10 Ways List.ly ReThinks the use of Lists as Content
Why Lists Bring Amplification & Social Engagement to Your
Content Marketing Strategy
Today, you may use lists in your content marketing, but do you think of them as a “category”
ie something to manage and grow
publisher and bloggers know the power of lists (more on that shortly)
Today, your lists are static.
They get old. They decay
Today, you use HTML tags like “<li>” or “<p>”.
Your lists get list and forgotten inside blog posts (you think of them as text)
Lists are not interactive. They are not treated as a “Content Asset”
People can’t vote or sort and they certainly cannot contribute.
You ask people to suggest, but you send them to the comments section to add and reference content
That’s a disconnect.
10 Reason You’ll Love Lists and Lists Posts for Your Blog and Customer Engagement
1. 10 Reason You’ll Love Lists
Why Lists Bring
Amplification & Social Listening
Engagement to Your
Content Marketing Feedback Curation
Strategy
Static vs Dynamic Collaboration Crowdsourced SEO
Community Market vs Feature Read/Write Inside the Post
Copyright Boomylabs 2011-2013
Thursday, 10 January, 13
2. Why Today’s Lists Suck...
Today, you may use lists in your content marketing, but
do you think of them as a “category”
ie something to manage and grow
publisher and bloggers know the power of lists (more on that
shortly)
Today, your lists are static.
They get old. They decay.
Today, you use HTML tags like “<li>” or “<p>”.
Your lists get lost and forgotten inside blog posts (just text)
Lists are not interactive.
Lists are not treated as a “Content Asset”
People can’t vote or sort and they certainly cannot contribute.
You ask people to suggest, but you send them to the
comments section to add and reference content
http://www.flickr.com/photos/syauqee/
4941289790/sizes/l/in/photostream/
That’s a disconnect.
Copyright Boomylabs 2011-2013
Thursday, 10 January, 13
3. Lists
10 Ways Lists Impact
Content Marketing Listening
Thinking & Strategy
Time to rethink your
content strategy around Feedback Curation
lists & the consumer
Static vs Dynamic Collaboration Crowdsourced SEO
Community Stovepipe vs Unity Read & Write Inside the Post
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Thursday, 10 January, 13
4. Reflecting on 2012, Moving to 2013
I made this deck to reflect on a collection of blog
posts I wrote in 2012
I’ve linked back to the 10 blog posts within the deck
I contrast “old” vs “new” models for using Lists as
Content Marketing
I argue you should be using lists because lists work.
Lists = Eyeballs
I’ve included extracts from Jon Morrows “Headline
Hacks” ebook
Listly rethinks lists. We give your audience a voice
Today, old model lists are fragmented and
forgotten, our mission at Listly is to change that
AND make lists more useful/fun
We believe lists should be part of every content
marketer’s toolkit
Lists work because people love lists.
Lists are quick to skim, read, digest and share
http://www.flickr.com/photos/jdhancock/3682454059/
Copyright Boomylabs 2011-2013
Thursday, 10 January, 13
5. Headlines Matter
This free eBook is a must read
for any digital marketer
Jon Morrows’s eBook on
headline hacks will help you see
why 30% of your content should
be List Posts
http://headlinehacks.com/
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Thursday, 10 January, 13
6. List Posts = Headline + Content
Lists posts get most List posts get most
eyeballs shares
=30% =70%
% of posts that are % of “List Posts” in
“Lists Posts” “Most viewed content”
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Thursday, 10 January, 13
7. 30% of Headline Hacks=Lists 1/3
7 Warning Signs That [Blank] .......
9 Lies [Group of People] Like to
Tell
13 Things Your [Trusted Person]
Won't Tell You
5 Little-Known Factors That
Could Affect Your [Blank] http://headlinehacks.com/
10 Shortcuts for [Completing
Tedious Process] in Record Time...
