Headlines are a fine art. For copywriters, they're absolutely essential.
The most important part of any article or blog post is the headline.
So those of us that write copy spend a lot of time sculpting and perfecting our headlines.
We also tend to have tips, tricks, and formulae we use again and again.
Why? Because they work.
And recently, content creators have stumbled upon a golden formula.
Big, popular publications are getting a lot of mileage out of it.
And the best thing is, it's super simple to use! And creating content around it is also a piece of cake.
If you're looking to drive more traffic, get more clicks, and get more eyes on your content, this formula is definitely worth checking out.
It's got a great combination of eye-catching things going on with it.
Brand name recognition? Check.
Aspirational vibes? Check.
Positivity? Also check.
The Content Marketing Institute has the full story.
You know this article format.
A glance through Content Marketing Institute’s recently published posts, Growthhackers Must Read articles, or BuzzSumo’s most-shared marketing content from the past six months makes it clear – one blog post framework seems to be winning:
How (Company You Know) Is Doing (Something) to Achieve (Positive Result)
What’s happening? I thought “being different” was crucial in driving content marketing success.
Why are some of the best content creators publishing the same type of article over and over?
And why are these articles so damn popular?
Why this content model works
Let’s examine this article model from beginning to end.
Brand name recognition
Back in 2015, Nielsen wanted to determine why people purchased specific products.
What did it find? Was it urgency, testimonials, color?
Nope. It was brand name.
This type of article also succeeds because of the relationship between author and subject.
If I can get a recognizable brand name to champion my article, I’m halfway to viral.
And what have they got to lose?
These articles are, by definition, exploring how awesome these companies are.
They’re literally saying, “If (brand) does it, it must be worth trying.”
The brand gets external links, a huge trust boost, and an increased brand awareness it probably doesn’t need (but never hurts).
I can write about the need to A/B test your landing pages all I want.
You’ll read the article and say, “Just another best-practice article,” and move on with your day.
But if I write, “We A/B tested click pop-ups over landing pages for our gated content and saw a 44.3% average increase across nine campaigns,” you’re far more likely to pause and say “Maybe I should give this A/B testing thing a go.”
The best authors using this article model aren’t just presenting readers with the walk-through of another company’s strategy, they’re presenting those strategies with ways the readers can implement.
You can read more about how to use this kind of headline structure over at the Content Marketing Institute.