{
  "id": 15324601,
  "title": "Two Agencies Wrote \"Top Agencies\" Lists — One Put Itself at #1",
  "url": "https://urgent.news/2026/10/18/two-agencies-wrote-top-agencies-lists-one-put-itself-at-1",
  "topic": "tech",
  "section": "Tech",
  "published": "2026-10-18T01:32:53.000Z",
  "source": {
    "name": "Dev.to",
    "slug": "dev-to",
    "url": "https://dev.to/lichris/two-agencies-wrote-top-agencies-lists-one-put-itself-at-1-5fhg"
  },
  "original_language": "en",
  "account": "Two agencies recently revealed the contrasting approaches behind two UK listicles featuring top content marketing agencies. Munro Agency proudly claimed the #1 spot in its \"Top 12 Content Marketing Agencies\" list, positioning itself as a service provider with a Glasgow-based operation. The list, however, read more like a service page, with competitors filling the remaining slots. In contrast, Koozai's \"Best Content Marketing Agencies in the UK\" list ran alphabetically, with Koozai itself appearing at entry #8. Before even mentioning any agency, the post outlined its evaluation criteria, such as strategy quality and research depth, editorial standards, and measurement and reporting. This approach read like editorial content, as it provided a transparent criteria for evaluating agencies. The discrepancy between the two lists highlights the importance of verifying the integrity of such roundups when deciding to invest or simply browsing through the results. For agencies considering investing in a listicle, the Koozai-style approach — stating criteria first, listing agencies alphabetically, and placing oneself mid-list — offers a transparent and verifiable approach. On the other hand, for buyers seeking trustworthy information, it is advisable to prioritize the order of agencies before focusing on their individual names.",
  "summary": "A reader question sent us down a rabbit hole worth sharing: when agencies write their own \"top agencies in the UK\" listicles — which, as we found earlier this week , is how the UK's list layer works — do those lists read like editorial or like service pages wearing a list costume? Four agency-written roundups rank on page one for \"content marketing agency\" (UK). We opened two of them — the…",
  "key_points": [
    "Munro Agency claims #1 spot in its Top 12 Content Marketing Agencies list",
    "Koozai lists itself at entry #8 in its Best Content Marketing Agencies in the UK list",
    "Koozai's list includes criteria for evaluating agencies before naming them"
  ],
  "editors_take": "The divergence between self-serving rankings and transparent, criteria-based lists forces buyers to prioritize editorial integrity over agency placement when evaluating professional content marketing service providers.",
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}