It is not easy to find headings for your own content that will generate a lot of clicks. But
this alphabet can make your work easier and serve as a guide.
Content marketers face the same problem every day: How do I find the perfect headline
for my content? And admittedly, the question is a valid one. If you want to be serious,
you have to refrain from Clickbait à la BILD newspaper. But disdainful descriptions don't
lure anyone either. You have to find the right measure. Your headline must attract
attention, but at the same time should not be exaggerated, lie or completely written in
caps lock. But help is at hand: Author Berry Feldman has compiled an A-to-Z guide at
the Content Marketing Institute that can help you write your headlines.
The most important points at a glance
In detail you can read the A to Z of the perfect headline in the infographics below. But
first, we would like to go into the most important points in more detail:
E is for Emotion
Emotions move people. Therefore, an emotional headline is the perfect fishing lure. It
doesn’t have to be tragic, all emotions of the audience can be addressed. Funny
headlines are also popular, especially if they are based on sarcasm or irony. But anger
can also be triggered when it comes to a particularly serious topic.
F is for Facts
Facts also make a good heading, because it should tell something about the content.
The classic Clickbait headlines like, "No joke! This video will make you speechless”,
doesn’t say anything about the content. The only information value for the audience is
that it is a video in which - perhaps - something extraordinary happens. So let the
clickbait tell the people what to expect.
H is for Help
People seem to be addicted to advisors who help them through life. Therefore, you
should also suggest help in your headlines if possible. Let readers know what it's worth
to view your content. Lifehack is in this sense a good keyword, which is often clicked, as
well as optimization or time saving (depending on your industry of course).
K is for Keywords
And while we're on the subject of keywords: The right keywords make your headlines
more attractive. In addition, your content is more likely to reach your target group when
Google searches, which usually searches for certain words or phrases. So try to name a
certain topic in your headline, like New Work, Self-Improvement, Social Media
Marketing, Content Marketing ... The keywords of course depend on what kind of
content you post.
L is for Lists
Apart from guidebooks, people also seem to love clarity. Listicles are therefore popular
and click strong. So if you post a list about how a certain goal can be reached, or just a
ranking, mention it in your headline. Examples of this are: "The 10 largest / strongest /
most influential ..." or "In 5 steps to ...".
O is for Opinion
If an opinion is represented in a heading, it is attractive for two parties; on the one hand
the supporters who feel confirmed, and on the other hand the opponents who are
provoked and want to get an idea of the arguments of the opposing side. So your
headline can also be your own statement, or that of an expert.
T is for Teaser
Don't misunderstand: To suggest something in your headline is completely okay and
arouses the curiosity of your target group. It should only stay within a certain range and
should not resemble the annoying clickbait described above. To cite a recent example
from our editorial team, ”How Girls' Day is changing the world of work". The headline
clearly expresses what it's about, but is also a teaser through the use of the word "like".
The alphabet for the perfect headline
Now finally to Feldman's infographics. Look at them, internalize the individual points and think about how you can use them to optimize your headlines. It can also be helpful to look back at your content and analyze under which kind of headlines you could generate a lot of clicks and a high engagement. It goes without saying that this graphic
does not provide the perfect solution or the absolutely right approach in every context
and for all headings. Creativity, a knowledge of your readership and a feel for the right
words remain important factors for a strong headline. And, of course, the actual content
must not be neglected; it starts with the excerpt.
This blog was translated from the following article: https://onlinemarketing.de/news/keine-gute-headline-a-z-guide-verspricht-abhilfe
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