101 [Blank] Hacks: A Cheat Sheet
for [Blank]
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Thursday, 10 January, 13
8. 30% of Headline Hacks=Lists 2/3
7 [Blank] Mistakes That Make You
Look Dumb
5 [Blank] Mistakes That Make You
[Look/Sound] Like a [Blank]
11 [Blank] Mistakes You Don't Know
You're Making
7 Ways to [Do Something] http://headlinehacks.com/
101 [Blank] for [Event/Cause/Process]
72 Killer Resources for [Audience/
Process]
[Famous Person’s] Top 10 Tips for
[Blank]
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Thursday, 10 January, 13
9. 30% of Headline Hacks=Lists 3/3
7 Surprising Reasons [Blank]
The 5 Laws for [Blank]
7 Steps to [Blank]
Get [Blank]! 10 Ideas That Really
Work
http://headlinehacks.com/
7 Things Your [Audience] Needs
to Hear You Say
The Top 10 [Blank]
7 [Blank] Secrets Every
[Audience] Should Know
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Thursday, 10 January, 13
10. Lists Amplify Your Story
With Listly Content platforms
Get your content
are the norms
seen Videos go to Youtube
Make an impression Slides go to
Slideshare
Lists are easy to
share Lists go to Listly
Lists are easy to Without Listly
embed
You are just using
Lists let people help
raw text/HTML.
you
Lists have a fraction
People will find your of their appeal
listly list
Via your blog, via
SEO and via List.ly http://www.flickr.com/photos/jepoirrier/6703754863/
Copyright Boomylabs 2011-2013
Thursday, 10 January, 13
11. 10 Ways List.ly ReThinks the use of Lists as Content
Community Are you Listening
We connect around our passions much If you aren’t letting people contribute
more than our geography you are missing out
Dynamic Content Curation from Building Blocks
Extend, rank & comment. We don’t Content creation is hard to scale vs
expect to have fixed linear content curation is more accessible
Duty to Give Feedback Feedback Makes Better Content
The shift from me to we. We expect to Publish once is an outdated mindset.
have our opinions heard Living content keeps your content fresh.
Collaborative Consumption Crowdsourcing SEO
We read a share together. Just one Sharing evolving content brings long
author knowing best is old model term SEO growth and traffic
Read/Write Continuum Shift to Inside the Post
Create then consume is no more Everyone is a publisher not just a
commentatior
Copyright Boomylabs 2011-2013
Thursday, 10 January, 13
12. Lists form Community
Old Model: New Model:
Information Hierarchy Information Network
Publisher distributes Community forms
content to consumers around Content
Broadcast / Disseminate Sharing knowledge
Publisher knows best Wisdom of Crowds
Location defined our Everyone helps
access
People connect around
passions from anywhere
http://www.nickkellet.com/2012/03/community-lists-form-communities-youll-never-list-alone-again/
Copyright Boomylabs 2011-2013
Thursday, 10 January, 13
13. Static/Linear vs Fresh/Linked
Old Model: New Model:
Lists = Lists =
Static & Linear Evolving & Interactive
Lists = Lists =
simply “text” Reusable content
List = Lists =
Text in your blog “embeddable” content
lists can be shared and
embedded many times.
http://www.nickkellet.com/2012/03/creating-curating-collections-interactive-evolving-trumps-linear-fixed/
Copyright Boomylabs 2011-2013
Thursday, 10 January, 13
14. Stovepiped vs Unified
Old Model: New Model:
Proprietary Utility/ Service
Lists are a Feature Lists = Platform
Feature of Apps Lists = reusable content
Feature of Blog Posts Lists = unify/unity
http://www.nickkellet.com/2012/03/list-collections-open-platforms-markets-vs-proprietary-feature/
Copyright Boomylabs 2011-2013
Thursday, 10 January, 13
15. Feedback = Better Content
Old Model: New Model:
Publish Once Constant Refresh
Content = Static Change is constant
List Metrics = Post Lists have own life and
Metrics own metrics
Lists = Part of a Post Lists = Content
Feedback = via Feedback via Listly or any
comments embed
http://www.nickkellet.com/2012/03/list-collections-open-platforms-markets-vs-proprietary-feature/
Copyright Boomylabs 2011-2013
Thursday, 10 January, 13
16. Collaborative Consumption
Old Model: New Model:
The Lone Expert – The Many Eager Contributors.
