Content Production Simplified:
Lists
L
les c i t is
Listicles simply offer a bullet pointed list with no story developed around or prior context attached to it. An example might
Marketers have realised that the key to attracting an audience lies in the way that content is presented and the more concise and creative content appears, the greater attraction it will have to potential readers looking for answers quickly. In fact, 92% of B2B marketers are actively seeking other forms of content, besides blogs, to encourage engagement on social media networks and boost their presence. Thus, lists have become a popular tool in marketing and generating social shares online.
be, “10 search engines we’re using right now”. The trick to creating an engaging listicle is to base the list on a topical or
De
ti fini
useful subject - something that
st i L ve
s
Marketers frequently utilise the following three list types to deliver information in a visually appealing format:
will capture and then retain attention from readers all the way through the content. For that
The definitive list picks up were
reason, listicles are illustrated
the listicle left off, offering ex-
with images, infographics or gifs
haustive coverage on a specific
- lending depth and description
topic. An example for this might
to a single point.
be, “The top 50 most effective
F ra
wo e m
i st L k r
s
search engines of all time”. This
The framework list is an article
kind of list allows for contextual
in itself. Usually lists like this are
relevance to be added to every
organised around a news story
Being easy to skim through at a
answer, so the subject of the
or narrative first and
glance, lists are ideal for publishing
list is explained in detail in the
ed format is added to give the
on social media platforms and can be
course of the content. General-
content structure. In this case,
repurposed from blog posts and news
ly definitive lists have had more
the list is extrapolated from
stories to create more content and
research and time put aside to
the original subject, so length is
traction to a website. Find out how in
develop them, with number of
based purely on how much con-
our recent news story.
points tending to be double dig-
tent is in the article. An exam-
its and most likely rounded to a
ple of this might be, “15 useful
whole number like 20, 30 and so
ways to use a search engine”.
the list-
on. T: 0845 600 7177 E: enquiries@applegate.co.uk W: http://www.applegate.co.uk
Published by Applegate Marketplace Ltd - located at Riverside Road, Pottington Industrial Estate, Barnstaple, Devon, EX31 1LS, United Kingdom - is registered in England and Wales with company number 03990680 © Applegate Marketplace Ltd 2015w
Cert No. 10700 ISO 9001
Content Production Simplified:
Lists
Apart from enticing potential readers with an attractive headline, publishers should also consider a ‘click bait’ line to lure in the targeted audience. An example of a click bait title might be, “10 new ways to use search engines. No. 4 will change the way you search online forever”.
1. 2. 3.
ts s i L y h W
?
Whether the list contains general improvement tips, imparts wisdom to influence and inspire or simply offers a useful guide, lists are a succinct and well-organised approach to communicating. As lists are usually less time consuming than say a blog to write, they prove an effective way to deliver content quickly. Urgent news stories, for instance, can be summarised into a short list and published immediately – ahead of the complete article. When it’s important to get a message out ahead of the competition or in order to retain its relevance, lists are the perfect form of producing content and sharing business messages.
It is widely accepted that content organised into a list is simple to access, easier to recall and more actionable – making lists perfect for sharing information quickly. Consequently, lists are more likely to be consumed and passed on via shares and other interaction through social media. Lists can be tweaked from original blogs or news posts and when comprised of useful information, help to enhance the content’s credibility and visibility and by extension, the busi-
4.
ness publishing it. Being compact, list can easily be released and promoted across several online platforms including blogs, websites, forums and social networks. Adding images or building a list into an info-
5.
graphic will improve the likelihood of it being read. Lists offer an attractive structure and break down text into understandable and digestible sections. We’re naturally inclined towards content where there is a clearly defined pattern or grouping. Furthermore, adding numbers to a list will reinforce commitment, as the reader is compelled to complete each milestone or point on the list - lending itself to a healthy bounce rate as the reader spends more time on a web page.
T: 0845 600 7177 E: enquiries@applegate.co.uk W: http://www.applegate.co.uk
Published by Applegate Marketplace Ltd - located at Riverside Road, Pottington Industrial Estate, Barnstaple, Devon, EX31 1LS, United Kingdom - is registered in England and Wales with company number 03990680 © Applegate Marketplace Ltd 2015w
Cert No. 10700 ISO 9001