Content creators need to use the word ‘you' to become more persuasive and abide by the 80:20 ratio - aiming to spend 80 per cent of their time on the headline and 20 per cent on the remaining content.
"You need a hook," says Nahai. Citing websites like Upworthy and Buzzfeed as good examples, she says there is a formula to write a compelling headline ie. Number, adjective, keyword and promise. So, for example, "13 unbelievable ways you can fry a small egg with a sock."
Importantly, images used should elicit emotion (anger, fear, happiness, disgust, surprise and sadness) and there is evidence that nostalgic content - such as a recent ad for Internet Explorer - can help to boost shareability.
Nathalie Nahai was speaking at the CMA International Content Marketing Summit - Weds 27 Nov.
Full agenda at www.the-cma/summit.
Want to find out more about getting involved in the £4billion Content Marketing industry? Then contact Amanda.burrell@the-CMA.com