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Don't Be a Clickbait Butterfly: Hooking Customers with Content That Delivers Misty Larkins RELEVANCE Speakerdeck.com/mistylarkins @MistyLarkins @LarkinsMisty

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Clickbait is like a butterfly— eye-catching but lacking substance

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The practice of writing sensationalized or misleading headlines that exploit cognitive biases to increase the likelihood users click on a link

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Content misaligned with brand authority 1

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Content misaligned with brand authority Unnecessarily long articles Promise without delivery 1 2 3

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Clickbait has long-term consequences

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Clickbait content is shared 50x less than non-clickbait content on average 50x

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Clickbait can confuse Google and dilute your authority on the topics that really matter

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A brand’s attempt to engage with me often goes wrong because they… 76% Lack relevance 51% Lack authenticity

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Traffic doesn’t pay the bills

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Creating the best content possible that is worth linking to or mentioning Proving our experience and expertise

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Step 1: Understand where your topical authority lies (AKA your swim lane)

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Swipe file: Content Audit Template [QR code/link to google sheet]

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Want to know your content anomalies?

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Step 2: Know your audience and what they want

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Clients Sales team CS team Internal search data Google trends/ Buzzsumo Social media

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Step 3: Create valuable, engaging content

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Effort and originality is what signals high quality content

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If you’re rehashing what everyone else is saying, you’re not creating content; you’re creating clutter.

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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

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Be the flower, not the butterfly

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Connect with me: linkedin.com/ in/mistylarkins/ ://WOMEN IN TECH SEO/ Join WTS Subscribe to WTSNewsletter