This is what we in the trade have called website copywriting. It is different to normal copywriting as you have to have a basic understanding of SEO and the search algorithms. Clever bloggers do just this, and it is why blogs appear so high up. They are a better source of news.

Newpaper headline "Beach party bonanza"
Blog headline " Ship runs aground on devon coast"

Which one do you think will get the most traffic?

the second one will generate more traffic, keyword rich and to the point