Digest...

Taking the time to test different headline options could give you a huge boost in the amount of traffic your content marketing can generate - it's worth the extra time and effort to test.

However, a recurring theme is that few if any headlines are tested continuously.

"On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar." - David Oglivy

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Basic/ Excerpts...

The form of the headline for this article — a question headline with “self-referencing cues” (“you”) — is more likely to generate a click than a question-only headline or a pure “declarative” headline. However  the success of question headlines reportedly varies by topic or category.

That’s according to new academic research from BI Norwegian Business School in Oslo Norway. The researchers sought to determine empirically what sorts of headlines drive more click-throughs (CTRs).

The major takeaway from the study is that question headlines are more effective and question headlines that include or reference the reader (i.e., “Is this your new iPhone 4?”) are the most effective vs. a simple, declarative headline (“iPhone 4 for sale”).

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