Next in Media: Episode Summary – "How CookIt Media Is Helping Brands And Creators Break Bread"

Release Date: November 7, 2024
Host: Mike Shields
Guest: Lori Buckle, CEO and Founder of Cook It Media

Introduction

In this insightful episode of Next in Media, host Mike Shields engages in a compelling conversation with Lori Buckle, the visionary CEO and Founder of Cook It Media. Lori breaks down her journey from traditional print media to pioneering a unique agency that bridges the gap between brands and creators in the ever-evolving digital landscape of food media.

Lori Buckle’s Journey from Print to Digital Media

Formation and Vision
Lori Buckle shares her extensive background in traditional media, particularly within renowned food magazines like Bon Appétit, Fine Cooking, and Food Network Magazine. Transitioning to digital in 2013-2014, Lori recognized the inevitable shift from high-budget photo shoots to agile, content-driven digital strategies.

“I literally wanted to be a magazine editor... It was always about content.”
— Lori Buckle [02:01]

Her passion for content remained unwavering, leading her to assist bloggers and early food creators in transforming their passion into sustainable businesses. Lori's initial consulting efforts with creators like Gabby from What's Gotta Be Cooking laid the foundation for the evolution of Cook It Media.

Evolution of Cook It Media: From Consulting to Agency

Transition to an Influencer Marketing Agency
As creators sought more structured brand partnerships, Lori expanded Cook It Media into a full-fledged influencer marketing agency. She emphasizes the importance of understanding both creators' and brands' needs to foster authentic and successful collaborations.

“We really talk about ourselves as an influencer marketing agency because that's the work that we do and a talent management company simply because those two things exist under the same roof.”
— Lori Buckle [07:28]

Unique Positioning in the Market
Cook It Media distinguishes itself by not merely acting as a bridge but by deeply understanding the creators' content and leveraging their expertise in food and lifestyle to create meaningful brand engagements.

Services Offered: Connecting Brands with Food Creators

Comprehensive Partnership Approach
Lori describes Cook It Media’s approach as a "virtual dining table," where brands and creators collaboratively discuss goals and strategies to ensure authentic partnerships. This hands-on method contrasts with impersonal databases, fostering genuine connections that resonate with audiences.

“Let the creator lead the conversation... it truly is an authentic experience that the audience is embracing.”
— Lori Buckle [13:51]

Expertise in Food Content
Focusing exclusively on food and food lifestyle creators, Cook It Media capitalizes on the inherent engagement of recipe-focused content. Lori highlights that food creators possess specialized skills in recipe development, food photography, and video production, making their content inherently valuable for brands.

“Food as a lifestyle... it's big business on both the brand and influencer sides.”
— Lori Buckle [11:44]

Current Landscape and Future Directions

Adapting to Multi-Platform Strategies
Cook It Media stays abreast of platform trends, working primarily with TikTok and Instagram but also advocating for the continued value of blogs despite their declining popularity in influencer marketing.

“We're always pushing the brands to realize that you might want to include a sponsored blog post... because it can do this.”
— Lori Buckle [17:35]

Expanding Beyond Brand Partnerships
Looking ahead, Lori envisions Cook It Media facilitating diverse revenue streams for creators, such as launching podcasts, writing cookbooks, or developing proprietary food products. She underscores the importance of empowering creators to view themselves as multifaceted businesses rather than being solely dependent on brand deals.

“We're looking at really providing our roster with the backup for them... figuring out what those next opportunities are.”
— Lori Buckle [19:07]

Challenges and Opportunities in Influencer Marketing

Balancing Brand Control with Creator Autonomy
One of Lori's primary challenges is convincing brands to allow creators to maintain authenticity in their content. She stresses that successful influencer marketing hinges on creators driving the narrative to ensure genuine audience engagement.

“If you let the creator drive the car effectively, that's the only way it's ever going to work.”
— Lori Buckle [25:33]

Embracing the Human Element
Lori discusses the shift from impersonal recipe videos to more personable content, where creators showcase their lives alongside their culinary skills. This human-centric approach fosters deeper connections with audiences, enhancing brand loyalty and engagement.

“There became this sort of connection that I don't think had existed before...”
— Lori Buckle [20:22]

Notable Examples and Innovations

Creative Collaborations
Lori highlights creators like Qasim Hardaway, who experiment with emerging technologies. For instance, Qasim's partnership with Meta's AI Glasses showcases the innovative potential within food content creation, blending technology with culinary expertise to engage audiences in novel ways.

“He's working with Meta and he's talking about AI as a wife... It shows that food creators aren't just about recipe.”
— Lori Buckle [22:33]

Looking Forward: The Future of Creator and Brand Partnerships

Innovative Revenue Streams
Lori is optimistic about the future, anticipating that creators will diversify their offerings beyond traditional brand partnerships. By embracing multiple revenue streams, creators can build more resilient and expansive businesses.

“There is so much opportunity for this business... educating our creators... figure out what those next opportunities are.”
— Lori Buckle [26:20]

Evolving Industry Dynamics
As the influencer marketing landscape continues to evolve, Lori believes that agencies like Cook It Media will play a pivotal role in shaping how brands and creators collaborate, ensuring that partnerships remain authentic and mutually beneficial.

“It's going to be incredible. I can't wait to get on the boat.”
— Lori Buckle [27:04]

Conclusion

Lori Buckle's journey with Cook It Media exemplifies the dynamic intersection of traditional media expertise and modern digital strategies. By fostering authentic relationships between brands and creators, and by continuously adapting to the evolving digital landscape, Cook It Media stands out as a trailblazer in the influencer marketing space. This episode offers invaluable insights for brands, creators, and media professionals navigating the complexities of modern content creation and partnership building.

Key Takeaways:

• Authenticity is Paramount: Successful brand partnerships rely on allowing creators to maintain their unique voice and connection with their audience.

• Diverse Revenue Streams: Empowering creators to explore various business opportunities beyond traditional advertising enhances their sustainability.

• Human-Centric Content: Personal storytelling and lifestyle integration significantly boost audience engagement and brand loyalty.

Notable Quotes:

• “I literally wanted to be a magazine editor... It was always about content.” — Lori Buckle [02:01]

• “We really talk about ourselves as an influencer marketing agency because that's the work that we do and a talent management company simply because those two things exist under the same roof.” — Lori Buckle [07:28]

• “Let the creator lead the conversation... it truly is an authentic experience that the audience is embracing.” — Lori Buckle [13:51]

• “If you let the creator drive the car effectively, that's the only way it's ever going to work.” — Lori Buckle [25:33]

For those interested in the evolving dynamics of media, marketing, and influencer collaborations, this episode of Next in Media provides a comprehensive look into how Cook It Media is shaping the future of brand and creator partnerships in the food industry.