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Link bait is any content brief or social web 2.0 feature, within a website, designed specifically to gain attention or encourage others to link to the website. Matt Cutts defines link bait as anything "interesting enough to catch people's attention."[1] Link bait can be an extremely powerful form of marketing as it is viral in nature. The term often has a negative or dismissive connotation. The content for link baiting would be video a text, image, audio or video clip and it interesting enough to catch people's attention.