The ability to write professional captions and headlines is a valuable skill for content producers. Choosing the right title and headline is the most important part of professional content, and if we do not know the dos and don’ts of writing a title and do not observe the main features of standard headline writing, our efforts to produce comprehensive and fruitful content will be lost. In this article, in addition to reminding the important place of the headline in content creation, we will also examine the characteristics of a good and standard headline.
The importance of captioning in content production
Research shows that about 80% of the audience only read the title and title of the content and only 20% of them read the entire content. Undoubtedly, these 20% were encouraged to read the content through the main headline. The title of the content is the first way to convey the content to the audience, so the title can be considered the most important part of the content. Content writers should learn the principles and techniques of headline writing and use them professionally in their projects to increase the effectiveness of their content.
Why is a good headline the savior of our content?
We all know that the purpose of creating content is to attract the audience! A lot of effort, discovering the best resources, using the best strategies, the best visual effects, creative writing, following the principles of search engine optimization (SEO) and in general any steps you take to make your content more attractive may lead to The best and most quality content, be the best content, but the best content will never be bought if it does not have the ability to attract the audience! Correct title is the main reason for attracting audience to your content. Because experience has proven that your audience, after searching the Internet, checks the results only with their eyes and does not read it. So, it takes less than 6 seconds for your content to grab the attention of your audience! In this short amount of time, you should be able to produce scannable content. One of the things that can attract the attention of the audience is the attractive title!
Big and professional newspapers have creative and professional headline writing teams who sometimes spend hours trying to write a simple headline on the front page of their newspaper. They create headlines using brainstorming techniques and other creative techniques. Because they know that a good headline alone has the ability to attract the audience, stay in the mind, and even create a flow. Without the fact that on the other side of this headline, the text that is written about it has done something in these fields!
Captioning a question with famous Wh words
Usually, the first idea for writing headlines and creating content about a topic is to address the “what” and “how” of the topic.
For example, for writing headlines and creating content about the keyword “peanut butter”, the simplest headlines are made like this:
What is peanut butter? (What is)
How to distinguish peanut butter from fake? (how to)
In which cities is peanut butter produced? (Where is)
How much peanut butter should we consume? (How Much)
In what season is peanut butter produced? (when)
Where to buy peanut butter? (who)
Why should we eat peanut butter? (why)
Which flower is more useful than peanut butter? (which)
Writing headlines with such questions has some problems that we will review together:
Problems of captioning with Wh question words
1) High intensity of competition: This type of headline writing can be thought of by anyone! So creating content with such headlines is not a difficult task and everyone is doing the same thing! So the moment you are writing such headlines, hundreds of other sites and competitors have written similar headlines and produced content for them. You are just about to start competing with so many competitors!
2) Audience Limitation: These headlines are nice and catchy, but not enough! It is true that many people are searching for the same questions and we should have content that answers these questions, but these “many people” that I said, are not “all of your audience”! Many of your audience have various other questions that cannot be answered by these general answers.
3) Subject limitation: In this method of headline writing, your only subject is the main subject itself! While many other subjects can be attractive for creating content about your desired topic.
4) Limiting the number of content: If you use this method to create content, the number of content on your site will be very limited. Because the number of such questions is very limited. It is natural that the less content you have on your site, the less traffic you will attract from Google.
Next, we will learn together how to go beyond this level of headline writing and write very creative and attractive headlines.
How to be creative in headline writing?
Using the mind map technique for tree captioning
A mind map is a tree diagram that is used to generate, organize and structure ideas and thoughts related to a keyword or idea. This map is a solution for the flourishing of creativity invented by Tony Buzan. Mind map can be used in problem solving, idea generation, decision making process and writing.
The correct use of this method can be a great strategic solution for writing an ideal headline, it is enough to learn this method correctly. In the figure below, you can see a mental map for choosing the right title in the field of agricultural products.
The way of working is as follows: in the first step, we write the most key word of our subject on a page and from it, we derive branches to the outside, in each of which words are written. this
Branches (words) can include general features of the topic, audience or anything related to that topic. In the second step, we choose one of our main branches that is most closely related to the subject of our work and draw sub-branches for it, the words related to that word are from the main branch. We continue these steps for each chosen sub-category, and at each step, more details of the subject are entered into the vocabulary. Finally, our chosen title will be generated from the conceptual combination of words selected in successive branches.
2 or multi-variable captioning technique for creativity in content creation
If all the competitors are writing “what” and “how” and “where” and… headlines, you are different!
A very simple but highly effective way to be creative in headline writing is to add one or more variables to your main topic.
For example, suppose we want to write 2 or more variable titles for the same keyword “natural honey”.
I offer a few variations on peanut butter headlines:
An infinite number of variables like these can be placed next to peanut butter, and an infinite number of new headlines can be written that are less competitive and more attractive than the original headlines.
If headline writing (choosing the title of the content) is done before creating the content, it is possible to produce a lot of diverse and attractive headlines in a very simple way.
Usually, before choosing a title, you have a “topic” or “keyword” for the headline.
This simple but powerful technique is:
To write a headline about a topic, add another variable to the primary topic.
Let us clarify the issue with the same example of peanut butter. For headlines about peanut butter, instead of just focusing on peanut butter itself, we can add another variable to peanut butter and generate more headlines.
A few examples of adding a new variable to the content topic
Headline example for peanut butter + statistics
Here we add a “Statistics” variable to “Peanut Butter” and create several different headlines with it. Please note that the statistics mentioned in these headlines are only examples and may not correspond to reality.
25% of the world’s peanut butter is produced in Iran
The consumption of peanut butter in the Middle East is 40% more than in Europe
Women consume 15% more peanut butter than men
In these headlines, we’ve just added “Statistics” as a variable to the original “Peanut Butter” topic. You can see how much more the variety of headlines became than the descriptive headlines of “what and how the topic is”.