Narrow vs. Broad which format is right for your campaign?

As D2C startups and brands mature, it’s only natural that they begin to saturate the audience pools their media teams buy into, and thus the demand for web content and fresh creative rises.

Through working with our clients to create and amplify custom branded listicle articles we’ve found that in general any company that has seen success with branded advertorial content can utilize branded listicle content to find and engage with brand new and formerly untapped audiences.

Broad listicles speak to a range of associated topics. An insurtech business may publish a broad listicle on “5 Savings Tips All Millennials Should Know About”. One of the list items might have to do with the insurtech companies’ insurance coverage products, while the other four subjects may be other money-saving ideas.

These more comprehensive listicles can be a great way to target a desired audience that may not have an immediate interest in a brand’s product but still possess value as a relevant user segment. To tie in our example of the insurtech startup’s broad listicle on “5 Savings Tips All Millennials Should Know About,”: many millennials may not have a direct interest in insurance products as they are younger, healthier, and less worried about their financial future than older adults. The young and fit audience segment is often the perfect candidate for health insurance and life insurance products. Therefore, a savvy marketer can initially attract a millennial audience with a broadly targeted listicle on money savings and wealth to spike interest in their insurance products. 

A narrow listicle highlights the sponsor’s principal product line and lists its various benefits. For instance, a high-end men’s shoe brand might write “7 Reasons All Men Need Our Premium Leather Loafers”. In this article, each list item may be connected to the shoe business’ premium loafers’ features and quality.

A narrow listicle is an effective method for a company to address a multi-faceted product line or value proposition.

Typically, there is only room to speak to one central buyer persona in a standard advertorial page and the 1-2 value propositions relevant to that persona. A marketer can use a listicle to appeal to customers’ broader base by outlining all significant product value propositions. We recommend that marketers split test the number of list items in their listicle to see what range of items produces the highest user engagement level.

Overall, listicles are an outstanding format for performance marketers to broaden their reach and explore a more comprehensive user base. Depending upon your product type and existing digital campaigns, leveraging a listicle is an excellent method to grow top-line profits.