The Clickbait Issue

Content marketing has a clickbait issue

Historically clickbait is when an article doesn’t end up delivering on it’s headline or photo and the site or page is setup with the intent of generating revenue at the expense of quality, accuracy and user experience. The definition has expanded over time to include the low quality content those annoying top 10 lists or nostalgia lists and even outright fake news sites.

A major issue is the reliance on clicks as a metric. Many content creators have already moved away from clicks in favour of metrics such as shares and time spent on a page. Content marketers have been a bit slower.

This all results in a decline of effectiveness, as internet users get smarter you need to build trust and credibility and more importantly create original useful content. This takes time and is a major investment.

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