She suggests writing at least 10 headlines and then picking the best one. If you’re stuck, use headline formulas. Run them through CoSchedule’s Headline Analyzer to narrow down to the best.

“Don’t be afraid to have a little fun with the headlines. Clear beats clever, but there’s no reason you can’t pull off both,” she says.

Angelo Frisina, CEO of Sunlight Media, notes how BuzzFeed rapidly grew to a top-50 site in the United States largely due to its clever, attention-grabbing headlines. “Some would classify that as clickbait, I say it’s optimizing titles for high click-through rates,” he says.

Angelo offers some BuzzFeed-like headlines for marketers to use for their own content:

25 ___ That Will Change the Way You ___

I Tried ___. And Even I Was Surprised About What Happened Next

This ___ Makes ___ 10x Better

Here Are 11 ___ That ____. And They’re Backed by Science

Use These 20 Simple Hacks for More ____. #5 Is Awesome

When You Learn About ___ You’ll Never ____ Again

“The ability to use it creatively and effectively is the key to success,” he says with a cautionary note. “Overuse will bring little to no positive results.”

HANDPICKED RELATED CONTENT: Increase Content Marketing Success With Helpful Headline Tips & Tools

Why clickbait won’t (and maybe shouldn’t) disappear

Derek Gleason, content lead of CXL, says content platforms like Google, YouTube, and Facebook are set up to encourage clickbait-type headlines.

Google, YouTube, and Facebook are set up to encourage clickbait. @derek_gleason Click To Tweet

Think about a search page. Marketers want their headlines to stand out in the crowd to encourage searchers to click and connect with their content. But you don’t have to implement sensationalistic practices to get this result.

For example, if you create an industry guide, a straightforward label title may not be enough to get noticed. “You may need to start dropping words like ‘ultimate’ into your title so that your link seems better than those offering simple ‘guides,’” Derek says.

Brands measuring #content success by clicks & shares exacerbate the use of clickbait. @derek_gleason‏ Click To Tweet

Searchers also tend to click on the most current information available. Derek offers the example of a hypothetical article called Blogging Best Practices in 2013. Each subsequent year, you update a couple links and screenshots in the post and change the date in the headline.

“The change of title suggests a more dramatic change in content value than what’s really there,” Derek says. “The only reason (to include) a date at all is that (you) think it will boost click-through rates.”

Content platforms aren’t the only ones that reward clickbait. Brands that measure content success by clicks and shares exacerbate its use. “It’s a perverse incentive system that pays no mind to whether clickbait achieves long-term company goals. In other words, it ‘works’ in their tiny fiefdom,” Derek says.

“Clickbait has one motivation – to entice users to click on a link/video by using highly engaging headlines and thumbnails, says Matt Slaymaker of Folsom Creative. “Good clickbait is when your thumbnail and headline are provocative and enticing, yet true to the content of the article or video.”

He offers an example of YouTube sensation Mike Korzenmba who produces multiple NBA-related videos every week for his 1.3 million subscribers. This one, 7 Stories to Prove Michael Jordon was NOT Human, has generated 8 million views and interestingly, multiple comments about how it’s “the most clickbaity YouTube channel that isn’t clickbait”

It boils down to one thing

No matter where you fall in the clickbait debate, we all likely can agree on the resulting principle: Create the bait – great, accurate headlines that entice people to click – and, when they click, don’t disappoint them – have content deliver on the promise.

And that’s what I call clickworthy. What about you?

HANDPICKED RELATED CONTENT: Road Map to Success: Creating the Content of Your Audience’s Dreams

Please note:  All tools included in our blog posts are suggested by authors, not the CMI editorial team. No one post can provide all relevant tools in the space. Feel free to include additional tools in the comments (from your company or ones that you have used).

Want to make your content marketing more powerful? Attend Content Marketing University. Winter enrollment is now open.

Cover image by Joseph Kalinowski/Content Marketing Institute

The post Shouldn’t Every Piece of Content Be Clickbait? appeared first on Content Marketing Institute.

from https://contentmarketinginstitute.com/2018/12/practice-content-clickbait/

[a-breton]

Shouldn’t Every Piece of Content Be Clickbait?

