With a surplus of content marketing in 2024 and going into 2025, many businesses are finding their content engagement stats are decreasing. This could well be due to a poor headline.
Your headline, whether for a blog, social media post, or email is arguably one of the most important factors for engagement. It is your first and last impression on the reader.
So let’s dig a bit deeper into why they’re important and check out our tips on crafting a successful headline that makes people click below!
Why headlines are so important
The traffic and engagement on your post are mostly dependent on the power of your headline. If you don’t make it impactful and clickable, your content and other marketing steps are pointless!
Research shows that 8 out of 10 people read headlines, but only 2 out of 10 people continue reading the rest of the content.
First impressions matter
The headline is often the first piece of content your audience sees, and it sets the tone for what’s to come. It helps establish the overall context and informs the reader about what the content is about. This then influences your CTR (Click-through rate).
SEO and search visibility
Headlines that incorporate relevant keywords improve search engine rankings and visibility. By optimising your headlines for SEO, you can increase the chances of your content appearing at the top of search results. Don’t neglect SEO within your content too!
Establishes trust
A well-written headline can establish you or your brand as a credible source of information. Headlines that deliver on their promise and provide value build trust, encouraging readers to see you as an authority in your field.
Encourages shares and engagement
A headline is a make-or-break factor for engagement. A strong headline increases the likelihood of a reader engaging with your content and if your content follows the lead of the strong headline, they are also more likely to share your content!
Differentiation
Content marketing is only growing. So how can you differentiate your piece of content from others in your niche? Your headline!
What makes you unique and better than others and can you incorporate this into the language and style of your headline, to encourage people to choose your article over theirs?
7 tips for crafting clickable headlines
1. The first steps can be subjective to different companies in different industries. For us, the best first step is defining what you want out of your content. Of course, you want to increase traffic but is this to improve SEO rankings or engagement and click-through rate? What would make your headline successful?
2. One of the most important actions in any marketing campaign or strategy is to ask who your target audience is.
- Who are you targeting with your headlines
- What are your ideal clients and what language draws them in
- Forbes believes that the first thing to consider when crafting a successful headline is to rely on emotive language- using emotive language invites the reader to take action and is always a useful way to grab their attention.
3. What is the most important aspect of your content that must be said? Sometimes there’s no point in beating around the bush and making your headline fancy and complex. What problem may your audience have, and how can you help with your content? What is the topic you are focused on? Make a list of the important things. The reader should be able to understand exactly what they’ll find in the content.
4. Can you add a language hook, play, or pun? This will help to differentiate from your competition. If you want to attract this audience, what makes you different from your competitors? Your headline should also convey that your content is different from other pieces of content.
5. Can you use numbers or specific statistics?
According to marketer Debra Jason, one of the reasons why using numbers works in your headlines is because numbers are like “brain candy”. They are addictive and our minds can’t get enough of them. 9 steps for xyz can be easier for you to process. It means it is organised, gives important information, and catches your attention. Studies prove that readers, especially on the web don’t read all the words. They scan for:
- Headlines
- Highlighted words
- Bulleted lists
- Links
This makes it easier for your readers to find the information they need.
There is also a science around odd numbers! Odd and even numbers have different psychological associations. Odd numbers are often associated with creativity, individuality, and uniqueness, therefore, being more memorable and attention-grabbing than even numbers. The numbers 7 and 5 are attractive as 10 tips or 10 reasons can seem like a lot to consume, 3 being insufficient!
You can read more about the psychology of numbers here!
6. Creating urgency- When a headline conveys a sense of urgency, it prompts readers to take action right away instead of postponing it. Words like now, limited time, or last chance indicate the opportunity might not be available later, reducing the likelihood of procrastination. Humans have a natural tendency to avoid missing out on something valuable. Urgent headlines create a sense of scarcity and will heighten readers’ FOMO (Fear of Missing Out). Of course, this sometimes isn’t relevant to your content, especially if you are providing more niche content. Recognising the need for this is important.
7. Ask questions, or address a pain point or need in the form of a question. Readers are much more likely to engage with content if it speaks to a problem you’re facing, a question you might have, or a specific need you’re expecting.
Common mistakes to avoid
Being too vague
Headlines that lack specificity will not capture attention or provide a clear value proposition.
For example instead of saying: New tips for better marketing, opt for ‘7 new tips to double your marketing reach in 2024’ Not only does this offer more clarity, it entices the reader with specific benefits.
Using clickbait techniques
We’ve all been there and clicked on something completely misleading or overpromising. Using these clickbait headlines will damage your brand’s credibility.
Be honest and align with your values. Readers will appreciate this a lot more!
Being too long or too short
So how long should your headline be?!
Aim for headlines that are concise yet informative. Make a list of what is important in your content. Typically between 6-12 words is the ideal length for capturing attention and maintaining clarity while still fitting within display limits on search engines and social platforms.
Ignoring the target audience (using jargon)
One of the most important steps in any marketing campaign, and strategy is to determine who your target audience is. Headlines that are not tailored for this audience may not resonate. For example, Microsoft launched a product campaign for new software. It was targeted at small business owners and individual users. The headlines used terms like:
“Leverage enterprise-grade multi-tenancy with SaaS-based cloud solutions for optimal B2B integrations”
First of all, this is a pretty long headline. The use of complex terminology likely confused readers who were unfamiliar with these terms. The audience likely didn’t click through to read more or engage with the post. So make sure you are avoiding complex jargon, if your audience is new to a topic!
Using passive voice
A passive headline uses the passive voice structure. This makes it less direct and less engaging than an active voice headline. An example of a passive headline would be:
“The benefits of content marketing are discussed in this article”
An example of an active voice headline would be:
“7 Benefits of content marketing to grow your business”
Passive headlines offer less clarity and energy, reduce urgency, and focus on the object, not the subject.
Conclusion
Creating successful headlines can be both an art and a science and mastering this will involve trialing and testing. Don’t be afraid to get it wrong, or try different methods. The importance of headlines should not be underestimated- it is your first and lasting impression. Remember the 4 U’s framework: Urgent, Unique, Useful, and Ultra-specific.
Try out some of our tips, and remember to avoid some of the common mistakes brands run into!
