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• If you do not have a main channel on which you can launch your idea,
try to launch your idea by giving a popular channel such as
TechCrunch the exclusive on your story.
• If possible, build trust and attention in the marketplace well ahead of
when you need to leverage it.
• Consider potential blowback ahead of time. Depending on the
importance of your message and brand strategy, you may want to make
your message easy to misinterpret, or you may want to make your
message clearer.
• Create common link points. Do not throw away your link equity. For
example, here are a couple ways people throw away link equity they
earned:
o Some book authors do not create an official page about their
book on their site, and thus just give away the link equity and
top ranking to an online bookstore.
o Many people use Surveymonkey or some other 3rd party voting
service when they create contests and polls. If you can include
the voting script on your site you keep that link authority
associated with your site even after the poll closes and people
no longer talk about it.
Magnetic Headlines
• Be specific with your headlines. Salary.com stating that work at home
moms are worth <script async src="//pagead2.googlesyndication.com/pagead/js/adsbygoogle.js"></script><ins class="adsbygoogle" style="display:block; text-align:center;" data-ad-layout="in-article" data-ad-format="fluid" data-ad-client="ca-pub-0197736635755903" data-ad-slot="1971982131"></ins><script> (adsbygoogle = window.adsbygoogle || []).push({});</script>34,121 a year is probably going to spread further
than if they said $200,000.
• Write your headlines with the intent of spreading them. Focus more
on writing something that evokes emotional responses and spread
rather than writing for keywords and SEO.
• Given that many social news sites have a voting mechanism that does
not even require people to read the article to vote, the title may be far
more important than the actual content of your link bait.
• Copy Blogger offers great free headline writing tips.
Me Me Me…the Selfish Web
• People like to view themselves as being important.
o Many bloggers search for links to their blogs on Technorati or
Google Blog Search multiple times each day (I typically do).
o Calling out specific people, especially with humor, is an easy
way to build linkage data.
o Digg frequently has homepage stories about Digg or Digg
users.
o People are more likely to believe and spread messages that
reinforce their world view.
• Community involvement is important to help others identify with and
feel ownership in your link bait.
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