By default, marketing involves copyrighting and publishing. This is due to the fact that search engines read words as opposed to looking at pictures. Maybe someday, search engines will review images, but that day is not here yet. Until then, we are stuck with words and articles. As always, copy should be well written meaning that all punctuation and spelling as well as grammar should be correct. Articles in themselves, should be worded in a way that reflects insight and professionalism. That being said, it never hurts to throw in a little link bait into the rotation every once in a while.
Link bait is the term used to designate a particular writing style that literally adds bait to an article specifically to catch links just like a fisherman puts bait on a hook to catch fish. The difference is that the bait used comes in the form of words and psychological triggers that invoke curiosity or a profound emotional response of one sort or another, starting with a catchy title.