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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to an insider’s look at one of the most beloved and trusted food sites on the internet: Budget Bytes. If you’ve ever searched for recipes you can actually afford, chances are you’ve ended up on Beth Moncel’s site, comforted by her simple, practical approach to home cooking. But beyond the recipes, there’s a real story of community-building, clever marketing moves, and staying true to your mission—especially when the online world just won’t sit still.
In this post, we’ll dive deep into Beth’s creative process, her approach to business and content, and every tip and lesson she’s learned along the way. Whether you’re a foodie, a marketer, or just someone curious about how one person with an idea can grow a loyal online tribe, you’ll find something here.
Budget Bytes wasn’t born with a grand business plan. It was just Beth Moncel in 2009, broke, but determined not to eat poorly.
“It started as something I was just doing for myself… I didn’t want to sacrifice the quality of my food because I knew that would probably cost me more in the long run.”
Beth noticed a big gap: most cooking sites weren’t addressing realistic, affordable meals that tasted good. So she started documenting her own budget recipes. The rest, as they say, is history. Today, Budget Bytes helps millions learn to cook without emptying their wallets.
What’s it actually like running a massively popular recipe website? Beth described her life as a mix of creativity, admin, and community.
She has “two different types of days”:
No matter what, every day includes some kind of audience interaction—whether replying to comments or helping someone who’s stuck on a recipe.
“There’s always a little bit of… answering comments. Just basic housekeeping type work.”
If you’ve ever wondered where recipe ideas come from, Beth makes it clear: it’s part craving, part necessity, and a big part curiosity.
Her process includes:
“Even after 13 years, I have never run out of ideas, and I still have a long list of things I want to try.”
A huge part of Beth’s recipe inspiration comes directly from her fans.
Unlike many who delegate social media to others, Beth reads every single comment herself, across the blog and all social channels.
Why? Because she wants the clearest picture of what her readers are loving, hoping for, or struggling with.
“By reading those comments really quickly every single day, I can stay on the pulse of what people like, what they’re looking for, what struggles they’re having.”
She’s adamant: Outsourcing community management creates distance from what truly matters.
Beth feels the heart of good marketing isn’t about slick campaigns or clever slogans. It’s not even about “selling” in the classic sense.
“It requires a very deep understanding of your audience and of the current state of the world… you have to take into consideration what is happening every single day.”
It’s about getting right into your audience’s shoes. Understand what impacts them, whether that’s the weather, grocery shortages, or big economic events. If you want content to “land,” you need to meet your audience where they’re at—both emotionally and practically.
Let’s flashback to March 2020. Grocery stores felt like they might shut down at any minute. Everyone was buying random items “just in case.”
Beth admits: At first, she was frozen in shock—just like everyone else.
But once she regrouped, she quickly put together crucial “emergency” content:
“I really wanted to serve our community because I knew that I had knowledge that would help people get through this time.”
With inflation and food prices going up, Beth’s readers have been feeling the pinch. She’s doubled down on providing recipes using the cheapest ingredients.
Recent ideas include:
Beth even took to TikTok and Instagram Reels to share these ideas, mixing history with practical help for today’s cooks.
“It’s been interesting. I’ve done a couple TikToks and reels about it. The recipes are definitely not usable for us today in their original state, but they have inspired me.”
Beth’s relationship with social platforms is refreshingly honest. Originally, she was hesitant to jump on the TikTok bandwagon, but a mastermind retreat with fellow food bloggers changed her mind.
She quickly discovered:
Beth loves how TikTok and Reels allow her to experiment and test new styles, often drawing from her vast library of older content.
“Luckily we have a lot of content already that could very easily be repurposed… I just don’t have time to create new content specifically for any one social media platform.”
Despite the need to be everywhere online, Beth does not run her content calendar months in advance. In fact, she’s often working just a week ahead, always tuning into:
She reflects:
“I make sure there’s always a good variety. And honestly, it’s probably more like I’m reading the feedback and comments—I’m gleaning that from people’s reactions.”
