Amazing content behind a weak headline is unlikely to be seen. Sometimes we'll create 20-30 titles for each post and pick the one that works best for you and other times we'll have a quick chat and discuss how we can make the title stand out. Here are some excerpts from a recent conversation between Leo and me: 55% of visitors read your articles for 15 seconds or less | SEJ Advertising Continue reading below The original title we had was: 53 Graphic Design Terms and Definitions for Non-Designers And the title we chose when we launched the post is: Why Every Marketer in 2016 Should Be a (Part-Time) Designer: 53 Design Terms and Tips to Take It to the Next Level This post has generated many shares so far and 18 comments (at the time of writing).
Focusing on the title, we were able to promise value: 53 design terms and tips for taking it to the next level. And also spark a discussion about the role of a marketer: why every marketer in 2016 needs to be a (part-time) designer. Without the time ghost mannequin effect service spent polishing this title, I'm not sure we would have had such success with this post. Advertising Continue reading below What's worth writing down an idea? Every blog post starts out as an idea, but what makes an idea stand out and how do you know which ideas to act on and publish? Before choosing an article to write, I tend to ask myself three questions: Is it usable? Who will amplify this? What makes it unique? And I'd like to go into detail on each of the three questions below: 1. Is it workable?
On the Buffer blog, we strive to provide content that helps readers solve a problem or challenge they face in their daily work environment. This means we like that they can read a message and act directly on what they learned from it. We strive to make content actionable because we believe that if someone learns something from one of our posts, they are likely to remember us and even share the post with their network, as a study by New York Times revealed that content that is practically useful is shared more. than any other content. Advertising Continue reading below 2. Who will amplify it? When creating content, it's important to target your audience and think about who you're writing to. One way I like to phrase this is to ask myself "who is going to amplify this message?