Headlines with Brand Names, Clear Benefits.
Recently, we compiled a list of our top 70+ most-read press releases, customer stories and viewpoints during the past 4 quarters, based on clicks back to each client’s website.
I was amazed to see how the power of name recognition, and a clear technology benefit solution that solves business challenges, delivered results for our clients. Business people want to know what their peers are thinking, and what’s working for them.
Here’s an example: Headlines for our top 10 press releases and stories highlighted at least one of these four elements:
1. A company-brand name
2. New technology
3. Tech provider company news, and
4. New operator contracts
How do People Read News Now? They Scan.
It’s true. As marketers, we have 3 seconds and 6-to-8 words to capture our prospects’ attention with a benefit. People scan headlines and sub-heads now. They also want to learn at least one new idea for
time invested.
Does Mobile Propel the Micro + Visual Trend?
Use yourself as an example: Do you read your news on a mobile? I do.
Scanning for news is driven by 3 trends:
1. The rise of mobile to access news;
2. Algorithms like Summly, which lets you browse news fast and
beautifully (think Yahoo News on your mobile.); and
3. Peoples’ desire to be entertained.
What Does the Upward Trend Suggest?
Among our clients, blogs and newsletters are on the rise, and no wonder. They are a natural result of the Micro + Visual trend.
As an example, Softscribe’s format for blogs is 300 words, 3 visuals, and 3 paragraphs – each themed with a consistent category month-to-month (such as personal anecdote, customer news, product news), per blog post. This results in a steady upward march to the blog of new visitors, and
more engagement.
This suggests readers want short, high-value messages. They also want to be refreshed and entertained as they read your story.
What strategies do you use to get your stories read?
Would you like a more effective marketing approach to reach your business goals? Give me a shout now and let’s talk.
