Content Marketing’s Clickbait Problem Is Fueled By An Addiction To Clicks

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Content marketing has a clickbait problem.

Spend any amount of time on the Internet, and those promoted stories start popping up. They’re not particularly subtle.

“Putting a girl in a bikini, putting a cut cate picture — all the tactics that get you to click on promoted content — but that is clearly just click-baiting you into something you didn’t expect,” said Peyman Nilforoush, CEO and co-founder of inPowered, which helps companies promote stories on the Internet.

Clickbait has recently become a flashpoint, with Facebook announcing a crackdown on it, and BuzzFeed proclaiming that it “doesn’t do” clickbait.

It’s an issue that is well-recognized in the marketing community. Barry Feldman, an online marketing consultant, said the promotion of clickbait has as much to do with poor-quality content, as it does with tricking users into clicking.

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