Content Marketing 101: The Power of a Headline Hook

NEW YORK, Oct. 30, 2014 /PRNewswire/ — High-quality, relevant content takes time to create, but treating the headline as an after-thought can be the one element that detracts your audience from reading any further.  With 8 out of 10 people reading your headline, and only 2 out of 10 people continuing to read the rest of your post1, writing a catchy headline is daunting at best.

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Susan Harrow, best-selling author and media training expert, believes that the headline should be where your focus is and when creating them you should ask the question, "Would this make me want to read on?" In Harrow’s latest article posted to PR Newswire’s Small Business PR Toolkit, she discusses a few of the most recently read headlines and deep dives into the content to discuss why she believes they compelled the audience to keep reading. For example:

Publication: This Week (
Headline: Why Do Smart Kids Grow Up to Be Heavier Drinkers?

Publication: Lifehacker (
Headline: Turn Your $60 Router into a $600 Router

According to Harrow, these headlines evoke a sense of curiosity from the reader that compels them to click into the article.

For further discussion on the remaining headlines and to also learn how you can create a click-worthy headline of you own,  read Harrow’s latest article, "5 of the Most-Read Headlines of All Time – and How to Write Your Own", posted here:

PR Newswire’s Small Business PR Toolkit is a comprehensive resource that provides small businesses and entrepreneurs the tools to develop an affordable public relations and marketing plan that helps generate interest from potential customers, engage with key audiences and grow their businesses. The toolkit features relevant content such as informative white papers, interactive webinars and how-to articles and premium access to educational resources, as well as the opportunity to take advantage of special offers designed specifically for small businesses. To request information on how PR Newswire can help your small business, click here. You can receive updates on new Small Business PR Toolkit content by following @prnsmallbiz on Twitter.

About PR Newswire   

PR Newswire ( is the premier global provider of multimedia platforms that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry 60 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content — from rich media to online video to multimedia — and then distribute content and measure results across traditional, digital, mobile and social channels. Combining the world’s largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world’s enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and the Asia-Pacific region, and is a UBM plc company.

1 Source: Infographic "The Formula for the Perfect Headline"

Media Contact:

Amanda Eldridge
Director, Strategic Channels