In more than one ways, CONTENT has proven to be a versatile and effective marketing weapon that could help in putting any kind of business from any industry up in the online marketplace and create an identity for itself. Being the economical, uncomplicated, and highly-dependable medium to promote one's brand, indeed, content has become one of those notable buzzwords in the online marketplace. Giving value to your website by providing the users with all the relevant information about your products, services, business, industry, etc., content is one of those essential elements that could help you earn your customers. Be it to bring in more sales to your retail business or to urge the online users to visit your website, you can earn your potential leads by convincing them with your content.
How Important Is Content?
Content could make or break your goal of popularizing your business in the digital forum. When the right content is put up to describe your business service or product in different forms like a graphic, an informative blog, a video, or any other textual & interactive elements on the website, it could help attract the attention of prospective leads, who could turn out to be your potential long-term customers. On the contrary, irrelevant, complicated, and vague content will drive your possible customers away. And so, if you are planning on marketing your business keeping the online users at your focal point, it is vital that you implement the right content creation strategies and exceptional content marketing services.
Starting a business and marketing it digitally by building a website for it could be a great accomplishment. However, without the right content, it is all as good as nothing. In a nutshell, content is THE essential part of your website that conveys all the information regarding your business to the users, and creating stand-up content & promoting it with suitable content marketing services can take your business to greater places. Apart from this reasoning, there are quite a few other logic to prove that the popular adage 'Content Is King' stands undoubtedly true, and we herewith mention them very briefly –
• Inform Your Audience About Your Business
• Help Google Rank Your Website
• Earn Links For Better SEO Ranking
• Promote Your Brand On Social Media
• Generate Potential Leads & Improve Conversions
• Create Your Brand Identity
With content being the heart the almost every digital marketing strategy, it is essential to create high-quality & relevant content, which can be used by the techno-marketers using cutting-edge strategies to spread the word about your brand, and one of those tried-and-true strategies is putting up enchanting headlines.
How Important Are Headlines?
Marking the words of the eminent marketing & communication consultant, Ann Gynn, 'Writing a headline to fit its environment is what makes a great headline', headlines are the foremost elements that give the complete clue of what the underlying content is all about, precisely. They are the pieces of content that supposedly grab the user's attention and make the first impression on their minds. Headlines are crucial factors of creating some great content as they determine the chances of whether or not the target audience reads your content. Survey reports show that almost 80% of the online surfers just go through the headlines of the articles, and hardly 20% of them will actually read the complete article. That shows how important it is to craft a strategic headline that is sure to capture the attention of your target audience and compel them to read your entire article.
Unlike the olden times, when writing solid headlines demanded the skill of counting characters and the editors had to craft the best headline to fit a stipulated space, the modern way of concocting a headline gives enough options to revise the content at the tap of a few keys. However, the essence of sketching a purposeful headline is still the same. It is true that the primary job of the headlines is to seek the audience's attention. However, there are many other purposes that need to be served by the headlines, and the most important ones include –
• Generating A Sense Of Importance
• Creating The Need To Read The Article
• Give A Clear Clue Of The Root Content
All the digital marketing services need content in various forms to work out according to the agenda, and it needs high-quality content for the strategy to work out really well. All the digital marketing services need content in various forms to work out as per the agenda, and it needs high-quality content for the strategy to work out really well. Various digital marketing services and the overall website requires incorporating distinctive forms of the content like -
• Website Elements – Headlines like banner quotes, header tags, etc., which when embedded with suitable keywords, play a major role in keyword optimization. From Google's prospect, it will help rank your keyword & your website on the web, and from the user prospect, it attracts the user's attention.
• Social Media – Social media services require short captions for numerous purposes -
Short Descriptive Quotes - To construe the whole idea of the posted image, GIF, video, etc.
Image Quote - Concise content to define the purpose of the graphic depicted in the image.
Video Content - To explain the visual, in-detail or in brief.
• SEO – Content and SEO are so related to each other that they are literally a match. Great content is so proportional to the SEO rankings, and vice versa. Broadly, SEO is categorized as On-Page SEO, and Off-Page SEO, and the headlines or short content are used differently for these strategies –
On-Page SEO – The meta descriptions ingrained with suitable, high-ranking keywords, along with captivating content regarding the page’s prime content play a vital role in taking hold of the reader’s attention, and itch them to click on it.
Off-Page SEO – The blogs, articles, infographics, etc., are forms of content used as a part of the Off-Page SEO strategy. The titles used for the blogs, articles, etc., help acquire the thoughtfulness of the user and work to grasp their attention.
