Should I post in video format or written format? Should I showcase the production process or highlight the finished product? This article dives into techniques that hit the mark and those that fall short in the digital platforms, offering insights into how to create compelling content that drives engagement and enhances your brand’s presence in this highly competitive industry.
With several years of experience in the HoReCa sector, covering everything from digital marketing, revenue management to corporate marketing and sales, I have learned that when it comes to content strategy, one constant remains clear: a focus on indulgence is key to a successful content strategy in the Food & Beverage industry.
In 2018, I held a role as a Community Manager and Content Creator for Casa Gourmet, a boutique premium bakery. At that time, Instagram was an emerging platform, and achieving millions of views was still a distant goal. With a modest budget and limited resources, my focus was on maximizing organic engagement. Within six months, I successfully grew the bakery’s follower count from 5,000 to 10,000 without a dollar spent on ads. Store traffic was also increasing and we consolidated a strong digital community.
The secret to captivating customers was to focus on the pleasure and satisfaction of enjoying our products. We achieved this by making the products look so appealing that potential buyers were drawn in through their screens.
The right way to plan content
In an era where digital marketing can significantly impact a business’s revenue, it’s crucial to understand what resonates with your audience and what doesn’t.
Ann Handley, a renowned expert in content marketing, emphasizes that a successful content strategy starts with a customer-centered approach. This means asking: “What do customers need?” and “What will customers value?” For example, at Casa Gourmet, our chocolate cake was an all-time best-seller and a birthday favorite. Despite having many seasonal desserts ready for posts, customers consistently valued this cake the most. Therefore, we tailored our content to align with customer preferences rather than our own.
Another key factor is the content format. In the food category, written content often fails to capture the impulsive nature of food-related purchases.
The secret to captivating customers was to focus on the pleasure and satisfaction of enjoying our products. We achieved this by making the products look so appealing that potential buyers were drawn in through their screens.
As we explored, a successful content strategy for Food & Beverage brands relies on understanding and appealing to consumer desires, rather than merely presenting information. By focusing on indulgence and leveraging the most engaging content formats, such as video, you can create compelling narratives that resonate with your audience and drive meaningful engagement. And remember: that the most important part of content is not capturing attention but also converting interest into action.
