4 Ways to Create Buzzworthy Content (Butter Recipes Included!)

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I was moonlighting as a server for a friend’s rehearsal dinner, passing around trays of artisan deviled eggs, when I heard, “Oh, this is my childhood, right here,” referring to the bread and butter table. That table was the pride and joy of Jen, SugarSpun’s fearless leader. She had artfully set the table with bread and baskets, Pinterest-worthy (she did write the book after all!), to display the four types of butter she had whipped together for the event. In fact, the butter table became the buzz of the evening.

“Did you try the butter table?”

“You have to try this butter!”

“Oh, this one is my absolute favorite.”

The guest who was marveling over the brown sugar and cranberry butter was also the most ardent proponent to other guests. “Oh, you haven’t tried the bread and butter table? Well, let me take you there.”

Now, I promise there is a point to this story beyond making you hungry. It’s very clear that every business on social media wants their content to be buzzworthy. Everyone wants their content to be shared and talked about on other platforms. So, how is it done? Here are four ways we believe create buzzworthy content:

1. Create a campaign with hashtag

Whether your campaign is for Twitter or Instagram – or both – hashtags can be the way to get buzz. Hashtags, although sometimes annoying, are fun. They also create organization.

Charmin’s #tweetsfromtheseat campaign is one of the most creative (and brave). For more ideas, visit Hubspot’s The Rules of Twitter Hashtags: Hits and Misses from 7 Big Brands.

2. Take advantage of timely events

A few weeks ago, Jen wrote a blog on small businesses geared toward the Firefly crowd. With the 10 year anniversary of the movie Serenity and the recently available internet show, Con Man, it was a timely piece. Yes, we all knew about these events long beforehand and were waiting for the release of the show with excitement. We’re mildly geeky that way.

When we posted the blog post, we boosted it specifically to Firefly fans. The resulting shares and likes were even higher than we anticipated! This is what can happen if you take the time to plan content around an event, season, or any other time-oriented happening. It resonates with a passionate group of people and has the potential of going viral.

3. Discuss a hot button issue

People on social media love to have opinions. Relating your product to a hot button issue can help boost the buzz. Understand that you have to use caution if you decide to take this approach. It’s a spontaneous approach that doesn’t allow time for careful planning and vetting.

Many brands have jumped on a Twitter trend thinking they are making great use of their marketing skills only to have it backfire on them. On the flip side, some brands have been able to have great success. As a general rule, just be smart when executing this idea and try to avoid topics like politics or the Lamar Odom saga.

4. Think outside the box

As in the #tweetsfromtheseat example, Charmin brilliantly used potty humor that was just the right amount of outrageous without stepping over the line. Don’t be afraid to think outside the box. Toilet paper isn’t sexy, but Charmin has made it fun.

The point is to make your brand more relatable rather than just being another company online. Make use of content that will cause your audience take a second look.

In summary, the main goal with buzzworthy content isn’t to have things go viral, though it’s nice when they do. Instead, it’s to have your target market talking about your business and sharing it with other people. You want people to say “Oh, you haven’t tried (your company here)? Well, let me take you there.” Social media is all about word of mouth marketing. Creating a buzz around your content is the perfect way to do it.

Now to take care of the hunger pains I created…

Buzzworthy Butter

The bread and butter table really was fantastic. You can check out our photo of the table, as well as other photos of SugarSpun happenings, on our Instagram page @SugarSpunMkt

The butter recipes are simple to make, especially if you have a food processor. Bring one pound of butter to room temperature per recipe.

 

Lemon Rosemary Butter

Ingredients:

1 lb of butter (4 sticks), room temperature

Zest from one lemon

Leaves from 1-2 sprigs of rosemary

Directions:

Put all ingredients into processor and pulse until well blended.

 

Chive Butter

Ingredients:

1 lb of butter (4 sticks), room temperature

1 small plastic packet of chives, finely diced

Directions:

Put all ingredients into processor and pulse until well blended.

 

Roasted Garlic Butter

Ingredients:

1 lb of butter (4 sticks), room temperature

2 heads of garlic, roasted

Directions:

Put all ingredients into processor and pulse until well blended.

 

Cinnamon Brown Sugar Cranberry Butter

Ingredients:

1 lb of butter (4 sticks), room temperature

1 teaspoon cinnamon

2 Tablespoon brown sugar

3-4 Tablespoons finely chopped dried cranberries

Directions:

Put all ingredients into processor and pulse until well blended.

 

 

 

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