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Digg Bait vs Link Bait

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There are two perspectives on creative link building that I’ve been thinking about lately involving creating content and resources that offer value and the sensationalism of content promoted through social news communities. My take is that link bait focuses on creating unique, useful and provocative content that people respond to by linking to it and sharing with others.

Digg bait, which is not limited to Digg but all social news and bookmarking sites, focuses specifically on the interests of social communities and what they respond to. With Digg bait, the power is not in the usefulness and value of the content, but the title and description of the news item, sometimes bordering on the sensational. Think tabloid style writing, “Elvis gives birth to alien baby”.

Can link bait become Digg bait? Yes, I think it can but not without some creative attention to the title and description. However, more often than not, I don’t think most stories that hit the home page of social news sites like Digg, Reddit or del.icio.us would be so viral if they were promoted in the absence of social news communities.

In a way, it’s sort of like creating content and linking with the perspective that search engines don’t exist so as to focus on value for the user. Link bait focuses on content that becomes viral based on it’s usefulness and often becomes a long term resource and source of traffic. Digg bait is short term and emphasizes clever hype, knowing that many readers will not actually read the content. Somehow combining both will yield the best short and long term results for both users and as a marketing tactic.

So what do you think? Is there a difference between link bait and Digg bait?

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About Lee Odden
Lee Odden is CEO of TopRank Online Marketing, a digital marketing and public relations firm in Minnesota that specializes in search, social and online PR consulting and training for companies worldwide. Odden has been cited for his internet marketing expertise over the past 10 years by the Economist, Forbes and U.S. News and contributed a chapter to the book, "Online Marketing Heroes" published by Wiley. For the past 5 years he has also been the editor of TopRank's Online Marketing Blog, a Technorati 100 favorite blog and one of the top marketing blogs according to Advertising Age. WebProNews Writer
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