Here’s another snippet from our research: Blog titles that included person or brand names received 47 percent less traffic than average. Unless you’re dealing with a major brand name — or perhaps even if you’re dealing with a major brand name — think about how you can pull out a relevant topic or trend mentioned in the post instead of using the name of the person, brand, or campaign the post is about. Your target audience may not be willing to click on a name that’s unfamiliar to them, or on a brand that they are not interested in, but chances are if the topic applies to their business, or the post highlights a trend that they will need to know about, they will click to make sure they don’t miss out on vital information.