Dive Brief: 

• BI Norwegian Business School in Oslo, Norway, recently released research about what types of headlines inspire clicks. 
• For example, a question headline with self-referencing cues, like "you," is more likely to be clicked on than a question-only headline or a declarative sentence. 
• Although there were some reoccurring themes for all headlines, the click-rate still reportedly varied by topic or category. 

Dive Insight: 

With so much content marketing swirling around the internet, knowing what headlines will inspire clicks is critical information. Marketers need those clicks for anyone to look at their content and for the content to inspire any engagement. The academics stated that the study needs further research, but knowing a few tips on what will inspire clicks is helpful.