How to name the article and explain the title?

The first thing users see is the title. If the title is not attractive, then they won't click, so I'll tell you how to make a good title of the article. Welcome to refer to.

Article naming skills

The first trick: ask questions.

The topic is that the question can trigger fans' * * *, and fans want to know the answer, just click read.

The second trick: celebrity style

Celebrity effect, the more famous the celebrity mentioned in the title of WeChat, the more attractive it is. This chapter of celebrity endorsement has a high forwarding rate on WeChat.

The third measure: dry goods

Summarizing a certain field, the more valuable the content, the higher the forwarding.

The fourth measure: strong attraction

Headlines usually contain words such as "most" and "must go", so people can't help but click in at first sight and then turn around first.

The fifth measure: leave suspense.

Excited, * * * finished, and finally left an ellipsis, which triggered a series of reverie of users and people had to click to know the next article.

The sixth measure: hot style

Combined with the latest hot events, festivals and seasons, the title directly tells the theme and sends out the content in time.

The seventh measure: counterintuitive.

This kind of title is usually counterintuitive, and there is no doubt that this kind of title will attract people's attention.

The eighth trick: numbers

Digital summary, people first reflect the high knowledge content and are eager to know what it is. This type is simple and clear, and it is also very conducive to mobile phone reading.

The ninth trick: theme title style

The main title is two words, the pen pointing to the theme is very eye-catching, and then the subtitle explains the main content in detail.

The naming method of the article is dry goods.

1. How?

It is the most basic and useful model. "Technical marketers must see: How did Airbnb get more users with Growth Hack in the early days?" , "Advanced Road for Modern Marketers: How to Become a Marketing Technician from scratch", the full text expounds what is clear at a glance, and readers will judge whether it is what they want from the title. The value geometry of the article. How to combine figure with immediate income will do more harm to the audience. Niu Denny has an article "How to send an email for help to get a super high response rate?" The title form can be imitated.

2. Collection type

6 methods, 5 suggestions and 4 trends. The advantage of a collection is often that it is inductive, and 1 article is worth reading 5 articles alone. The accumulation of numbers also gives people a sense of shock and enrichment. If there is a good structure, it is easier to read the articles in the collection, because the articles are split, and sometimes you can go straight to the subject by reading the second-level titles. But your methods and trends are really useful and enlightening. Content water, others are attracted by the title, will also be disappointed, counterproductive. For example, "Airbnb tells you how to exchange chicken ribs for chicken legs: three typical cases of sharing the economy" is more abundant than introducing an Airbnb alone. In addition, inventory, list is also a tricky method, such as "inventory heavy recommendation! From Adweek20 14 digital, TV, magazine list.

3. Titles with negative words

For example: 4 common mistakes and 5 things you should avoid. These negative words often make people wake up, think about it, introspect when they are unwise, and get enlightenment through some wrong cases. If your resume sinks into the sea, look at these 8 cheats and things you don't know about the Palace Museum. Did they make you frown at least 8 tips for making resumes and the Palace Museum? At this time, do you want to start an article to eliminate negative emotions?

Add some modifying ingredients

The modifier has two functions: 1. Make the definition clearer and more unique; 2. Increase the emotional intensity of readers. Some time ago, we announced a new product to share cases, called HUNT. It was first circulated within SocialBeta. When we see high-quality cases in social networks, digital media and mobile fields, we will add links to HUNT to facilitate the dynamic monitoring and mutual information exchange of industry cases. Later, more and more readers discovered this product and asked or shared cases. We decided to write a formal article to explain it to everyone. The title of the article is "The best and latest case base is here | Hunt of Social Beta". When it comes to case base, smart readers will know what is going on. But where can't I see the case? Explain the characteristics of this case base with "the best and latest", and you will be a little tempted.

Have a sense of urgency

"You haven't tried" and "the latest" ... everyone has the spirit of exploration, and there is also a psychological gap between counterattack and verification. I will immediately want to verify whether I have tried and know the latest things. Moreover, making headlines full of urgency is also a sign of calling for action. SocialBeta sent an interesting video about aviation safety. Have you seen it? ",do you want to check it quickly, have you seen this video yourself? Is it really interesting? If you still don't know how to use it, I'll teach you a general pattern: verb+gain. For example, there is an article entitled "Learn these English words and you can get mixed up in the advertising circle!"! 》。

6. Give precious resources a sense of being monopolized by readers.

"FaceBook internal staff work guide", "Google programmer salary exploration". Seeing such a headline, the reader thinks that he can get the information you give, but others can't. Moreover, after obtaining this unique information, readers will be more willing to become the source of communication and spread their knowledge to others.

Li Jing has an influential article, "How Li Jiaoshou writes the official account article of WeChat: the mystery of smooth and durable articles". How to write a good WeChat official account article, enough to attract social marketers? In addition, do you want to explore the mystery of the interesting and mysterious show of smooth and durable articles and share it with your friends?

