David Griner Y'all Connect Presented by Alabama Power June 12, 2015 Birmingham, Alabama For more: http://yallconnect.com/videos/david-griner-how-to-create-clickable-content-without-selling-your-soul/ David Griner: Effective, attention-grabbing headlines don’t have to be clickbait nonsense or inscrutable SEO garbage. We’re living in a golden age of shareable content. Strong storytelling and intelligent writing are more appreciated (and vital) than ever. David Griner, digital managing editor of Adweek.com, will share some tips that have helped his site’s readership and social media engagement explode in recent years. The veteran presenter and digital strategist will walk attendees through tangible, practical tips that can help any publisher, personality or marketer better connect with the right audience.

3. First, a few things about me and Adweek:
@Griner on Twitter
Currently: Digital Managing Editor
Prior life: VP of Digital Content at Birmingham-based
agency Luckie & Company

4. First, a few things about me and Adweek:
Adweek: Founded in 1978
Launched our AdFreak blog 10 years ago
Monthly site traffic is up 36% - 103% so far this year
(and up 246% over 2013)
Now averaging around 15 million views a month

5. Most of our growth can be attributed to
three key factors:
1. Better use of social
2. Increased focus on headlines and images
3. Experimentation and constant evolution

6. The old thinking:
A good headline is short
and SEO-driven.

7. The new reality:
A good headline is a
shareable headline.

8. So what makes a
great headline?

9. A great headline…
Is personal and insightful

13. A great headline…
Should stop you in your tracks

17. A great headline…
Should be provocative without being
salacious

21. A great headline…
Isn't clickbait

22. Clickbait is a false promise. It's a
tease with no substance. It's an entire
post that could exist in a single tweet.

26. "80% of the time people preferred headlines
that helped them decide if they wanted to read
the full article before they had to click through."
- Facebook Newsroom, Aug. 25, 2014

27. A great headline…
Presents a mystery that can only be
solved by reading further

32. A great headline…
Makes you emotionally curious

35. A great headline…
Is conversational

39. A great headline…
Is rarely written alone

41. David Griner (G-mail)
hey, could use some headline help
Not feeling the magic on this one
Ads Use Real Google Autocompletes to Show How Women Are
Belittled Worldwide
Tim Nudd
ok let me think
Real Google Searches Capture Scope of Oppression in Powerful
Ads for Women's Rights
something like that?
i think Autocompletes is just a little cumbersome for a headline
and when you have the art there, it works without
David Griner (G-mail)
yeah, I'm probably overthinking the fact that autocompletes aren't
necessarily so much searches as results, if that makes sense
Tim Nudd
but the images show a search in progress
i also question whether these really are "real" searches
selectively edited, i would think
David Griner (G-mail)
I actually tested one or two
Tim Nudd
yeah, they don't match
at least for me
David Griner (G-mail)
I didn't try them all, but one was pretty close, and the one they
omitted was still pretty bad
Tim Nudd
the "women need to" one is way off
be wanted
feel safe
are two of the top 4
David Griner (G-mail)
Good point, I'll add a mention....might depend on where you are
Tim Nudd
shut up and grow up are the other ones
none of the 4 in the ad
David Griner (G-mail)
like, women cannot talk in church is probably regional
I get the other results, though
Tim Nudd
maybe just
Google Searches Capture Scope of Oppression in Powerful Ads for Women's
Rights
David Griner (G-mail)
be trusted, be pastors
notice it's pastors here instead of bishops
Tim Nudd
yeah i suppose it depends on where you are
maybe the results are a lot worse somewhere else
David Griner (G-mail)
Powerful Ads Use Real Google Searches to Show the Scope of Sexism Worldwide
I like having real in there, and good to mention it's global
Tim Nudd
sounds good
David Griner (G-mail)
Thanks for the help. Couldn't get my head around that one
Tim Nudd
any time

45. A great headline…
Is as long as it needs to be

46. Headline analysis of our Top 10 Stories of 2014:
Avg. # of words: 14 | Avg. # of characters: 80 | Avg. impressions: 2.6 million

47. A great headline…
Is one that works

48. If you come up with a headline that goes against
every piece of advice in this presentation, GREAT.

49. Always question. Always experiment. Always measure.

50. ● Is it accurate?
● Does it oversell?
● Does it undersell?
● Is it short enough to tweet?
● Is it long enough to make sense?
● Is this how I would explain this article to a friend?
● Is it clear what's in it for the reader?
● Would I click it if I didn't write it?
Our headline checklist:

51. Thanks for your time.
David Griner
Twitter: @Griner | @Adweek | @AdFreak
Instagram: @DavidGriner | @Adweek