One thing that makes Budget Bytes stand out is that Beth herself still manages a lot of her community communication, especially DMs (Direct Messages).
“If you do not have a deep understanding of your audience, you’re not going to be able to market to them properly. You won’t be able to help them understand why your content is the answer to their wants and needs.”
She can’t respond to every message—it would be a full-time job—but she does reply to those needing help or media inquiries. This direct interaction not only strengthens community trust but also results in the best kind of marketing: word of mouth.
“Whether you know it, that is creating organic marketing for your brand. I guarantee everyone else is telling their friends: ‘You can’t believe Budget Bytes responded to me!’”
Beth has learned, though, to avoid content that will trigger a comment flood (like controversial opinions)—she’d simply get overwhelmed.
When Instagram or Facebook rolls out a new feature—like Reels—it pays to jump in early.
Beth learned this by experimenting:
“Anytime a social media platform comes out with a new feature, you have to go all in with that feature because that is what they’re going to prioritize in the algorithm.”
All that growth? It can evaporate overnight when the platforms change things.
Beth notes:
“It’s not just Reels itself, but the fact that the platforms change so often… that can be really frustrating. And it’s definitely a roller coaster. It’ll keep you on your toes.”
If you’re building your business on social, staying adaptable is a must.
Beth is as candid about her flops as her wins.
A few years ago, she tried launching paid PDF meal plans, coached by a marketing consultant who pushed Facebook Live as a promo tool. Despite knowing she wasn’t comfortable being live in front of the camera, she went for it.
The result?
“It was just an epic failure. It’s just not me.”
Her takeaway: Don’t force yourself to adopt a marketing tactic that fundamentally doesn’t fit your style or strengths.
Unlike many food creators, Beth prefers to keep the focus on the recipes and the audience—not herself.
“I try to keep it exclusively food. So I’m a really private individual. I don’t like sharing my life on the Internet with strangers.”
She knows being “the face” or main character can supercharge growth, but it just isn’t her. Still, she makes sure the brand has personality—a down-to-earth, no-shame, real-life approach that readers connect with.
While social platforms fluctuate, Beth found a rock-solid growth lever: her email list.
She started a second, midweek newsletter themed around recipe types—noodles, cold salads, and more—seasoned to what people needed most at that moment.
“People have really been enjoying those and giving us great feedback. Not only is it great for the users because it’s giving them the recipes that they need at that moment…it helps us, too, because it’s bringing a lot more traffic back to our website every week.”
Beth is clear on the reason she does all this: to help people have easier lives.
“If your focus with marketing is always how can you solve a problem for people, then you can do a lot of good.”
She regularly gets grateful messages from people who say Budget Bytes helped them through tough situations—like grad school or times of unemployment. For Beth, this is why she sticks with it after all these years.
What will food marketing look like down the line? Beth’s watching major changes unfold:
“I think… you’re going to see a lot more everyday people who are not necessarily influencers using affiliate marketing on social media and everyone’s going to be selling to everyone. It’s going to be crazy.”
She admits Web3 and blockchain are still a mystery, but she’s keeping an eye out for what’s next—because being early usually leads to success.
Beth’s down-to-earth nature shines in her answer to this classic closing question.
She sheepishly admits to a little online shopping habit, fueled by morning coffee and targeted ads. Her latest find? Flavored vinegars from a company called Acid League.
She likes them so much that “I just pour some over ice and then top it off with water and it’s so delicious.”
Beth Moncel’s journey proves that smart marketing doesn’t have to mean pushy tactics or putting on a show. The heart of Budget Bytes is empathy, honest communication, and delivering real solutions for people’s everyday lives.
Some key lessons any creator or business can take from Beth:
“Just making people’s lives easier is an incredibly satisfying thing.”
And isn’t that what we need a little more of from the Internet?
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