Welcome to the clickbait debate.

Credited to Jay Geiger, who first wrote about it in 2006, the term “clickbait” earned a place in The Oxford English Dictionary in 2016 with this definition:

“(on the Internet) content whose main purpose is to attract attention and encourage visitors to click on a link to a particular web page.”

Taken for its denotative meaning, clickbait does what all content marketers want – it entices the audience to click on the headline and consume their content.

So why does clickbait show up on lists, including Facebook’s, of content marketing mistakes or practices to avoid?

David Ambrogio, SEO and content strategist at Online Optimism, offers a definition that touches on what the word clickbait connotes for many people – “any content with sensationalist headlines used to encourage clicks or drive ad revenue.”

The problem with clickbait, says Gregory Golinski, head of digital marketing at YourParkingSpace.co.uk, is that it’s a one-sided deal with your audience. “Clickbait is tricking people into consuming your content by making them believe it will be better than what it really is. You take something from your audience without fulfilling your part of the deal: creating useful, quality content.”

Clickbait takes from the audience w/out fulfilling your end of the deal. Gregory Golinski of @YPSUK Click To Tweet

But clickbait doesn’t have to live up (or down) to those negative connotations, others say.

Can clickbait be good?

“Clickbait isn’t necessarily bad,” says Andrew Selepak, a professor at the University of Florida. “While we often view clickbait negatively because it is associated with fake news and online hucksters, if your company has a solid product that can actually help consumers, getting people to your site by hook or crook isn’t such a bad thing.”

He offers P.T. Barnum’s “Greatest Show on Earth” label as an example of pre-internet clickbait: “While it is debatable that P.T. Barnum truly had the greatest show on earth, his clickbait advertising did get people to come see his show, and what they saw was entertaining.”

Even if it wasn’t the greatest show on earth, P.T. Barnum still entertained his audience. @aselepak Click To Tweet

P.T. Barnum knew well that it was good business to make sure customers got what they expected. As he wrote in 1880’s The Art of Money Getting:

You may advertise a spurious article and induce many people to call and buy it once, but they will denounce you as an imposter and swindler, and your business will gradually die out and leave you poor.

Spurious articles to attract customers? That’s the clickbait content of the 19th century (and likely since the invention of the printing press).

Clickbait creates the curiosity gap

Patsy Nearkhou of Talkative UK offers two categories of clickbait titles – the spectacular and the mysterious.

A spectacular headline would be: Marketers Tried These 6 Insane Influencer Hacks … You Won’t Believe the Results! As Patsy explains, the headline is peppered with grandiose statements, directly addresses the reader, and contains several superlatives.

A mysterious headline might be: The One Word I Promised to Stop Using in 2018. It isn’t shouty but deliberately ambiguous.

“The continuous theme across all clickbait titles is that they appeal to the reader’s curiosity … they appeal to the same psychological process,” Patsy says. “They work because people are naturally curious creatures so it’s irrelevant whether they use grandiose or subtle tactics.”

Neil Patel believes clickbait gets a bad rap. “When done correctly, it’s one of the best ways to get people to take notice and give you their most precious asset: attention,” he writes.

Clickbait gets a bad rap. Done well, it’s one of the best ways to get attention for your #content. @NeilPatel. Click To Tweet

Steve Kurniawan, content specialist and growth strategist at Nine Peaks Media, agrees. “Humans are curious in nature, especially for topics we already are interested in,” he says. “The key to a successful clickbait title is proper understanding of your audience – their behaviors, needs, issues, the things they love, and so on.

“Then you can deliver a clickbait title to address this behavior or need.”

Are clicks the goal?

Marketers and content creators seeking to avoid clickbait-type content should try to provide all essential information in the headline or summary, says John Sammon, CEO of Sixth City Marketing. “Someone can read it and get the information they need without having to click on the article or keep reading.”

His advice works well for brands seeking to be expert resources or have their content be the featured snippet on the Google search results page. But what if the goal is to get people to visit your website (i.e., click), what can you do?

The trick is to write a killer headline & follow through w/ an equally good article. @eman_zabi Click To Tweet

Neil has pointed to an academic study of 69,907 news article headlines that revealed that the most powerful headlines – the ones that receive the most clicks – are polarizing.

