The right words aren’t just a powerful way to summarize a story — they’re the best tool we have to reach occasional readers and convert them to paying subscribers. In search and social channels, sharp headlines find and keep loyal audiences. Join content strategy analyst Chris White and Midwest DOT managers Catherine Rogers and Bobby Shipman as they share data-proven ways to craft engaging headlines that bring in new readers again and again. These web gurus scoured our data looking for ways to draw in new readers with powerful headlines. Here’s what they found – and how it can work for your stories.

Study out of Australia … “The effects of subtle misinformation in news headlines.”
Summarized in the New Yorker: https://bit.ly/3gTwMk5
Abstract of the study: https://psycnet.apa.org/record/2014-44652-001

Study out of the Netherlands… “What clicks actually mean”
Abstract : https://journals.sagepub.com/doi/full/10.1177/1464884916688290