Content Marketing

[Guest Post] Hey! I’m Ashanti, a Digital Foodbiz Strategist who helps foodpreneurs create digital content that turns readers and viewers into paying customers. Read on for my top 3 tips to make content marketing work for your small food and drink business.

I discovered my love for the effectiveness of content marketing when I decided to create a global community for women in food, but had no marketing budget. So what exactly is content marketing? In plain speak, it is a strategy which helps you to create interesting and engaging content to attract your target customer to buy your product.

This allows you to position your brand as a market leader or the ‘go to’ brand in your ideal customers’ eyes. It’s also a very cost-effective way of sharing your brand values, of driving more traffic to your website and building a community around your product.

You can share this content from a base or foundation, which for many brands can be a website or a chosen social media platform. Or you can create and contribute content for a website or platform belonging to someone else which has an audience very similar or the same as yours. This can help you put your brand in front of a new audience and expand your customer base.

There are different types or forms of content, but some of the most commonly used in the food business are blogs, videos and images. My advice to a newbie brand is to start small and harness one content type and platform at a time. Monitor what content gets the most engagement and shares over time. By tracking your progress you can concentrate on what works for your brand rather than wasting time on something that doesn’t. Here are my top 3 tips for good content marketing:

1. Do your homework 

To get the best from a content marketing strategy you need to do some specific research. You need to know who your customer is, what problems you can help them solve or what they want from a product like yours. Next, you need to know where they seek the solution to that problem or look for a product like yours.

2. Make your content marketing valuable to your customers

There are so many ways you can do this such as:

  • Create content which helps your customer see your brand or product as the solution to a problem they may be experiencing
  • Show them how to use your product in different ways by demonstrating how practical, convenient or versatile your product is
  • Image-based content works particularly well for food brands – share behind the scene photos, kitchen preparation or event pictures
  • Share great testimonials and feedback received from customers – this shows existing and prospective customers you appreciate them, creating ambassadors for your brand
  • Share good publicity via your chosen social media platform
  • Make recipe suggestions or highlight cooking methods your customers can follow with your product – e.g., is there a new or healthier way of cooking with your product? – if so, share this with your existing and prospective customers
  • Collaborate with brands which complement yours and create menus or recipes to share
  • Create a buzz around a new flavour or product size you are releasing by asking customers and followers to make recipes or serving suggestions using a specific hashtag – this encourages a sense of community and customer appreciation
  • Keep up-to-date with what is happening in your niche food area, sharing any valuable breaking news first to your customers and be sure to respond and interact with any comments

Testing some or all of these ideas will help your customers come to know, like and trust your brand. Remember, if you can get consumers to trust your brand, they will gravitate towards you once they are ready to buy.

3. Make time to plan 

Once you’ve decided how, where and when to share your content, create a weekly or monthly plan. You can integrate this plan into an existing social media calendar you may already be using. And to save time, you can use a social media management tool to distribute your content.

I hope this has been a helpful start-up guide on how to create and implement a content marketing strategy for your food brand.

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