Content Marketing Today

Headlines Vital for Success of NYT, WSJ, NY Post—and Your Site

Your Target Customers Won’t Read Your Content without Compelling Headlines

Too many websites lack effective headlines. In fact, many have no headlines at all.  This void violates the first commandment of content marketing: “Think Like a Publisher.” 

That commandment covers a lot of ground, but let’s just focus on the all important headline. Unless you have time to go back to school, you can learn plenty from legendary print and online publications like the New York Times, the Wall Street Journal, and yes, in its own unique way, the New York Post.

The purpose of a headline is simple: To make your visitors want to read the story that follows. Your headline must just explain enough so that readers correctly and eagerly anticipate content that follows. The right headline will then intrigue visitors enough to jump into the story.

It doesn’t matter that your site covers a niche that only some people care about. Your headlines must still entice those targeted visitors into reading your stories.

We can learn a lot from some of the best practitioners such as the Times, the Journal, and the Post. I have selected recent headlines that illustrate key elements for those of us who aren’t trained journalists—but who must nonetheless capture our readers’ attention whenever they visit us online.

Essential elements to emulate in the headlines that follow:

1. They tell just enough of the story so readers know what to expect if they continue reading.
2. They appeal to readers likely to have an interest in the story.
3. They are brief—longest 12 words; shortest 3 words; most 4 to 5 words
4. They get to the point. You don’t have to do much guessing about the topic and why you might care.
5. Some are clever or amusing, but not at the expense of meaning. In fact, a straightforward headline may be just fine for many topics.
6. When appropriate, they identify the key player(s) and/ or the key issues that the story covers. For example:
1. Key players–
1. Toyota,
2. US Hockey,
3. young smokers,
4. US banks,
5. Wal-Mart
2. Key issues—
1. Toyota safety problem,
2. US hockey victory,
3. curbing health care costs
4. plunging consumer confidence

How do the headlines on your website or blog measure up to the pros?

New York Times

• Toyota Official Says Recall May Not Fully Solve Safety Problem
• No Brownies at Bake Sales, but Doritos May Be O.K.
• French Ad Shocks, but Will It Stop Young Smokers?
• U.S. Men’s Hockey Victory Only a Bit Player on NBC
• Movie Review: In an Ever-Changing New York, Falling in Love May Be the Only Constant

Wall Street Journal

• Small Businesses Seek More Action to Curb Health-Care Costs
• Consumer Confidence Plunges
  
• Number of Problem U.S. Banks on the Rise
• Wal-Mart Buys Online Movie Service
• Credit-Card Fees: the New Traps

New York Post

• Don’t laugh: Curling is no joke
• Tiger’s ‘sorry’ statement a real bogey: experts
• Police: Irate NY man crushed 30 cars
• Burning mad over tan tax

How do your headlines measure up? Do you have any headlines on your key pages? Do you have enough headlines? Give your site a critical assessment.  When you optimize the quality of your headlines, you’ll delight both your readers and the search engines.  You’ll improve readership, ranking, and results.

Headline feedback requested:

Please send me your favorite examples of great headlines—and why you love them.  Or send some examples of really bad headlines—and why they suck.