As Emmanuel Paolacci, an expert in digital PR, says, linkbaiting is like building a Formula 1 car and winning the race with it. The idea is to create content interesting enough (the F1) for journalists, bloggers or specialized websites to pick up your material, cite it in an article and create a link (the race in the news). Emmanuel explains the methods he has discovered for some and tested for others.
Linkbaiting is more than just viral content
According to Emmanuel Paolacci, linkbaiting is above all a proactive approach that involves create "catchy" content to generate media interest. He compares it to a trawler at sea, where you cast a fishing line and hope journalists bite the bait. "Linkbaiting is a creative approach aimed at producing informational content to ride or create the news", explains Emmanuel.
It's not just about publishing interesting information so that it gets shared. You also need to anticipate the moments when journalists, bloggers and users search for this kind of information. That's where a good linkbaiting strategy comes into play. You need to know how to create a static content (which will remain valid over time) or dynamic (which can be updated regularly) that will capture their attention.
How to find the right moment?
One of the secrets of linkbaiting is to understand the "timeline" of the year', as Emmanuel would say. It involves spotting the key moments when you know a topic will be in the spotlight. For example, a sunscreen brand should know that summer is when their product will be most searched for. But there are also less obvious events, like legislative changes, that will impact certain industries.
Emmanuel gives a concrete example: imagine that the government adopts a law banning sunscreens with less than 95% natural ingredients. As soon as there is an official announcement, a company selling that kind of product must react very quickly. "You have to be the first to provide material and useful information. When a law is being discussed, the media look for figures, analyses, and facts. That's where you can position yourself with content", he emphasizes.
Types of content
In linkbaiting, we generally distinguish two types of content: static content and dynamic content.
Static content : The idea here is to collect existing information and arrange it in a very structured way. A good example is Backlinko, which publishes an annually updated guide on latest SEO statistics."Beyond ranking on Google and showing it that you source your writing with statistics, you can attract journalists seeking figures on a topic via informational queries. This way, you become a solid information source based on statistical monitoring. Imagine you are an expert in your niche; all that's left is to present your verbatim on sector statistics to seek an interview in a media outlet. Here, the goal is to rank to attract—it's static.", explains Emmanuel.
Dynamic content : This type of content has a much higher viral potential, but it is more demanding to implement. It is based this time on 100% original content that you own. Online surveys and interactive tools like calculators or quizzes attract not only journalists but also users who share their experience online. Emmanuel thus created tools to compare fuel prices using Open Data. "This type of content is interactive, allowing users to customize their experience and return for new updates", he emphasizes.
Open Data for high-value content
Open Data, or open datasets, are collections ofpublic information made available by governments or institutions. These data can be used to create interesting and reliable content that will have a strong impact on journalists and users.
Let's take the example of Emmanuel Paolacci's campaign for Caroom, a car comparison site. Thanks to Open Data, he was able to create a tool to compare fuel prices in different French citiesBy compiling this data and presenting it as interactive tools, he generated impressive media coverage and numerous backlinks. "This type of content is particularly appreciated by journalists who do not necessarily have the resources or time to process these complex data. We pre-chew the technical work by providing a factual view that is particularly central to the journalist's investigative work", Emmanuel specifies.
Surveys for viral data
Polls are an essential tool for linkbaiting, especially when it comes to capturing journalists' attention. Emmanuel Paolacci has specialized in this method for his clients because it allows him to collect fresh, immediately usable data. Polls are an excellent way to provide material to journalists looking for current statistics.
He mentions the first poll this year that he conducted for Digitiz, about professional resolutions (not personal ones, the usual kind), highlighting the resolution to quit: a wow effect. This data was widely picked up by the press, which allowed the company to gain 48 backlinks and mentions, including a TV appearance. "Surveys, when well conducted and well interpreted, are a real goldmine for generating backlinks and feeding content", explains Emmanuel.
Rankings
Instagram photos and hashtags, for example, can also be used as data sources for linkbaiting. Emmanuel explains that this method is used to create rankings and analyses based on the popularity of places or events according to the most-used hashtags. For example, the site Thortful published an article about the most 'Instagrammable' places at Christmas in the United Kingdom, based on the analysis of popular hashtags on Instagram.
“People love to know which places are most popular on Instagram, and the media often use that to fuel trend articles. If you come up with a solid ranking based on precise data, you can attract interesting media coverage", Emmanuel specifies.
Reviews to showcase customer opinions
'Review' articles are another popular form of content for linkbaiting. Emmanuel explains that these articles can be particularly effective when they focus on original aspects.
He mentions the example of SpaSeekers, which wrote an article about the “the strangest requests“ received for hotel room bookings, based on their internal data. The article focused on the most outrageous requests at Valentine’s Day, such as guests asking whether the room service staff would be naked, whether the TVs had ‘adult channels’, or whether the walls were properly soundproofed.
The light and playful tone of that article made it very appealing to journalists. "It's funny and original, right in the Valentine’s Day context — material that can inspire media coverage while being tied to a topic that resonates with people.", Emmanuel says.
Calculators and quizzes for playful content
Another approach that works very well for linkbaiting is creating interactive tools, like calculators or quizzes. These types of content encourage user interaction and can quickly go viral, especially when tied to current topics.
Emmanuel mentions an example where a fashion company created a carbon footprint calculator for its customers. This kind of tool is both fun and informative, and it is extremely shareable on social networks. "This approach has several benefits. Not only can it be used as a creative outreach method to generate media coverage, but it is also highly relevant for acquisition via paid advertising as a hook — a two-in-one that enhances the user experience.", Emmanuel says.
Gamification to generate data
Gamification is the addition of game mechanics to non-game situations to increase engagement. In the case of linkbaiting, this can take the form of interactive quizzes, games, such as the example of a game based on the Stroop effect, created by Lenstore, a contact lens retailer.
Emmanuel reminds that in addition to creating viral content, gamification also generates interesting data. "Gamification helps capture the attention of a wide audience while producing valuable data that can be shared with the media to generate backlinks", he specifies.
The real emotional trigger is the methodology
One of Emmanuel Paolacci's golden rules regarding linkbaiting is methodology. Each piece of data must be verified multiple times to ensure its reliability. For him, it's essential not to rely on dubious sources or rough statistics. “The credibility of your content is essential. If a journalist wants to understand how you obtained your figures, you must be able to explain it to them clearly and in detail. That's what makes the difference and makes it easier to get media coverage", he insists.
He gives an example where, during the first campaign of the junk food ranking, a reporter from La Dépêche asked him to explain the methodology used. "He wanted to know how I had collected the data and validated the information. When I explained the whole process to him, which in this case was very thorough and logical, he immediately decided to publish the article".
Linkbaiting is a powerful technique but requires careful planning. Whether by creating statistical content using Open Data or by developing interactive tools and quizzes, Emmanuel Paolacci shows there are many ways to do effective linkbaiting. “The secret is to ask the right questions, prepare your content carefully, and always be transparent about your methods, anticipating or reacting to current events.“.
The article "Linkbaiting methods: How to create viral content and generate backlinks" was published on the site Abondance.
