We should all take a page from the cookbook of this NYT team

There is so much food content on the Internet.

I say that with love. As someone who has been teaching herself to cook since college, I am so grateful to have everything I need to learn at my fingertips. But it is overwhelming, especially around the holidays.

My TikTok saves are littered with “What I Eat in a Day” videos that have tidbits I think I’ll want to reference, every recipe for chicken thighs that is available, and more tips and hacks than my brain will ever commit to memory. AKA, I never return to most of them.

Where I do find myself returning, though, is to the New York Times Cooking app and social media accounts.

The content there is reliable, easy to understand, and occasionally entertaining. It’s inspiring to me as a very amateur chef, but also as a strategist who spends a lot of time thinking about how big brands should show up on social media.

The rest of this post is for paid subscribers. Join us to read about how the New York Times built up a passionate community for its cooking vertical, which has lessons for digital strategies big and small.

[AKA, you don’t need a NYT budget to tap their methods!]

Read the full piece on Substack here