Content Marketing - Infographic & Pinterest Trends -- 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 -- 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. Check out the report to learn more.

1. 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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2. Allrecipes.com Measuring Cup 2
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)

3. 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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