As we browse the web, social channels and our inboxes in ‘scanning mode’,
there are usually two key things that
convince us (or fail to convince us) to click on an item of content: The feature image (which I’ve written about
here) or a headline.
For the millions of publishers, bloggers and brands competing against each other in an ongoing battle for our limited attention, the challenge isn’t to attract just any random passers-by (especially in the case of paid promotions), but carefully targeted audiences they particularly want to reach.