If you haven’t thought about your company’s voice, now is the time to do it. A voice is a distinction of your brand and style—it’s what makes you, you. In other words, unique. Ask your team, what do we want to convey? Are we bold, passionate, empathetic, excitable, serious, or inspiring? What words and characteristics define us?
Your voice is a product of that. For example, a bold voice may have a title that says, 5 Cleaning Hacks you Need to Have Now, while the empathetic company is more likely to have the title, Struggling with a Clean Home? 5 Shortcuts to Make Cleaning Easier than Ever.
Make it even less complicated for yourself; have a list of words on hand for each emotion you want to convey—then use them in your titles. The emotion should fit your voice. For example, bold (or confident) could have words like “now,” “definitely,” or “guaranteed.”
Titles, topics, and content shouldn’t be a solo endeavor. In fact, teamwork is what makes marketing strategies thrive.
It’s natural to feel you’ve got it all together—that your skills and expertise are all that’s needed to get the job done. But think about it: Many of the most successful companies allowed multiple people to contribute innovative ideas.
One brain can only come up with so many topics and titles. Plus, if you are doing it solo, you will only approach the problem one way. Take advantage of multiple approaches, using collaboration, creativity, and a team effort. Your team doesn’t have to be huge, but two brains are definitely better than one.
Another avenue is pulling in content strategists. These passionate people eat, sleep, and breathe content. They love working with clients to educate and create.
Patience, grasshopper. You aren’t going to be an expert title writer overnight, nor are you expected to be. Give yourself time to learn the nuances and become adept. Practice. The more you do it, the better you’ll become. Plus, you have analytics on your side. Look at:
These things help you see where you’re getting it right.
In a world that is on demand, it can be difficult to wait for positive results. They will come if you continue to work at it, and give it time. It’s not always a one-size-fits-all strategy, but about fine-tuning what works for your business and audience. And it doesn’t always happen right away, so don’t give up after a month.
Your best approach to effective titles that see results is to give it time, build your content, and fine-tune little by little (don’t do major overhauls).
Find ways to interpret data and use it. It’s there for a reason. And always remember the foundation of engaging, clickable, brilliant titles: They should create emotion, offer solutions, and be clear about your content’s intent.
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