LinkedIn is a powerful platform for professionals to connect, share insights, and expand their networks.
Since I started helping companies online, I’ve always been fascinated by how much weight the headline for; an article, an event, a blog post, and a Facebook post — has on the success of that piece of content.
In fact, Advertising Legend David Ogilvy attributed 80% of an advertisement’s attention to the ad’s headline.
“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.”
>> 80% of the audience reads the headline — To me that suggests writing your title should get some effort. Nothing should launch without careful consideration of this fact.
I was also shocked to learn that when working with companies on their email marketing — how many would never even consider the subject line. We would literally be about to hit deploy and they’d just rattle something off that was clearly and afterthought.
When it comes to capturing attention and engaging LinkedIn users, choosing the right article title also plays a crucial role.
In this article — I was to outline 5 of the most common strategies to get people to stop, pay attention and click into the article.
The fact you are reading this suggests that the techniques are helpful.
Certain types of article titles tend to perform well on LinkedIn, and here are five examples that can effectively engage the platform’s audience:
1. “How-to” Guides
Example: Maximizing Your LinkedIn Profile for Maximum Visibility
LinkedIn users are constantly seeking practical advice and actionable insights to enhance their professional lives. By providing a clear and concise “how-to” guide, such as “How to Optimize Your LinkedIn Profile for Maximum Visibility,” you can capture their attention. This type of article offers step-by-step instructions and practical tips, which are highly appealing to individuals looking to improve their online presence.
2. Thought-Provoking Questions
Example: Exploring the Future of Remote Work in the Modern Workplace
Posing thought-provoking questions in your article title can ignite curiosity and encourage readers to delve deeper into your content. For example, “Is Remote Work the Future of the Modern Workplace?” sparks a discussion around an emerging topic. LinkedIn users who are interested in the evolving nature of work and its impact on businesses are more likely to click on such titles, engaging in both reading and participating in the ensuing conversation.
Example: Essential Skills for Success in the Digital Age
Busy professionals on LinkedIn often prefer easily digestible content that provides quick tips and insights. Listicles, such as “10 Essential Skills for Success in the Digital Age,” offer precisely that. This format presents information in a concise and organized manner, making it easy for readers to skim and extract valuable knowledge. By structuring your article in a list format, you can cater to the time constraints of LinkedIn users while delivering impactful content.
4. Trending Topics
Example: Understanding the Rise of Artificial Intelligence in Marketing
Staying updated on industry trends and advancements is vital for professionals on LinkedIn. By highlighting a trending topic, like “The Rise of Artificial Intelligence in Marketing: What You Need to Know,” you can attract readers who are eager to gain insights into the latest developments. This type of article title demonstrates that your content is timely, relevant, and addresses the evolving needs of professionals in your industry.
5. Personal Stories or Experiences
Example: Lessons Learned from My Journey to Entrepreneurship
Authenticity and relatability resonate well with LinkedIn users. Sharing personal stories, experiences, or lessons learned can establish a connection with your audience. For instance, a title like “Lessons Learned from My Journey to Entrepreneurship” not only showcases your expertise but also provides real-world insights that can inspire and educate others. This type of article title can foster engagement, as readers appreciate the opportunity to learn from relatable experiences.
Regardless of the type of article title you choose, it’s crucial to deliver valuable and well-crafted content that aligns with the expectations set by the title. Providing quality insights, actionable advice, or unique perspectives will help you establish credibility, build your professional network, and increase engagement on LinkedIn.
If you’re interested in learning more about headline writing — check out a free ebook I wrote Subject Lines that Sell. Many of the tips and techniques apply.
Remember, capturing attention is only the first step; delivering meaningful content is what truly matters on this platform.