Journalist/ The Blogger Co-Creation meets Co-
Curation
We know everything.
Here it is. More next Start a list, but leave
week obvious gaps
Concluded Writing Unconcluded writing
No room for contribution Lots of room for people
to contribute
http://www.nickkellet.com/2012/03/rethinking-content-creation-in-the-age-of-collaborative-consumption/
Copyright Boomylabs 2011-2013
Thursday, 10 January, 13
17. Reading/Writing Continuum
Old Model: New Model:
Write once. Publish. Writing Never Ends
Move on. Reader is the
consumer Reading is Never Alone.
It’s a continuum
There is a clear
distinction between Everyone wants to be a
reading and writing contributor, a writer
Everyone is a producer
http://www.nickkellet.com/2012/03/the-reading-writing-continuum/
Copyright Boomylabs 2011-2013
Thursday, 10 January, 13
18. Are You Listening
Old Model: New Model:
Monolog – Spectators / Dialog – Participation &
Consumers Contribution
Lists are born perfect. No Lists are a way to engage
need to listen your audience
No Feedback Required Lists are a way to listen
N
http://www.nickkellet.com/2012/03/are-you-unlistening-are-you-ignoring-feedback/
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Thursday, 10 January, 13
19. Curation: Building Blocks
Old Model: New Model:
Creation - Ex Nihilo Creation AND Curation
Highly Skilled ReInvent/Copy/
ReCombine
Distills and Filter
http://www.nickkellet.com/2012/03/curation-standing-on-the-shoulders-of-giants/
Copyright Boomylabs 2011-2013
Thursday, 10 January, 13
20. Crowdsourced SEO & Social Combine
Old Model: New Model:
We crave “more” and Get more from less
“new” content content
Publish & Promte for Content & Sharing drive
temporary Spike SEO
(Stumble, Reddit, Cross- Keep the content
post, Collaborative sharing evolving day by day.
etc)
Keep seeking input and
feedback from your
comunity
Make better content
http://www.nickkellet.com/2012/03/10-examples-crowdsourced-seo-works-google-search-has-social-smarts/
Copyright Boomylabs 2011-2013
Thursday, 10 January, 13
21. Engagement Shifting Inside the Post
Old Model: New Model:
Engagement on Blogs is Engagement is inside the
via Comments (Below the Post (via SEO rich
Post) embedded content)
Blog Post Are Fixed Posts = Living Content
Content
Posts have a LifeCycle
Posting = Start and End
of Life Lists can exist in many
posts, so engagement is
shared (social proof is
shared)
http://www.nickkellet.com/2012/03/beliefs-engagement-shift-the-battle-for-the-inside-of-the-post/
Copyright Boomylabs 2011-2013
Thursday, 10 January, 13
22. Image Credits
I’ve credited the images
inside this post on the
http://www.flickr.com/photos/
mirwav/4880450085/lightbox/
blog post where they
are featured
They are licenced under http://www.flickr.com/photos/
unitopia/3447628652/
http://www.flickr.com/photos/
candiedwomanire/104320826/
Creative Commons via
Flickr.com
http://www.flickr.com/photos/ http://www.flickr.com/photos/ http://www.flickr.com/photos/
nomadic_lass/5554472053/ gnuckx/3207766497/ jeffmikels/3845418669/lightbox/
http://www.flickr.com/photos/carbonnyc/ http://www.flickr.com/photos/ http://www.flickr.com/photos/ http://www.flickr.com/photos/
223671777/sizes/z/in/photostream/ feeliz/4095654754/lightbox/ vinothchandar/4760184811/lightbox/ jdhancock/3574716051/
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Thursday, 10 January, 13
23. Questions?
Try List.ly
http://list.ly/
Want to Know How to Begin? Just Like Blogging...
Read other people’s lists, comment and contribute
Then make your own lists
Try List.ly as a Brand, a Blogger or a Publisher
Embedding is what drives Listly. It’s what drives SEO to your site
http://list.ly/publishers/landing
Email or Tweet me
nick@list.ly or @nickkellet or @listly
Check out our Facebook Page
https://www.facebook.com/listlyapp
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Thursday, 10 January, 13