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Why food and lifestyle brands need to embrace Content Marketing

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The broad brush definition of Content Marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. So the formats that immediately spring to mind are blog posts, website updates and email newsletters, right?

In my opinion, the essence of content marketing is far broader than this.  It’s a strategy, not a tactic, and should actually encompass every single communication that your company utters online, including job adverts, one-to-one emails and absolutely anything you write on social media sites and forums.

Content marketing is one of the best ways of engaging with audiences and potential customers online. It is useful for improving search rankings, increasing brand engagement, loyalty and visibility and for facilitating social sharing and interaction. If you are a consumer-facing company, it is imperative that you  are actively embracing content marketing.

People in-the-know have even gone as far as to say that content marketing is the new SEO.  A big claim, but one that makes sense.   Content is the undisputed king in 2013. High quality content targets relevant keywords, boosts social sharing and increases the number of indexed pages on your website, all of which aid your search ranking climb.

Significantly, the focus for content marketing is not on selling, but rather on communicating with customers and prospects.  So it’s really all about improving your communication strategy and making sure you are communicating with your target audience on the right platforms, with relevant information, using a tone of voice that endears you to them.

What I’ve said so far obviously applies to any consumer facing company. But if you’re a food or lifestyle company you’ve got a distinct edge on the content marketing front and I’ll tell you for why (Gavin & Stacey repeats on Gold, anyone?).

Chances are your product is way more aesthetically pleasing than the majority out there.  People love to drool over images of food or beautiful interiors.  There’s a reason TV is flooded with food porn (Masterchef, The Great British Bake Off, Nigella) and house porn (Grand Designs, anything with Sarah Beeney).

They (those in-the-know bods again) say a picture speaks a thousand words. So you are at a distinct advantage in having access to delicious images that your audience will want to see.  Of course, you don’t want to be just firing incessant pictures of your brand at them, but having this content in your locker gives you a natural foundation for your content marketing efforts.

So what are you waiting for?  If you’re not quite sure where or how to start then either give us a call or pop back next week when my blog will give you a step-by-step guide to Content Marketing.

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