This is a guest post by Linda Dessau of Content Mastery Guide.
Food is a big part of life and an easy topic to work into conversations, yet many restaurants aren’t using a blog to have ongoing conversations with their customers. Now you might be thinking:
“But we post all the time on Facebook!”
Being social on sites like Facebook, Pinterest, Instagram or Twitter is important and valuable, but that’s the equivalent of handing out samples at a big food fair. Right after they consume your sample (your message on social media), readers are likely to encounter another interesting delicacy and may soon forget all about you.
Food photography and images have always been vital when marketing a restaurant brand. A professional food Photographer has the ability to create “Craveable” pictures for restaurants. We all see food before we eat it, images can help peak customer’s interest, which in turn can drive customer traffic. With the continued emphasis by brands to utilize both social media and digital as part of a content marketing strategy, food images may just be more valuable than ever before.
Everyone feels like a photographer these days, it is understandable with the popularity of digital cameras and smartphones. The ability to capture moments in time and share them instantaneously with friends and followers is now ingrained in our culture. Instagram itself has changed the way brands and consumers interact, especially for restaurants. User-generated content can be great for engagement, but when it comes to marketing a restaurant brand it is hard to replace the skills of a professional food photographer.
It is recommended to understand the WHY before proceeding with the HOW. It is no different when using Content Marketing as a strategy for your restaurant. Content Marketing is Brand Marketing. Content Marketing is the practice of creating and sharing relevant content to help support a brand’s message. Content Marketing is the here and now for restaurant brands.
Why Invest in Content Marketing?
A marketing goal for all brands should be to control their own media. All brands now have the ability to own their media distribution through controlled media. With the continued emphasis on relationship marketing, two-way conversations and brand advocates, brands need to consider themselves as publishers of content. As a publisher you need to make sure you are in control of how you share your content.
This is Not An Attack On Paid Media
Ever ask yourself, what should I blog about? Here’s the simple answer, find a topic that you have passion for. Or blog with a purpose in mind. You might think, it can’t be that simple. It can be that simple, blogging isn’t easy however it can be made easier when you are writing with passion, or with a purpose in mind.
Recently I was asked along with a collection of SteamFeed authors (Phil Gerbyshak, Kimberly Reynolds, Sarah Arrow, Debbie Laskey, Gettysburg Gerry, and Jessica Ann) to share our thoughts and tips on how to get started blogging.
As marketing continues to evolve some older practices still work, one of those is a S.W.O.T. Analysis. This time lets conduct one for your digital brand.
First off, what exactly is a digital SWOT Analysis?
A digital S.W.O.T. is a strategic analysis of your business to help identify your brands online STRENGTHS, WEAKNESSES, OPPORTUNITIES and your THREATS. By going through this process you will have a better idea of of how strong your brand’s online presence is and where you have opportunities to improve. This process also helps you identify untapped resources, and opportunities to better optimize your content for increased search results. The threat part of the process helps with competitive analysis and preparing your brand for threats from competition and from the Internet such as Google algorithm updates which are occurring more regularly as the web continues to evolve.
Almost everything you read on the Internet today regarding online marketing talks about content. Either sharing it, creating it or curating it. For some industries it’s harder than others to come up with content. The easiest kind of content to share is the content that already exists. Just like a bowl of fruit, fresh variety can go along way when it comes to creating and sharing content.
What kind of content should a restaurant share? Content can include everything from pictures of your food, to new menu items to a blog post sharing insights into your newest location. Think about sharing a video demonstrating how your head Bartender makes your signature cocktail or instructions on how to properly use chopsticks. Content should serve a purpose, it can be informative and helpful, it can reinforce the brand experience or it be fun and entertaining. Not to mention that content can come in many different forms; text, photography, audio or video. Read More…