Yo! Welcome to the next episode of The Content Strategy Reeder where 2,934 reeders spend five minutes getting better at content creation and strategy.
How you title your content is incredibly important.
Because when your audience is on the prowl for content worth their time, titles are one of the most influential factors we consider (second only behind the author’s name).
That's why titles are KEY to standing out and grabbing attention.
Here’s how you know: No one woke up today and thought, Damn there just isn’t enough content out here – I really wish there was more!
In reality, it’s the opposite. We struggle to sift through the noise and BS to find content that we trust and speaks to our specific interests and challenges.
That’s why knowing how to write enticing titles is so important for your success. It separates good from great content creators, and it’s a secret weapon for growth.
But if your title fails to grab attention, then all your hard work will go unseen. No one will read your blog, watch your video, show up to your event, or listen to your podcast.
Then disappointment and frustration is soon to follow.
That’s why today we’re going to break down how to write irresistible titles that your audience loves.
Here’s what you’re going to learn in the next four minutes:
- The three biggest mistakes preventing you writing outstanding titles
- Two frameworks for consistently writing titles that are impossible to ignore
- Nine examples to inspire your next title
Let’s get after it.
These are the biggest mistakes content creators make when writing titles:
- They’re too vague – I don’t understand what this is about
- They lack clear outcomes – What am I going to get?
- They lack emotion – Meh, I’ll keep looking for something better
If your reader has any of the reactions italicized above, they’ll ignore you and go find something better (or really, more compelling).
Our brains make the “is this interesting or not” decision instantly, and often subconsciously, and that leads us to click or ignore.
So it’s up to you to stop your reader in their tracks (or their scroll) to convince them to invest more of their time in your content.
Let’s break down how to do that.
Use these frameworks if you want to consistently write engaging titles
People often think that descriptive titles are best.
That’s partly true. The problem is they describe the wrong thing.
The key is describing the value your audience will get from your content – not the content itself.
Subtle, but critical difference.
When writing titles, ask yourself, “What does my audience really want at the end of the day?”
This is necessary because it answers the question all readers have before clicking: What’s in it for me?
Deliver on that, and you’re golden.
The first goal of writing your title is to make the topic specific and immediately clear. The second goal is to provide the result the reader will get.
Here’s how I write titles that are clear, concise, and include a dash of emotion to drive action:
Notice they’re both similar. They both include the value the reader will get, and the topics are clear. I don’t leave room for the reader to wonder
Fun fact: That “How to write highly effective sales emails” title was used for a webinar at Gong in 2020 that broke records and motivated 3k people to register and 1k+ to attend.
That’s the power of a strong title.
Here are three title rewrites to further show the frameworks in action:
Before: Make recruiting and retention your competitive edge
Tactical: How to turn recruiting into your competitive edge
Before: What most get wrong about retaining top performers
Listicle: 3 steps for retaining your top performers
Before: Why hustling is holding you back
Tactical: How to avoid “hustling” while still hitting your number
These frameworks work for just about every content type: articles, events, podcasts, and videos.
Use these frameworks for your next piece of content, and you’ll see an immediate increase in your content engagement.
Holler at you next week,
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Most people struggle to get meaningful traction on LinkedIn because they don't know where to start.
1. Coming up with content is hard – I don’t know what to say…
2. Being authentic is challenging – I don’t want to accidentally come across as phony…
3. LinkedIn’s algorithm is a mystery – How does it even work?!…
That’s why I created my course Content Strategy for LinkedIn, so you can create an authentic LinkedIn presence and content strategy that’ll help you build an audience, increase your sales, and land your next role.
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