{"id":4988,"date":"2014-01-21T09:37:39","date_gmt":"2014-01-21T14:37:39","guid":{"rendered":"https:\/\/meetcontent.com\/?p=4988"},"modified":"2017-04-20T00:26:19","modified_gmt":"2017-04-20T04:26:19","slug":"blog-headlines-happens-next-will-amaze","status":"publish","type":"post","link":"https:\/\/meetcontent.com\/blog\/blog-headlines-happens-next-will-amaze\/","title":{"rendered":"We Blog About Headlines. What Comes Next Will Amaze You"},"content":{"rendered":"<figure id=\"attachment_4991\" aria-describedby=\"caption-attachment-4991\" style=\"width: 250px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/meetcontent.com\/wp-content\/images\/headlines_250.jpg\" alt=\"Dewey Defeats Truman headline\" width=\"250\" height=\"250\" class=\"size-full wp-image-4991\" srcset=\"https:\/\/meetcontent.com\/wp-content\/images\/headlines_250.jpg 250w, https:\/\/meetcontent.com\/wp-content\/images\/headlines_250-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><figcaption id=\"caption-attachment-4991\" class=\"wp-caption-text\">An headline is an opportunity. Make the most of it.<\/figcaption><\/figure>\n<p>My first job out of college was working for the Boston Globe\u2019s website, which afforded me the opportunity to write a lot of headlines. Perhaps the best (or worst) headline I ever wrote, after a Boston Celtics victory, was \u201cPierce nets 40 as Celtics pierce Nets.\u201d Clever, eh?<\/p>\n<p>\u201cClever\u201d could be an apt description for many headlines you read. The goal of the headline is to tell you what a story is about, establish its tone, and entice you to read it in full. Especially in the case of softer news, headline writers often rely on puns or plays on words, linguistic tropes, or otherwise try to encapsulate the emotional thrust of the story in a few choice words. <\/p>\n<p>The very concept of headlines is getting a lot of attention lately thanks to viral content sharing sites like Upworthy, which have made a <a href=\"http:\/\/pando.com\/2013\/11\/12\/upworthy-closing-in-on-50m-monthly-uniques-lists-11-greatest-hits\/\">pageview mint<\/a> on the backs of headlines like \u201cIf This Video Makes You Uncomfortable, Then You Make Me Uncomfortable\u201d and \u201c9 Out Of 10 Americans Are Completely Wrong About This Mind-Blowing Fact.\u201d (This very blog post&#8217;s title is an homage to these types of headlines.)<\/p>\n<p>More about the Upworthy approach to headlines in a little bit, but I do believe that the debate it is prompting is valuable because it reminds us how important headlines are. We agonize over email newsletter subject lines and 140 characters of tweet text, but do we give due attention to the headlines we use in news stories, feature packages, press releases, and the like? <\/p>\n<p>Headlines do a lot of work for us, so are we putting in the work to ensure they are appropriate and effective?<\/p>\n<h2>The Anatomy of a Headline<\/h2>\n<div style=\"width: 260px\" class=\"wp-caption alignright\"><img decoding=\"async\" src=\"https:\/\/meetcontent.com\/wp-content\/images\/headlines_oberlin.png\" alt=\"Oberlin news headline\" width=\"250\" class=\"size-full wp-image-4991\" \/><\/p>\n<p class=\"wp-caption-text\">On the Oberlin News Center homepage, theses headlines benefit from some descriptive text.<\/p>\n<\/div>\n<p>The job of a headline is more than an exercise in poetic license\u2014it has a lot of responsibilities. So when we dash off a cute or poignant headline for a story, are we considering all the places that headline is going to go? We are used to seeing headlines in the context of a story, with imagery, a secondary headline (subhead), and story text all there to support what the headline is saying. But that is just one possible context. For instance, it could end up:<\/p>\n<ul>\n<li>On a story page, with subhead, photo, and story text\n<\/li>\n<li>In a list of sidebar story links\n<\/li>\n<li>In a teaser with just the subhead\n<\/li>\n<li>In a homepage carousel with just an image<\/li>\n<\/ul>\n<p>How might this play out? Let\u2019s look at this headline from a news story at Oberlin, \u201cA Familiar Program.\u201d  On the article page, I need to read the full (though short) article for the headline to make sense. When featured on the homepage, the same headline has an accompanying subhead to help clarify the its meaning. The URL, interestingly, appends the name of the story subject.