Branded content tech provider Polar did a study recently did a content research study to discover what makes a great branded content headline. The study concluded that branded content between 90–99 characters received higher click-through rates, coming in at about 0.43% CTR.
Why does this matter?
The Click through rate, or CTR of any piece of digital content is the ratio of views to clicks on a specific piece of information. This unit of measure is used when tracking how users interact with a business’s content, images, and more. This is one of the more basic terms that businesses who sell online should know about. This number can range from industry to industry, so linking up with a marketer/analytics person that will help figure out your numbers would be best to know how your content ranks with others in your industry.
The click-through rate of your content is a BIG deal. It is a reference point to measure how many people are interested in the content you share, and this information can help you navigate the digital space and put content out that is worth clicking on. If you are doing any digital ads, your impressions, and clicks will be two of the most valuable resources and will help you figure out which avenues are best for your business.
Branded content with longer headlines will also help your SEO efforts, especially if you use long tail keywords. Long tails allow you to get specific and speak directly to your ideal customer. You’ll also get better paid search results. I have an article here about long tail keywords and why they are a benefit.