Headlines – they may be a small part of your overall article but they are also the most important.
Why? Fail to come up with a good headline and your content goes to waste. Do this repeatedly and it becomes a drain on your time, resources and money.
As native content really starts to take off, headlines become – if possible – even more important.
Native adverts are contextually relevant content-led ads that slot seamlessly into the design and layout of a host site but are clearly labelled as sponsored.
They are also user initiated, meaning the browser has to click to view the content.
Therefore, the headline and opening paragraph of your content are crucially important. They are the call-to-action and the ‘trigger’ that will drive engagement
In a nutshell, the headline needs to be good. Here’s how to make sure it is.
Kick your brain into action
People work in different ways – some create a headline and work from there while others work backwards, creating the content first and then going back to add a relevant headline.
However you do it, give headline writing the attention it merits. If you started with the headline and then created a blog post afterwards, always go back once you’ve punched out the final full stop to make sure the title reflects the main point of the article in the freshest way possible.
The tone of your headline depends on your target audience. Technical audiences may be more inclined to click on ‘dry’ headlines whereas blog subscribers may be after something quirky and unique.
Use some tasty adjectives
It’s all about the adjectives when trying to capture a reader’s fleeting attention. Words that are proven to attract interest include: exclusive, best, sensational, top, outrageous, horrifying and ultimate. A list of ‘fails’ is generally also a good way to encourage a browser to click.
Using emotive words to illicit a response from readers is a tried and tested way to achieve high click-through rates. However, it can sometimes be more powerful to say what’s not happening or what not to do in order to attract interest e.g. ‘How NOT to write a headline’.
Hook people with a question
If someone asks you a question, it’s hard not to answer it – even if you’re only answering in your head.
Think back to the headlines you’ve come across today. How many of these had questions in them? Posing a question to your digital audience automatically sparks their interest, especially if you hit on something they might have been secretly asking themselves.
To waffle or not to waffle…
We were taught at school that headlines should be squished into as few words as possible, so that every word packs a valuable punch.
However, a few extra syllables here and there aren’t going to hurt, especially if you are incorporating trending terms.
Longer headlines may sometimes be necessary in order to convey the essential information, and sometimes they are actually more effective.
You must be the judge! (No pressure.)
How to know if you’re getting anywhere
A few telltale signs that your headlines are having a positive effect include: more traffic, lower bounce rates, increased social shares, longer time on site and higher volumes of comments.
Check Analytics to determine what works and incorporate the good stuff into your editorial calendar!
