Allrecipes.com Measuring Cup

Content Marketing Trends:

Infographics and Pinterest

April 2013

Insight #1: Infographics in the age of Content Marketing

In the past two years, infographic search volume has increased more than 800%. Allrecipes’ foray into this form of content has uncovered some useful insights:

1. Form and function have to have equal weight for an infographic to reach its highest share potential. Allrecipes saw 20x more shares by creating useful infographics that help home cooks with their daily cooking needs, rather than cute infographics that didn’t include practical information.

2. Create it once and share it multiple times. Infographics work on Twitter, Facebook, Pinterest, Tumblr, Google +, your website, your blog, in email communications, on printed materials, and more. Don’t waste a good thing; leverage every opportunity to market this useful and visual content.

3. One size does not fit all. Make your infographic appropriately sized for the information being shared. Also, if you’ve created a useful guide, make sure it’s legible when printed on standard size paper, and print in colors that are easy to read.

4. Infographics perform best on Pinterest. The image-centric social channel lends itself to viewing, saving and sharing visual knowledge and data more than other social sites.

5. Focus on quality, not quantity. Likes, shares, and repins are more valuable than views, so creating sharable content should be a top priority for all brands.

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Allrecipes.com Measuring Cup

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Insight #2: The Power of Pinterest

With 80% of Allrecipes’ social engagement and social traffic coming from Pinterest, the virtual pinboard was Allrecipes’ #2 fastest growing upstream traffic source behind Google (February 2013). More than 70,000 followers pin roughly 110,000 recipes per week from Allrecipes’ Pinterest boards.

Pinterest is the fastest growing social media platform, experiencing an astounding 2,700% growth, and surpassing 10 million unique visitors since May 2011.*

Here are a couple of key learnings Allrecipes picked up from its activity on Pinterest:

1. Pinners are most active on Saturday and Sunday. Busy families are planning their meals for the week, and head to Pinterest for inspiration and to collect recipes from their boards.

2. Pinners are more likely to repin images that include the recipe title in the image and the copy.

3. Pinners prefer recipes that are seasonally relevant and family-friendly. Pinterest is where busy women seek inspiration for daily meals and ideas on making their lives richer.

4. Encourage pinning of your content by making it easy for pinners. Add the Pin It button to your site, blog, and newsletters.

*Source: SocialWerks Communication (March 23, 2013)

Allrecipes.com Measuring Cup

To view, save or share the infographics featured in this report, please visit:

http://pinterest.com/allrecipes/fun-food-facts-infographics

About Allrecipes.com Allrecipes, the world’s largest digital food brand, receives more than 1 billion visits annually from family focused women who connect and inspire one another through photos, reviews, videos and blog posts. Since its launch in 1997, the Seattle-based social site has served as a dynamic, indispensable resource for cooks of all skill levels seeking trusted recipes, entertaining ideas, everyday and holiday meal solutions and practical cooking tips. Allrecipes is a global, multiplatform brand with 18 web and mobile sites, 11 mobile apps, and 14 eBooks serving 23 countries in 12 languages. Allrecipes is part of Meredith Corporation, the leading media and marketing company serving American women. For additional information regarding Meredith, please visit www.meredith.com. For additional information regarding Allrecipes, please visit http://press.allrecipes.com.

About Meredith Corporation Meredith Corporation (NYSE:MDP; www.meredith.com) is the leading media and marketing company serving American women. Meredith features multiple well-known national brands—including Better Homes and Gardens, Parents, Family Circle, Allrecipes.com, Fitness, American Baby and EveryDay with Rachael Ray—along with local television brands in fast-growing markets. Meredith is the industry leader in creating content in key consumer interest areas such as home, family, food, health and wellness and self-development. Meredith uses multiple distribution platforms—including print, television, digital, mobile, tablets, and video—to give consumers content they desire and to deliver the messages of its advertising and marketing partners.

Please Contact: Stephanie Robinett Director, Communications 206.708.9271 (m) stephanier@allrecipes.com

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