<\/p>\n<p>And here\u2019s one from Tufts: \u201c<a href=\"http:\/\/now.tufts.edu\/articles\/crossing-borders\">Crossing Borders<\/a>.\u201d This title could mean anything, and the accompanying photo doesn\u2019t clarify much. But with the subhead, the meaning becomes clearer. However, in the related stories sidebar of the \u201cCrossing Borders\u201d story, I noticed this story, \u201c<a href=\"http:\/\/now.tufts.edu\/articles\/most-important-disease-you%E2%80%99ve-never-heard\">The Most Important Disease You\u2019ve Never Heard Of<\/a>.\u201d In this case, I don\u2019t need photos or subheads; based on the headline alone, I want (need?) to read that story.<\/p>\n<div style=\"width: 100%\" class=\"wp-caption alignleft\"><img decoding=\"async\" src=\"https:\/\/meetcontent.com\/wp-content\/images\/headlines_tufts.png\" alt=\"Tufts news headline\" class=\"size-full wp-image-4991\" \/><\/p>\n<p class=\"wp-caption-text\">Without page context, this headline doesn&#8217;t say much. The one on the right, however&#8230;<\/p>\n<\/div>\n<p>At Vanderbilt, the headlines avoid coyness and cut straight to the chase, as in the case of \u201c<a href=\"http:\/\/news.vanderbilt.edu\/2014\/01\/derek-mason-press-conference\/\">New head football coach Derek Mason sets path to greatness<\/a>\u201d. University of Virginia takes a similar approach, as evidenced by \u201c<a href=\"http:\/\/news.virginia.edu\/content\/inspired-world-chris-li-turns-nature-nanotechnology\">Inspired by the World, Chris Li Turns Nature Into Nanotechnology<\/a>.\u201d In both instances, the headline is the same on both the news homepage and the article page, as well as the title text.<\/p>\n<p>As usual, I like what\u2019s happening on Johns Hopkins\u2019 Hub. <a href=\"http:\/\/hub.jhu.edu\/2014\/01\/13\/hrabowski-mlk-commemoration\">This story<\/a>, with the on-page headline (as well as title text) \u201c&#8217;Each of us is a leader,&#8217; Hrabowski says at JHU ceremony honoring legacy of MLK Jr.,\u201d has a short homepage headline with just the key quote, \u201c\u2018Each of us is a leader.\u2019\u201d The URL, however, adopts an SEO-friendly \u201cslug\u201d style as <a href=\"http:\/\/ap.org\/media-center\/us-nuclear-weapons\" rel=\"nofollow\">typically seen<\/a> in the Associated Press: hrabowski-mlk-commemoration. (Vanderbilt does the same.)<\/p>\n<div style=\"width: 260px\" class=\"wp-caption alignright\"><img decoding=\"async\" src=\"https:\/\/meetcontent.com\/wp-content\/images\/headlines_vanderbilt.png\" alt=\"Dewey Defeats Truman headline\" width=\"250\" class=\"size-full wp-image-4991\" \/><\/p>\n<p class=\"wp-caption-text\">At Vanderbilt, the headlines avoid coyness and cut straight to the chase.<\/p>\n<\/div>\n<p>When crafting a headline, your concerns must extend beyond the enlarged text at the top of the page. Headline text is not decorative; it is functional. That means taking search engine optimization into account. How is your headline adapted for your title text? Or your URL structure? <\/p>\n<p>I\u2019ve always liked the way ESPN handles headlines. Whereas the on-page headline for <a href=\"http:\/\/espn.go.com\/nfl\/draft2014\/story\/_\/id\/10318142\/record-98-underclassmen-nfl-draft-pool\">this story<\/a> is \u201cRecord 98 underclassmen declare,\u201d with the page header of \u201cNFL Draft 2014\u201d giving me some sense of what we\u2019re talking about, the title text (important for SEO) reads \u201cRecord 98 underclassmen in NFL draft pool,\u201d and this text is reflected in the article URL (also important for SEO), as well.<\/p>\n<p>(Speaking of SEO, where can you find inspiration for <a href=\"http:\/\/www.christopherspenn.com\/2014\/01\/how-to-search-for-better-headlines\/\" title=\"How to Search for Better Headlines\">better headlines<\/a>? Marketer Christopher Penn offers three suggestions: Google Trends, Google Webmaster Tools, and question-and-answer sites like Quora.)<\/p>\n<p>Think about best practices for on-page heading tags (H1, H2, etc.). You want to reinforce keywords and meaning in a way that makes sense to both people and search engines. The same concept applies to headlines. <\/p>\n<p>A headline is not the same as a webpage title, a page name in a URL, an email subject line, or a tweet (more on tweets later). But on today\u2019s web, you can\u2019t craft a headline (or, as Johns Hopkins shows us, a couple of contextual headline options) without taking these other formats into account.