6 easy-to-use food content ideas to develop your content marketing strategy
Updated: Jul 14, 2020
Developing a content marketing strategy for a food brand is kind of like creating an appealing menu. It’s very important to know your target group and which dishes people will like best. But even more important is that you know how to serve, respectively execute your content. Imagine it like this: You have to be able to cook your dishes correctly, plate them attractively, serve your customers, and make sure they actually enjoy your food, come back for more, and tell all their friends about their fantastic experience. But how do you actually follow that approach in terms of content marketing?
Consumers are hungry for food content. But how can you figure out which types of food-related content will resonate in a very crowded space? And which ones are the most important for your target audience? Here is some inspiration on different food content blocks that you can use to build your unique content marketing strategy:
1. Focus on trends
May it be food innovation, the very best new restaurants in town or any kind of completely hyped, new food trends straight from New York City that you help being pushed to the rest of the world. If you are an innovative player, use that strength and help your crowd to always stay hyper-informed about every new, mouthwatering food invention they must try out.
2. Inform about healthy, natural and regional flavors
If you want to inform your target group about natural, healthy eating, try to look at the information side of things. Show them a seasonal calendar of fruit & vegetables, help them to cook & prep healthy family meals or check out the newest farm food delivery service that opened in your city. Help them to consume everything that´s new and interesting about food that is good for the body, soul, region and environment. Especially Millennials and Generation Z are very keen to learn more about how their food is produced and they want to see the stories behind the scenes.
3. Make food fun
No matter how much your target group might be into health and sustainability – in the end, food sells because we like to consume it. Because it has a great taste and makes us feel good. By making the experience with your food product a lot of fun for the audience, you can win a lot of attention. In order to make sure that people also stay interested in the long run, and not only enjoy your mouthwatering content, you should still always try to enrich the “fun stuff” with something people can learn about your product, an interesting insight or some information about your sustainable production.
4. Recipes, recipes, recipes
Leveraging recipe content across channels might seem like a no-brainer for food brands, but not every company is fully using recipe content to its full advantage. Your customers are always looking for inspiration, and knowing that inspiration is so very often found via mobile devices, creating content in that vein is what helps a food brand stand out. Trying to adapt the recipe inspiration to the specific needs of ones audience (family recipes, easy dinner, low-carb, lunch prep etc.) will make any kind of recipe content even more successful.
5. Do good and let people know
Showcasing your values and the many times you are doing good in this world is maybe not for everyone, but it certainly helps to gain very positive attention for your food brand. There are so many great examples of marketers using content to bring their brand’s ethos to life, because doing good is nice for the planet/society, but it is also okay if it´s bringing you great content. In the food industry, few do it better than the ice cream brand Ben & Jerry’s with its delicious variety of decadent flavors. Ben & Jerry´s is trying to create a new model for how businesses can use their voice to have an impact on important social movements, and show that it doesn’t hurt the business. As a matter of fact, it may even help, as in the case of the ice cream brand which has tripled its business in the last 15 years.
6. User-generated content
Remember all those social media food posts you love to scroll through? Whether home-cooked, eaten out, or ordered in – we just love to see and present what we have on the plate. That’s why food brands win as well, when they start to leverage user-generated content (UGC) that engages and celebrates their customers while driving brand goals. In order to encourage a steady stream of UGC, invite customers to share their experiences with your brand on their social networks. Develop and promote a special hashtag, and then reward customers for contributing (e.g. with random drawings and discounts, or simply just featuring their posts on your social channels and content hub). This way, content production is not only something you will not have to worry about anymore, but you can also be sure that the bond between you and your target group gets closer and closer by the day.
To sum up, content marketing strategies for food brands work best when brands know their audience’s tastes and can develop their content (or let it be developed via UGC) accordingly. Highlighting your values and taking a certain position will also bring you and your dream audience closer together. But always remember, your content should always stick to the same quality level and not decrease in quantity over time, so that your customers aren’t left feeling hungry for more – otherwise, they’ll take their content appetites elsewhere.