The landscape for small businesses on the web has become very complex. Pretending to do digital marketing by offering a product equal to that of the competition is almost impossible. A painful and harsh reality for many SMEs is that when they want to go a little deeper, they find that the internet has become a means of payment, and to tell the truth, not cheap at all … in fact, at times, hostilely expensive. Advertising to appear in Google results or investing in Facebook ads demands increasing amounts, distancing small businesses from this possibility. VP Administration Email Lists Against this background, what can small brands do? The answer has two parts. The first is not usually liked by many but it is completely true: If you sell exactly the same as others, you are doomed to be a follower, never a leader, and therefore, you will have to settle for the crumbs that the big fish of your category leave you . You need to sell something else … You need intangibles Starbucks does not sell coffee, but an experience; TOMS does not sell footwear, but a reassurance of conscience, knowing that the brand will donate a pair to children in need, every time you buy one; BOSS does not sell suits, but the sense of power that these give you. You cannot sell products, you need to sell intangibles, and until you find yours, the fight for the market will continue to be relentless for you because talking, marketing and closing deals on products and services with high competition, always condemn you to fight in the arena. price, which hurts your finances terribly.
The second part of what you can do as a business is produce content that resonates. Content with social value (that people want to see and share.) Talking about the benefits of your product is NOT making content, it is going out to bore people with a sales pitch. You need to create content that entertains, inspires, or educates your audience. In order to explain ourselves better, let’s talk about the masters of content with social value: Buzzfeed . Creating viral content for a brand is not easy. Here are some of the guidelines BuzzFeed teachers follow to build their content. Buzzfeed is one of the largest websites in the world. According to SimilarWeb, it is the 66th most popular in the United States and the 139th most popular in the world. He receives 252 million visits each month to his site; And if we take into account all their content pieces in all media, they achieve 7 billion views per month . Despite the company falling below its projected revenue in 2015, Buzzfeed still estimates its value at $ 1.5 billion. What is our point? If you are a brand and you are going to produce content either for your site or social networks, you should study how Buzzfeed has built its digital empire. What is the secret of Buzzfeed’s success? Why is it seemingly impossible to be on Facebook, Twitter, or any other social platform without being bombarded by its content? The friends of Social Media Today decided to take a look at the most popular articles on Buzzfeed to see if they found the magic formula, the secret sauce they use to create viral content.
Using BuzzSumo, they identified the 500 most shared Buzzfeed articles in the past year (based on total shares via Facebook, Twitter, and LinkedIn). They then analyzed these 500 articles, specifically based on the following elements: Ease of Reading – While Buzzfeed offers, deep down (sometimes deep, deep) some quality journalism, the site is widely known for its “clickbait” content with an easy-to-digest style. Using some digital tools, the readability of each article was scored, based on factors such as the percentage of complex words used by each article, average syllables per word, and the average number of words per phrase. Last Review Headline Style – A great article may never be read if it has a terrible headline. Conversely, a poorly written, even spammy article can get tons of traffic and shares if it has an irresistible clickbait title. This is true both for the results that appear when you search on Google and for social networks. Article Length – The first result on the results pages when we do a Google search contains, on average, 1,890 words. It’s a lot of text! Ironically, many people just don’t have the patience to read full length content on the web. By analyzing the most popular Buzzfeed articles under the previous three points, it is possible to understand the approach with which they have been successful. Despite its push in recent years to sideline lists featuring cute kitten images in the pursuit of legitimate journalism, Buzzfeed’s most popular articles are still mostly written at a readable and readable level. understood by a 9 year old child.