<\/p>\n<h2>The Upworthy Uprising<\/h2>\n<p>Upworthy-style headlines have become a pop culture mainstay, achieving <a href=\"http:\/\/knowyourmeme.com\/memes\/upworthy-headlines\" title=\"Know Your Meme\">meme status<\/a> and prompting the creation of an <a href=\"http:\/\/www.upworthygenerator.com\/\" title=\"Upworthy Generator\">Upworthy headline generator<\/a>, parodies via <a href=\"https:\/\/twitter.com\/UpWorthIt\" title=\"UpWorthIt\">Twitter<\/a> and <a href=\"http:\/\/www.collegehumor.com\/post\/6922866\/if-upworthy-existed-throughout-history\" title=\"If Upworthy Existed Throughout History\">College Humor<\/a>, a game to pick <a href=\"http:\/\/www.headlinesagainsthumanity.com\/\" title=\"Headlines Against Humanity\">which headline is fake or from Upworthy<\/a>, and an <a href=\"http:\/\/xkcd.com\/1283\/\" title=\"XKCD\">XKCD comic<\/a>.<\/p>\n<p>But to the editors of Upworthy, headlines are no laughing matter. In fact, <a href=\"http:\/\/blog.upworthy.com\/post\/69093440334\/what-actually-makes-things-go-viral-will-blow-your\" title=\"What actually makes things go viral will blow your mind\">Upworthy writers famously draft 25 headlines for each story<\/a>. Not a bad idea! And we can actually learn a lot from the way they approach headline writing. <\/p>\n<p>Upworthy\u2019s guidelines for writing effective headlines: (<a href=\"http:\/\/www.slideshare.net\/Upworthy\/how-to-make-that-one-thing-go-viral-just-kidding\" title=\"How to make that one thing go viral (just kidding)\">see slide 214<\/a>):<\/p>\n<ul>\n<li>Don\u2019t give it all away in the headline\n<\/li>\n<li>Don\u2019t give it all away in the excerpt, share image, or share text\n<\/li>\n<li>Don\u2019t form an opinion for the end user\n<\/li>\n<li>Don\u2019t bum people out\n<\/li>\n<li>Don\u2019t hypersexualize your headlines\n<\/li>\n<li>When drafting headlines, don\u2019t over think it\n<\/li>\n<li>Be clever, but not too clever<\/li>\n<\/ul>\n<p>\u201cHeadlines are an important means to an even more important end: drawing massive amounts of attention to topics that really matter,\u201d Upworthy editors wrote in <a href=\"http:\/\/blog.upworthy.com\/post\/69093440334\/what-actually-makes-things-go-viral-will-blow-your\" title=\"What actually makes things go viral will blow your mind\">a December 2013 blog post<\/a>. Upworthy headlines rely on what they call the \u201ccuriosity gap.\u201d (<a href=\"http:\/\/www.slideshare.net\/Upworthy\/how-to-make-that-one-thing-go-viral-just-kidding\" title=\"How to make that one thing go viral (just kidding)\">see slide 21<\/a>), landing somewhere between \u201ctoo vague and I don\u2019t want to click\u201d and \u201ctoo specific and I don\u2019t need to click.\u201d <\/p>\n<p>But, they cautioned in the blog post, \u201cUpworthy posts don\u2019t go viral because people click \u2014 Upworthy posts go viral because people share.\u201d In addressing concerns about using \u201cclickbait\u201d headlines, which oversell content with over-the-top headlines, the editors say headlines alone don\u2019t drive those pageviews. \u201cBy far the most important factor in getting people to share a post is the actual quality of the content in the eyes of the community.\u201d <\/p>\n<p>As I mentioned above, headlines bear a lot of responsibility on behalf of a story. But they cannot sell a false bill of goods. Last January, when Liz Gross tweeted that one of her biggest pet peeves was a great headline that led to crappy content, <a href=\"https:\/\/twitter.com\/radiofreegeorgy\/statuses\/289386078106972161\">I responded<\/a>, \u201cA headline is a promise.\u201d Because it is. <\/p>\n<h2>The Social Headline<\/h2>\n<p>Much of what we apply when crafting good headlines is also applied in the service of a good tweet. We want to be pithy, informative, and alluring. The folks who man the @nytimes Twitter account shared some of their insights in <a href=\"http:\/\/www.niemanlab.org\/2014\/01\/if-a-tweet-worked-once-send-it-again-and-other-lessons-from-the-new-york-times-social-media-desk\/\" title=\"If a tweet worked once, send it again and other lessons from the New York Times social media desk\">a recent Nieman Lab blog post<\/a>. One example they mentioned illustrated how a slight variation of a headline can yield a highly successful tweet.