Article naming techniques
The first trick: question rhetorical
The title is a question can trigger the fans **** Ming, if it happens that the fans also want to know the answer, he will click to read.
The second move: celebrity style
Celebrity effect, the celebrity mentioned within the title of the WeChat the more famous the attraction of the more attractive, this kind of celebrity as the endorsement of the chapter, the forwarding rate on WeChat is higher.
The third move: dry style
Summary of a certain field just, to send the user helpful and need content, the more valuable content forwarding the higher.
The fourth move: strong attraction
The title, usually contains "the most", "must go" and other words, these words at a glance let a person can not help but click on the selection, the first turn and then say.
The fifth trick: leave the suspense type
Excited, *** the language of the end of the speech, and finally left an ellipsis, triggering a series of user reverie, so that people must point to choose to know the latter.
Sixth move: hot style
In conjunction with the latest hot events, festivals, seasonal content, the title speaks directly to the theme, timely content will be issued.
Seventh move: counter-intuitive
This kind of title is usually the content of the anti-people's common sense, no doubt, this kind of title will attract people's eyes.
The eighth move: digital
Digital generalization type, so that the first response to the high knowledge content, and want to know urgently in the end which points, this type of don't simple and clear, but also very conducive to cell phone reading.
The ninth trick: the theme of the title type
The main title of two words, the title of the pen, compelling and then sub-title details the main content.
Article naming method full dry goods
1. How to body
is the most basic model of usefulness. A must read for techie marketers: How did Airbnb use Growth Hack to get more users in its early days? , "The Modern Marketer's Path to Advancement: How to Become a Marketing TechnologistMarketing Technologist from Scratch", a glance at the full text of the exposition of what a problem, readers from the title will judge, is it what they want to content? The value of the article is geometric. How to combine the body and immediate gains, will be more tickled to the audience pain points, cow Denny has a "how to send an e-mail request for help, and get a super high response rate? , the headline form can be imitated.
2. ensemble type
6 methods, 5 suggestions, 4 trends. The advantage of the collection, often because it is summarized in a strong summary, a piece against the individual read 5. The pile of numbers also gives a sense of impact and satiety. If there's also a good structure, ensemble type articles are easier to read because they're broken up, and sometimes you can get the point just by reading the secondary headings. But a couple of your method trends do have to be useful and enlightening. With watered down content, others are drawn in by the headline and are disappointed and counterproductive. Something like "Airbnb Shows You How to Trade Chicken Ribs for Chicken Legs: Three Typical Examples of the Sharing Economy" is much richer than featuring one Airbnb alone. In addition, inventory and lists are also a pleasing approach, such as "Inventory Heavyweights! From Adweek's 2014 Digital,Television,Magazine List".
3. Headlines with negative words
For example: 4 Common Mistakes, 5 Things You Should Avoid. These negative words tend to wake people up and make them want to find out what's going on, to see what's wrong and to gain insight through some of the mistakes. If your resume is sinking like a stone, look at these 8 secrets", "about the Palace Museum you don't know those things" is not more than "8 resume making secrets", "the Palace Museum of those things" let you frown, want to click on the article to eliminate the negative emotions at this time?
4. Add some modifiers
Modifiers serve 2 purposes: 1. to make the definition clearer and more unique; 2. to increase the emotional intensity for the reader. Some time ago, we announced a new product for sharing cases, called HUNT, which was initially circulated within SocialBeta. When we saw quality cases in the social network, digital media and mobile fields, we would add the links to HUNT, so as to facilitate the monitoring of the dynamics of the industry cases and the exchange of information with each other. Later on, more and more readers found out about the product and came to us to ask or share cases, we decided to write a formal article to explain this to you. The title of the article is "The best and newest case studies are all here | Hunt By SocialBeta", and when we say case studies, smart readers will know what this is all about. But where can't I read the cases? The fact that this casebook features the "best and newest" makes you a little bit more excited, doesn't it?
5. With a sense of urgency
"You haven't tried it yet", "the newest"... everyone has a spirit of discovery, and a psychological gap for counter-validation. Will immediately want to verify that I've tried it or not, the latest launch something I know. And, giving the headline a sense of urgency is also an indication of a call to action. socialBeta posted a "Case for such an interesting airline safety instructions video, have you seen it? You'll want to check it out quickly, have you seen this video? Is it really interesting? If you don't know how to use it, I'll teach you a universal pattern: verb + benefit. Like ginger tea tea has an article title "learn these English words, you can mix in the advertising circle! .
6. Giving precious resources the feeling of being exclusively grabbed by readers
"FaceBook's internal staff work guide", "Google programmer salary mystery". Seeing such titles, the reader feels that you are giving him information that he can get and others cannot. Moreover, after obtaining this exclusive information, the reader will be more willing to act as a source of dissemination, spreading knowledge to others have to admit: it is in the nature of a good teacher....
Li Jing has a very influential article "Li Calling Beast how to write WeChat public number article: article smooth readable mystery", how to write WeChat public number article is already enough to attract the social marketing people, plus the article smooth readable interest lure and mystery show, you are more likely to want to point to open to explore the mystery, and then share it with friends?
