Even if you have a fantastic blog in which you regularly post fascinating content, if people are not drawn into clicking on it by the title, it is not going to do you much good at all. Titles are what sell the content, represent it in search engines, and encourage people to read and share it.
Of course, this is just one area in crafting an overall digital marketing strategy and you may want to speak to an online marketing company if you are looking for a comprehensive approach. But here is some advice to cover the art of great headline writing.
Start with a Working Title
First of all, when you are crafting the blog, you can start off with a working title. Rather than simply being an overarching topic title like ‘How To Cook a Great Meal’, it should be something more specific like ‘The Art of Making the Perfect Burrito’. People are much more likely to read something that covers a niche area in detail rather than a blog that speaks in general terms and doesn’t provide any specific advice.
Keep it Accurate
The problem with many of the ‘clickbait’ headlines that you find online is that they are simply not accurate. When the reader clicks on the article, they discover that it doesn’t properly represent the article and they are less likely to come back in the future. Remember, don’t set high expectations in the title of your blog unless you are able to fulfil them.
Make it More Appealing
Just because the headline is accurate, it doesn’t mean that it has to be dry and unappealing. You need to find the right kinds of language that resonates with your target audience and encourages them to click on the article. Alliteration and puns are still strong headline techniques which have stood the test of time. Perhaps you could pose a question or present a statistic the creates an initial sense of intrigue.
Keep it Short
There are no hard and fast rules which tell you exactly how long a headline needs to be. Everything depends on your goals. If you are trying to engage people on social media, between 8–12 words is a good number to aim for. Bear in mind that you should keep the title under 70 characters so that it doesn’t get cut off on search engines.
Optimise for Search Engines and Social Media
Following on from the previous point nicely, you need to think of ways that you can optimise your titles for search engines and social media. In order to do this, you need to conduct some keyword research so that you know what your audience is already looking for. Try to put this word or phrase towards the start of the title if possible. But you don’t want to try to force it as titles that look like they have not been written by a human are less likely to get clicked on and shared.