The title of this blog was chosen to make a point. As a marketer, if you want people to read your blog, you have to create link candy.
Link Candy Definition
Link candy is when you entice people to come to your blog or web page with creative content.
Another form of link candy is when people choose to link to your blog or web page because you are offering the user a unique experience. These users will be so impressed with your content they will want share it with their friends.
Think about when you post an “awesome” YouTube video on your best friend’s wall. If I had a dollar for every time I saw this verbiage show up on my newsfeed I would be a rich woman – “Hey man, check this out…”
This call to action is fine for this type of sharing because you are able to post straight to your friend’s wall and they are forced to acknowledge your content through a notification. However, if you want your business blog’s content to be read, shared, and linked to, you need to step up your game.
The Buzzfeed Phenomenon
Websites such as Buzzfeed or Upworthy are really good at creating engaging headlines that draw you in and motivate you to click.
I bet you have seen headlines such as “There Are 2 Groups Of People Who Don’t Have To Pay Income Tax. Guess Who They Are?” or “Did you know Penguins Have Knees?”. These titles are actually very clever. They grab your attention, pull you in, and then keep you engaged once you start reading.
Even though these articles may not be as substantial as the articles you write on your business blog, if you follow their pattern you can spice up any topic.
Let’s take a step back and talk about a concrete example.
Culligan is a water treatment company that sells water softener and water filter services. I think we can all agree that these are not sexy topics but that is why it is even more important to have a strong content strategy. Keeping this in mind Culligan wrote two different blog entries that got a lot of engagement.
The first is called Quiz: How much do you know about kids and exercising? with 2 Tweets, 265 Likes, and 2 Google +1’s.
The second is called 10 Things You Never Knew A Water Softener Could Do with 9 Tweets, 19 Likes, and 2 Google +1’s.
Now that you have seen some great examples of engaging headlines and a concrete content strategy, get out there are start creating the type of content that users want to read!