9 Reasons Why Listicles Still Work

9 Reasons Why Listicles Still Work

Admit it…You’ve read at least ONE listicle today. Of course you have! The listicle has gone through a few reputation iterations in its short lifespan, from new and flashy to overdone and mocked to…a pillar of blogging content. Say what you will, the listicle offers a chance for  readers to digest a lot of information quickly and easily.  If your content marketing strategy needs a little something to jazz it up, write a listicle! You’re an expert in something, we guarantee it!

1. First of All, Blog Posts Help the Bottom Line.

Marketers who prioritize blogging efforts are 13x more likely to see positive ROI (Source: HubSpot)

2. Listicles are Quick

Listicles are a small time investment, and if the content is bad, the reader hasn’t wasted more than two or three minutes (Fire Brand Group). 43% of readers skim blog posts, anyway (HubSpot).

3. They’re Eye Catching and Pique Our Curiosity

It’s true. I mean… talk about clickibility. I can be an expert in a subject in just ten steps? There are ten reasons why this is the right strategy for my business? 5 Reasons why flamingos are the smartest birds? (Don’t know if that’s true, but I’d read it.) Boom (Proponent Agency).

4. They're Digestible

They break up the complex ideas into bite-size pieces that readers can understand more easily. As Maria Konnikova of The New Yorker says: “They create an easy reading experience, in which the mental heavy lifting of conceptualization, categorization, and analysis is completed well in advance of actual consumption.”

5. Our Brains Prefer Lists

It’s true. In a world of so many choices, a list is finite, reassuring, and predictable. They provide a level of certainty in an uncertain world. You know what you’re going to read and you know what you’ll learn from it. Done. (Journal of Risk and Uncertainty.)

6. They Provide Relevant, Expert Advice and Information

It’s a simple way to share information about your brand or business without selling it. For example, “10 Solutions to Staying Hydrated This Summer” offers a chance for a water bottle brand to be more than just a water bottle brand. They’re now experts in hydration.

7. They're Easy to Stop and Come Back To

You can remember what number you’re on! That’s why they are perfect for a mid-work reading break…and why so many readers choose to read them.

8. They’re Good for High-Volume Suggestions and Low Stakes Advice

Have lots of suggestions about a topic that everyone wants to know about? Or maybe a topic that has more than one (brief) analysis possibility? Maybe you’re not into commitment? Listicles are the perfect, multi-answer breakdown! (Fire Brand Group)

9. Odd Numbered Listicle Headlines Perform Better

…. That’s right. They outperform even ones by 20% (CMI). So we’ll stop at 9 ;).

Mobile is the Move: Why Your Content Strategy is Losing $$

Mobile is the Move: Why Your Content Strategy is Losing $$

Since Mary Meeker boldly declared a $7 billion mobile advertising spending opportunity in her Internet Trends Report, the spotlight has shone bright on the future of mobile advertising. As smartphones’ capabilities advance and younger generations’ (especially Gen Z) appetite for handheld content increases, there’s no doubt that mobile advertising should follow suit – and style.

 

 

Let’s start with phone use: whether your source is eMarketer or AdWeek, users now spend between 3.5 and 5 hours (or more) on their mobile phones – ⅔ of which are on smartphones (eMarketer) – no surprise there. If you walk down any street or settle into any waiting room or, well anywhere, most people will have their phones out. I mean, are you on your phone right now? The proof is in the Text Neck – a new “modern spine ailment” the rampant neck pain caused by looking down at your phone too much!

But how much interaction are these sore users having with brands? According to Google, people today have 2X more interactions with brands on Mobile than anywhere else (includes TV, in-store, you name it), and 89% of people are likely to recommend a brand after a positive brand experience on Mobile. Well hello engagement opportunity! Nice to see you there! Furthermore, this engagement might usurp even Desktop use: 83% of internet users will use a mobile phone to go online according to eMarketer.

 

This trend became clear in our own analysis of our 2018 data: mobile engagement is climbing. Average Mobile CTR for 2018 was 0.35%: in Q4 of 2018, the Mobile CTR was 150% higher than Desktop’s.

Not only that, Mobile Time On Site increased by 28% from Q1 to Q4 2018 and Bounce Rate decreased by 25% in the same time (Bidtellect 2H Native Report). It’s all happening! Engagement continues to increase in conjunction with the vast improvement in the Mobile web experiences from readability to relevant placement. Not only are users increasing engagement with Native ads on mobile, they are engaging for longer – and that engagement is climbing at a faster rate than Desktop. We could expect to see continued growth in Mobile as users are on the phones more often, much longer, and for more important tasks. Could Mobile completely take over the world?! Will we no longer need computers?!

Ok ok. Back to reality here. Have advertisers taken note of the trend? Spending indicates, yes. Mobile ad spend will top $93 billion in 2019, according to eMarketer, and over ⅓ of ad dollars worldwide will go to mobile in 2019 – for the first time ever (eMarketer). Woah! And as Native Ad Spending trends match Bidtellect’s findings: eMarketer measured a 30% growth in Mobile Native ad spend versus just 15% growth of Desktop spend last year. Which is to say, a Content Marketing and Native Advertising strategy – heck, any programmatic strategy – requires Mobile in the conversation. It’s non-negotiable at this point. But furthermore, more time and resources ought to be set aside for improvement of how Native ads are experienced on Mobile devices to ensure a positive user experience, that is, to create a positive and trusted relationship with a brand. Get on the mobile ad train then! Everyone is doing it!

But smaller screens mean less room for nonsense – so yes every programmatic strategy requires Mobile, but obnoxious display or banner ads will not cut it on mobile devices, and will likely become obsolete.  And as users today seek relevant, high quality content they can trust from brands they respect, browsing on Mobile will cut the BS. Contextual relevancy, good creative quality that’s conducive to a smaller screen, and content that matches the brand are even more important than ever before.  And lest you forgot, high quality content makes consumers 131% more likely to buy (Twitter via Nudge, “The State of Content”) and 70% of users who feel a connection to a brand spend twice as much as those who don’t, according to Adweek. Content marketing strategy coupled with Native Advertising is the secret sauce here, even for Mobile.

As our CEO always says, “When a consumer engages with a brand’s content, they engage with the brand.” A content marketing strategy that misses Mobile is a missing opportunity.

For these and more stats, Download our Mobile is the Move Infographic here!

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