7. Explanatory title

I have written a very popular interview before, which is called "How the Student Team Achieve 35W Sales: Interview with Mr. Miss, the L 'Oré al Public Welfare Team of Nanjing University". Interview and L 'Oré al's keywords endow the article with uniqueness, and also convey value and exploration to readers. Add figures and how to supplement facts and knowledge.

8. Embedding professional vocabulary

Professional vocabulary can show the professional value of articles and attract accurate audiences. Years ago, my friend wrote an article entitled "Resource HTML5 Tool: 10 Online Editing Platform that Marketers can easily use". In recent days, the number of fans of SocialBeta's WeChat platform has soared, and we learned from the exchange that many of them are people in the industry who urgently need to do HTML5.

Some people worry that if the professional vocabulary is too cold and biased, or too obscure, will it have a later effect if it is not clicked? Don't worry, some people are not your target group. Cutting-edge or cutting-edge concepts attract 1' s professional high-quality audience and make more money than irrelevant reading in 2000. We made a guide "20 15 Hottest Occupation: A Complete Manual of Information Scientists' Concepts, Responsibilities, Skills and Learning Resources". At that time, the reading volume was not high, but the collection was large and the sharing rate was low. However, professionals or people who want to learn will read and save these materials. Later, several readers contacted us, including master's or doctor's degree in market analysis of overseas famous schools, as well as materials that have been in business for many years.

9. Make good use of puns and witticisms to increase interest.

Puns and online hot words are a good match, which makes up for the imbalance between novel creativity and excessive popularity. For example, when Game of Thrones encounters a "stupid way to die", even the worst "having lunch" becomes MengMeng's. Although it is metaphorical, it cleverly eliminates the unhappiness of consuming brain power. Another way is to make good use of the turning point to make the title more story-telling and suspense. "50 kols on Instagram took photos of the same skirt, and the skirt sold out quickly, but FTC said it was illegal." Looking at the previous facts, I thought it was a soft article about the water army selling skirts, but SocialBeta said that the water army violated the rules.

10. Convey the feeling that you can learn easily and quickly.

Everyone is very busy and may not have the time and will to do complicated research. If you tell everyone "an article about the essential change of marketing from advertising to SDi" and "7 steps to teach you to play LOGO design" like SocialBeta, will you be full of confidence and succeed immediately after reading this article?

1 1. Welfare post

The title shows that reading this article is beneficial. There are two ways, one is to directly label the benefits, such as the 20 14 annual gift list-welfare stickers for people who can't give gifts! ! ! "Recruitment of senior welfare posts: new media and marketing posts". There is also a metaphor, which uses the words "introduction", "general view" and "introductory reading". These words can be combined with "visual merchandising Cinemagraph Guide, Concepts, Cases and Best Practices that Marketers Should Know" and "Charging during the Spring Festival: 36 articles recommended by social media and digital marketers". Of course, these articles can be searched on SocialBeta's website.

12. Alternative localization and channel characteristics

Imagine "how Qingfeng snacks do e-commerce", Hangzhou people will have a * * * to find out, but if they are placed in Xinjiang, which eats a lot of meat, or abroad where they have never heard of Qingfeng snacks, will anyone still pay attention? Well-known landmarks or distinctive places can also drive carnival in a larger area. The title "Sanlitun has a yogurt company with wonderful prices since then" attracts not only Sanlitun people.

13. Take the east wind.

Yan Xu, a new media marketing practitioner, said on the Internet, "The reason why we chase hot spots is because one day, we can stop chasing hot spots." Fashion is temporary, we can build momentum with the help of the east wind of hot spots, but your original content is the essence. By the way, some time ago, Game of Thrones was broadcast in the fifth season, and Uber New Yorker immediately launched the "Iron Throne Trial Ride" service, which is a good way to use hot spots to market Uber without sponsorship ... Similarly, the title can also be taken from hot spots. A few days ago, Socialists posted an advertisement for Weibo, which used the phrase "The world is so big, don't go anywhere, it's interesting, I want you", with creative recruitment pictures and texts.

14. concretization of title

When you have too much content to extract all the concepts into the title, or the title is too general and unattractive. You need to select the highlights in the text as the title. "Besides Toms shoes, what other one-on-one brands do you know? In fact, I talked about eight buy one get one free brands, but I didn't see Toms' shoes. Many people won't come to see them. There is also Dancing Traffic Lights: Six Creative Scenes to Make Waiting Time Beautiful. In fact, the six creative scenes are very bright, but they can't all fit into the title, so we choose 1 as the representative to make the title concrete.

Explanation of the expansion name of the article

With our limited resources and capabilities, it is impossible to serve everyone, so we can only concentrate on serving the specific needs of specific people.

A good name can filter out some users who are not our target group, and those who are curious about this name are our target users. The first step is to lock them.

For example, if you want to attract singles, you might call it "single dog". In addition to hitting their pain points through content, you can also build a corresponding dating platform.

If you want to attract lovers, especially boys, you can call it a "love routine". In addition to teaching straight men how to fall in love, they can also offer corresponding love courses.