# The Most Compelling Element of Content Marketing: Headlines
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Chapter 1: The Power of Headlines
Recently, a marketing expert sought feedback from her community on a blog post. I won’t delve into details to avoid putting anyone on the spot, but the title was something along the lines of "Four Tips for Better Content Marketing."
Despite my usual willingness to assist, I found myself unable to click on the link—its dull headline simply didn’t captivate me. This experience illustrates a crucial point: the headline is the most vital aspect of content marketing, not the content itself.
Whether it’s a blog entry, a podcast, or a YouTube video, the headline is the first element that potential readers or viewers encounter. Their decision to engage with your material largely hinges on that initial impression. Consequently, to gain traction in content marketing, the effectiveness of your headline is paramount.
Regrettably, crafting a compelling headline often gets overlooked. I must confess I occasionally fall into this trap myself, especially when racing against deadlines and skimping on the headline finesse! Initially, my title was “The most important part of your content marketing is not your content,” but I opted for "sexiest" to create a more intriguing and perhaps audacious title for my blog!
Here are some tried-and-true strategies to enhance your headline creation skills:
Section 1.1: Personalize Your Headlines
When contributors write for this blog, I always encourage them to share something uniquely theirs. I’m not interested in reading "Four content marketing tips," but I would eagerly explore "How content marketing saved my marriage." That suggests a distinctive narrative.
Offer content that isn’t easily found elsewhere on the internet.
Section 1.2: Infuse Positive Emotions
Research shows that the most widely-shared articles evoke specific emotions, with these leading the pack:
- Awe (25%)
- Humor (17%)
- Amusement/Entertainment (15%)
Positive content tends to go viral more than negative narratives. A handy tool for crafting improved headlines is the free Analyzer from the Advanced Marketing Institute, which operates on the premise that increasing the emotional marketing value (EMV) of your headline enhances social sharing. My findings suggest that a headline’s emotional impact should ideally fall between 30-40 for optimal sharing potential.
For instance, my current headline scored an EMV of 56, significantly above the average of around 35. A win for the "sexiest" approach!
Chapter 2: Employ Effective Headline Triggers
The first video, "Marketing Job Outlook - Hot or Not? (And What To Do About It)," delves into the current landscape of marketing careers, discussing whether they are thriving or facing challenges and what strategies to adopt in response.
Section 2.1: Utilize Trigger Words
Certain words in headlines tend to drive clicks:
- Give: Offers, discounts, or contests appealing to a broad audience.
- Advice: Tips on common issues, like weight loss or college selection. Adding "secret" enhances its allure!
- Warning: Posts highlighting potential dangers relevant to your audience.
- Inspire: Inspirational quotes, whether loved or loathed, tend to resonate.
- Unite: Articles that spotlight a cause, danger, or community need.
Conversely, avoid negative themes that may alienate readers, such as excessive self-focus, being overly edgy or obscure, or using technical jargon that may confuse.
Section 2.2: Be Concise and Accurate
Here are some quick tips:
- Craft tweetable headlines—keep them short.
- Ensure your headline is descriptive and truthful; never mislead your audience.
- Make it creative enough to stand out in a crowded field.
- Use numbered lists, as they can increase social sharing by 50%. Numbers are eye-catching!
- Pose a question to pique curiosity and encourage readers to find answers.
- Include relevant keywords to help search engines categorize your content, aiding in SEO.
Section 2.3: The Impact of Warm Words
Studies show that headlines featuring “warm” words like “food,” “home,” and “lifestyle” accounted for 85% of the most viral content. In contrast, terms like “business,” “tech,” and “news” only contributed 14%.
While countless tips exist for improving headlines, these are a few key strategies I keep in mind when writing for you. I hope you found this information useful!
I truly appreciate your time and engagement with my content! For more articles like this, check out the renowned {grow} blog, and while you’re there, explore my Marketing Companion podcast and keynote speaking page. For updates and insights, follow me on Twitter @markwschaefer, see my personal endeavors on Instagram, and join my $RISE creator community.
The second video, "What is Content Marketing in 2024? & How to Build Your Content Marketing Strategy," provides insights into the evolving landscape of content marketing and offers strategies for developing effective approaches in the current year.
Illustration courtesy of Unsplash.com