<\/p>\n<blockquote class=\"twitter-tweet\" lang=\"en\">\n<p>He got kicked out of both Nirvana and Soundgarden. Then he became a war hero <a href=\"http:\/\/t.co\/LD8oaVsLAm\">http:\/\/t.co\/LD8oaVsLAm<\/a><\/p>\n<p>&mdash; The New York Times (@nytimes) <a href=\"https:\/\/twitter.com\/nytimes\/statuses\/353698147920379904\">July 7, 2013<\/a><\/p><\/blockquote>\n<p><script async src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>This is an important point. For years, many in higher ed have decried the broadcast approach to Twitter and Facebook, which is often constituted of hitching an RSS feed of articles to an account and letting the feed fill with context-free headlines. What does a tweet with the phrase \u201cCrossing Borders\u201d and a link even mean? <\/p>\n<p>If you write your headlines as many newspapers do, in a shorthand style without important verbs or pronouns, they will look like gobbledygook to your followers. Remember the fundamental premise of social media: it\u2019s a conversation. You don\u2019t want your end of the dialogue to sound like \u201cme Tarzan you Jane,\u201d do you?<\/p>\n<p>Upworthy headlines have also been criticized at times for giving away the bulk of the story arc. Interestingly, the Times social media staffers wrote, \u201creaders don\u2019t click on or retweet us when we\u2019re being clever nearly as much as they respond to clearly stated tweets describing the meat of the stories they point to.\u201d They continue:<\/p>\n<div class=\"bqwrap\">\n<blockquote><p>\u201cWe also engage in the practice of being coy and trying to make readers curious enough to read a story. But even then we find that the best results were more direct and straight-forward about what the reader could expect after they clicked\u201d<\/p><\/blockquote>\n<\/div>\n<h2>Stop What You&#8217;re Doing and Read the Conclusion to This Blog Post<\/h2>\n<p>How can we toe the line between cleverness and clarity? How can we stoke curiosity without obfuscating meaning? How can we craft one line capable of doing ten lines\u2019 worth of work? This is the task before us when writing the not-so-humble headline. <\/p>\n<p>What works? Use A\/B testing and analytics to see which headlines are more effective in different contexts, or devise a usability testing approach to gauge user interest and comprehension of story headlines and teases. Either way, don&#8217;t take a headline for granted.<\/p>\n<p>What\u2019s your approach to writing effective headlines?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>My first job out of college was working for the Boston Globe\u2019s website, which afforded me the opportunity to write a lot of headlines. Perhaps the best (or worst) headline I ever wrote, after a Boston Celtics victory, was \u201cPierce nets 40 as Celtics pierce Nets.\u201d Clever, eh? \u201cClever\u201d could be an apt description for [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":4991,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[127],"tags":[50,26,25,18,35,33,45,71,86,11],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>We Blog About Headlines. What Comes Next Will Amaze You | Meet Content<\/title>\n<meta name=\"description\" content=\"Headlines have an important job: conveying subject matter and drawing readers&#039; attention. But are we using them effectively?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/meetcontent.com\/blog\/blog-headlines-happens-next-will-amaze\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Georgy Cohen\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/meetcontent.com\/blog\/blog-headlines-happens-next-will-amaze\/\",\"url\":\"https:\/\/meetcontent.com\/blog\/blog-headlines-happens-next-will-amaze\/\",\"name\":\"We Blog About Headlines. What Comes Next Will Amaze You | Meet Content\",\"isPartOf\":{\"@id\":\"https:\/\/meetcontent.com\/#website\"},\"datePublished\":\"2014-01-21T14:37:39+00:00\",\"dateModified\":\"2017-04-20T04:26:19+00:00\",\"author\":{\"@id\":\"https:\/\/meetcontent.com\/#\/schema\/person\/c46e3050ea513291a46336298ee82c91\"},\"description\":\"Headlines have an important job: conveying subject matter and drawing readers' attention. But are we using them effectively?\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/meetcontent.com\/blog\/blog-headlines-happens-next-will-amaze\/\"]}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/meetcontent.com\/#website\",\"url\":\"https:\/\/meetcontent.com\/\",\"name\":\"Meet Content\",\"description\":\"Empowering higher education to create and sustain web content that works\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/meetcontent.