In Part 1, I talked about the type of content appropriate to the Food Thinkers platform in its current state and the types of contributors we look for. Today, I discuss how we find contributors and create the content. As Jim Cosco has written, we reached out to potential contributors with a calendar already in…
The Food Thinkers Themselves, Part 2
By Josh Cole | Published February 10th, 2010The Food Thinkers Themselves, Part 1
By Josh Cole | Published February 9th, 2010
The Food Thinkers platform is not merely a blog in the singular sense. It is meant to be a site with a growing number of contributors and content targets. “FoodThinkers is an online stream of simple moments of brilliance from kitchen collaborators around the world — recipes, food pics, video, sound and taste. Brought to…
Measuring the Success of a Slow-Growth Model, Part 2
By Brad Schwarzenbach | Published February 3rd, 2010
Yesterday, we examined some of the components of the slow growth of the Food Thinkers by Breville site. Today, we pull out the tape measure and get down to business. Surely you measure something The Tippingpoint Labs methodology involves creating content that doesn’t necessarily attract a quantity audience. Instead, by design, it attracts a quality…
Measuring the Success of a Slow-Growth Model, Part 1
By Brad Schwarzenbach | Published February 2nd, 2010
It’s disappointing and demoralizing to see low (or high) numbers at first; so much so that success can seem hopeless, intangible, and ultimately not worth the effort and resources being expended. But in the development of any web channel or platform, traffic will come, provided that quality comes first.
Food Thinkers: Content that Tastes Just Right
By Brett Virmalo | Published January 25th, 2010
Food Thinkers is a content platform we built for Breville a few months ago. As a home for long-tail food content that resonates with Breville’s core audiences, it is growing steadily and has already seen some great successes. Slow and steady As a content platform, Food Thinkers isn’t going for the type of big PR…
The Power of Participation Creation
By Josh Cole | Published July 27th, 2009One great way to build relationships is not by knocking on doors but, rather, by opening your own. Reach out to the people you want to build relationships with and involve them in the creation of content that speaks to them and to their audience.
Custom Media Day a Wonderful Success
By Andrew Davis | Published June 18th, 2009It was a pleasure to speak at Custom Media Day in Manhattan last week. And in an effort to add valuable content, I thought I should deliver on some of the requests I received after speaking.
Case Study: Timely Content Helps Position Tippingpoint Labs
By Andrew Davis | Published June 3rd, 2009CHALLENGE: Position Tippingpoint Labs as a thought leader in the new media space. SOLUTION: Write a controversial post about competing sites with growing popularity. Going out on a limb is occasionally fruitful.
Case Study: High-Quality Content Drives Real Revenue
By Andrew Davis | Published May 6th, 2009“We wanted to try this as a low-risk experiment on the product level, which we had never done before.” The result: sales increased by a factor of 15.