Article

Claire Trevien
Claire Trevien 24 February 2015
Categories Content, Social Media

How To Write A Killer Headline Without Using Linkbait

Ever wondered how to avoid the pitfalls of linkbait while still creating an engaging hook?

What is linkbait?



Even if you don’t recognize the term, you have almost certainly encountered it.

Here are some examples of linkbait headlines:

  • 11 Twitter Apps That Could Change the World
  • 6 conspiracy theories that might actually be true 
  • Why content marketing should scare you more than sharks 
  • You’ll NEVER believe which celebrities own a pet polar bear 


Linkbaits tend to use provocative language to make the reader curious enough to click through (‘you’ll never believe what happened next…’). More often than not, they are misleading, over-sensationalizing a small aspect of the piece: the gap between the reader’s expectation and the content is large indeed.

Sounds great! Except, it’s not really. As Paul Boag writes in this article, while it can initially drive traffic to your site, these will quickly drop once people catch on to what you’re doing: ‘Like the boy who cried wolf, my readers stopped believing my headlines over time’. Furthermore, Facebook has been cracking down on these Upworthy-style posts, which isn’t good news for your Facebook business page if you’ve been using them.

So, what can I do? There’s no point tricking your audience into clicking a link, if they’re not going to share it. So it’s to your advantage to be descriptive and precise. Give the reader a glimpse of the content through your title.

Some examples of non-linkbait headlines could be:

  • The Gene That Jumped 20 Classic Albums Snubbed by the Grammy Awards
  • Why You Should Include Your Developer In The Design Process


If you have statistics in your article, flaunt them in the title! Numbers in general do well in headlines, there’s a reason why Buzzfeed is thriving. Furthermore odd number lists perform better than even ones by 20%. Questions and how-to’s are also trusted techniques for headlines. Asking questions is a particularly good way of intriguing a reader without seeming overly spammy.

How to work out what works for your audience
In the end, the title must have a connection to the content, and a similarity of voice. Both of these must be appropriate for your target audience, so research what title-techniques those in your field are employing. Test out multiple versions of the same title when sharing the article on twitter to see what your audience responds to the most.

For instance: 11 ways to write a killer headline How to write a killer headline Is it possible to write a strong headline without clickbait? Getting the title of your piece right is important. It’s no use writing a masterpiece of insightfulness if no one is going to read it!

This article was originally posted on Passle, the content marketing platform.

Read More on Digital Doughnut

 

Check out our latest videos!

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Your Project Management Sucks. Here's Why.

Your Project Management Sucks. Here's Why.

For every amazing finished project produced, there is a project management process put in place that made it happen. The question is -- Are you using the process that’s right for you?

Margo Romanowski
Margo Romanowski 11 October 2017
Read more
These 5 Changes Are Coming For Your Site in 2018. Are You Ready?

These 5 Changes Are Coming For Your Site in 2018. Are You Ready?

Let's face it, the Internet is ever-changing. Some changes you can’t predict: at the start of 2011, no one realized that responsive would practically be a requirement by the end of the year. But some changes are known and scheduled. Let’s look at some of the biggest changes that may affect the way your company communicates through digital channels.

Mike Norman
Mike Norman 13 October 2017
Read more
Three things we learned at the Festival of Marketing

Three things we learned at the Festival of Marketing

Last week Digital Doughnut joined hundreds of marketers attending the Festival of Marketing at Tobacco Dock in East London, to hear 160 hours of presentations and panel discussions spread over two days.

Linus Gregoriadis
Linus Gregoriadis 9 October 2017
Read more