It’s important to remember that whatever content you post on Social Media, it should be geared toward achieving a goal, tied back to your businesses overall objectives. The following 6 types of content have been proven to receive engagement and increase sales in the food industry. Build this content in to your strategy and you should be well on your way to success.
Blogs / Articles
Sharing blog posts (especially from your own website) is a sure way to be seen as a key influencer in your industry. We cannot stress how important having your own blog can be to driving traffic to your website. Posting Recipes, ‘how to’ guides and other informal articles that relate to your product will build trust and interest in your brand. Giving good advice is excellent for your reputation, and that additional website traffic could even lead to direct ecommerce transactions or sales enquiries. Click here to see how blogging can form part of a content marketing strategy.
Similar to a Blog, an informative downloadable piece of content can also build up brand reputation. The additional benefit of a download is that you can use it to capture an email address for building up a list of contacts for email marketing. Your content needs to be more substantial for people to want to take this extra step. This could be a cookbook, drink mixing guide etc. Check out this Infographic flowchart on how to use downloadable content in a content marketing strategy.
One of the most popular pieces of content to share in the B2C (Business to Consumer) environment, a coupon (or discount code) is a great way to drive sales during off peak times and can be measured easily (by counting the amount of coupons you receive back or how many times the discount code was entered on your website). Remember to use coupon codes sparingly though, as overuse can lead to devaluing of your product, and people will stop buying it unless they have a coupon.
A competition is a great way to get a community involved and interested in your product. This is again especially effective in B2C environments, however can have success in B2B (Business to Business) areas too. Make the prize something your audience would appreciate winning, and relevant to your brand. For example giving away a holiday may be a sure way to build engagement but it is unlikely to connect your audience to your product.
Pictures / Video
A simple yet effective form of content, photographs and video are visually appealing and thus increase the chance of being shared and engaged with on Social Media. There is a reason food is one of the most popular image type on Instagram and Pinterest, and if you can capitalise on this then even basic posts will see an increase in engagement. To see more information about Instagram click here.
This is one of our favourite ways to engage with your online audience. User generated content is content that your customers have created that fit with your brand message. They may have taken a photo of them using your product or you could appeal for your audience to send in photos of themselves performing an action tying back to your campaign. Linking this together with a competition is another popular way to boost engagement further.
What do you share?
There are many more pieces of content you can share on social media. What do you share that has built engagement and trust in your brand? Comment below and let us know! Click here to see how we can help you create the perfect content for your business.