Here’s something to muse upon: the rule of ‘eighty-twenty’ states that eight in ten people will read a blog headline, but only two in ten readers continue reading the article (stat courtesy of Copyblogger).
How frustrating to think of the time and effort that goes in to crafting informative, original content only to think it will go largely unread.
Ultimately, a blog post’s headline (and indeed, the title given to any piece of online content) can make or break its success. Put that way, this places a great deal of pressure on the content creator to come up with something attention-grabbing; something that will generate significant reads, improved conversions and abundant social sharing.
Take a tip from journalism
A useful, broader starting point, before we delve into some more specific advice, is to keep in mind the ‘media’ element of social media. In the world of content marketing, it often pays to think like a journalist. Journalists are taught to use headlines to get straight to the point, using carefully chosen and relevant words to grab readers’ attention. While tabloid sensationalism isn’t necessarily the right path, bear in mind your blog title needs to be punchy enough to stand out in Twitter streams and Facebook news feeds – both highly crowded marketplaces.
Incorporate target keywords
SEO keywords are essential in blog titles for two key reasons. Firstly, web surfers tend to broad on-screen content rather broadly, and are more likely to click on titles containing relevant keywords. And secondly, blog titles generally become URLs and can have an impact on search engine visibility.
Short is sweet
As a rule, aim to keep blog titles to eight words or less; this is the generally accepted standard and has been found to be the most effective length. Further, since Twitter posts are limited to 140 characters, with re-tweets adding to their overall length, shorter titles facilitate easier social sharing.
Convey the ‘juicy nugget’ in the post
It goes without saying that a well-written blog post will contain a bottom line titbit of information that offers value to its readers. Whether it’s a juicy new stat, revealing quote or fantastic infographic, make this clear in your headline to lure readers in.
Numbered lists really do work
Do you sense an inward groan when you’re served up with yet another list-style blog? The chances are that even if you do, you still can’t resist clicking through – as this format continues to reign in the open-ability stakes. Aim for a sense of must-know newness and exclusivity to stand out from the crowd and keep your points clear and concise.
Finally, remember that while attention-grabbing titles with the wow factor will improve open rates, the ensuing article must deliver on the promise. Relevance plays a crucial role in long-term success, and any title promising a benefit must follow through or risk alienating its audience.
