If you believe, as I do, that content and social media are key marketing tools these days, then the next thing you need to learn about is headlines. Why are headlines important? Because you’re using social media and content to bring people into your marketing conversation, but the average prospect is exposed to thousands of headlines a day. People simply can’t and won’t read everything. They’ll be highly selective.
The tweet you use to encourage someone to click over to your content is, in actuality, a headline. The title of your blog post is a headline. The subject of your email is a headline. The name of your White Paper is a headline. How intriguing and relevant you make that headline determines if the public takes a further look at what you want them to read. Not everyone will read it — just the people who want to learn more about your subject. Bingo! They’re exactly who you’re looking for.
There are several aspects of headlines you should consider – the format, and the wording.
First, format:
- Short is best, as long as it is also interesting and relevant. A good headline tells readers what to expect in 7 words or less. (Note the title of this blog post — 6 words.)
- Classic headlines capitalize each word except conjunctions and prepositions. Consider the formality or informality of where readers will see your headline to decide if this matters or not. Whatever you do, don’t mix styles in the same headline.
Then there is wording:
- Include words that give a clue to the subject of your story (“Write” and “Headlines”…)
- Don’t tell all in the headline — create a little intrigue (“Great Headlines”)
- Use active verbs in the present tense to engage interest (“Learn…)
- Be interesting — Choose words that will catch the attention of the readers you are targeting.
- If you can’t be clever, be direct. If you can, be both.
- Use two-part headlines if it helps you be clear , but keep each part short. (Virtual Events: Green and Growing)
Over the next few days, look at what you read. You probably skim headlines, tweets and search results, and take the time to click further or read on only when a headline grabs you. Make mental notes of what it was about the really good headlines that caught your attention. Then start producing your content and exploring how to make your headlines more interesting.
Not sure what constitutes marketing content and how it relates to social media? Take a look at the diagram in my recent newsletter article: Content: The Heart of Today’s Integrated Marketing Process.