January 9, 2018
We recently sat down with a number of publishers from around the world to discuss branded content and creative best practices. We discovered that many publishers do not have a standardized internal “playbook” for helping content teams create strong performing creatives.
As a result, we examined aggregate headline performance data across all of our publisher partners. The goal was to find new actionable insights for driving more clicks to branded content. We released a comprehensive 37-page report, What Makes A Great Branded Content Headline, which examines a variety of elements that contribute to a headline’s success.
Over the past few months, we’ve continued to release additional headline performance data and best practices blogs. In case you missed, here were the first two blogs:
In this third post, we’ll outline how to properly start a branded content headline, examining which words or phrases you should use at the beginning of a headline.
Since we were young, we’ve always been told to make a great first impression. Well, the same goes for headlines. Believe it or not, the first character, word and phrase used in a headline matter more than you think and we have the data to prove it. We isolated the first word across more than 10,000 headlines and here’s what we found…
This chart ranks the top performing first words or characters in a headline based on CTR performance.
This chart ranks the worst performing first words or characters in a headline based on CTR.
This chart ranks the best performing two words phrases to start a headline with based on CTR.
This chart ranks the worst performing two-word phrases at the beginning of a headline based on CTR.
Check out our 37-page whitepaper ‘What Makes A Great Branded Content Headline?’ We take a much closer like at the relationship between headline performance and characters, numbers, words, and phrases.
Please note, this research represents the aggregate performance data from our sample. We are not recommending a “one size fits all”, in that the benefit of branded content is building experiences that are relevant to your voice, tone, platform, and environment for your audiences.
New actionable insights and best practices focusing on characters, words, and phrases, giving you a detailed look at global aggregate headline performance data from the world’s leading premium publishers.DOWNLOAD FREE COPY