How to Write Compelling Blog Headlines | Content Marketing

Keyword Research can help – screenshot Scribe Your blog headline plays an important role in an age of tweets and snackable content. If your content is relevant, it will be read, found and shared. Not everyone is looking for quick and easy reads as our blog proves. However, if your blog headline is compelling and optimized for the way people search, what they search and the keywords that help you achieve your goals, you’ll simply do better.  

Probably, you’ve heard the famous words of David Ogilvy before: on average, five times as many people read the headlines as read the body copy. His conclusion: unless your headline “sells,” you have wasted 90% of your money.
 
David Ogilvy talked about sales and letters. These days, the sale is often indirect. Corporate blogs serve many other goals. If they are not achieved, you’ve wasted money as well. More importantly: if the content you promise in your blog headlines is not relevant, you’ve wasted time of the people you wanted to engage and who trusted your blog headline.
 
You can write the most interesting and best content in the world but if your blog headline doesn’t attract attention, appeal and convince people to read on, you miss out on huge opportunities.An Individual must go for content marketing service as discussed above that quality content is very important . You wouldn’t be doing yourself, your content and your readers a favor, right? Blogger Brian Clark says that “on average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.”  Your blog headlines serve different goals and there are various elements to take into account before you start: your ‘targeted readers’, your goals, relevance and how people look for content.
 
Note that your blog headline often determines whether your blog will be shared on social networks too. Believe it or not: sometimes people share content via social networks without even having read it.

A. When and why do you write a good blog headline?

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Some people advice to write some headlines before actually starting to write and as soon as you have a basic structure of your blog post. Writing several blog headlines allows you to let them sink in for a while and take time to pick the best one. Other people advice to write the headline after you wrote the actual blog post. Often your post will be somewhat different than you first set out. The writing process brings new ideas. It’s often also better if you are a very result-oriented and work a lot with keywords, bullet points and strong ideas in your text. Furthermore, in a business context, blog posts often are used in a content marketing strategy whereby content, including blog posts, is produced for different stages and touchpoints in the customer journey.
 
In most cases, search engines are the main drivers of traffic towards your blog post. Understand what people are doing on search engines before they discover your blog post. On search engines people predominantly seek an answer to a question. When they enter a search phrase, they expect the results to correspond with what they want. Your blog post title is a promise that ensures them your post provides an answer. That’s relevance and search engines care about it a lot as well. There is nothing worse than a title that leads to content that doesn’t live up to the promise in the title. This goes for blog posts as well.

B. Be clear about your goals
 
Blog posts don’t always aim to provide answers but can also focus on sharing stories or sparking debate, for instance. The questions search engine users want answered are not always answers to business questions either. They can look for more information on your business, interesting use cases, data for a report they are writing, discussions on any given topic, etc.
 
Make sure your blog headline is clear about that too. Add words that describe the scope of your blog post and match the intent of the people you wish to reach. If it’s a blog post containing good research data, use words saying so. Again: it’s about relevance.

C. Dare to be specific and drop the traffic mentality in your blog headlines
 
If it’s not relevant to what you aim for, it makes no sense to blog at all. You optimize for the way people search, your goals and for the way search engines work. However, you also look at your goal. If your purpose is very specific, for instance, reaching out to a very particular niche target audience, chose keywords and titles that help you achieve that instead of looking at broad terms.
 
Attracting the right readers for your goals is more important than just driving traffic. Use keyword research. Even if you know what terms people will use to find your content within that niche, you might find surprising variations that work better. Specific types of content marketing software, aimed at optimizing your content and blog posts (such as Scribe or InboundWriter (and SEO tools) help you in this regard. Also make sure what you need to engage readers through their journey across all touchpoints and stages and get inspired by what THEY want to get answers to their questions.

D. The balance of personality and results
 
There is a trade-off between results, personality and tone of voice. While most blogging experts look at driving traffic providing very specific tips on how to write compelling headlines, sometimes it’s better not to follow such rules. Be authentic and keep your personality and that of your brand in mind, including the tone of voice. After all, how many blog posts can be written providing “7 Tips to Boost your Twitter Following”? Choose a somewhat different approach allowing you to stand out. Competition is high on search engines and a “me too” approach is not the best. In fact, these types of posts with swinging headlines, little content and keywords competing for attention are less effective than many think, at least if you define effectiveness right. Is traffic what you really need? Or do you prefer leads/conversions/awareness/…?

E. Get some social interaction in your headlines
 
Blogging is social media. Dare to go beyond keywords as you find them with keyword tools. Look at what’s happening and trending in the social space by listening and understanding trends when thinking about your headline. Search and social are increasingly connected and interaction becomes more important.
 
As said, search engines do everything they can to show more relevant results and social interaction is part of that. Your goal is to be relevant as well. Use a question in your headline to spark interest now and then.

F. Persuading with blog headlines
 
Your blog headline aims to attract but also to persuade. Good content is persuasive content. Knowing that many people don’t look beyond the headline, one of the roles of the headline is to convince them to read further. It’s an essential part of the ‘inverted pyramid’ style that is used in writing for the Web: key points and conclusions first, the rest after that.
 
Persuasion is about the intent of your ‘targeted readers’ as well. Taking into account different scenarios, it’s a mix of rational and – mainly – emotional elements and words. There’s a famous saying: “words tell, emotions sell.” Promise to fulfill an emotional benefit. There are thousands of lists containing rational or left-brain words and emotional or right-brain words. If you have the time, learn some of them and inject them in your headline (and blog). However, first of all, know what persuades your specific ‘target audience’.