Don't be a clickbait butterfly: hooking customers with content that delivers

In today’s competitive digital landscape, grabbing customer attention is a challenging feat.

However, the real challenge lies in keeping that attention, especially when a flashy headline leads to content that doesn’t deliver, causing high bounce rates.

In this session, Misty discussed strategies to create engaging, high-quality content that meets user expectations and enhances their online experience.

She also covered best practices for balancing captivating headlines and optimized content with content that builds trust, supports the customer journey, and drives conversions.

Transcript

1. Don't Be a Clickbait Butterfly: Hooking Customers with Content That Delivers Misty Larkins RELEVANCE Speakerdeck.com/mistylarkins @MistyLarkins @LarkinsMisty
2. Clickbait is like a butterfly— eye-catching but lacking substance
3. The practice of writing sensationalized or misleading headlines that exploit cognitive biases to increase the likelihood users click on a link
4. Content misaligned with brand authority 1
6. Content misaligned with brand authority Unnecessarily long articles Promise without delivery 1 2 3
7. Clickbait has long-term consequences
8. Clickbait content is shared 50x less than non-clickbait content on average 50x
9. Clickbait can confuse Google and dilute your authority on the topics that really matter
10. A brand’s attempt to engage with me often goes wrong because they… 76% Lack relevance 51% Lack authenticity
11. Traffic doesn’t pay the bills
12. Creating the best content possible that is worth linking to or mentioning Proving our experience and expertise
13. Step 1: Understand where your topical authority lies (AKA your swim lane)
14. Swipe file: Content Audit Template [QR code/link to google sheet]
18. Want to know your content anomalies?
19. Step 2: Know your audience and what they want
20. Clients Sales team CS team Internal search data Google trends/ Buzzsumo Social media
21. Step 3: Create valuable, engaging content
22. Effort and originality is what signals high quality content
23. If you’re rehashing what everyone else is saying, you’re not creating content; you’re creating clutter.
28. Clickbait content undermines long- term brand value 1 Learn to let go of content that’s not delivering 2 Focus on E-E-A-T principles over quick “hacks” 3 Create value not clutter 4
29. Be the flower, not the butterfly
30. Connect with me: linkedin.com/ in/mistylarkins/ ://WOMEN IN TECH SEO/ Join WTS Subscribe to WTSNewsletter