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Is Clever Better? Witty versus Search-Engine-Optimized Headlines–Kuno Creative


Written by Brianne Carlon

A good goal for headlines is to evoke emotion in some way. Whether it is amusement, curiosity, joy or sorrow, intriguing a reader is the biggest responsibility of a headline. And there have been some good ones over the past few years:

  • “No Happy Ending” from Daily News when Brett Favre got himself in trouble with a former Jet’s masseuses
  • “Battle of the Bulge: Weiner Exposed” and a slew of others when the Anthony Weiner scandal erupted
  • “Linsanity!” after Jeremy Lin came out of nowhere to lead the New York Knicks to several straight wins

Admittedly, these are amazing headlines. They are clever, intriguing, and evoking: Shame. Humor. Inspiration. These headlines get the job done.
So what’s the problem? Well unfortunately, this only works for print.

For the rest of the story go right to Kuno Creative

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Newt is a leading thinker on the new discipline of content marketing. He urges marketers to think like publishers by delivering essential, relevant, and timely information that makes customers smarter and wiser–and much more likely to become buyers. Newt is a successful publishing executive with more than 25 years of experience as both a manager and business owner. He has launched profitable publications in the high tech arena for both CMP and Ziff-Davis. He was an early player on the web in 1996 as Publishing Director of an early Yahoo competitor, NetGuideLive. As an entrepreneur, he launched Southwest Florida Business and BusinessNewsNow.com in the late nineties, later selling them to Gulfshore Media. His publication still thrives under its new name, Gulfshore Business. In addition to his sales and marketing skills, Newt is a published writer for Business Currents and Gulfshore Business magazines. He writes on topics as diverse as healthcare, education, public policy, growth, business best practices, and technology. He knows how to build great brands that serve client marketing needs. He is comfortable driving dramatic market-driven changes. Newt is recognized as a leader with the ability to move teams in new, unexplored directions. He is effective in high level sales and marketing conversations with senior executives in client organizations of all sizes. He delivers successful consulting engagements to improve products, people, and processes.