Posts

Two-Tiered Business Blog Titles

/0 Comments/in , , /by


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.

Facebooktwitterredditlinkedintumblrmail

Business Blog Title Question Words

/0 Comments/in , , /by


Ideas and Discoveries Magazine had a very good idea in terms of titles (which we blog content writers can make good use of) – using question words.

The tactic of question titles is one I’ve often suggested to new Indianapolis blog content writers. Keeping in mind that people are online searching for answers to questions they have and solutions for dilemmas they’re facing, sometimes we can help searchers who searchers haven’t specifically formulated a question by presenting a question in the blog post title itself.

The question serves to arouse readers’ curiosity about which side of the issue your opinion is going to represent, and about the answers you’re going to provide in the content of the post itself. And, of course, the title question can include keyword phrases to help Google index the blog.

ID Magazine, I found, used question titles that clearly indicated what kinds of information would be “served up” in the article to come:

  • Why Wolves Hunt Differently From Big Cats
  • What happens When an Avalanche Stops Moving?
  • How Reliable is the Rorschach Test?

But the majority of the ID titles, I found, contained an extra, curiosity-stimulating, element into their question word titles. You simply need to read the article to find out what the “clue” means:

  • How a Feeling of Empathy Led to 60 Million Deaths
  • How Seven Dollars Set the Middle East Aflame
  • How 156 Nails Defeated Napoleon
  • How a Lab Accident Decided the Second World War
  • How a Meteorite Made Christianity a Worldwide Religious Power
  • How a Sandwich Triggered World War
  • How a Refugee Made George W. Bush President

Curiosity is hard to get right, Amy Harrison points out in copyblogger.com. You have to deliver on the promise. Don’t’ assume readers’ will cause them to power on through your copy looking for the answer that was promised to them, she says. Your blog post must include compelling benefits, rich imagery, and strong storytelling if you are to keep readers’ attention and encourage them to take action.

ID also demonstrates another useful strategy blog content writers can use: covering one topic, but coming at it in different ways. On the topic of wolves, for example:

  1. “How Wolves Shape Our Forests” offers insights on how reintroducing wolves into German forests impacts ecosystems.
  2. “Who’s the Boss Here?” explores the “family dynamics” of a wolf pack.
  3. “How Do You Save a National Park?” chronicles the Yellowstone Wolf Study, in which reintroducing wolves into the environment reduced the deer population in turn allowing more trees to grow, which in turn attracted birds, beavers, and fish.

Just as these articles each explore a different aspect of a single subject, the blog for any company, professional practice, or organization can be planned around key themes.  Then, in each post, the blog content writer can fill in new details, examples, and illustrations.

Facebooktwitterredditlinkedintumblrmail

The Title Can Be the Tease in Blogging for Business

/0 Comments/in , /by

There are two types of titles, I realized, browsing the business section at my favorite local bookstore:

1. The “Huh?s” need subtitles to make clear what the article is about.
2. The “Oh!’” titles are self-explanatory.

Whether in a book or a blog post, the title serves as a “tease” to get a browser to become a reader. Since an important purpose of business blogging is attracting online shoppers, blog post titles are a crucial element in the process. Titles have to be catchy and engaging, but they won’t serve the purpose if the words don’t match up with the reason the searcher landed there in the first place. The combo title hits both bases.

For example, at first glance, Measure what Matters, by John Doerr could be about marketing, weight loss, or parental advice on children’s growth rates. That’s a “teaser”.  I needed the subtitle to clarify: How Google, Bono, and the Google Foundation Rock the World with ODRs.

Other “Huh?”/”Oh!” combo titles included:

  • Extreme Ownership: How U.S. Navy Seals Lead and Win
  • Originals: How Non-conformists Move the World
  • Lean In: Women, Work, and the Will to Lead
  • The Human Advantage: The Future of American Work in an Age of Smart Machines

Sleeping Giant: The Untapped Economic and Political Power of America’s New Working Class

Why do titles matter even more in blogs than on book covers? There are two basic reasons:

  1. For search – key words and phrases, especially when used in blog post titles, help search engines make the match between online searchers’ needs and what your business or professional practice has to offer.
  2. For reader engagement – after you’ve been “found”, you still need to “get read”.

