Egobait: 4 Types for Successful Content and Powerful Connections

by Posted @ Mar 14 2017


It’s a simple matter of human nature: people enjoy receiving compliments. Individuals want to hear that they are superstars in their industry, companies want to be told that their product is a success, and locals want to know that their city is the best place in the country. It is this innate desire for approval and attention that you, as a marketer, should be using in your content campaigns.

For those who are unfamiliar with the term “egobait”, it is essentially a strategy for creating content that is used to earn the attention of a specific niche. Egobait content earns backlinks and social shares by appealing to the ego of that niche.

Although this is a strategy that has been used by digital marketers and content creators for many years, some of you are still missing out on this golden opportunity. There are several categories of egobait that you should make a part of your content marketing strategy.  They are:

The Hometown Pride Egobait

There’s nothing quite like the pride that a person feels for the city that they call home. By creating a map of the “10 best cities for X, Y, or Z”, you can play to that personality trait. Pitching this type of content can be very simple: you make a list of reporters in the cities that are highlighted and let them know “hey, your city made it on this list of the best Christmas light displays in the country!” From there, social buzz should come naturally as locals share the exciting news with their friends. After all, who wouldn’t be proud to call one of the best places to live in America home?

The Influencer Egobait

Probably the most well-known form of egobaiting, the influencer egobait, also called an expert roundup, gathers a group of people who are experts on a specific topic and asks them to share their input. For instance, when working on a campaign focused on newlyweds, we asked psychologists and relationship experts to share their relationship tips for newlyweds and received several great backlinks from the featured experts on their own sites.

By linking your content to the influencer and referring to the individual as a “leader in their industry” or an “expert”, you are putting them on a pedestal. Because of that, they will want to share with their followers that they have been recognized as having something important to say, leading to social shares and a potential backlink on their blog or “in the press” section of their website. If you don’t see these results organically, don’t be afraid to ask for the callout! After all, this is a beneficial piece of content for both parties.

The Outreach Egobait

Unfortunately, even if you are a rock star and you’ve developed the greatest content possible for your client, links don’t typically come through naturally. You’ll need to reach out and pitch your content to writers asking them to share what you’ve created with their readers.

This is where the outreach egobait strategy comes into play.  Full-time journalists and bloggers write hundreds (if not thousands) of posts every year. They want to know that they have an audience who is reading their stories and loving their take. Instead of blindly reaching out to journalists, do some research and stroke their ego a little bit. Customize your pitches with callouts to their recent articles and let them know how much you loved it and why. This will significantly increase your response rates. For example, your pitch might start out similarly to the email below:

Hey Samantha,

I’m a big fan of your blog! In fact, it’s one of the sites I visit almost daily. I especially enjoyed reading your recent article on how to bring the modern farmhouse design trend into your home. The tip for adding antique signage sent me on a hunt to find a sign for my own home.

Reading that article, I was reminded of this survey conducted on thousands of Americans by Next Day Blinds; it revealed modern farmhouse as the biggest design trend for 2017. I thought you might be interested in sharing the data with your readers as it seemed right up your alley.

I’m happy to answer any questions you might have or discuss in further detail.

Thanks for checking it out! Looking forward to reading your next article.


Keep the message short, to the point, and remember that you’re trying to let them know you actually read their post and enjoyed their opinions.

The Product Egobait

Businesses enjoy being recognized for having a fantastic product or doing great things as much as individuals enjoy being recognized for being good at their jobs. For this method, you simply need to create a list of products or companies that are noteworthy. For example, you can see a creative example here of companies being featured for doing creative campaigns for Breast Cancer Awareness Month.

The product egobait works in a way that is similar to the influencer egobait in that once the content is created, you can ask the company to share through their social platforms and on their own website. Social media managers for the companies are always on the lookout for positive content to share, so they’re usually happy to promote a piece of content like this.

Utilizing the egobait strategy in any or all of its forms will be beneficial for you in more ways than one. Not only will you have an easier way to earn backlinks and increase social media buzz, but you’ll also be creating meaningful connections. As the saying goes: “it’s not what you know, it’s who” and networking with these influencers and companies will benefit you in the long run.

Now that you know about each method and the benefits behind egobaiting, it’s time to pull out the content calendar and start planning!

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