How Kraft Owns the Recipe Business – Five Lessons From Julie Fleischer

One of the most hotly anticipated sessions at Content Marketing World Sydney earlier this month was that of Julie Fleischer from Kraft. Us Aussies were excited to hear how one of the world’s best-known brands had dived headfirst into the world of owned media and emerged with such fantastic results.

First, a couple of facts: Kraft employs 20 culinary professionals who work with Kraft products every day. There are currently 30,000 recipes on their website, 20,000 of which are generated by their audience. But what lessons can marketers take away from this about how to ‘own’ your industry online?

1. “Don’t bore me”

There are so many places people can spend their time online these days, they won’t put up with the mundane, the dreary or the uninteresting. As Julie explained, for an owned media strategy to be successful, content needs to be entertaining and, most importantly, it needs to be something that people want to spend their time on. Kraft has made it a priority to continue to push the envelope with the quality of content and always strive for improvement.

2. Advertising needs to change

Kraft also spends time and money on traditional advertising, but it was interesting to hear Julie say that she wanted to “own” her audience when they were consuming quality content, not by placing a message between the user and the content that more often than not proved an interruption. She believes advertising needs to look more like content to better engage audiences in the future.

3. Brands have a unique opportunity to enter into the media game

A traditional media business or magazine publisher is worried about two markets – the advertiser and the reader – whereas a brand-owned content strategy has only one focus – the reader or user. This ensures the entire strategy is focused on driving engagement with that reader using quality and engaging content.

4. It’s all about measurement, measurement, measurement

Like any strong advocate of content marketing, Kraft has invested significant time and money in measuring what content works and how users engage with the content.

5. Understand the ‘virality’ of your content

It’s great when something goes unexpectedly viral (think the Harlem Shake), but Kraft takes the time to apply a level of science to the virality of its content by measuring and looking for insights into why different types and styles of content are shared more than others on certain platforms. Once again, it’s all about data and measurement.

I spoke to a number of attendees at Content Marketing World and Julie was certainly one of the most popular presenters. As well as delivering possibly the best quote of the conference – “Google is the extended brain” – she showed why there’s no longer any point in merely dipping your toe into the pool of owned media. In order to see real results, you need to jump in!

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