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Let's talk about clickbait

I think of clickbait as manipulative and forcing your hand (ie "This bride got left at the altar — YOU WON'T BELIEVE WHAT SHE DID NEXT"), but the truth of publishing is that a huge portion of a publisher's job is what's known as content marketing.

How do you make sure that people who are interested in your content A) see it and B) are interested enough in it to click through to read it? People do NOT want to leave Facebook, so it's a significant challenge.