You won’t believe how well better titles work — even when they’re not clickbait
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You won’t believe how well better titles work — even when they’re not clickbait

People write boring titles and subject lines. They can do better. Here’s how to draw the line between informative and clickbait. What is clickbait? You know it when you see it. It’s the headline designed to pull you in. “You won’t believe how Phyllis Diller looks now!” “Is your mortage underwater?” “Bernie Sanders wants to…

The 4 steps to create content marketing that spreads without being clickbait

The 4 steps to create content marketing that spreads without being clickbait

I hate clickbait. I love posts that spread. So here’s a process for creating content — like blog posts — that spreads usefully, not exploitatively. I’m writing this post because I had an argument with a client. The creative people at this company were creating valuable and interesting posts, then giving them titles that were…