The first thing users see is the title. If the title is not attractive, then they will not click. So next I will tell you how to make a good title for the article. Welcome to refer to it.
Tips for naming articles
The first trick: asking rhetorical questions
The title is a question that can trigger fans to scream. If fans happen to also Wanting to know the answer, he clicks to read.
Second move: Celebrity style
Celebrity effect, the more famous the celebrity mentioned in the WeChat title, the greater the appeal. This kind of celebrity-endorsed chapter will be forwarded on WeChat The rate is higher.
The third trick: Dry information
To sum up a certain field, it is necessary to post content that is helpful and needed by users. The more valuable the content, the higher the forwarding rate.
The fourth trick: strong attraction
Titles usually contain words such as "most" and "must go". These words make people unable to resist at first sight. Click and transfer first.
The fifth trick: leaving a suspenseful expression
After finishing the exciting and stimulating language, leave an ellipsis at the end, triggering a series of reveries in the user, making people have to click to know the rest of the story .
The sixth trick: hot-spot style
Combine the latest hot events, festivals, and seasonal content, the title directly states the theme, and the content is sent out in a timely manner.
The seventh trick: Unconventional style
This kind of title usually contains content that goes against people’s common sense. There is no doubt that this kind of title will definitely attract people’s attention.
The eighth trick: Numerical type
Numerical summary type, people first respond to the high content of knowledge, and want to know urgently what points it is. This type is simple and clear, and also Very useful for mobile phone reading.
Tip 9: Topic title style
The main title is two words, highlighting the topic, eye-catching, and then the subtitle details the main content. The article naming method is full of practical information
1. How to describe
It is the most basic mode of usefulness. "A must-read for technical marketers: How did Airbnb use Growth Hack to gain more users in its early days?" and "Modern Marketers' Path to Advancement: How to Become a Marketing Technologist from Scratch", which are explained in full at a glance. What is the question? Readers will judge from the title whether it is the content they want? How valuable is the article? How to combine experience with immediate benefits will further scratch the pain points of the audience. Denny the cow has an article "How to send an email to ask for help and get a super high response rate?", the title format can be imitated.
2. Collection type
6 methods, 5 suggestions, and 4 trends. The advantage of a collection is that it is highly summarized, and one article is worth reading five articles individually. The accumulation of numbers also gives people a sense of impact and satiety. If there is a good structure, the collection of articles is easier to read because the articles are split, and sometimes you can get the point by looking at the secondary headings. But several of your method trends must be useful and inspiring. If the content is watery, others will be disappointed if they are attracted by the title, which is counterproductive. Something like "Airbnb tells you how to trade chicken ribs for chicken legs: three typical cases of the sharing economy" is richer than introducing Airbnb alone. In addition, inventory and lists are also a clever method, such as "Inventory of Recommended Recommendations! From Adweek's 2014 Digital, Television, Magazine List".
3. Titles with negative words
For example: 4 common mistakes, 5 things you should avoid. These negative words often make people alert and want to find out what is going on. They can introspect themselves when they see bad things and gain enlightenment through some wrong cases.
"If your resume is in vain, check out these 8 secrets" and "Things you don't know about the Palace Museum" are more interesting to you than "8 secrets for making a resume" and "Things about the Palace Museum" I frowned and wanted to click on the article to eliminate the negative emotions at this time?
4. Add some modifiers
Modifiers have two functions: 1. Make the definition clearer, Unique; 2. Increase the reader’s emotional intensity. Some time ago we announced a new product for sharing cases called HUNT. It was initially circulated within SocialBeta. When we see high-quality cases in the social network, digital media and mobile fields, we will add links to HUNT to facilitate the monitoring of industry case dynamics and mutual information exchange. Later, more and more readers discovered this product and came to inquire or share cases. We decided to write a formal article to explain this to everyone. The title of the article is "The best and latest case libraries are here | Hunt By SocialBeta". When it comes to case libraries, smart readers will know what is going on. But where can I not see cases? Use "best and latest" to illustrate the characteristics of this case library, and you will be a little excited.
5. With a sense of urgency
? What you haven’t tried yet? ? The latest launch? Everyone has a spirit of exploration and a psychological gap to counterattack and verify. I will immediately want to verify whether I have tried it or not, and do I know about the latest launches? Moreover, giving the title a sense of urgency is also a call to action. SocialBeta posted an article "Have you seen such an interesting aviation safety instruction video?" Do you want to quickly verify it? Have you seen this video yourself? Is it really interesting? If you still don’t know how to use it , teach you a universal pattern: the benefits derived from verbs. For example, Jiang Chacha has an article with the title "Learn these English words, and you can be successful in the advertising industry!".
6. Give precious resources the feeling of being exclusively grabbed by readers
?FaceBook internal employee work guide?, ?Google programmer salary exploration?. Seeing such a title, the reader feels that the information you give him can get it, but others cannot. Moreover, after obtaining this unique information, readers will be more willing to serve as a source of communication and spread knowledge to others (you have to admit: it is your nature to be a teacher?).
Li Jing has a very influential article "How Li Mingshou writes WeChat public account articles: the secret of smooth and readable articles". How to write WeChat public account articles is enough to attract social marketing people, plus The above article is smooth and readable, with benefits and secrets revealed. Would you rather click on it to explore and share it with your friends?