The question title, based on the idea of asking readers if they’re grappling with an issue or a need (one you not only know about, but which you’re accustomed to helping solve) can be perfect for the headline of a business blog post. But, there’s a right and wrong way to use question headlines, Amy Foote points out in “The Dos and Don’ts of Question Headlines”. Don’t:

  1. ask obvious questions that address questions to which most people already know the answer
  2. use question headlines as a fear tactic

In well-constructed blog posts, I teach at Say It For You, the title should be a tease!

Facebooktwitterredditlinkedintumblrmail

Is Your Blog Post Title Worth a “Watch”?

/0 Comments/in , , /by

Since we’ve been focusing on effective titles in my last couple of Say It For You posts, I couldn’t help but notice a certain article in my August issue of Financial Planning. The title reads “A Sector to Watch” and the article by Craig Israelsen is about including commodities in a portfolio to provide diversification as inflation ticks up. I really liked the “soft-sell” quality of that title. The author wasn’t “hawking” commodity funds, or even recommending them. Instead, it felt as if he was simply alerting his financial advisor readers to something that might be worth their attention.

Ryan Scott of HubSpot would describe that Financial Planning title as an “If I Were You” headline.  “When someone tells us how we should do something, we balk,” Scott explains. But when someone offers to show us why we should do something, it appeals to us,” he adds.
The Israelsen article does, in fact, include facts on the performance of commodities in different markets, and does make an argument for handling inflation using that type of investment. It’s the title, though, that caught my blog content writer’s attention, because it pulls back a couple of steps from making any argument, offering the almost casual suggestion that commodities are worth a “watch”.

“The job of a headline is to get people sucked into your ad/article in the first place,” is the advice Kopywriting Kourse offers. “The most important rule of titles is to respect the reader experience.  If you set high expectations in your title that you can’t fulfill in the content, you’ll lose readers’ trust,” Corey Wainwriight writes in HubSpot.

That’s precisely what’s so refreshing about the Israelsen title – it takes a contrarian position, literally ignoring both these pieces of advice. (Reminds me of the Tom Sawyer story, where, rather than persuading his friends to help him whitewash the fence, Tom makes it look like the task is so much fun that they want to participate…).

“Captivating titles are the ones that stand apart from the rest. Great titles aren’t afraid to be a little weird,” observes Ryan VanDenabeele in Impulse Creative. Craig Israelsen’s A Sector to Watch” certainly caught my attention. Is your blog post title worth a “watch”?

Facebooktwitterredditlinkedintumblrmail

Business Blog Title Threesomes

/0 Comments/in /by

 

A couple of years ago at Say It For You, I began calling attention to the idea of using certain literary devices in business blog titles with an eye to making them more “catchy”.  In addition to alliteration, a second creative writing technique is “threesomes”. The same Fortune magazine that used those ten alliterative titles I named in my last post also had at least two good examples of the Power of Three:

  1. Introducing MUFG Bank – trusted, global, seamless
  2. Right place, right fit, right now (WorldBusinessChicago.com)
  3. “Real Reliable”, “Real Service”, and “Real Pride” (parts of an advertorial series about the Stihl Company)Like alliteration, The Rule of Three is a language device. We’re all familiar with these examples in which three related words or points presented in quick succession for literary effect:
  •  “Friends, Romans, countrymen”
  •  “I came, I saw, I conquered”
  •  “Of the people, by the people, for the people”

Things that come in threes are more persuasive, Moodle explains. Since we process information using patterns, threesomes make content more memorable.

Some more modern examples include:

  •  Stop, look and listen
  • The good, the bad and the ugly
  • The Olympic motto Faster, Higher, Stronger.

“It’s no accident that the number three is pervasive throughout some of our greatest stories, fairy tales, and myths,” writes Brian Clark of Copyblogger.com. the combination of pattern and brevity results in memorable content, which is why three bullet points are more effective than two or four, Clark adds.

Blog posts, I teach at Say It For You, have a distinct advantage over the more static website copy. Each post can have a razor-sharp focus on just one story, one idea, one aspect of your business, and call for a single action. The single topic focus, though, can be supported by three points.

Alliteration, according to Hubspot, makes text “lovelier to read.”In business blog content writing, threesomes might not add “loveliness”, but they do tend to leave an impression!

 

Facebooktwitterredditlinkedintumblrmail