The importance of the headline (or title, if you will) cannot be overstated. It presents the topic, raises the point and causes readers to click on the post. However, the element of the headline is only the “bait.”
To hook in readers, you need to go much further than that. What should you use to compel a reader into going through each and every section of your content?
Readers are notoriously impatient, so using the text as a whole won’t be compelling enough. Then, it all comes down to the subheading. It’s upon you to think of creative headings to enhance your blog posts and have people read your content.
In this article, let’s expand on the effect subheadings can have on your content. Soak it all in and enhance your writing.
What is a subheading, anyway ?
To put it simply, a subheading is a heading assigned to a subsection of your content. It doesn’t mark the text as a whole but directly refers to a specific section. It is supposed to direct the reader into focusing on that section and understanding it. There are two types of subheadings. Albeit same, they are used in different types of content:
- Short-form subheadings. They are used in shorter blog posts and are placed directly under the title. Usually, they don’t direct to a section per se, but allude to the writer’s intents and lead the reader to a CTA. Think of it as a short explanation of the main headline.
- Long-form subheadings. These subheadings are found in blogs, whitepapers, and other long-form content. They usually contain multiple subheadings, relating to each section. The main difference from short-form subheadings is that they can be read separately from the next to get to a point. They both summarize and introduce the topic that’s about to be covered.
In this particular article, long-from subheadings will be the main topic. There is not much to dissect when it comes to short-form subheadings. They are technically glorified CTAs or intros to CTAs. Long-form subheadings are a whole different niche. Let’s take a look at some tips on how to create subheadings that attract, keep and ultimately – sell.
Figure out which approach suits you
Some writers love to think of a topic, write a wall of text about it and then separate it into sections and assign subheadlines. Others immediately focus on the topic, separate it into subheadings and then expand on the thoughts contained within the subheading. Which way is the right method of creating subheadings?
Both, actually! It’s up to you to experiment and see where the best subheadings come from. If you find it easier to expand on a subheading, do it. The right approach can make your content seem more compelling and make it an effective pitch in relation to the point you’re trying to make.
To practice writing subheading on a certain topic, you can order a random topic without subheadings from a custom essay service. A particularly interesting idea is to contact a lab report writer. Chemistry and physics require crisp and short headlines, which is something all writers should strive towards.
Creativity is pointless without clarity
Headings shouldn’t just be a summation of the section that follows. They have to be creative to make the section even more appealing to readers. However, many writers tend to overdo this particular approach to writing headlines. Let’s take a look at two examples.
The overzealous approach towards automation might just be the solution to the blogosphere becoming even more gargantuan than it is now
Uncommon adjectives? Check. A line of thought? Check. But what’s wrong? There is no clarity and no crispness when evaluating the topic of the section. It’s a complete line of thought, but it’s very hard to follow due to its length and overzealous (yup) approach to creativity. How can we make this right?
Automation – a solution that the blogosphere desperately needs
What about this one? The line of thought is the same, but it’s much clearer. It immediately indicates that automation is a cutting-edge technology that can transform the blogosphere. This leads us to an important conclusion – the best subheadings are implicit and LEAD the writer into the section, without any excess explanations.
Move the keywords to the front
From an SEO perspective, subheadings have an important role in “pleasing” search engine algorithms. It’s not enough to have the disposition of keywords solely in the title and the text. You will rank higher in search results if you include keywords into the subheadings. However, for reading purposes, they should be in the front.
A scanner is a person who doesn’t read the whole blog post right away. Instead, they skim through it to look for keywords and particularly interesting data. You should cater to them too, by putting the keyword into the foreground. It’s much more noticeable that way.
Subheadings don’t go alone
While it’s true that subheadings are the second most important element of content, they cannot bear the weight alone. This is especially true if a particular section of the text is long or boring to read. In these cases, you can make the subheadings more specific, but also add some help in the form of infographics or images.
Immediately under the subheading, add an infographic that demonstrates the point of the section or that gives a visual representation of data. With that in mind, you can also expand further.
Why not a video if you have the right animation skills? A complex subheading can be clarified by visual experience, which again serves as an excellent intro towards a particular section. Makes sense, doesn’t it?
Ask (but also be rhetorical)
Many bloggers and content writers are wary of putting questions into subheadings. While their fear might be irrational at times, it is entirely warranted. Most writers lose the chance to ask something the audience wants to know. Let’s take a look at these examples:
- What are the 5 essential tricks for successful email marketing?
- How do you correctly clean the sole of your sneakers?
- What to do when a dog doesn’t feel like being groomed?
- Is creating a content plan a problem for you?
By looking at these subheadings, we can think of a formula that ensures your question-based headings will be successful and creative. The questions have to warrant one of two possible answers by the reader:
- Yes, absolutely! How did you know?
- Hmmm, I want to know, let me read a bit more.
The key thing to remember here is to evoke curiosity or a feeling of familiarity. Readers love when you refer to a problem they have or when you ask about something they don’t know, but want to know.
Play with any of these human emotions and you will find your readers much more engaged than before. It’s all about presenting your solution as either familiar to the reader or essential to their thirst for knowledge.
To evoke the will to read in your readers, the subheadings have to be the skeleton of the text. Make sure they’re not too long or too bland. Always try to shorten then, while still trying to maintain a unique form. Questions are also a powerful tool, so use them wisely. Good luck !
Lauren Adley is a writer and editor at Custom Essay and uk.bestessays.com. She is dedicated to her family, work and friends. She is keen on reading, playing the guitar and traveling. She is interested in educational, marketing and blogging issues. Feel free to connect with her on Twitter and Google+.