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Listicle or Missticle? How to write engaging listicles
Listicles — bulleted lists of information presented as an article — are a great way to engage today’s time-poor readers. But have you ever stumbled on one that feels like it’s missed the point?
You know the kind: “Top 250 PR stunts” or “61 social media tips you don’t know about”. Listicles are designed to make the information they contain accessible, but there’s a fine line between achieving that and turning your readers off – sometimes before they’ve even clicked the link.
So how can you keep your listicle on the straight and narrow? We’ve come up with a few ideas to help your listicle avoid being a “missticle” (pardon the pun). To help, we’ve even arranged them in a list…
1: Get the numbers right
The best listicles keep to low numbers. Ten would be an absolute maximum, but five or three would be better. Though numbers like 13 or 9 stand out, they do risk giving people the impression you couldn’t decide which ideas to use so just chucked them all in. Even numbers are fine – as this listicle from hubspot shows.
2: Watch your language
If you have 30 points, are they all “top”, “significant” or “best”? It’s important not to over-hype your article. Your readers will see it a mile off and likely vote with their feet. Take this CMI article , for example – no hype; just a promise to list some useful tools that’s then delivered on.
3: Find the thread
This is the one that can make the difference between a good and a great listicle. Even though you’re writing a list, it’s still important to find an arc that draws your reader in and gives them a reason to read the whole thing. In a list of top social media tools, for example, you might start with tools that focus on curation and finding content and move through to those that are more geared towards analytics and review. Or, as we did in this listicle on barriers to social in business, start with a surface issue and then dig deeper with each successive point.
It does take a careful bit of planning to write engaging listicles – short and accessible as they are, they aren’t necessarily quick things to write. But once you’ve got the format working for you, your content will shine.
You’ve probably come across a variety of listicles. Why not share the best – and the worst – in the comments below, LinkedIn or Twitter?
Using customers’ language to grow your brand
Should organisations use their customers’ language? Get it right and you will reap the rewards — increased coverage, followers and retweets — get it wrong though, and your legal team could be calling.
One of the UK’s largest retailers, Argos, is a company that understands the importance of solidifying customer relationships through online engagements. Recently, its customer service team replied to a tweet from a potential customer who was complaining about the availability of the PS4 in his local store:
To which @ArgosHelpers replied (presumably after consulting their teenage children):
The result? issue dealt with, an extra 1,500 followers (in one day) and a happy customer:
Apart from the baffling language that sent even us running for the Urban Dictionary, Argos showed how the combination of humour, content and medium can be combined to solve customers’ problems, communicate clearly and promote their business to new audiences. By matching the tone of the original tweet, the company generated a positive response from a complaint, without being offensive — a perfect example of peer language adoption.
Even if Argos’s use of slang is too ‘left field’ for your organisation right now, there are still lessons to be learnt here. The importance of knowing and applying your customers’ preferred language, whether they spend their day thinking about cloud architecture or PS4 availability, is something every organisation needs to acknowledge — y’get me?
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