Buddy Media’s Enormous Growth Underscores Brands’ Uptake Of Content Marketing
Our eyes go quickly to big numbers, especially when paired with dollar signs. Buddy Media boasts two notable figures. The startup increased to 200 employees from 40 in 2009, and recently raised $54 million in Series D funding.
Known for its Facebook marketing and brand management software, the company will use this new funding to double its staff through expansion in Europe.
Content marketing classically included custom publications for major brands and monthly newsletters. The push for keywords came along with Google, but many brands still strive to create content that matters for human beings.
In an interview, Ann Handley, author of Content Rules, offers an example of how content marketing is used.
“In the book, we tell the story of Marcus Sheridan who is the CEO of River Pools — a swimming pool company in Virginia,” Handley says. “Marcus sees himself not just as a swimming pool retailer, but also as a resource for anyone who’s thinking about spending thousands of dollars on an in-ground pool.”
In this example, Sheridan builds a reputation for knowledge on pools and links his name with his professional service. He can answer questions and offer tips to potential consumers — in return, he earns their trust and builds a relationship, an ideal platform for a future sale.
Social media fits the bill for any brand wanting to build a loyal customer base by offering expertise and community. Facebook’s support for business pages makes it a viable platform for micro-content: simple, short updates from brands, sometimes linking to a blog or additional branded content.
More than 50% of users follow between two and five brands on Facebook, according to an infographic by Get Satisfaction and Column Five Media.
While some users might be in it for the sweepstakes or deals, the content is an added bonus, if done right.
In short, Buddy Media bridged a gap between legacy marketing and new media. The service turns Facebook Pages into a serious promotional platform that is measurable, and Buddy Media’s software is user-friendly for professionals who are not of the Facebeook generation.
It is debatable whether Buddy Media fuels Facebook’s success or is dependent on it, but keeping up on the needs of brands is crucial to the company’s continued growth.