There is no value in simply publishing content; there is value only in content that moves. It has to be seen and shared to deliver economic value to your business.
So says Mark Schaefer in his book “The Content Code.”
Schaefer offers hundreds of great ideas, including terrific advice on the importance of headlines.
One quandary I’ve been struggling with is crafting a headline that:
Writing a headline that accomplishes all those things is difficult. Some experts recommend spending at least as much time on your headline as you do crafting the post.