From a copywriting and content marketing perspective, headlines are one of the most important elements to consider when crafting feature content. A well-written headline can entice readers to engage with an article and can make the difference between someone who reads an entire story and someone who moves on. It’s also an essential element for SEO, as search engines look for signals in user engagement to determine an article’s value and rank it accordingly.
The best headlines set the scene for an article, letting readers know what to expect and what kind of information they’ll find in the content. They also help readers decide if the topic is relevant to their interests or needs. Great headlines also provide specific promises, which helps entice readers to continue reading.
To craft a great headline, start with the core topic and then add in infectious agents to pique curiosity and generate interest. One way to do this is to use a question or a statement with an inquisitive tone like “how,” “why” or “what.” Another way to get more clicks is to employ power words such as “ultimate,” “secret” and “guaranteed” to create a sense of exclusivity, urgency and quality.
Lastly, don’t be afraid to try out different approaches and see what works best for your audience. For example, Lifehacker recently ran a piece on “How not to give a f*** about things.” The title of this story is a bit more provocative than your typical headline but it works because it evokes an emotional response and piques curiosity.