7. Explanatory title
Previously, I wrote a very popular interview called "How the student team achieved 35W sales: Interview with Mr. Miss, the L'Oreal sales team at Nanjing University". The keywords interview and L'Oreal give the article uniqueness, and also convey value and a sense of mystery to the reader. Plus figures and how-to bodies to add facts and intellectual illustrations.
8. Embed professional vocabulary
Professional vocabulary shows the professional value of the article and also attracts a precise audience. A year ago, my partner wrote a "resource HTML5 tools chapter: 10 marketers can also easily use the online editing platform", those days SocialBeta's WeChat platform on the number of fans skyrocketed, exchanges learned that many are in urgent need of production HTML5 industry insiders.
Some people worry that if the specialized vocabulary is too cold and biased, or too obscure and difficult to understand, the amount of point and click is not there, the later effect will still be there? Don't worry, some people aren't your target demographic, and new or highly sophisticated concepts that appeal to 1 specialized quality audience are also more profitable than 2,000 irrelevant reads. We have done a guide "The Hottest Career in 2015: A Complete Handbook on the Concepts, Responsibilities, Skills and Learning Resources of Data Scientists", the reading volume at that time was not high, but the collection was high with a low click-through rate and a low sharing rate, but the professional or those who want to learn will read it and keep it as a resource, and there are still a few readers contacting us after that, there are Masters of Marketing Analytics or PHDs from prestigious overseas schools, and also Data Analysts who have been in the field for many years. There are also data analysts who have been practicing for many years.
9. Make use of puns and witticisms to add interest
Puns + Internet buzzwords are a good match, and they make up for the imbalance between novelty and over-popularity. For example, "When Game of Thrones encounters "stupid deaths", even the saddest of them all becomes adorable" is metaphorical, but clever and fun enough to take the edge off the brain drain. Another way to make headlines more storyline and suspenseful is to use twists and turns. "50 KOLs on Instagram Take Photos of Same Women's Skirts, Skirts Sell Out Quickly, But FTC Says Violations" reads like a watered-down soft copy of a skirt seller by looking at the facts leading up to it, but SocialBeta says the watered-down version violated the law.
10. Delivering the feeling that it's easy to learn and that it's a quick fix
Everyone is busy and doesn't always have the time or inclination to go through the complexities of drilling. If you tell people like SocialBeta "an article to read the essence of marketing changes from advertising to SDi", "7 steps to teach you to play the LOGO design", you will not be full of confidence, read this article immediately get achievement?
11. welfare post
The title suggests that there are benefits to reading this article. 2 ways, one is directly tagged with the welfare, such as "2014 annual gift list - dedicated to the welfare post will not give gifts to the stars! , "Recruitment Benefits Higher Level Positions Special: New Media and Marketing Positions". There are also metaphors, the use of "guide", "face to face", "primer", these words, you can be such a combination of "Guide on visual marketing tools". Cinemagraph , Concepts, Cases, and Best Practices Marketers Should Know," and "Spring Recharge: 36 Social Media and Digital Marketer Recommended Articles for the Workplace. Of course, all of these articles can be searched on SocialBeta's website.
12. Substitute localization and channel characteristics
Imagine "Qingfeng snacks is how to do e-commerce", Hangzhou people will have *** Ming to find out, but put into a big mouthful of meat in Xinjiang or have not heard of Qingfeng snacks abroad, there will be someone to pay attention to it. Well-known landmarks or distinctive locations can also lead to revelry in a larger region, and headlines like "Sanlitun has since added a yogurt company with odd prices" can attract more than just the people of Sanlitun.
13. Borrowing from hot spots
Online, I saw a new media marketing practitioner, Xu Yan, say, "The reason we are chasing hot spots is that one day, we can not chase hot spots." The popularity is momentary, we can borrow the hot wind to create momentum, but your original content is the essence. Insert a sentence, some time ago, "Game of Thrones" Season 5 broadcast, Uber New York immediately launched the "Iron Throne test ride" service, is a very good hot marketing Uber unsponsored ..., the same, the title can also borrow hot to take, Social Jun a few days ago issued a recruitment microblogging, on the used "the world is so big, you don't go anywhere, time fun, want you", with creative recruitment graphic, gained a large number of interesting interweb heavy users of job search.
14. Headline Specificity
When you have too much content to extract all the concepts into the headline, or the headline is too general to move. It's time to pick the highlights of the text to create a headline. "Besides Toms shoes, what other One for One brands do you know? It actually talks about 8 buy one for one brands, but without seeing Toms shoes, many people won't come to see it. There is also the "dancing traffic lights: 6 creative scenes to make the waiting time also beautiful" this kind of, in fact, 6 creative scenes are very bright, but can not be all stuffed into the title, so choose 1 as a representative of the title to make the title specific.
Explanation of article pop-up names
In the case of our limited resources and capabilities, it is impossible to serve everyone, so we can only focus on serving the specific needs of a specific group of people.
A good name filters out users who are not our target group, and those who see the name and are curious are our target users, and the first step is to target them.
For example, if you want to attract the single people, you might call it "Single Dog", and in addition to hitting their pain points through the content, you can also build a dating platform accordingly.
If you want to attract couples, especially guys, then you might call it "relationship sets", and in addition to teaching straight guys how to fall in love, you could also start corresponding relationship courses.