listicles

Let's rethink blogging: 5 Reasons Why The Title Of This Blog Post Is Total Rubbish.

Let's rethink blogging: 5 Reasons Why The Title Of This Blog Post Is Total Rubbish.

Come on, you know what I'm talking about. 

'10 reasons why your content marketing is failing!' or '5 guaranteed ways to instantly increase landing page conversion!'

I've been bemoaning the increasing use of these so-called listicles (*shudder*) for some time on Twitter, much to the annoyance of my followers I'm sure. I guess they started out earnestly enough; how-to guides conveniently crafted to offer step-by-step instructions on how to achieve something. Once upon a time, these types of articles had a good home and we knew exactly what we were getting when we clicked on one. Then modern day content marketing happened.

I'm not some scrooge here to argue that SEO and other marketing tactics inherently reduce the quality of content (though they certainly go against the grain in a lot of cases). In fact, it's my job as a copywriter to navigate the plains of digital marketing, delivering valuable content that can weather the storm of meta-tags, keyword ratios and calls-to-action, and I firmly believe it's possible - even necessary. 

But in my humble opinion, listicles (I've made my peace with the word) encourage poor content, and we're seeing a lot of it.