These days, content marketing is considered to be one of the most important elements of any marketing strategy. When a business prioritises the publication of high-quality content, they boost their ability to connect with their audience. In doing so, they are better able to inform their customers’ decisions, granting them the opportunity to sway those decisions in their favour.
But do those benefits apply to the F&B industry?
The short answer is: yes. It might not seem as obvious, especially when many F&B business owners believe that their menus should speak for themselves. However, it definitely helps a business owner to go the extra mile and supplement their delicious offerings with content that is equally impressive.
In this article, we’ll give you some content marketing tips that you can adopt into your F&B business to help you get started.
1. Draw inspiration from high-quality photos.
If you’re looking for inspiration on what to write about, start with what's already in your establishment. The best way for you to go about this is to take photos of your dishes, as well as your interiors. You might want to hire a professional photographer if you don’t have the necessary skills to produce eye-catching photos, but what’s important is that the end results provide an accurate visual representation of what your business can do.
From there, you can start coming up with content ideas that communicate to your customers what those images contain. Be descriptive with your words so that you can tell the story behind your photos. Diners today care very much about the narrative behind your choices, so take the time and effort needed to get those messages across.
2. Don’t limit yourself to just your own products.
While it’s important for you to market your menu and your restaurant or food and beverage business, you shouldn’t limit yourself to just those aspects of your business. In fact, you can go completely beyond that scope, as food is a very broad topic that can branch out in endless directions. In doing so, you can establish yourself an expert in the business, rather than a mere participant.
For example, if your business sells pizzas, you shouldn’t limit yourself to only making content about your own pizzas. You can publish articles about the history that has gone into the evolution of the dish, or provide how-to guides that teach your customers how to make their own versions at home (especially since we're all locked at home anyway!). The possibilities are virtually endless, and you just have to think outside the pizza box to come up with compelling content that your customers will appreciate and be entertained by.
3. Stand up for something and mean it.
A restaurant that aims to achieve any type of long-term success has to stand for something meaningful. It has to embed itself in the community, creating a niche for itself that allows it to thrive and serve customers for many years to come. One of the best ways an F&B business owner can do this is by extending their interests well past the confines of their establishment’s walls.
What this means is that you should think of your business as more than just a provider of food and drinks. To truly make an impression that will convince diners to come through your doors, you have to play an active role in current events and use your reach to advocate causes that benefit the common good.
Finding out how to actively contribute to the community is the only hard part. Perhaps you're starting a Pizza Movement for authentic, Italian pizzas. Or maybe your community involvement is donating to the homeless or hospital workers. The next step is to communicate those ideas in the content that you produce and follow through in your actions.
While there are many other paths an F&B business owner can do to market content successfully, the goal is always the same: to provide meaning and value to customers that will make them care about your business and choose you in a fiercely competitive market.
We are a digital marketing agency in the UK specialising in F&B businesses and restaurant social media marketing & content production. If you need our help getting your content marketing off the ground, get in touch with us today!