Good headlines are essential as they capture the reader’s attention immediately, encouraging them to engage with the content. They also convey the key message succinctly, setting the tone and context for the information that follows.

Content Marketing Institute contributor Ann Gynn has published an article featuring seven tips to create headlines that are good for readers and business.

She says, “Given how much rides on the headline, follow this seven-point checklist to create winning ones every time:

1. Identify your brand’s purpose(s)

In marketing, every piece of content serves a purpose for your company. The content may exist to:

  • Increase brand visibility (and clicks) on search engine results pages.
  • Improve SEO for targeted keywords.
  • Entice someone to open an email.
  • Get someone to click on it in a newsletter.
  • Encourage a website visitor to read further.

If you have more than one business goal, that’s OK. Pick the most important one, then craft the headline (and URL) around it. And, if your process allows you to use different headlines for secondary and tertiary purposes, write those, too.

2. Detail the audience for the piece

Your content can be seen by anyone and everyone. But who do you really want to see it?

Please, don’t say your personas. They work well for creating content but not for writing headlines.”

How To Create Headlines That Are Good for Readers and Business

Content Marketing Institute
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