I would apologize for the clickbait, but if it worked, I’ve proven my point. I used to think I was above Buzzfeed. This was probably due to a lack of exposure, or the fact that I only ever saw sponsored quizzes like “Which Ice Cube in My Route 44 Peach Tea Are You?” or listicles like “18 Pictures of Giraffes That Totally Look Like Everyone’s Third Favorite Hobbit Meriadoc Brandybuck (Number 7 Will SHOCK You).”
Okay, those are probably hyperbolic, but they pointed me in the direction of the site that changed the way I view Buzzfeed. I’m a big fan of comedy, and I’m also a human being on the internet, so naturally, I follow The Onion. This led me to their sister site Clickhole, a website that satirizes Buzzfeed. The tagline reads “because all content deserves to go viral.” I thought this was an amazing takedown of a website that I thought was a vapid click farm, but then I realized, that’s almost exactly it. Buzzfeed is a click farm, but in a way that sets an example. Buzzfeed, yes Buzzfeed, and Clickhole, yes Clickhole, are two of the best examples of content marketing on the internet.
Once you’ve established your brand, you have to keep directing views to it. The more coverage your brand has, the more eyes are on your product, and logically, the more sales you’ll make. Marketing your brand is the best way to do this, but there are avenues to marketing that are often overlooked. Consider the content that Buzzfeed distributes: quizzes, listicles, news, video, and more. That kind of generation of content is bound to bring in traffic, simply because you’re disseminating your content everywhere. You don’t have to stop thinking with traditional routes either — Clickhole boasts “clickventures,” interactive video games, and “interviews” with celebrities. These are all made in jest, but they still market Clickhole to a wider audience.
Essentially, you can’t produce too much content. If you have a blog, you need to post daily, perhaps multiple times a day. If you have a podcast, you need to consistently release content that will keep listeners engaged at every level. If you do videos, post them frequently. If you post on social, hit all outlets often. You should be doing all of these things, but at least do one well. The kind of reach you’re seeking is easily attainable — just produce enough content that people can’t help but see your stuff.
If you were to ask me, I think a blog is probably the easiest content producer your site can boast. It can give readers an intimate view into your thought process, a thorough example of the lifestyle you’re trying to emulate or even offer updates about what’s going on behind the curtain. The point here is not to be pushing your products at every juncture. It’s often better off to provide timely, interesting content for the sake of providing timely interesting content. People don’t want to be bombarded constantly with ads.
Next, you’ll want to optimize your content. “SEO” is a buzzword right now, and for good reason — it can make your business. Search Engine Optimization sounds intimidating, but if you’re persistent, it’s actually more easily accomplished than you’d think. There are a plethora of available tools, many of which are free, that will allow you to optimize for the keywords you want to be associated with your business. Buzzfeed and Clickhole both do these well, as they specifically craft titles and articles around heavily clicked keywords.
Lastly, and most importantly, you need to stay true to your brand. A muddled brand image can take you down before a bad quarter will. Buzzfeed consistently is emblematic of its mission: to bring you the latest information, vapid or not, as quickly as possible. They produce engaging content that keeps people coming back over and over again. Clickhole is a comedy site. All of their posts are wrapped in the same absurdist, satirical lens that is characteristic of their brand. I know a Clickhole headline is a Clickhole headline before I read the site title — that’s good branding. By staying true to the brand you’ve built, you’ll retain the audience you have, and grow lookalike audiences organically.
While you likely don’t have the marketing budget of internationally renowned sites like Buzzfeed or Clickhole, you can take their teachings to heart and create an optimized content plan that helps your business grow exponentially. The demand for content is higher than ever, and if your brand can capitalize on that demand, you can set yourself up to be included on the prestigious list of “100 Businesses That Read Tucker’s Article and BOOMED Their Sales (Number One is YOU!).”