Two-Tiered Business Blog Titles

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What’s “Into the Endgame” about? (How Parliament should weigh up the Brexit deal, of course.)
What about “Click to Download Teacher”? (Technology can help solve the problem of bad, absent teachers in poor-country schools.) “The New Abnormal”? (California faces the most destructive fire in its history). And “Drop It!”? (An argument about firearms will help to shape next year’s election.)

These and other two-tiered titles from this month’s issue of The Economist magazine can serve as a master tutorial for blog content writers. There are two types of titles, I’ve taught in workshops on business blog content writing. The “Huh?s” need sub-titles to make clear what the article is about, while the “Oh!’s” are self-explanatory. With one important purpose of marketing blogs being to  attract online shoppers, blog post titles are a crucial element in the process. That means that catchy and engaging as a title might be, it won’t serve the purpose if the words in the title don’t match up with the ones searchers used.

That’s the reason two-tiered titles use two layers. The first-tier “Huh?” startles and arouses curiosity.  The “Oh!” sub-title then serves to clarify what the focus of the content will be.  (No, this is not a bait-and-switch play, but more like a bait-and-focus one)

Which brings me to meta-tags, which are 160 character snippets of text that describe a page’s content; the meta tags don’t appear on the page itself, as wordstream.com explains, but readers can see them on the search engine page. In addition to being scanned by search engines, those little content descriptors help readers decide whether they want to click to read the content. The snippet serves as a preview of the “Oh!” portion of your blog post title.

For example, underneath the actual link
https://www.economist.com/leaders/2018/11/15/into-the-brexit-endgame, a searcher would see this snippet: “6 days ago – Britain and the European Union Into the Brexit endgame. How Parliament should weigh up the Brexit deal. Print edition | Leaders. Nov 15th”.

“The New Abnormal” – Huh? “Oh!” It’s about the California fire. In writing engaging business blog content, try using two-tiered titles.

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What’s-Really-in-Your Blogging For Business

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fear blog titles

There’s a reason the cover of Consumer Reports has a picture of a cow on the cover of this month’s issue, along with this very compelling question: “What’s Really In Your Meat?”  Titles catch the eye (that one certainly did mine) and set up readers’ expectations for what kind of content they’ll find if they open the magazine and read the article. As a blog content writer, I’m interested in titles.  What elements in the titles listed on a magazine cover, for example, are most likely to induce a browser to buy that issue? Then, which titles tempt the magazine reader to read those articles first?

I categorize this particular title, “What’s Really in Your Meat?”, as a “truth-about”. This type of header is meant to instill fear, one of the two dominant buying motives (desire for gain and fear of loss). In fact, people are drawn to articles with negative titles, my friend and fellow blogger Lorraine Ball pointed out a year ago.

A few other salient titles in the October Consumer Reports issue fall into the “How-To” category:

  •  “Beating Back Surprise Bills”
  •  “Keeping Your Data Private”
  •  “Simple Ways to Add Convenience and Security”
  •  “Good Riddance, Robocalls!”

Less disturbing (some might argue less compelling) than “truth-abouts”, in blogs, “How-To” titles perform the very important function of confirming to searchers that they’ve arrived at the right place to find precisely the kinds of information they need. 

Using a consumer question in a title, then answering that question in the article or blog post is yet another approach.  Three such pieces in Consumer Reports were:

  • “My car is starting to smell musty, and an air freshener isn’t cutting it.  What else can I do?”
  • “Can I catch food poisoning from another person?”
  • “How can I keep my leftover paint fresh enough to reuse?”

Truth-abouts, how-tos, and question titles, I teach at Say It For You, can all be effective blog titling techniques, with the purpose being to tell readers why they should bother to read what you’ve written in the blog post.

Most important, when choosing a title, design it so that it conveys not only the nature of the content, but the value readers can expect to receive from that content! Ask yourself this question:

For my readers, what’s really in my blogging for business?

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