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How can you optimize headlines and subheadings with data?

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Headlines and subheadings are crucial elements of content marketing, as they capture the attention of your audience, communicate your main points, and improve your SEO ranking. But how can you make sure that your headlines and subheadings are effective and engaging? One way is to use data to optimize them. In this article, you will learn how to use data to craft headlines and subheadings that resonate with your readers and boost your content performance.

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Nima HaghighatJoo

Head of Content Marketing at SabaVision
Satabdi Mukherjee

Content Lead | Content writer | Content editor | B2B (HR tech, Martech), healthcare, HR tech, e-learning
Tanaaz Khan

Content Strategist & Writer | Helping B2B SaaS brands build a content engine that generates product sign-ups and demos…

1 Why use data for headlines and subheadings?

Data can help you create headlines and subheadings that are relevant, specific, and appealing to your target audience. Data can come from various sources, such as keyword research, analytics tools, surveys, and social media. By using data, you can understand what your audience is searching for, what their pain points and interests are, and what kind of language and tone they respond to. Data can also help you test and measure the impact of your headlines and subheadings on your content metrics, such as click-through rate, bounce rate, and conversion rate.

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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social Media 'n' Stuff for B2B & Tech
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Your headings and subheadings are the single most important content written element outside of the title in terms of SEO. Make sure they say the right things.

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2 How to use keyword research for headlines and subheadings?

Keyword research is a process for finding and analyzing the words and phrases that your audience uses to find information online. It can help you optimize headlines and subheadings for SEO, as well as for user intent and relevance. To use it for headlines and subheadings, first identify your main topic and goal, then use a keyword tool like Google Keyword Planner or SEMrush to generate a list of relevant keywords. Analyze the keyword data, such as search volume, competition, and difficulty, to select the best keywords for your content. Incorporate them into your headlines and subheadings in a natural and compelling way, using modifiers, questions, or emotional triggers if appropriate. However, be sure to avoid keyword stuffing or using too many keywords in your headlines and subheadings as this can harm your SEO and readability.

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3 How to use analytics tools for headlines and subheadings?

Analytics tools, such as Google Analytics or HubSpot, can help you track and measure the performance of your headlines and subheadings, as well as the behavior and preferences of your audience. These tools can provide data on how many people click on your headlines from different sources, how long they stay on your content after clicking, whether they scroll down or take action, and how well your headlines match the content and user intent. Additionally, you can compare your headlines to those of competitors or industry benchmarks. To use analytics tools for headlines and subheadings, first set up the tool and connect it to your website and other channels. Then define content goals and KPIs that relate to your headlines. After that, regularly monitor and analyze the data on your headlines, identify patterns and trends that can help you improve them, and test different variations with tools such as Google Optimize or Unbounce.

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Satabdi Mukherjee

Content Lead | Content writer | Content editor | B2B (HR tech, Martech), healthcare, HR tech, e-learning
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GSC is also helpful (and simpler to use) when optimising headlines and subheadings. Once the article is published, check which search strings are bringing traffic to the page. Include those key phrases in the headings and subheadings to get more clicks.

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Tanaaz Khan

Content Strategist & Writer | Helping B2B SaaS brands build a content engine that generates product sign-ups and demos through original research
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You don't always have to wait until after you publish, to test the headline. These days you have tools like Headline Analyzer from CoSchedule to determine how effective a headline would be. Even though it's quite useful for SEO content, you can even test hooks and email subject lines. Create 3 to 5 variations that get a good score and A/B test them to see which drives the most click throughs. At least in this case, you're starting off with a data point in hand.

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4 How to use surveys for headlines and subheadings?

Surveys are an effective way of collecting feedback and opinions from your audience, allowing you to create headlines and subheadings that are more relevant and engaging. Through surveys, you can gain valuable data on what your audience wants to learn, know, or solve; what kind of headlines and subheadings attract their attention; and what kind of value proposition they expect from your content. To use surveys for headlines and subheadings, you should create a survey using a tool such as SurveyMonkey or Typeform, include questions related to your headlines and subheadings, distribute the survey to your audience with incentives, analyze the results, and implement the changes based on the survey feedback. Monitoring the results on your content performance is also important.

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Ryan Austin

CEO at Arondight Advisors | Strategic Advisor at Family Office World Media | Connecting Founders with Family Offices | Nasdaq.com Contributor
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Surveys, particularly LinkedIn polls, can be an excellent tool for optimizing your headlines and subheadings. I've recently worked with a Web3 client who was struggling to engage and connect with their sizeable audience. Using LinkedIn polls, we discovered a high interest in NFTs and securing digital assets. This insight led us to craft compelling headlines such as "Navigating the NFT landscape safely" and "A Primer on Secure NFT Transactions," which saw a marked increase in engagement and shares. A survey or poll can provide near real-time insights into your audience's interests, questions, and concerns — which you can then address with high-quality content.

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5 How to use social media for headlines and subheadings?

Social media is a great platform to interact with your audience, share your content, and gain insights from their reactions and comments. You can use the data it provides to optimize your headlines and subheadings, such as how many people like, share or comment on your content, what kind of headlines generate the most clicks or shares, and what questions or interests your audience has. Additionally, you can compare your headlines and subheadings with those of other influencers in your niche. To use social media for headlines and subheadings, select the platforms where your audience is most active, craft headlines and subheadings according to each platform’s guidelines, post the content, monitor the social media data, and experiment with different headlines and subheadings for the same content using tools such as CoSchedule or Buffer.

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Tanaaz Khan

Content Strategist & Writer | Helping B2B SaaS brands build a content engine that generates product sign-ups and demos through original research
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I usually use social media to see what people are saying about a topic. But that in itself could become the angle and headline for a piece. Notice how much engagement the hook or angle gets and use that as a starting point to create your headline. If it's popular on social media and your target audience is already engaging with it, there's a good chance the headline will pull more people to your piece.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Nima HaghighatJoo

Head of Content Marketing at SabaVision
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In my opinion, one of the ways that can be used to optimize the headline and subheadline is copywriting. Copywriters can easily include data in the headline and subheadline in an attractive and eye-catching way by focusing on their writing skills and creativity. Also, the use of numbers significantly contributes to the effectiveness of the headline and subheadline.

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How can you optimize headlines and subheadings with data?

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3

4

5

6

1 Why use data for headlines and subheadings?

2 How to use keyword research for headlines and subheadings?

3 How to use analytics tools for headlines and subheadings?

4 How to use surveys for headlines and subheadings?

5 How to use social media for headlines and subheadings?

6 Here’s what else to consider

Content Marketing

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How can you optimize headlines and subheadings with data?

1

2

3

4

5

6

1 Why use data for headlines and subheadings?

2 How to use keyword research for headlines and subheadings?

3 How to use analytics tools for headlines and subheadings?

4 How to use surveys for headlines and subheadings?

5 How to use social media for headlines and subheadings?

6 Here’s what else to consider

Content Marketing

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