I just came across an article with the title – “Top 10 Co-Working Spaces in the World”.
It’s usually a very good idea to write a blog post following this pattern – “The top [number] [things] in the world“. You most surely will reach a lot of people. You will collect plenty of likes on Social Media. Even Google will love you and will show your article to everyone that is looking for [things] on the internet.
But sometimes it just doesn’t seem right to do so.
“Top 10 Co-Working Spaces in the World” sounds a bit like:
- Top 10 Cafes in the World
- Top 10 Restaurants in the World
- Top 10 Developers in World
- Top 10 Websites in the World
- Top 10 Dogs in the World
How to compare?
As I noticed, it is usually a very good idea to write such an article if you can compare these [things]. When you find smart way to compare them, the article becomes a really good resource to be used by others. This can really help people find useful information and ideas and also compare things that are unknown to them.
But what if you can’t compare them? Then you can’t really write such an article. If you do so, it might end up in something that is misleading, subjective, and even suspicious that is influenced by other factors.
Comparing Coworking spaces
The example with the Coworking spaces is a very good anti-pattern. Every coworking is so different in its own way. How can you compare two coworking spaces and state the one is better than the other?
Do you compare by:
- Location and physical presence?
- Space and design – desks sizes, seating, layout, flooring, colors, natural lighting…?
- Members and community?
- Management and quality of service?
- Prices and packages?
There are hundreds of subjects that you can compare coworking spaces. The problem is that whatever you choose to use for comparison, you will certainly be wrong.
It feels like marketing
When you state that these are the top 10 [things] in the world you usually pick the biggest or the most famous ones. This will certainly lead to questioning the reasons behind this post.
- Who is sponsoring the article?
- Does the author pick these just because they are big and they will share the article with thousands of readers?
In any case, the article will feel like it is marketing content rather than deep (or any) research on the matter.
Back to the coworking world – the top 10 coworking spaces according to Ubiq are accidentally some of the biggest spaces in the world. So when you pick them to represent your top 10 coworkings, you guarantee to have the biggest reach of the blog post. Most probably they will share the article with their audience. Because they are the biggest, you get the broader reach. Simple math.
The article is a smart marketing move though. Maybe even growth hacking strategy? It’s not that bad overall but it is certainly misleading and unfair to all the thousands of cool coworking spaces around the world that didn’t make it in the list.
Please be mindful when you decide to write the next ‘Top [number] [things] in the world’ blog post.
Ps. The correct way of writing coworking is without ‘-‘. You write coworking instead of co-working.
Ps. 2. By the way, I agree that the mentioned 10 coworking spaces are awesome.