Many seem to think that something like a 'Facebook Strategy' is likely to succeed. We've been busy in the last few weeks to explain that the platform matters much less than what it is that you're saying. Visit our blog to find those posts.

As we were wrapping up that focus, this BuzzFeed announcement came across one of our feeds.

Jonah Peretti, the guy that created the formula for how things go viral, sent out an internal memo within his billion dollar company, Buzzfeed. The heart of the memo is exactly along those lines, that strategy should not be organised around format but rather on what the content is about.

“Instead of organizing around a format or technology, we will organize our work to take full advantage of many formats and technologies.”

He's splitting Buzzfeed into categories such as 'Entertainment' and 'News'. Each category will utilise all possible forms of content like videos, short and long, lists, articles, and more.

He continues:

“Thinking about where we fit in the industry, it’s a lot easier to think about when we’re organized as news and entertainment, than thinking about it in terms of being organized in video and Web site, or text and video,”

So, we definitely recommend putting the message first.