Working in the catering business is competitive, and that means using innovative ways to stay in front of your target audience. Instead of depending on traditional marketing, caterers are focusing their efforts on digital content.
Creating more content for your catering blog or on social media involves organization and consistency. You must implement strategies including understanding your customer avatar’s content needs, and how to plan that content using cluster and pillar posts. Implementation of these strategies is successful when you’re consistent with batch creation and scheduling tactics.
I’m going to dive into the importance of creating consistent content, understanding your customer avatar, and why that matters regarding the type of content you’re creating and how you’re planning it.
Why Creating Consistent Content Matters
Previously, setting your catering business apart from the competition used to be about using content marketing strategies. However, modern brands must now make these tactics a priority for keeping their food and beverage businesses in front of their audiences consistently. Otherwise, they'll lose opportunities to use valuable content to make authentic connections with their targets.
I'm going to outline why content, like creating a catering blog, for example, is an essential ingredient you shouldn't be missing in your recipe for success.
Brand Reputation That Creates Trust
Excellent content creation helps develop trust within your catering business. I know what you're thinking—how can a wedding planner blog help my audience trust my business? I'm glad you asked!
Building trust with your target audience using content is an excellent way to get to know them while simultaneously establishing helpfulness. What does that mean? Each time your audience reads or engages in your content, they're developing opinions regarding your brand.
So, if you're sharing valuable and resourceful content, they'll have the same opinion about your business. Consistently offering value to your audience with content helps build that trust.
Improve SEO using Optimized Content
Search engine optimization (SEO) helps your catering business continue building, and, as a result, rankings will improve. When that happens, your target audience can find your business easier because it has more visibility online. Creating optimized content helps you achieve that goal.
Did you know that, when you're running a food business blog, you'll have 434% more indexed pages? That means the more topics you’re blogging about will give your target audience more opportunities to find your business.
Curate and Nurture Your List
Generating new leads is the bread and butter of every food and beverage business. Your business depends on consistent traffic, and you can achieve that goal using content generation and marketing.
I love using content marketing to curate and nurture my list. The main reason is that, compared to traditional marketing, it costs 62% less and generates nearly three times as many leads. When you look at that kind of return on your investment, content marketing is a no-brainer.
Use great content to nurture that list and maintain relationships. I suggest tuning into what your target audience wants to engage in, view, and read. Let’s dive into that next.
Create Content that Gets More Clients
Do you know your ideal customer avatar? If not, it’s time to start researching. Why? That’s how I love creating content that gets more clients.
You might be wondering why developing a customer avatar as part of your content marketing strategy is essential for figuring out your ideal customer. Another excellent question! Great content marketing strategies start by knowing who you're promoting to and when.
What do I mean by that? Say you're developing a restaurant blog. It wouldn't make sense to create social content alongside links to those blog posts targeting those in search of information about wedding cakes. That isn't your customer avatar.
I suggest using a customer avatar to create great content in your marketing by uncovering your target audience's pain points. Then, you can develop relevant content appealing to their needs or solving their problems.
Not only is this content evergreen, but it also does exceptionally well regarding search engine optimization. Your target audience will find it valuable, and that's positive for your brand overall.
Type of Content to Create
If you plan to launch a food business blog or wedding planner blog, it must contain high-value and evergreen content. These efforts will help your brand build relationships, trust, and reputation. You’ll also improve your SEO. Brands with blogs receive 97% more inbound links which, in turn, is more opportunity for building trust.
Are you nervous about presenting content in front of a camera? Don't worry; you can deliver high-quality and converting content using podcasts. With 32% of the United States population actively listing to podcasts monthly, this worth tapping into now!
Grab your target audience's attention using video and engage them quickly. Why? Here are some statistics you can't ignore regarding video content marketing:
1 billion YouTube users are currently one-third of the Internet's traffic
YouTube has 72 hours of videos uploading to its server every sixty seconds
82% of Twitter's users are now watching videos
45% of YouTube and Facebook users watch more than a half-hour of video weekly
Planning Your Content
Developing a strategy for your content marketing is the next phase of this plan. I find what works best for me is using a pillar and cluster system for blogging. No matter if you're creating a catering blog or a wedding planner blog, this will work.
Using this system allows you to keep your content organized and prevent them from becoming a series of disjointed posts.
About Topic Clusters
In these posts, you're narrowing your focus around a specific topic. In doing so, you're developing content your target audience cares about, that's high-quality and valuable. Cluster blog posts also prevent you from creating repetitive content within your strategy.
So, you'll have a core topic (that's the pillar—we'll get into that in a minute), and all your cluster topics will break that down. For example, if the core topic for your food business blog is about finance, your cluster posts could cover:
How to Create a Financial Checklist for Expanding Your Catering Business
Is Instant Pay for Employees a Burden or Benefit for Catering Businesses?
Strategies for Catering Businesses to Think About Financing
Should Catering Businesses Forcast Their Cashflow?
About Pillar Posts
Every cluster begins with a core topic, and that’s the pillar post. Plan the pillar post by thinking about the content your customer avatar is looking for, how that relates to your lead magnet, and if you've already created content for this topic.
Here are the strategies I use:
What are my customer avatar's existing problems? I map out 5-10, then group them into topics.
Conduct keyword research according to topics
Develop content idea corresponding to core and subtopics
Perform competitive research to validate ideas within the industry
Organizing your content in a pillar and cluster plan is simple. All you’re doing is taking the core topic, the pillar post, and ensuring all the relevant cluster posts link to it. Don’t forget to include a corresponding lead magnet (or two) and call to action.
Batch Creation Process
Here’s a transformational step, and one you shouldn’t skip when trying to save time when marketing your catering business. The batch creation process involves brainstorming your cluster and pillar post ideas (like I discussed earlier) and outlining an editorial calendar for them.
Use tools like Trello, EverNote, or other content organization tools to keep your ideas, keywords, lead magnets, and links organized. For example, I love using Trello because I can create a separate card for cluster and pillar posts containing:
Content title and where it fits within the pillar or cluster
How I want to structure the blog posts – I outline and brainstorm everything here, including subheadings, keywords, and which cluster posts I want to link
The length I intend the blog post to be
Links to lead magnets I plan to include
Checklists I use to help keep myself organized
Deadlines and labels to help keep me organized
Scheduling Content to Stay Consistent
You won't believe how much time you'll save scheduling content on your social media channels and website. If you're using a single scheduling tool to post your content, there's no longer the need to sign into multiple platforms to post content. That, alone, is a huge time-saver.
Scheduling ahead of time also gives you more time for writing and editing more content. I love using schedules because it helps keep my content consistent while simultaneously allowing me to add variety to help keep my target audience engaged.
Just like planning your cluster and pillar content, social media posts need planning, as well. For example, if your goal is to book more clients or reservations, your catering blog or restaurant blog posts could generate those leads with consistent social media posts.
Now that you know how to save time when marketing your catering business, it’s time to start creating great content! I can’t wait to see how you’re going to use that content to take your catering business to the next level!
If you feel anxious about time constraints, I suggest subscribing to my free trial of The Social Media Pantry. You'll receive five social media captions and hashtags, five high-quality images, one valuable blog post, and a 2-second highlight video. I also suggest subscribing to my Success Recipes weekly email. In doing so, you’ll receive insights and strategic know-how regarding your business's success.