The information in this column about publishing is only available for a limited time. Soon you will not be able to share insights from this column with others, so hurry and read, post, and even print out this column.
Are you one of the 87 percent of people who read this headline and posted this article on Facebook, shared it on Twitter, or liked it on LinkedIn within one hour of reading it? Despite all of the innovations in publishing, from technology to new distribution channels, the good old headline is still possibly the most powerful element of an article that we have. After all, it is the headline that will pull you into a story and engage you.
In today's mobile-first world, some people have become very clever at leveraging the art of the headline in ways that support and promote. Interestingly, the use of the headline today is as much about pulling you into current content as it is about leading you deeper into the content of your destination.
Email experts have turned the from name of an email into the headline, as some mobile email clients do not display the friendly from or subject line. For example, the Oprah Winfrey Network uses a from email address of thisweekonown@ instead of the standard news@. The subject line plays a secondary role to make you even more excited about what you are about to read, regardless of the device you use to access it.
SEO aficionados have long used the headline to help lure people into their website and drive intelligent and impactful explorations. Take this article from Woman's Day, for example. This article capitalizes on the very popular search term that women use of "lose 10 pounds fast." This powerful use of the headline to pull you into its content is then supported by a number of ways to move through the website and into other sections of information, including recommendations for other articles and similar topics in case they may have not satisfied your need. When viewed on a mobile device, this page shares much less content, but the related stories still keep you navigating effectively.
Kings and queens of video have been able to enjoy the mastery of the headline inside YouTube and other video distribution engines as well. This video, viewed by 65 million people on YouTube, is from "The Ellen DeGeneres Show":
If you haven't watched this yet, you should. This way you will be able to see how the headline pulls you in, and the intelligently formatted content keeps you engaged. They take advantage of the closing card to post a second headline suggesting that you watch another, related video.
Magazine designers have always relied on the magazine title (aka the headline) to entice you to read. Road signs are only headlines directing us where to go next. This column has a headline that suggests you are missing something if you haven't read this yet (so thank you for reading all of the way through!).
Take a look at your headline and how it looks on both PC and mobile devices. Ensure your content is structured in a way that guides someone (via a recommendation) into your site in an intelligent manner. And enjoy the fun you can have exploring new ways to leverage this old effective trick of catching the eye of 65 million people or more.
Image on home page via Shutterstock.
Upcoming Webinar: PPC Pause and Reflections for 2013
Thursday, December 12 - 2013 was a major turning point in search advertising. With Google's Enhanced Campaigns and Bing's innovative Smart Search capabilities in Windows 8.1, now is a great time to pause, reflect, and plan for the new year.
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Jeanniey Mullen, a recognized women-in-business and tech, is known for her entrepreneurial style and her ability to build, shape, and grow brands into well-known dominant, successful entities. Jeanniey is a pioneer in email, mobile, and digital marketing; publishing; and brand-building. She now leads her own agency, YellowBean LLC, focused on assisting companies of all sizes with driving innovation and growth. Most recently, Jeanniey was the Global EVP, CMO, and subsequently Chief Growth Officer for Zinio, where she worked to define and implement strategies creating explosive growth through strategic partnerships with publishers, technology companies, brands, and consumers during her five-year tenure. Jeanniey has authored and contributed to multiple books, blogs, and magazine articles. She is a regular columnist for ClickZ, a blogger for Huffington Post, and a frequent keynote speaker. A serial networker, in 2005 Jeanniey founded the Email Experience Council, which was sold to the Direct Marketing Association in 2008. She sits on the Advisory Board for IndieFlix, and on the International Executive Council of the Internet Marketing Association. Jeanniey is recognized as both a Top CMO and Top Author on Twitter, and was most recently featured as Mover and Shaker by the Professional Woman's Magazine, and a featured Woman in Technology by The Legacy Series Magazine.
December 12, 2013
1:00pm ET / 10:00am PT