Savvy marketers are well aware that, in this day and age, content is king. According to a 2017 study by Content Marketing Institute and MarketingProfs, the use of content marketing is on the rise, with companies allocating vast resources and over a quarter of their marketing budgets to content marketing.

But all that hard work and spending are for naught if your titles and headlines aren't compelling enough to generate clickthroughs, engagement, and conversions.

We've gathered some tips to help you create titles that not only get noticed but also drive engagement. We'll dive into research we conducted together with HubSpot to share headline best-practices for both organic and paid campaigns so you'll know what works, what doesn't, and what to avoid.

Of course, you know your audience best, so if any of these tips feel unnatural to your brand voice or mission, don't use them! Which brings us to our first tip...

1. Be authentic

Readers can smell inauthenticity from a mile away. Words that we once thought of as traffic drivers have become so overused that readers immediately put their guard up upon seeing them.

For content to be effective, you need to think beyond just the click. So make sure your headlines never mislead readers and always accurately describe your content.

In collaboration with HubSpot, we at Outbrain analyzed more than 3.3 million paid headlines (headlines of content being advertised or promoted) and found several categories of terminology that perform poorly in titles:

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ABOUT THE AUTHOR
image of Liraz Postan

Liraz Postan manages the SEO channel at content discover and marketing platform Outbrain.

LinkedIn: Liraz Postan