Eman Zabi, copywriter and brand strategist at The Scribesmith, says the trick is to write a killer headline with a hook and follow through with an equally good article. She suggests writing at least 10 headlines and then picking the best one. If you’re stuck, use headline formulas. Run them through CoSchedule’s Headline Analyzer to narrow down to the best.

“Don’t be afraid to have a little fun with the headlines. Clear beats clever, but there’s no reason you can’t pull off both,” she says.

Angelo Frisina, CEO of Sunlight Media, notes how BuzzFeed rapidly grew to a top-50 site in the United States largely due to its clever, attention-grabbing headlines. “Some would classify that as clickbait, I say it’s optimizing titles for high click-through rates,” he says.

Angelo offers some BuzzFeed-like headlines for marketers to use for their own content:

25 ___ That Will Change the Way You ___

I Tried ___. And Even I Was Surprised About What Happened Next

This ___ Makes ___ 10x Better

Here Are 11 ___ That ____. And They’re Backed by Science

Use These 20 Simple Hacks for More ____. #5 Is Awesome

When You Learn About ___ You’ll Never ____ Again

“The ability to use it creatively and effectively is the key to success,” he says with a cautionary note. “Overuse will bring little to no positive results.”

HANDPICKED RELATED CONTENT: Increase Content Marketing Success With Helpful Headline Tips & Tools

Why clickbait won’t (and maybe shouldn’t) disappear

Derek Gleason, content lead of CXL, says content platforms like Google, YouTube, and Facebook are set up to encourage clickbait-type headlines.

Google, YouTube, and Facebook are set up to encourage clickbait. @derek_gleason Click To Tweet

Think about a search page. Marketers want their headlines to stand out in the crowd to encourage searchers to click and connect with their content. But you don’t have to implement sensationalistic practices to get this result.

For example, if you create an industry guide, a straightforward label title may not be enough to get noticed. “You may need to start dropping words like ‘ultimate’ into your title so that your link seems better than those offering simple ‘guides,’” Derek says.

Brands measuring #content success by clicks & shares exacerbate the use of clickbait. @derek_gleason‏ Click To Tweet

Searchers also tend to click on the most current information available. Derek offers the example of a hypothetical article called Blogging Best Practices in 2013. Each subsequent year, you update a couple links and screenshots in the post and change the date in the headline.

“The change of title suggests a more dramatic change in content value than what’s really there,” Derek says. “The only reason (to include) a date at all is that (you) think it will boost click-through rates.”

Content platforms aren’t the only ones that reward clickbait. Brands that measure content success by clicks and shares exacerbate its use. “It’s a perverse incentive system that pays no mind to whether clickbait achieves long-term company goals. In other words, it ‘works’ in their tiny fiefdom,” Derek says.

“Clickbait has one motivation – to entice users to click on a link/video by using highly engaging headlines and thumbnails, says Matt Slaymaker of Folsom Creative. “Good clickbait is when your thumbnail and headline are provocative and enticing, yet true to the content of the article or video.”

He offers an example of YouTube sensation Mike Korzenmba who produces multiple NBA-related videos every week for his 1.3 million subscribers. This one, 7 Stories to Prove Michael Jordon was NOT Human, has generated 8 million views and interestingly, multiple comments about how it’s “the most clickbaity YouTube channel that isn’t clickbait”

It boils down to one thing

No matter where you fall in the clickbait debate, we all likely can agree on the resulting principle: Create the bait – great, accurate headlines that entice people to click – and, when they click, don’t disappoint them – have content deliver on the promise.

And that’s what I call clickworthy. What about you?

HANDPICKED RELATED CONTENT: Road Map to Success: Creating the Content of Your Audience’s Dreams

Please note:  All tools included in our blog posts are suggested by authors, not the CMI editorial team. No one post can provide all relevant tools in the space. Feel free to include additional tools in the comments (from your company or ones that you have used).

Want to make your content marketing more powerful? Attend Content Marketing University. Winter enrollment is now open.

Cover image by Joseph Kalinowski/Content Marketing Institute

from http://bit.ly/2zGbRft