There's been a lot of talk about managing your headings (on sites) and headlines (on blog-posts and articles) to be attentive to seo considerations - ie, using keywords in them.

But there's more to think about here. A blog post with a good heading is more likely to be picked up by the Diggers and such - a good headline on an article means it's much more likely to be picked up and distributed - and the main (and subsequent) headings on your web site's pages should also be compelling, if you can manage that.

Here's a great resource with ideas for writing effective headlines.