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/meetcontent.com\/#\/schema\/person\/c46e3050ea513291a46336298ee82c91\",\"name\":\"Georgy Cohen\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/meetcontent.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/ed49bc8dd530713ec3ccdf6523f474b5?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/ed49bc8dd530713ec3ccdf6523f474b5?s=96&d=mm&r=g\",\"caption\":\"Georgy Cohen\"},\"description\":\"Georgy Cohen is associate creative director, content strategy, at OHO Interactive in Cambridge, Mass.. Prior to OHO, she worked with a range of higher ed institutions, including stints at Tufts University and Suffolk University and as an independent consultant, on content strategy and digital communication initiatives.\",\"sameAs\":[\"http:\/\/www.georgycohen.com\"],\"url\":\"https:\/\/meetcontent.com\/blog\/author\/georgy\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"We Blog About Headlines. What Comes Next Will Amaze You | Meet Content","description":"Headlines have an important job: conveying subject matter and drawing readers' attention. But are we using them effectively?","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/meetcontent.com\/blog\/blog-headlines-happens-next-will-amaze\/","twitter_misc":{"Written by":"Georgy Cohen","Est. reading time":"9 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/meetcontent.com\/blog\/blog-headlines-happens-next-will-amaze\/","url":"https:\/\/meetcontent.com\/blog\/blog-headlines-happens-next-will-amaze\/","name":"We Blog About Headlines. What Comes Next Will Amaze You | Meet Content","isPartOf":{"@id":"https:\/\/meetcontent.com\/#website"},"datePublished":"2014-01-21T14:37:39+00:00","dateModified":"2017-04-20T04:26:19+00:00","author":{"@id":"https:\/\/meetcontent.com\/#\/schema\/person\/c46e3050ea513291a46336298ee82c91"},"description":"Headlines have an important job: conveying subject matter and drawing readers' attention. But are we using them effectively?","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/meetcontent.com\/blog\/blog-headlines-happens-next-will-amaze\/"]}]},{"@type":"WebSite","@id":"https:\/\/meetcontent.com\/#website","url":"https:\/\/meetcontent.com\/","name":"Meet Content","description":"Empowering higher education to create and sustain web content that works","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/meetcontent.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/meetcontent.com\/#\/schema\/person\/c46e3050ea513291a46336298ee82c91","name":"Georgy Cohen","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/meetcontent.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/ed49bc8dd530713ec3ccdf6523f474b5?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/ed49bc8dd530713ec3ccdf6523f474b5?s=96&d=mm&r=g","caption":"Georgy Cohen"},"description":"Georgy Cohen is associate creative director, content strategy, at OHO Interactive in Cambridge, Mass.. Prior to OHO, she worked with a range of higher ed institutions, including stints at Tufts University and Suffolk University and as an independent consultant, on content strategy and digital communication initiatives.","sameAs":["http:\/\/www.georgycohen.com"],"url":"https:\/\/meetcontent.com\/blog\/author\/georgy\/"}]}},"_links":{"self":[{"href":"https:\/\/meetcontent.com\/wp-json\/wp\/v2\/posts\/4988"}],"collection":[{"href":"https:\/\/meetcontent.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/meetcontent.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/meetcontent.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/meetcontent.com\/wp-json\/wp\/v2\/comments?post=4988"}],"version-history":[{"count":0,"href":"https:\/\/meetcontent.com\/wp-json\/wp\/v2\/posts\/4988\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/meetcontent.com\/wp-json\/wp\/v2\/media\/4991"}],"wp:attachment":[{"href":"https:\/\/meetcontent.com\/wp-json\/wp\/v2\/media?parent=4988"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/meetcontent.com\/wp-json\/wp\/v2\/categories?post=4988"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/meetcontent.com\/wp-json\/wp\/v2\/tags?post=4988"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}