{"id":551,"date":"2015-10-09T00:00:00","date_gmt":"2015-10-08T22:00:00","guid":{"rendered":"https:\/\/www.calliesundschewe.de\/anything-for-a-click\/"},"modified":"2015-10-09T00:00:00","modified_gmt":"2015-10-08T22:00:00","slug":"anything-for-a-click","status":"publish","type":"post","link":"https:\/\/www.calliesundschewe.de\/en\/blog\/anything-for-a-click\/","title":{"rendered":"Anything for a click: when is clickbait damaging, and when does it help?"},"content":{"rendered":"
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\u201cYou\u2019ll never believe what these people do to save money!\u201d For months now, the social web has been teeming with headlines like this. And they have proved to be a great success. But does clickbait also work in B2B marketing?<\/b><\/p>\n<\/div>\n

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For many marketers, a high click-through rate is all that matters. In the past few years, US media websites like BuzzFeed and Upworthy appear to have found the formula for success in this respect. By attaching emotional headlines to content that is often mundane, they draw in the clicks. It\u2019s a simple concept: grossly exaggerate, rely on the reader\u2019s curiosity, and leave out the simple facts. That\u2019s how to \u2018cast\u2019 clickbait. In Germany, Heftig.co is the website that uses this tactic the most.<\/p>\n

The fine line between beneficial and superficial <\/strong><\/h5>\n

In the B2B environment, emotional, sensationalist writing is rare. In fact, it is frowned upon. At the same time, managers and employees are driven by worries, hopes, and fears, and effective marketing communications can directly address these emotions. But how far should you go? At what point is a text still adequately provocative without becoming superficial? Here is a brief overview.<\/p>\n

Clickbait is damaging when<\/strong>:<\/b><\/h5>\n