In today’s world, we as consumers are so bombarded with information that we rarely have to go searching for the content we seek. Instead, it finds us. It takes the form of emails, texts, RSS feeds, push notifications, snail mail, and so much more. The goal of every blogger and online publisher is to stand out – to get their readers to stop skimming or scrolling and read a post in its entirety.
As Tony Robbins explains: “If you are doing the same thing everyone else is doing, then you at best will do marginally better.”
So, why not think outside the box and do things a little differently?
Cookpanion is the handshake between Facebook users looking for quality recipes and reliable brands, and their counterpart: recipe publishers. Cookpanion gives these publishers a more meaningful way to interact with and engage their readers, and this enhanced experience surrounding their content naturally leads to increased loyalty, deeper brand recognition, and more website traffic.
For food content publishers on Facebook, gone are the days when simply posting on one’s page was a reliable means of gaining attention. Today, if a publisher is lucky enough to get his or her post into fans’ news feeds, that post is unlikely to stand out in a sea of nearly identical recipes and food content posts being generated by other pages. Now think about your answer in relation to Tony.
Bloggers and recipe publishers today bank on attracting the eyes of their Facebook audience via page posts. The odds, however, are stacked against them in this cat and mouse game. The first challenge is that this is a topical interaction which, at best, may result in a single click back to the website. This click, albeit valuable, does little to actively engage the user for the purpose of deepening the blogger-reader relationship. Secondly, an individual post may be ill-timed, causing the post to quickly disappear down the ever-growing newsfeed, missing countless readers. By the time the Facebook scrolling “catch up” has occurred, your post has joined an ever expanding bog of similarly-themed content, and is nearly impossible to go back and find.
Timeline posts have become flash-in-the-pan experiences for users, in that multiple brands are serving the same exact type of content, then asking their users to leave Facebook and visit an external site that is often buried under other time-consuming ads and pop-ups. This is contrary to what Facebook users want to do and where they want to be. Users don’t want to bothered with leaving a multitude of spam-generating credentials all over the web in an effort to view and interact with a recipe post. Facebook is their home base, so why not meet them there?
Another very real problem in the world of social recipe publishers is content desensitization among users. If you, the content publisher, are delivering the same “NEW RECIPE” post to your users every day or even every week, there is a high probability fans will stop paying attention to this post. They may see it, but they already know what it is going to say because they’ve seen it time and time again. At some point, the standard recipe post loses its luster.
Is there more that can be done? Here is a real world situation:
Sally is having a dinner party and Blogger XYZ is her favorite source for recipes. Dinner was amazing, and Jane does NOT want to lose track of those fabulous recipes she used. What do you think she would rather do: search, copy and paste each and every recipe links from the blogger’s website into a text document and stored away, deep in her computer? Or save the entire list of recipes, in one click, on Facebook? I think the answer is obvious.
Cookpanion ups the ante by allowing bloggers and other recipe publishers to create unique, varied food content, and deliver that content to the Facebook user at a time and in a manner that is convenient for them. Publishers no longer have to hope that users will remember that recipe post as it flashes by them on their Facebook news feeds. Relying on users to like, share, or use Facebook’s “save link” feature as a means of keeping track of a post is inefficient and ineffective for generating true traffic or subscribers.
The solution to these challenges is two-fold:
1. Multiple engagement opportunities in varied recipe content types
2. Deeper integration via tools for the end user on Facebook
Posting a variety of recipe content types keeps followers engaged by subtly disrupting their reading patterns. The truth of the matter is most of us go into auto-pilot when surfing the web. However, by disrupting your readers’ perspective on a typical recipe post, you can knock them out of auto-pilot and reframe their thought process to give new meaning content.
“humans have an unconscious ability to mold our behavior in response to a consistent stimulus” –LiveScience
Just like bread that has been left out on the counter and neglected, content and the impetus behind it becomes stale, resulting in your brand becoming an afterthought. Cookpanion solves this issue. In utilizing our multiple engagement recipe content types, publishers can re-purpose and extend the lifecycle of their current recipes. Along with publishing and promoting exciting new content not available before on Facebook like Meal Plans and Menus, Cookpanion is really an apparatus where brands can intimately communicate with followers and in turn, fully maximize their potential to connect in more useful and exciting ways.
Moving forward, we will delve into greater detail about each of Cookpanion’s content types, but here is a brief overview of each:
Meal Plans – Publish a collection of recipes in a week- or month-long format, giving your followers educated and thought-out meal structures to make things easier on them.
Menus – A great way for publishers to give their followers ideas for events in their lives like dinner parties with their friends, or office events with their coworkers.
Recipe Lists – Publish collections of recipes under a unifying theme, like Top 10 Super Bowl Recipes.
Recipe Contests – A tried and true fan-pleaser, and our most engaging recipe content type.
Trending Topics – A great platform to publish blog posts, cooking how-tos, or other food-related articles.
A real world user-engagement scenario (non-Cookpanion) might play out like this:
- Recipe posted by brand
- Follower clicks on recipe link, transported out of Facebook
Cookpanion changes this dynamic for the better. Here’s an example:
- Meal Plan posted by brand
- Follower clicks on link, stays inside Facebook, and saves the meal plan
- Follower views brand’s meal plan 3 times per day for the duration of the meal plan
- Follower shares the meal plan with friends and family in one click
- Follower accesses the saved meal plan and uses it again 6 months down the road
Notice how the follower was never forced to leave the Facebook environment in the example above. Now that’s a lot of return for one Facebook post.
Naturally, being fresh in your followers’ minds and giving them useful content will lead to increased engagement, follower retention, and traffic back to your website.
Stay tuned for the continuation of this post next week! Until then, happy cooking and happy sharing.
Sources: http://www.adweek.com/news/technology/facebook-beats-pinterest-foodies-go-social-platform-166652, http://www.pewresearch.org/fact-tank/2013/10/16/12-trends-shaping-digital-news/, http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/, http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/, http://www.pewresearch.org/fact-tank/2013/10/16/12-trends-shaping-digital-news/, http://www.businessinsider.com/the-social-engagement-report-2016-7, http://www.livescience.com/345-scientists-learn-knowing.html