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BizReport : Email Marketing : November 03, 2014

Top 3 tips to create more clickable content

Content is expected by many experts to be a significant driver of traffic across devices this holiday season. One expert offers advice on how to draw more attention to branded content.

by Kristina Knight

Kristina: Is there a headline length that is best for engagement?

Lisa LaCour, Vice President, Global Marketing, Outbrain: The holidays are a time of year to keep it short and sweet. Last year, optimal headline length ranged from 6-10 words and from 39-54 characters, which is a bit shorter than what we typically see.

Kristina: What kind of headlines are the most clicked-on?

Lisa: Outbrain data shows that consumers were most likely to engage with headlines related to beauty (42% higher CTR than the average for holiday content) or shopping (+21%) as well as headlines that promised visuals like photos or videos (+10%). Consumers were also more likely to engage with headlines specifically focused on Thanksgiving (+20%) than those dedicated to Christmas (-8%).

Kristina: What are your top 3 tips to create headlines that customers will click on?

Lisa: The most heavily consumed headlines specify something clear/tangible that the content will offer the reader, whether it's a beauty secret, a recipe or the keys to making a fashion statement as opposed to headlines that are more elusive, generic or news oriented (e.g. "I'm going to move back to Canada!", "Ready for Black Friday")

They also use idealistic, positive adjectives like "young," "perfect" and "timeless." Maybe this magical time of year puts people in an idealistic mindset, drawing them to concepts like these.

Finally, they emphasize convenience (e.g. "2 minutes," "at home," "impromptu")

More with Lisa and Outbrain tomorrow, including how to get more mileage out of content.

Image via Shutterstock

Tags: content marketing, email content, email marketing, email tips, Outbrain

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