Science and technology work together in this modern society to make life easier for all of us. Scheduling, shopping, driving, ordering a pizza—there’s literally an app for nearly everything we want to accomplish!
A little over two years ago, I wrote a piece on algorithms designed to do the job of a content writer. Science and technology working together to write sports recaps and the next great (debatable) American novel. Truthfully, though, how much creativity is science capable of?
Consider the job content writers have of creating winning headlines. Outside of convincing people to start using the Oxford comma, writing a creative, SEO-positive headline is probably one of the hardest parts of being a copywriter. It requires a combination of emotion, intelligence, and—yes—science. For better or worse, what kind of impact does adding technology to that equation have on our creative craft?
The following headline tools use algorithms (SCIENCE!) designed to generate headlines guaranteed to increase traffic. (Spoiler alert: I tested them out and, ultimately, used a combination of them to create the headline for this post.)
Advanced Marketing Institute’s Headline Analyzer calculates your headline’s Emotional Marketing Value (EMV) and produces a score based on the number of EMV words used in relation to the total number of words in the headline. An average EMV score for professional copywriters ranges between 30–40%, while outstanding copywriters produce EMV scores between 50–75%.
In addition to your headline’s EMV score, the Analyzer also tells you which customer emotion your headline most impacts:
- Intellectual | “Words that are especially effective when offering products and services that require reasoning or careful evaluation.”
- Empathetic | “Words that resonate with empathetic impact often bring out profound and strong positive emotional reactions in people.”
- Spiritual | “Words that have the strongest potential for influence and often appeal to people at a very deep emotional level.”
Much like the previous tool, CoSchedule’s Headline Analyzer also produces an overall score (0 to 100) after analyzing your headline. It breaks the analysis down into different categories—Word Balance, Headline Type, Length Analysis, and Sentiment—as well as providing previews of what your headline will look like in a Google search and e-mail subject line.
Want to take a deeper look at the headlines on your website? Want to know how your audience responds to them? CrazyEgg does this using heat maps, which show you the headlines receiving the highest level of engagement (along with the low performers). This knowledge, in turn, helps you determine the types of headlines that work best for your site’s specific visitors.
Not a fan of creating headlines in the first place? Inbound Now’s Headline Generator does the hard work for you, creating SEO-friendly headlines based on keywords. You can always take a headline you create here and drop it into either the CoSchedule or Advanced Marketing Institute Headline Analyzer to see how it fairs in the general market.
This one is just plain FUN. I used it to create the headline for this particular post, combining multiple headlines together into what eventually became the title. All you need is a noun—get creative!—and the generator will do the rest. Portent has a couple of guidelines in place to help you get the best title:
- Don’t capitalize keywords (except proper nouns).
- Use the singular version of your keyword (no plurals).
- Revise the result to create your own (grammatically correct) headline.
Remember, computers are incapable of empathy and sympathy—no amount of Artificial Intelligence will make up for a lack of emotional intelligence. So while they may form sentences, craft headlines, and even write novels, they’re incapable of imbuing much emotion in the prose they produce. That’s why we’ll always need the human element—that extra piece of the equation— to make our content work the way it’s supposed to.
Do you have any online content tools you swear by? Share them in the comments!