Gourmet Live guest columnist and Serious Eats founder Ed Levine heads to Ree Drummond’s ranch in Oklahoma to get an inside look at how the food blogger extraordinaire, author and soon-to-be Food Network host has cooked up The Pioneer Woman empire.
So how does she do it? What are her secrets? Unlike Martha Stewart, who seems to tweet incessantly, Ree Drummond doesn’t use digital and social media as marketing tools. No, Pioneer Woman is a multimedia show created piece by piece on the Internet and the blogosphere. Drummond—a fine conversational writer in the first place—taught herself how to blog using free software (Blogspot, followed by WordPress), then how to do digital photography and its necessary first cousin, Photoshop. These she wielded to create a media megabrand in under five years without a business plan anywhere to be seen.
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