Your headline is one of the most important elements when creating your content. It is your first opportunity to make a positive impression and it sets the stage for your content.
When you scan a newspaper or magazine, you’re more likely to read the articles that catch your eye with the headline, and the same is true for any type of content including: blog posts, e-mails, ads, e-books, case studies, and your web site.
Producing effective headlines takes brainstorming — plus testing. You can test various headlines in your e-mail subject lines. Then track how many people opened your message and clicked on your content, this will give you a better idea of which headlines resonate with your audience.
Tracking how many readers you have on your blog, the number of clicks on your ads ,and visits to your web site, will also help you determine which headlines are successful.
Make your headlines interesting and relevant to your audience.
Ask Yourself: What Headline Would You Want To Read?
Put yourself in your client’s shoes and decide what type of headline would catch your eye — and theirs. By discovering your own preference, you can apply what you find intriguing to your own content marketing. Continually ask yourself questions about what type of headline would captivate you and apply that to your own content.
Be Creative and Conversational
Google searches are becoming more about conversations and intent, and this is the same for your headlines. The more creative and fascinating you are with your headline, the more likely your potential customers are going to want to read what you have to say.
Google is now able to handle more complex, more conversational search queries. Applying this knowledge when creating your headlines will give you an even better chance of success.
You should find out which relevant Google searches are the most popular. This will help you to decide on the copy that will most likely be picked up by Google, and be of interest to your readers.
Types of Headlines
The type of headline you use is dependent upon your goals. Examples:
The News Story
Perfect for a newsletter or update to your followers.
These provide something of value to your readers. Example: “Free shipping on all orders today!”
If you’re running a promotion and want an immediate response, this headline can be used.
By asking a question in your headline, you will usually invoke a reaction. Using this type of headline is just like a call-to-action in that you are asking something of your reader to elicit a response. Examples:
“Do you want to save 45%?” or “Why does content marketing work?”
The is applicable to almost any product or service. With educational content — use the “how to” headline to capture attention and spark interest. Examples:
“How to increase ROI 3 easy steps” or “How to Increase Revenue With Email Marketing”
The headline that is best for your business will depend on your target audience and marketing goals. Developing the most effective headlines will take some trial and error and tracking to see what works the best.
Remember your headline is your first impression. Thus, crafting a successful headline — one that is clear, concise and enticing — is critical in capturing your audience.