Bustle and the American Society for the Prevention of Cruelty to Animals (ASPCA) have more in common than you think. While both employers carry out some drastically different operations, they’re still reliant on the power of written and digital communications when it comes to getting their message heard and engaging the audience they’re trying to reach.
Now obviously their approaches different based on the audiences they’re engaging. Bustle, for example, is looking to engage a primarily millennial-aged audience and, more specifically, the women within in that audience. The reasoning for this specificity is simple: Bustle founder Bryan Goldberg started his company because he believed “women in their 20’s have nothing to read on the Internet.” (source) Goldberg believes that Bustle serves as the solution to this problem and, as such, places a lot of emphasis in engaging women with relevant and superb content.
The ASPCA, on the other hand, is looking to engage a more generalized audience based on who they serve. Think about it: A massive non-profit like the ASPCA needs to keep a wide audience informed on news, press releases, and upcoming events. As such, their content strategy is less specific than Bustle’s and is focused on mission-based updates surrounding the ASCPA’s activity and development.
Let’s take a look at how this specifically applies to the content these companies produce…
A quick trip to Bustle’s Instagram will show you exactly what this company is all about. Almost all of the recent posts made to their account involve some kind of meme or joke shared from Twitter, showing that this account is focused on engaging its audience with humor and, more specifically, a brand of specifically weird millennial humor. There are several collections of content featured on their page as well with videos about Beauty and Interior Design.
The ASPCA’s Instagram, on the other hand, tells a story about its mission through short testimonials about the animals they serve. Every piece of content speaks to the progress their organization has been a part of, whether it’s a short story about a pug or an infograph about the dangers of Factory Farming. Their calls to action generally revolve around learning more about the ASPCA or getting connected for things like contests or social media promotions.
The type of audience you engage, as well as your objective in engaging them, determines the kind of content you work with. Don’t get me wrong, this is nothing but a surface level difference — it only impacts the kind of content you’re producing. The practices for sharing the content and the strategy behind it remains very much the same between these two. Which brings me to the question…
What Can We Learn From These Two?:
This is the question of the hour. You’re probably wondering why we would pair a non-profit with something as specific as Bustle. The answer is simple: We wanted you to see a bigger picture.
Content marketing brings together the likes of marketers, communicators, writers, and creatives for the purpose of engaging an audience, sharing a message, and creating some form of engagement. It’s thanks to a booming content market that we’re seeing a larger number of employers adopting this strategy of content-focused outreach and, as such, more careers are opening for those of you looking to write or communicate.
Bustle and the ASPCA could not be more different in terms of their purpose and goals. One site is looking to entertain while the other is trying to advance a massive non-profit’s mission. Taking you to both of these employers has the benefit of giving you a more complex understanding of your career options when you graduate. The work you produce may differ but the idea behind your writing and your involvement is very much the same.
Some may find the social aspect of Bustle intriguing while others may find the mission-based pursuit of the ASPCA even more compelling (especially those who are interested in political-focused writing). We’re just happy to introduce you to both companies and to connect you with the incredible alumni currently working at each company.
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