Create a headline for an article about this program targeted to graduating high school students. I am specifically not telling you what to do or the questions that need to be asked. Please explain what you did, why and any other reasons/justifications you need to provide to me for the headline you created. (6 Marks)
Breakthrough into Amazing Career – St Clair Advertising Program
I crafted this headline to specifically target graduating high school students by implementing a couple of techniques that were referred to in class discussions.
One thing I did to engage high school students with my headline: understand what they would find relevant. This is important because my headline is meaningless if they don’t find it compelling. As a previous high school grad, future success meant a lot to me, so I implemented it into my headline. As such, high school students should be more compelled to click on this article and resonate with it because putting, “Future Success Awaits” in the headline, will have their attention and care.
Secondly, I made the headline distinct from the advertising and marketing program at St. Clair College. I did this by specifically stating the program, in this case, the Advertising and Marketing program. Also, I included the actual college the program is being held at, St. Clair College. As discussed in class, being concise and specific is another attribute to effective headline crating because the reader won’t feel like they wasted time reading the article and will not feel confused or overwhelmed when reading the article. I purposely added in the headline the name of the program and where it is being held so that high school grads can easily search the program on Google. Furthermore, high school grads in the Windsor- Essex area will resonate more with this headline by seeing St. Clair College in the title as it is a college nearby.
Thirdly, I made sure to implement the use of power words in my headline. The power words in my headline are, “Amazing” and “breakthrough.” As discussed in class, the purpose of incorporating powerful words in your headline is to incite action from the reader because it shows that the headline can potentially help them reach their goals. Furthermore, as discussed in class, the correct implementation of powers grabs attention, sparks curiosity, and compels readers to delve deeper into the content. In the case of this headline with my powerful words, knowing that high school students are looking forward to a fruitful career in the future, I used the words, “breakthrough” and “amazing” to lure these high school students into the program with this headline.
Fourthly, I ensured that the word count of the headline would not be cut off in search engine results. According to MonsterInsights.com, headlines that fit within the 6-10 word count threshold are more likely to receive more CTRs than those that don’t. This is because having a headline that exceeds that optimal word count gets cut off and shows an ellipsis. Moreover, the user won’t be interested in the headline if it is not finished. I optimized my headline to fit search engine results, so I should be able to reap the benefits of having an optimized headline with increased CTRs.
Finally, when coming up with my headline, I made sure to include relevant keywords. To be specific, the keywords I would like to highlight for this question are “career”,” advertising”, and “program.” To further boost the overall visibility of my headline to graduating high school students, I chose these keywords. One reason why I chose these keywords is because these keywords are relevant to my audience. Thinking into the shoes of a high school grad, these words are relevant. For starters, “career” is something most high school grads are thinking about and will be searching up. This is because they’re finally starting to think about what they want to do in their life after high school and are thinking about how they can be successful. “advertising “ is a relevant keyword in my headline because grading students interested in advertising programs will search up “advertising” with this keyword. Lastly, implementing, “programs” as a keyword will also benefit me. Students who are looking into post-secondary programs after high school will use this keyword. Beyond this, these keywords are highly used, all relevant to my audience and have high search volumes. Each of the keywords has had more than 1k monthly searches which tells me these are relevant keywords.
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