Buffer's Content Strategy: A Case Study on Effective Growth through Valuable Content

Content strategy is a cornerstone of any successful brand website or blog, and Buffer is a great example of how to do it right. Launched in January 2015, Buffer has grown to have over 4.5 million registered users, with more than 77,000 paying customers, and an annual revenue exceeding 14 million dollars. This case study explores Buffer's content strategy and the key secrets behind their growth.

Secret 1: Guest Posting

One of the most effective ways to get your brand out there is through guest posting. Buffer has used this method to drive traffic to their site and get brand recognition. By creating content resources under a larger umbrella, such as best social media tools, they can include their own app as an example, increasing visibility to the marketplace. Buffer’s guest posts provide value to readers and help establish them as thought leaders in the social media space.

Secret 2: Content Curation

Content curation involves gathering the best content from various sources and presenting it in an easily digestible format. Buffer has mastered this technique by compiling grand guides and linked-packed articles. One of their most heavily trafficked posts is a result of this method. This approach not only saves time for readers but also cements Buffer as a go-to resource for the best social media content.

Secret 3: Social Promotion

Social promotion is crucial for any product that heavily relies on social media. Buffer has a unique advantage in this arena since their tool is primarily for social promotion. By using their own distribution channel to schedule posts, they can target users who need content to add to their queues. Additionally, by following users on social media, Buffer becomes available to others once the links go live. This dual approach enhances visibility and engagement.

Secret 4: Re-purposing Content

Re-purposing content involves taking existing content and presenting it in new formats, such as videos or Slideshare presentations. Buffer has done this effectively, expanding the channels and platforms through which content can be shared. This not only increases readership but also improves backlinks to their site, driving even more traffic.

Secret 5: Transparency

Transparency is a key aspect of Buffer's brand. They are not only open about their growth and customer base but also provide Transparency Reports that track their revenue and growth. This honesty encourages user engagement and can inspire other startups and founders to replicate their success. Transparency also helps to establish trust and build a loyal community.

In conclusion, Buffer’s content strategy is a well-rounded approach that leverages multiple tactics to achieve growth. From guest posting and content curation to social promotion and re-purposing, Buffer has cultivated a robust ecosystem of content that not only benefits their audience but also strengthens their brand.