If you're in a crowded room at a party you're not going to be heard by whispering. Even speaking normally will barely be audible to anyone unless you have literally grabbed them by the ear.
And so it's the same with website content. It needs to scream through the massed hordes. Instead of other party-goers shouting and making noise to prevent your message being heard, it's other sites, other content and other businesses who are in the way.
Content has to SHOUT! (Not literally – keep the caps lock for Facebook). In other words, it needs to be worth reading, which means writing something that resonates quickly with your audience – your potential and existing customers.
How do you let content speak for itself?
Provoke an immediate response with your title. It's hard enough to grab people's attention, don't make it any harder by producing a limp headline that doesn't make the reader stop and take notice.
You've probably guessed that the Concorde wannabe Austrian skydiver did not actually eat my dog. I don't even have a dog.
I'm also not really advocating this David Brent technique to get people's attention – "I think there's been a rape up there". But you do need make people actually want to read on.
A good headline is priceless and once you've got them hooked with a title, they may actually read the first paragraph.