BuzzFeed, the buzz word for everything “content marketing” based, released figures at the beginning of the year highlighting that they were getting five billion content views per month. FIVE BILLION!! That’s a lot of views, but how does BuzzFeed manage this incredible feat? We could provide you with a detailed breakdown of all of their activities, the excellent journalism, or their zeitgeist-like ability to stay ahead of the current trending topics, but the simple answer is that they have a God-like ability to market through social media channels.
BuzzFeed received 75% of their web traffic from their social media sites. They are acutely aware of this and optimise their content specifically for social media. The headlines for stories are eminently clickable, and, if they prove not to be clickable, quality data analysis allows BuzzFeed writers rewrite and adjust their content until headlines are clickable - they know what their engagement rates are and how to improve them.
Clickable headlines are only just the start; the content they produce is incredibly shareable. Every article, quiz, slide, image or video is ready to be shared at the click of a button. Share icons follow you through every interaction on BuzzFeed, does your website do the same?
They produce a lot of content, and we mean a lot. An average of 400 posts each day spring from the BuzzFeed offices - more than a considerable number of newspapers combined – and, with each update and post optimised for their audience, Google and social media are in virtual love with BuzzFeed; thus driving their content to the top of searches and pushing it in front of a large part of the online public.
Knowing where to share your content is half the battle and this is just another way that BuzzFeed have their strategy nailed down. They know how important Facebook is to strategy and they make the most of it; by understanding their engagement rates they can further tailor content in a live environment and remove or tweak updates to have a greater impact.
The power and use of mobile devices was recognised early and their content is optimised accordingly. More people access the web from a mobile device than a desktop and BuzzFeed know this. Fast loading pages, bold headlines, and eye-catching images are all designed to keep you reading, clicking and sharing. And it works!
Taking a leaf out the Apple playbook, BuzzFeed also know that it’s people emotions that drive their online behaviour. Whether a visitor is on your website or one of your social channels, enabling them to have an emotional connection to your content will capture their attention and bring them back to your content many times more than the type of content that merely informs them.
As a recruiter you don’t have time, or the resources, to be BuzzFeed (and why would you when you have vacancies to fill), but what you can do is learn from them and tailor your content, BuzzFeed-style. How mobile friendly are your adverts? Do you have a mobile-optimised website? How often too you analyse and adjust your marketing strategy based on data from applications, Google Analytics or your social channels? The answer, we expect, is not very often or not at all.
BuzzFeed are leading the market in content sharing. Understanding how to apply their strategies to your content marketing, and why, will quickly transform you from a mere recruiter into the content-marketing genius of the recruitment world.