17
Blogging in the Age of Modern Marketing
Short Titles:
To optimize your audience's engage-
ment, make sure blog titles aren't too
lengthy. A general rule is to keep your
titles at 8 words or less…more than
this and you risk losing your audience
before they even get to your piece.
Transparency:
M a ke s u r e yo u r a u d i e n c e c a n
quickly extract the main point of
your piece from the title. Sometimes
writers get carried away with crafty
and creative titles that ultimately
leave readers confused. Especially
with pieces that are shared across
social media, you need a headline
that readers can quickly digest.
Test them Out:
Try out different variations of titles and
test their success. Depending on the
type of content you're writing and the
preferences of your audience, you'll
start to notice trends in engagement.
Assuming that the quality of your
pieces are comparable, you can
partly attribute engagement to the
different types of titles you're using.
Check your analytics and
analyze the historic page
view and click-through rates of your
blogs. What are your top blog posts
and are there similarities in the types
of titles you used? Is a particular title
format driving more engagement
than others? By looking historically
through your posts, you can start
to track trends in engagement and
optimize future posts accordingly.
