If you roll your eyes whenever these titles come up in your Facebook
feed or from some marketer’s Twitter account, you’re not alone.
Unfortunately for marketers looking to take the easy way out, millions
of other people are feeling the same way and are becoming immune to the
type of clickbait titles that have dominated marketing communications
for way too long now.
In the near future (actually, now), no one is going to be clicking on
cheesy, cringe-worthy headlines that mask lackluster, uninspired
content. Instead, you should be working to standout with your titles in
other ways to help draw people in without misleading them. Of course,
step one is to make sure your content is up to par; no great title or
thumbnail image can lead to the conversions you’re after if you don’t
have great words waiting for readers on the other side. Be valuable, be
Next, consider tossing out additional hyped up adjectives and adverbs
for statistics. Many of the most successful content marketing triumphs
to pop up in 2015 were case study types which could boast a specific
change in a variable in their title.
For example, the popular Groove blog wrote an article with a title along
the lines of “How we raised our traffic by 12,267% with zero
advertising.” It’s just about as enticing as a marketing blog post
title could possibly be because it gives you an exact statistic that you
can hold the author to.
By the way, that blog post really is excellent and outlines a bunch of
free traffic generation methods that the company used to, no kidding,
give an insane multiple-thousand percent increase to their traffic
numbers in an impressive amount of time.
You should consider also making your titles platform specific. For
example, WordPress has plugins which allow you to display different
title and description tags for certain social networks. For example, if
you know that Facebook shows only the first 70 characters of a link
title and LinkedIn shows 110, you can create custom titles that fit
those exact lengths and make the most of you allotted characters on each
Titles which are native (made for) a platform will without a doubt
perform better in terms of clickthrough and reader interest.
Futhermore, platform specific titles can help you create clever
synergies between the titles and preview images shown on each network,
which can go a long way toward making your homegrown marketing efforts
look more professional and thought out – and that’s never a bad thing!
Basically, titles still need to deliver clickthroughs and intrigue
readers, but the way in which they accomplish these goals is going to
need to be more genuine and helpful going forward. Working together to
eliminate crappy content and titling is just one way to make audiences
less skeptical of content marketing, which makes things easier on the
rest of us, doesn’t it?