Digital marketers often talk about Mass Control Bait. What is it?
Although the phrase “Mass Control Bait” sounds quite ominous, it is simply an offering that you make to people so that they share their email ID with you.
Many websites entice you to download that awesome e-book or white paper but before you do that, you need to fill and submit an online form with your company details, contact information, designation, and profession.
They are gathering data from you and in return, they allow you to download something that you think may be useful for you. In return, they ask for permission to subscribe you to their email updates or send your routine marketing messages.
What are different types of Mass Control Bait digital assets?
Mass Control Bait can be anything you can offer for which people will gladly provide you their contact details.
As mentioned above, it can be an e-book or a white paper carrying useful information or industry data.
It can be a poll result that can reveal crucial market trends or user behavior traits.
It can be a webinar or a workshop recording that was previously exclusively available to paid members, but you are offering it to all those people who subscribe to your mailing list.
It can be an auto responder course. I remember a few years ago I used to offer an auto responder course in SEO content writing to all those people who subscribed to my newsletter.
How to write effective content for your Mass Control Bait digital assets?
First of all, create a digital asset people would desperately want to download.
Your piece of content must have the ability to make a real difference in people’s life otherwise, they will not download it.
In the past couple of years, I have written multiple e-books, case studies, and white papers for Mass Control Bait campaigns.
In most of the cases clients come up with their own content ideas and unless they are paying me, I do not interfere much except for doing my best writing for the topic.
Two things are very important for creating effective Mass Control Bait digital assets:
- The topic (so that they give you their email ids).
- The quality and relevance of the content (so that they remain your subscribers).
Some people think that they can create a very attractive and irresistible and once people have submitted their email ids, they should not bother much about the quality of the actual content. Wrong approach.
Do not consider Mass Control Bait digital assets as an actual “bait” to collect email ids. You do not want to spam people. You want to build relationships.
Offering them to download a Mass Control Bait digital asset is like giving them a gift to agreeing to keep in touch with you.
If you give them lousy content, they will make it a point to not only unsubscribe themselves as fast as possible, but also make sure that all email messages from you go to their spam folder. Much deserved.
Take your Mass Control Bait digital assets seriously. They represent your brand.
When people read your business e-book or white paper or a report, they are forming an impression of you even when they do not realize it.
For example, if I ask you to download an e-book from my website, the sort of experience that you have with the e-book will reflect on the attitude you have towards me or my content writing services.
Hence, writing content for your Mass Control Bait digital assets should be taken as seriously as you take the content writing of your main website.