We get it, video can be a really daunting endeavor for BtoB publishers, but it’s also a necessity in any digital-first content marketing strategy. It’s a fact that online video consumption is only increasing, with an expected increase of 19% between 2012 -2017, with mobile video viewers growing 82% over the same time period.
While established publishers consider the merits of content marketing, media sites like Buzzfeed have emerged as leaders in delivering targeted content. The New York Times cited Buzzfeed as a major competitor in their recent Innovation Report and the site's growth numbers make it a compelling story:
By October of last year, Buzzfeed’s unique monthly visitors had reached 93 million, from September’s 85 million. Talking video content alone, its YouTube videos had a cumulative 92 million views and 2.7 million subscribers (one month later, those numbers were at 110 million and 3 million).
Even though the numbers are powerful, we’ve learned that part of Buzzfeed’s success is not only about its growth numbers. As it turns out, there is a lot for publishers to learn from Buzzfeed's non-traditional approach, and while most tactics apply to video, it doesn’t take long to realize that many are applicable to a wide range of content:
Let’s let these sink in for a little while and consider how you can apply much of Buzzfeed's approach to news delivery to your media business. We’ll continue in our next post . . .
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