If you’re just getting started with content marketing, you can learn from others’ marketing mistakes to avoid landing in the same pitfalls. And if you’ve made these mistakes before, that’s okay! We’ve also got some great tips on how to bounce back.
Even if we're told not to, most readers judge a book by its cover. On the internet, the cover by which your content is judged is typically the title. It's the first impression a reader will have, and it will either entice them to learn more or convince them to keep on scrolling.
That means your title should be catchy, right? Sort of. While you want to create content that your readers can't ignore, there's a reason people dislike “click-bait” and it's really pretty straight forward - people don't like being lied to.
If a blog's title is “13 Puppies Who Love Inbound Marketing,” people are going to be pretty upset if they click through and there are no puppies.
That doesn't just apply to readers motivated by cuteness - if your title promises something, it has to deliver on those expectations, and not delivering on those expectations can be one of the most costly marketing mistakes. There's no benefit for your business if someone opens your content only to immediately close it and never come back. So yes, write titles that catch their attention, but also remember to keep that momentum going all the way through to the last line.