7. Explanatory title
I have written an article before A very popular interview is called "How a student team achieved 350,000 sales: An exclusive interview with Mr. Miss, L'Oréal charity sale team of Nanjing University". The keywords of exclusive interview and L'Oréal give the article uniqueness and convey value and a sense of exploration to readers. Plus numbers and how-tos supplement facts and informative explanations.
8. Embed professional vocabulary
Professional vocabulary can show the professional value of the article and attract a precise audience. A few years ago, my friend wrote an article "Resource HTML5 Tools: 10 Online Editing Platforms That Can Be Easily Used by Marketers". In those days, the number of fans on SocialBeta's WeChat platform increased dramatically. I learned from the exchange that , many of whom are industry insiders who urgently need to make HTML5.
Some people worry that if the professional vocabulary is too cold, too biased, or too obscure, and there are no clicks, will there be any later effects? Don’t worry, some people are not your target group, cutting-edge people Or a high-tech concept, attracting one professional and high-quality audience will bring greater benefits than 2,000 unrelated readings.
We made a guide "The Most Popular Careers in 2015: A Complete Manual on the Concepts, Responsibilities, Skills, and Learning Resources of Data Scientists". At that time, the number of reads was not high, but the number of collections was large (the click-through rate was low, The sharing rate is low, but people who are professional or want to learn will read it and keep it as information). After that, several readers contacted us, including masters or PHDs in market analysis from famous overseas universities, and data analysts who have been working for many years.
9. Make good use of puns and witticisms to increase interest
Puns are a good match. They make up for each other the imbalance between novel creativity and excessive popularity. . Like "When "Game of Thrones" encounters a "stupid way to die", even the saddest "box lunch" becomes cute", although it is very metaphorical, it is clever and interesting enough to eliminate the unpleasantness of consuming brain power. Another way is to make good use of twists and turns to make the title more storyline and suspenseful. "50 KOLs on Instagram posted photos of the same women's skirts, and the skirts sold out quickly, but the FTC said it was a violation." Looking at the previous facts, I thought it was a troll selling skirts, but SocialBeta said the trolls violated the rules.
10. Convey the feeling of being able to learn easily and achieve it immediately
Everyone is busy and may not have the time or willingness to delve into complex topics. If you were told like SocialBeta, "One article to understand the essential changes in marketing from advertising to SDi" and "7 steps to teach you how to play with LOGO design", would you be confident and achieve success immediately after reading this article?
11. Benefit post
The title indicates that there are benefits to reading this article. There are 2 ways, one is to directly label welfare, such as "2014 Gift List? A welfare post dedicated to celebrities who don't know how to give gifts!!!", "Recruitment of high-end welfare positions: New media and marketing positions" . There is also a metaphor, using "Guide", "Aspects", "Introduction", these words can be combined like this "Guide on the visual marketing tool Cinemagraph, the concepts, cases and best practices that marketers should know", " Recharge during the Spring Festival: 36 Recommended Reading Articles for Social Media and Digital Marketers (Workplace). Of course, these articles can be searched on the SocialBeta website.
12. Incorporate localization and channel characteristics
Just imagine "How Qingfeng Snacks does e-commerce", Hangzhou people will make a call to find out, but If you put it in Xinjiang, which eats a lot of meat, or in foreign countries that have never heard of Qingfeng snacks, would anyone still pay attention? Well-known landmarks or distinctive locations can also drive carnival in larger areas. Titles like "Sanlitun now has a yogurt company with weird prices" attract more than just people from Sanlitun.
13. Take advantage of hot topics
I saw Xu Yan, a new media marketing practitioner, say online: The reason why we chase hot spots is so that one day we can stop chasing hot spots. ?Popular is temporary, we can take advantage of hot topics to build momentum, but your original content is the essence. By the way, the fifth season of "Game of Thrones" was aired some time ago, and Uber New York immediately launched the "Iron Throne Test Ride" service. It is a good way to leverage hot topics for marketing (Uber is not sponsoring it?). Similarly, the title can also borrow hot topics. Take, Social Jun posted a recruitment Weibo a few days ago, using the words "The world is so big, you don't have to go anywhere, Shiqu, I want you", coupled with creative recruitment pictures and texts, and gained a lot of interesting Internet Job hunting for heavy users.
14. Concrete title
When you have too much content and cannot extract all the concepts into the title, or the title is too general and uninteresting. It’s time to select the highlights in the text to create a title. "Besides Toms shoes, do you know what other One for One brands?" actually talks about 8 buy-one-donate brands, but if you don't see Toms shoes, many people won't come to see them.
There are also "Dancing Traffic Lights: 6 Creative Scenes that Make Waiting Time Beautiful". In fact, the 6 creative scenes are all very bright, but they can't all be included in the title, so I chose one as the representative and let the title concretize. Explanation of the popular names in the article
Given our limited resources and capabilities, it is impossible to serve everyone, so we can only focus on serving the specific needs of specific groups of people.
A good name can filter out some users who are not our target group, and those people who are curious about the name are our target users. The first step is to target them.
For example, if you want to attract singles, you might call them “singles.” In addition to hitting their pain points through content, you can also build a corresponding dating platform.