• PPC – Ads constitute the major portion of the paid marketing strategy, and they require ad copies that are cut-short, but accurate content in the form of curtailed captions that put across the purpose of your business.
• Email Marketing – Being one of the preferred personalized ways of interacting with your customers, email marketing contains the subject line and a short description of the message you want to convey to the customers, and if the headline here is enticing, it is bound to urge the reader to open the email, and the in given link.
All digital marketing services run on differently crafted strategies, and for them to work according to the plan, it is essential that every element is sketched carefully and cautiously. Likewise, for the headlines to do their job well, certain influential content creation strategies need to be followed and executed while composing them, and mentioned herein are a few salient tested and trusted tips and tricks for the same.
1. Let The Headline Serve The Purpose
Every element of content used in digital marketing services serves a distinguishable purpose, and it is essential that these pieces of content are framed in a way that helps the user identify with the purpose of the article or the visual, and the underlying purpose served by the brand, in the respective contexts. Be it for social media, for PPC ads, e-newsletter, or a website, writing an engaging headline revolving around the purpose of the content is important. If your headline is not engaging, not really relevant to the purpose that your business serves, or swerves from the actual content, it is not going to help you much with all those material in hand.
2. Connect Your Audience To The Purpose
The central purpose of a headline is to convey the idea of the content. When you put up your content on the web, many people are going to see it, but as a business owner or as a techno-marketer, your goal is to have the target audience see it in full. For this to happen, headlines are the best click-baits that could draw the attention of the audience and engross them into reading or watching the content. So, it is crucial to recall the actual purpose of creating the content and write a headline that will identify with a niche audience, connect with them, and be in a position that will help you achieve your digital goals.
3. Captivate The Audience From Their Viewpoint
To attract the readers, you need to know what they are really looking for and craft your content accordingly. You know you have done it with your audience in mind, but they don't, and for them to identify with the underlying content, you need to put up a captivating headline that will fascinate the audience, & give enough details to make them consume it. If your headline is the same as others and does not intrigue the readers, they are not going to click on your link. But if it stands out in the crowd, there are high chances the reader picks your headline as it is providing more details about the underlying content.
4. Keeping The Headline Accurate
The 'Click-Bait' concept of content is good, but only when it is all about the facts. For the sole purpose of getting the audience to click on the links, and for better on-page times, writers tend to sensationalize the content, which often involves dodging from the truth and forsaking the facts. Keeping the essence of the content bound to its facts along with making it exciting is an art in itself, and that is where the real creativity of the writers come into the scenario. It is vital for the entire content, including the headlines to be factual, accurate, and at the same time pressing the reader to go through it.
5. Pack A Wallop, Concisely
A great headline is one that is concise, accurate, intriguing, and providing as many details about the content within. From the writer's prospect, an exceptional headline is a combination of active verbs, a blend of stirring words, using concise language that benefits the audience as a whole. Repeating words or using more 'ing' forms is a sign of a messy headline. And so, the headlines should be revised until they convey the intended content in precise, powerful, and a crystal-clear way with that punch of an unexpected, but a factual twist.
6. Reflect Your Brand's Voice
Be it your logo, your company' tagline, your content, or anything related to your business, your brand needs to create an identity for itself, and your headlines should reflect this brand identity. A headline that voices your brand's identity is more likely to draw more loyal customers. A positive, yet an upfront message, or a confident note with a touch of wit, are tip-offs for getting the reader focus on your headline. In short, your brand identity is unique to your business, and your headline should voice the same uniqueness to come across clearly to the users.
7. Get An A/B Test Feedback
When you are targeting an online audience, their primary requirement could be on the same lines of what your company is offering. However, as individuals, they might be having different ways of getting swayed to engage with your content. Crafting headlines to suit everyone's or at least, most people's liking is pretty much a task, and to have a better idea of which kind of headline could work for you, you can do an A/B test. Although it is a live test, getting feedback before publishing the entire content is still a good idea. You could share 2- 3 headlines and conduct a poll to ask a group of previous customers which headline would they prefer to read. Based on these answers, you can find the headline that fits your audience's choice and use it.
Writing headlines is an art that never comes easy, and if it is while implementing the content marketing services, it is going to get even more challenging. To sum things up, a headline should throw light upon what the content is all about by appealing to the readers, apart from yielding the digital growth of the business by fulfilling the goal of the content. The right headline, the right content, and the right content marketing services define your purpose of marketing the content to the intended audience group and put across the unique reason as to why your content should be read by them. By getting all these aspects fit the puzzle well, you could craft a headline that packs a punch and reflects your brand identity, bringing in umpteen loyal customers to grow your business.