Stealing attention with shortcuts, growth hacks, clickbait, and sensationalism. People might click, but they won’t come back. 2 Creating selfish content that serves your own interests—talking about yourself, your products and services, or your company. People won’t even click on this strategy.

However, I believe (and have discovered for myself) there is a third option, and that’s to optimize the former so you can introduce people to the latter.