Buzzfeed Tasty: A recipe for content marketing social success
Creating high quality content is a great way to start your online marketing push, but it still doesn’t count for much if nobody can find it. That’s where promotion, or ‘amplification’, comes in, taking your message and broadcasting it to the world.
It’s a critical component of the content marketing recipe. Using the incredible success of BuzzFeed Tasty as an example, let’s take a closer look at how online content promotion can score some big wins.
Online content promotion
In today’s world, there’s one medium that stands head and shoulders above everything else when it comes to promoting your business – the internet, and social media in particular.
The right online marketing strategy can produce huge wins for businesses, yet the process isn’t as simple as just throwing a bunch of content on to Twitter or Facebook. What’s required is a complete strategy, one that starts with high-quality, well-written and informative content and ends with a targeted social media marketing campaign that allows your audience to quickly work out what your business is all about, and to engage.
Getting this balance right can be tricky, and to see success you’ll need to make sure that appropriate attention is paid to every element of the process. This is what Moz refers to as ‘the right marketing mix,’ and it’s essential if you want to take customers on the journey from awareness to return visits, conversion and ultimately loyalty and retention.
This can all sound a bit nebulous, especially if you’re new to the world of content marketing, so let’s simplify thing with an example. Almost everyone will be familiar with the BuzzFeed Tasty series of videos, and they’re a great example of what’s possible when you combine quality content with a big investment in social promotion.
BuzzFeed Tasty: A case study
There are a few things that the internet just can’t get enough of – like cats. Food also ranks near the top of the list and BuzzFeed Tasty, or just Tasty for short, has swept in to fill that niche.
Just in case you’ve never had the pleasure, Tasty’s bread and butter are short videos with sped-up action that compress the crafting of a scrumptious culinary creation into just a minute or so. On the face of it, this doesn’t seem particularly groundbreaking, but there’s something almost addictive about the clips, which often rack up millions of views in just a few hours. And of course, all of these views funnel the audience away from Facebook, Instagram or Youtube where they’ve watched the video, and onto the BuzzFeed Tasty website, which provides more of the same, along with the chance to buy the official cookbook.
Why it works
So what are the key factors behind Tasty’s success as a promotional tool? Frank Cooper, BuzzFeed’s chief marketing officer, identified two major elements when speaking to Fortune. First of all, there’s the content itself, which isn’t just well-produced, but also “taps into a simple truth: People love tasty foods and the kind of foods that remind them of their childhood, comfort food, or food that reminds them of an experience.”
Of course, not every business can rely on this sort of appeal, so it’s the second factor that we should all take to heart: the fact that the content works because it’s tailor made for social media platforms, and Facebook in particular where Tasty has a casual 86 million likes. That’s more than one per cent of the entire Earth’s population!
BuzzFeed itself talks about the importance of precisely targeting social media platforms in an article on ‘How BuzzFeed Thinks About Data,’ which reveals CEO Jonah Peretti’s decision to: “aggressively publish our content directly to platforms like YouTube, Facebook, and Snapchat.”
This is the lesson that every business can learn from, and it can be the difference between a dull online promotion strategy and an innovative, successful one,
Top tips for a social media marketing strategy
First and foremost, the biggest takeaway from the BuzzFeed Tasty is that social media should never be an afterthought. You don’t necessarily have to pour money into the creation of content specifically for Facebook or Instagram, but spending a little extra time working out how best to showcase your brand on these platforms can have an immense impact. Even something as simple as investing in a custom infographic instead of text for your next post can work wonders with audience engagement.
Simplicity also plays a key role in social media success. There’s a place for complexity and in-depth information, and Facebook isn’t it. Take the Tasty approach and try to boil your message down into an easily digestible mouthful, and save the more detailed content for when you’ve enticed your audience to your own website.