In today’s fast-paced digital landscape, buyers are constantly seeking information to guide their purchasing decisions. They want to understand the space, identify the key players, and compare their options. As a B2B company, you can leverage this behavior by creating listicles—articles formatted as lists or comparison sheets—that serve these exact needs. Listicles can be powerful tools for driving awareness and aiding in vendor comparison. Here’s how you can harness their potential to rank higher in SEO, become top of mind for buyers, and add genuine value to the buying journey.
Understanding Buyer Behavior
Buyers are naturally inclined to search for terms like “top solutions in [industry]” or “comparison between [Company X] and [Company Y].” They seek to:
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Become aware of the problem space and the available solutions.
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Identify the key players in the market.
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Compare vendors to make informed decisions.
By producing relevant listicles, you can meet buyers where they are and provide them with the information they’re actively seeking. This not only enhances your SEO rankings but also positions you as a thought leader in your industry.
Two Key Types of Listicles
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Informative Listicles: Showcasing Market Players
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Comparative Listicles: Vendor Comparisons
Informative Listicles: Showcasing Market Players
Informative listicles are perfect for the awareness phase of the buyer’s journey. These articles present a comprehensive overview of the market, detailing all the players, their advantages, and their disadvantages. By doing so, you provide immense value to buyers who are in the early stages of their research.
Example: Zendesk’s “17 Best Customer Success Softwares of 2024” is an excellent example of an informative listicle. It educates buyers about various customer success software options, helping them understand the landscape and consider Zendesk as a viable option.
Benefits:
• Enhances SEO: By targeting keywords that buyers are searching for, you increase your chances of ranking higher in search results.
• Builds Trust: Being transparent about your competitors and providing an honest overview builds credibility with your audience.
• Positions You as a Leader: Demonstrating knowledge of the industry establishes your brand as an authority.
Comparative Listicles: Vendor Comparisons
Comparative listicles are essential for the consideration phase. These articles focus on comparing your company directly with specific competitors. They outline the strengths and weaknesses of each option, helping buyers make informed decisions.
Example: Zendesk’s “Zendesk vs. Freshdesk: A comparison guide for 2024” is a prime example of a comparative listicle. It provides a detailed comparison between the two platforms, aiding buyers in their decision-making process by highlighting the unique features and benefits of Intercom.
Benefits:
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Clarifies Differences: Helps buyers understand the unique value propositions of each vendor.
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Guides Decision-Making: Provides the necessary information for buyers to make informed choices.
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Boosts Conversion Rates: By showcasing your strengths, you increase the likelihood of buyers choosing your solution.
Why You Should Get Ahead of the Curve
Smart buyers know that every company has competitors. Trying to hide this fact only diminishes trust. Instead, by proactively creating listicles, you:
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Acknowledge the Market Reality: Admitting the existence of competitors shows confidence in your product.
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Provide Value: Offering comprehensive comparisons and insights helps buyers feel more informed and supported.
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Enhance Visibility: Regularly publishing listicles improves your SEO, making your content more discoverable.
Real-World Examples
Juro’s Best Contract Lifecycle Management Softwares
UserGems’ Top 13 Champify Alternatives
Conclusion
Listicles are a powerful tool in both the awareness and consideration phases of the buyer’s journey. By creating informative listicles that educate buyers about the market and comparative listicles that detail the differences between vendors, you can significantly impact your SEO rankings and buyer perception. Embrace transparency, provide genuine value, and position your company as a trusted guide in the buying process. Don’t miss the opportunity to leverage listicles and elevate your buyer’s journey strategy.
