The food industry is overwhelming, and no one is surprised by it. According to the Business Research Company, the food and beverage market is expected to grow by $8,905.5 billion by 2026 at a CAGR of 8.7%. This proves the scope of food and beverages content marketing in the industry. The amount of research you have to do on this industry is so significant that most food businesses fail to understand the food industry’s marketing by its content.
Content about the food industry is a dime a dozen, and the struggle to stand out from the crowd can seem impossible. Improving your content marketing strategy is the key to boost traffic and generating solid leads. This blog post will elaborate on the importance of content marketing in the food and beverages industry and its benefits.
Why Is Content Marketing Vital for the Food Industry?
Content marketing involves creating and distributing quality content to attract a potential audience to drive profitable customer action.
According to an FMI report, in 2022, around $100 billion will be spent on online groceries in the U.S. This allows us to attract a potential audience by various means of digital marketing to the food and beverages industry.
Creating valuable content can improve your brand credibility and relationship with your audience and position you as the logical choice for people to engage with over your competitors.
Content Marketing – The New Normal in the Food and Beverages Industry
The food and beverage industry was hugely impacted during the pandemic as restaurants shut down, and many food businesses struggled to survive. Those who operated online minimized the risk of closing down.
Being online is the new normal in the food & beverage industry because there is an immense need to incorporate new technologies and processes to adapt to the changing environment. As more users buy groceries and get food deliveries online, the B2C food and beverage industry must also adapt to customer preferences.
The main goal of the food and beverage industry is to increase engagement. To do so, businesses are now omnichannel and are available to every customer’s touchpoints. This helps them reach out to potential customers to bring in more revenue.
Strategy for Food and Beverages Content Marketing
The food industry is very broadly classified. It appeals to everyone, from kids to the elderly. So the need to create strategic content is highly significant to reach a broader audience and convert them to end customers.
1. Improve Brand Awareness
While promoting your content, you will likely reach out to a wide audience to promote brand awareness and increase consumer knowledge. You can create content on ingredients used in the foods and beverages you create, healthcare tips, and recipes for dishes they can make at home. The main goal of creating brand awareness is to stay consistent.
2. Identify Your Target Audience
Your products will always be targeted to a particular demographic. The demographic can be age, gender, or location. For example, if you are marketing a biscuit, you might target kids, so your ideal content should be kid-friendly and be appealing to them. If it is an energy drink, you will probably target youngsters or parents, so your content should be personalized according to your target audience.
3. Make Personalized Content
Once you identify your target audience, you might create customized, personalized content. Let’s elaborate below on some of the most compelling content marketing campaigns in the food & beverage industry.
4. Make Them Take Action
By providing them with content that encourages them to choose you over others, you invite them to become interested enough to take action. If they find your content valuable, they may become one of your prospective leads, which can later change to your customer.
Things to Consider in Creating Food and Beverages Content Marketing Campaigns
1. Create Quality Content
As we said in the introduction, there’s a lot of content about food in the search engine, so making yourself unique can be difficult. Get creative with your content and develop a content strategy to attract users’ attention. Write content on specific queries that you see users search for. Be relevant to the questions and don’t do excessive advertising. Creating good quality content will give you authority and put you in the possibility of ranking 1st on the SERP, thereby improving your brand visibility and organic traffic. To learn more about content optimization and the benefits, it can bring, read this blog.
2. SEO Optimization
Like every other company, you can create a lot of content about food and beverages. But how do you establish an authority for your brand? The key is SEO Optimization. Identify the relevant target keyword people usually search for in your niche and utilize it in your content. You can use tools such as Ahrefs to research your desired keyword. When a search engine finds your content relevant enough to be the answer for its users, it will rank your content accordingly.
3. Be Creative and Engaging
People don’t just scroll through social media or websites. They might be working, traveling, or reading. You need to grab their attention and encourage them to stop and read what you say. You have to get creative with the headlines and add a punch of flavor to draw people to your website. If they find it engaging, they’ll take the time to read the rest of the text.
4. Be Crisp and Concise
Most food and beverage content is not educational, so you don’t have to write long articles because people are looking for short content that quickly answers their questions.
5. Incorporate Visuals
The first thing that comes to mind when discussing food and beverages is what the food looks like. Utilize images and videos of your products since they are visually appealing. Visual content marketing creates a great impact on the customers.
6. Utilize Current Trends
Social media is used to create ads targeting a particular location or demographic to improve sales. Collect surveys from the sales executives and warehouses of the products doing well in the market, and evaluate the reasons. For example, a certain energy drink may be profitable during summer because of the environment. This is the chance to do momentary content marketing where you can write blogs and social media posts about that product and make it much more effective. You could also do product marketing to gain attention in the market to make it more profitable.
The Benefits of Food and Beverages Content Marketing
1) Gives you a channel that enables you to communicate and showcase your product and why they should choose you.
2) More affordable than other forms of marketing and enables you to leverage content at various customer touchpoints.
3) It allows you to create an online audience to engage with continuously.
4) When you bring up a new product or beverage, it gives you the space to feature it without excessive advertising.
5) Improves your sales and lead conversions.
Strategic Content Marketing in Food and Beverages Campaigns Examples
The most effective part of content marketing is connecting with your audience. Red Bull has done some very effective audience engagement over the years. Red Bull’s content, such as blog videos, is published on social media and content marketing channels and marketed to encourage the audience to adventure and have a competitive spirit. We can understand this from their slogan, “Red Bull gives you wings,” which created a lot of hype among the audience. They have a clear, effective marketing strategy because they have identified the right target audience.
The best way to gain trust with your customers is to be transparent. Burger King initiated a “Moldy Whopper Campaign” to showcase the non-usage of preservatives in their burger. Also, they designed whopper wrappers that showcased the ingredients of the burger. The audience welcomed this campaign successfully because Burger King was transparent and showed them that their burgers did not have artificial colors, flavors, or preservatives. Being creative is the key. You can do the same thing for your brand, too. Some spice added to your content can bring the proper attention.
1. Why is content marketing important in the food and beverage industry?
Content marketing for the food and beverage industry promotes food and drink products to customers through various channels. It highlights the company’s strengths and products, grabs customers’ attention, and changes them into brand loyal followers. The best place to begin is by having a blog on your website and integrating social media channels to bring an audience.
2. What are the basics of content marketing?
Content marketing is the marketing technique to distribute relevant content through different marketing channels. It is about planning and executing the business goals. First, it requires you to set the business goals and the method you use to achieve them.
Content marketing includes how to attract customers and turn them into clients. You use metrics to measure sales, new customers, and marketing efforts. Based on the result, either you use the same methodology or change your marketing strategy.
3. Mention some of the marketing campaigns for the food industry.
The food industry needs marketing to maintain its brand authority and attract more leads. Some of the successful marketing campaigns are:
– Social media marketing
– Video marketing
– Content marketing
– SEO (search engine optimization) and PPC (pay per click)
4. What are the KPIs for the food and beverage industry?
Key performance indicators (KPIs) for the food and beverage industry are the general measurements that indicate how your business is reaching its goals. They help you focus on metrics that are too broad or don’t provide useful information about the metric you are measuring.
5. How does SEO help the food business?
Search engine optimization (SEO) is required for the food business, increasing the website’s visibility. It increases online traffic as people visit your website for online ordering. Food businesses implement SEO to ensure their restaurant appears top in Google SERP results.
The pandemic has shown the importance of food and beverages content marketing. More than ever, you need to utilize content marketing for your food brand. If you are a food and beverage business looking for ways to promote your products or services, check out our blogs to learn more about revenue-driven content strategies that can put your brand in the spotlight of your niche!