A headline is the gateway to your content, the promise of value, and the difference between a click and a pass. The best news headlines are clear, concise and informative, while capturing reader attention through intrigue or emotion. In a world of ever-growing content, knowing what works is critical for getting ahead.
In a time of short attention spans, it’s essential to grab the reader’s interest with a headline that gives them an idea of what the article is about without giving away too much. A headline should answer the key questions: who, what, when, where, why and how. The “inverted pyramid” format works well for this: putting the most important information up front, so that readers can understand the story even if they don’t read the entire headline.
While some believe that traditional headline formulas don’t work anymore, they can still be effective if they are well executed. For example, using numbers in a headline, especially ones that include data and statistics, can help increase engagement because they make the story seem more trustworthy. And, question headlines can be particularly powerful because they leverage a psychological effect to provoke the reader to click to learn the answer.
For SEO, it’s best to keep the target keyword at the front of the headline, as it helps rank better by demonstrating relevance to search engines. But, in a mobile world, it’s also useful to have a benefit statement at the front, so that readers can see the impact of the story right in their inbox (subject lines get truncated and searchers don’t always click through). Try adding a benefit-oriented keyword and a curiosity-piquing word or phrase to your next headline.