|Deal With It; It's All About Me
By: Jeannine Wheeler
As content continues to rule, brands struggle to put out the right kind, in the right channels, and at the right time. No one knows better than the master of self-reflective content: BuzzFeed, whose quizzes consistently achieve phenomenal shares, views, likes, and comments.
Content marketers: welcome to the "It’s all about me" rule.
Nothing proves the point more than the phenomenal success of the BuzzFeed quiz. A recent Contently post called the site’s quizzes "the runaway winner of 2014 in the world of brand."
It’s easy to see why. What visitors are looking for in a brand is a version of their own reflection.
Some of the most recent BuzzFeed quizzes:
How extreme is your devotion to pizza?
How bad are your life choices?
How lazy are you?
What super power should you actually have?
Which US president are you?
Consistently, BuzzFeed quizzes score at the top for shares, likes, and comments. “How would you do in Game of Thrones?” for example, garnered the following, according to Contently:
And that was just on Facebook.*
Aligned with the season premiere of this ever-popular HBO series, this was pretty good PR.
What’s the secret of good content?
According to the Contently manifesto: “Quality in content is in the story, in the human connection, the difference made. In the connected world, we are no longer confined to a few sources of information and entertainment, and we are no longer beholden to gimmicky publishers and their tactics. We will find and share the good stories, and good stories alone.”
Basically, it’s the “What’s in it for me?” factor. Does it make me smarter, more popular, better dressed, richer, more self-aware?
As brands work to garner good PR and brand loyalty with their stakeholders, more and more are turning to clever content marketing techniques to resonate with consumers and stakeholders.
BuzzFeed quizzes are the perfect model of engagement.
From a PR and sales standpoint, this is what brands are striving to achieve: a relationship with their audiences that will result higher sales, visibility, influence, and reputation.
And isn’t that what good marketing is all about?
*Number of likes at time of publication
Jeannine Wheeler is a PR Director who has worked in three countries, including Russia, the US and the UK. She is currently Sr. Vice President of Pure Energy PR, a full-service boutique communications firm with a focus on the energy, healthcare, technology, construction, real estate & land development, tourism & hospitality and food & beverage industries. Jeannine is in the firm's Austin, Texas office.