It isn’t new when we say that, given the current situation of the most traditional formats of online marketing, the native advertising (and more specifically, the Content Advertising) is positioned as one of the methods with more growth for qualified site traffic. The user is bored with being interrupted and impacted with offers, and now expects a slower process in which the brand offers added value through content. So much so, that the clicks generated to root content are 5 times more likely to end in conversion.
While it is necessary to develop a comprehensive Content Advertising strategy (which includes everything from the featured content, to the line graph or sites in which it is displayed), working on the title is crucial to the success of the campaign. And you wonder why is this so important? In these types of campaigns, the title is usually the first online interaction between users and the brand. The title is, therefore, the first (and perhaps the only) chance to attract the attention of your target audience.
Here we give you six tips when creating attractive headlines that can attract the traffic you expect to your site:
- The title is best short, simple and direct. The title must arouse the reader's attention, so we must create it concise and clear enough so that the reader would want to continue reading. If we extend or use too complicated puns, we can distract the reader and cause the opposite effect.
- Do not deceive the user, but highlight the benefits. A misleading title may help you get a good CTR but if after the reader doesn’t find what they were expecting, this may impair the reputation of the brand. In contrast, the benefits that the user can get from reading your content are positive.
- Numbered lists obtain better click ratios. A list has the advantage of describing very concisely what you are going to find and what the length of the content you're clicking will be. As an example; the headline "The 10 places you can not miss if you go to Paris with children" got a 75% CTR over the headline "What to visit in Paris if you go with children."
- Try to use specific words. If we want the title to be concise and explanatory enough, you have to do all that is needed to work on it. Don’t always use the same puns and the use of generic words like "things".
- To create urgency and necessity in perspective is positive. Including a touch of urgency and / or necessity (e.g. expressions like "only 15 minutes", "must", "you have to see”...) helps to intrigue the user and enhance the rate of clicks. Still, do not abuse this resource, since the user is looking for information utility that provides added value, but not universal and unchanging laws. Thus, the use of terms such as "everything you need to know" or "incredible" show a CTR between 24% and 44% lower than items that do not contain them
While these tips may be helpful to create a catchy title and attract users, do not forget that each sector is different and each target can respond to some or other stimuli. Therefore, it is essential to analyze periodically the most relevant metrics (CTR, time of visit, bounce rate) and make all changes and tests necessary for finding the most appropriate title.