Every B2B company wants their social media posts read, clicked and shared. These are not just tweets, Facebook posts and LinkedIn updates, but the blog posts, ebooks and webinar offers they lead to. A couple of the following articles focus on the art, science and data of writing the best headlines to make followers, and casual passersby click. Social media headline writing is part marketing, part journalism, part SEO and part sensationalism. And all of them need to pay off expectations with the article itself. That is how you build credibility, authority and ultimately, trust.
As you are creating content for your B2B company, especially blog posts, you need to know what kinds of posts to create. Move beyond company news and product announcements with the below guide to types of blog posts. And finally, we share a review of the next stage of storytelling called storydoing and how it elevates companies to be more productive and to drive business results.
These Five Astonishing Headline Writing Secrets Will Make You Cry, Or At Least Click
For most of us in the online journalism business, writing headlines basically amounts to guesswork. Will people click on this? Are there enough nouns in here for Google to find it? Does this line break look weird? Should I use a question mark? An exclamation point? For Upworthy, it’s more akin to a science — and not one of those mushy sciences like anthropology or psychology, either. We’re talking straight-up particle physics. For every article they publish, its writers come up with 25 headline options. They then A/B test the four most promising before settling on a winner.
5 Data Insights into the Headlines Readers Click
With the growth of online marketing, both the channels and volumes of content competing for our readers’ attention has exploded, making it increasingly challenging to stand out. Given how significant a headline can be to click-through rate in both search and social online channels, here at Conductor we decided to test different headline types to determine those that resonate most with readers.
Which Format Is Right for Your Next Blog Post?
When it comes to choosing the right format for your next blog post, there’s quite the smorgasbord to choose from. Perhaps how-to posts are your forte. Or maybe you just can’t resist the list. But just because you have a signature format, doesn’t mean it’s necessarily right for the topic you’re blogging about.
Good Companies Are Storytellers. Great Companies Are Storydoers
Discussions about story and storytelling are pretty fashionable in marketing circles. I have ambivalent feelings about this. On the one hand, as a lifelong advocate for the power of story in business, I find this very encouraging. For all companies, having a story and knowing that story are crucial steps to achieving success. On the other hand, I’m worried that too many marketers think that telling their story through advertising is enough. It’s not.
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