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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No content
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Content misaligned with brand
authority
Unnecessarily long articles
Promise without delivery
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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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No content
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No content
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No content
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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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No content
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No content
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No content
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No content
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Clickbait content undermines long-
term brand value
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Learn to let go of content that’s not
delivering
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Focus on E-E-A-T principles over
quick “hacks”
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Create value not clutter
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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/
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