You hit publish on yet another blog post…and…crickets. No comments, few social media shares, and barely any views. What gives? You hear about all the benefits of content marketing, yet you’re not getting any results.
This is a common occurrence when businesses within the food and beverage industry create content. I’ve been working within this industry for years, and often work with clients that say “my content creation doesn’t work.” It’s hard to find a business owner that wasn’t motivated to throw up his or her hands in frustration at some point. I’ve seen many entrepreneurs quit when their content strategy doesn’t pay dividends. But don’t let this be you. Give up now and you’re limiting your business potential and missing out on the fruits of your past content creation efforts.
Let’s get straight to the point. You aren’t getting results from your content because you’re either posting inconsistently, not posting enough content, or not posting quality content. Let’s quickly look at all of these factors:
We all want results now. I get it, running a food and beverage business is difficult and time-consuming enough. If you spend additional time and effort in creating content, you want to get results for all of your hard work.
But, unfortunately, success on the Internet usually doesn't come quickly. You can’t just do everything right — you also must do everything right consistently. Most people quit because it takes time to see results. This barrier to entry for content creation within the food and beverage industry is actually a good thing. Your competition will likely quit due to how difficult it is to create great content consistently over a long period of time.
In order to see results, you typically need to be consistent for 6 months to a year. If you can’t commit to putting on content for that long, maybe getting clients with a blog for my business isn’t the right path (alternatively, you can hire us to create content for you).
There are two rules you should apply when you are attempting to get clients with a food blog.
The first rule is that you should post a minimum of 1–2 times a week. This is a rule for a reason — it shouldn’t be broken under any circumstance. You simply won’t see results if you post less than once a week.
The second rule is that the more posts you put out, the better. If you can manage to put out, for instance, 5 posts a week while retaining quality, you are well on your way to seeing great results from your content creation strategy. The phrase “ the more, the merrier” applies to blog content. 3 is good, 4 is better.
In my experience, many of the food and beverage business owners that tell me they’re not getting clients with their food blog aren’t producing good enough content. Don’t get me wrong, their content (usually) isn’t bad, but, in order to reap the results, your content has to be exceptional. Otherwise, it will get lost in the crowd, so to speak.
So what makes quality content? Content that potential customers within the food and beverage industry want to see. This content often provides entertainment (which can include getting their mouth-watering), interesting information, and insights that only you can provide.
Does your content fail in any of these three areas? You’re certainly not alone. Producing content that gets results is very difficult. That’s why I created The Social Media Pantry’s kits.
Our kits provide quality content, consistently, for as long a timeframe as you want. As a result, our kits address all the pitfalls that prevent your content from getting results. When you use our kits, you can stop spending so much time, effort, and worry on content creation and focus on other aspects of your food and beverage business.
Why Create Content
While producing content that creates results, is difficult, it’s worthwhile for many reasons. A well-thought-out content creation strategy can dramatically benefit your business.
The first reason to create content is it generates social proof for your business. More and more, customers look to things like a blog and social media before determining if they trust a business. By providing interesting, informative content to potential customers you show that your business is professional, intriguing, and trustworthy; thus, customers will want to check out your business.
Once you get social proof from your content, you can use a smart sales funnel to convert your visitors into customers. Additionally, a good food blog can direct your visitors to other avenues — such as a mailing list — that will convert your followers into customers over time.
Yet another reason to create content is that it helps customers find you through Google. Google values businesses that product consistent blog content and/or have a strong social media following.
Finally, by creating content you position your business as a leader in your industry. Customers naturally view you as superior to your competition when you provide information on your niche.
Who to Create Content For (ICA)
Whenever you create content, you want to have your audience in mind. This concept is called an individual customer avatar or ICA.
An ICA is basically your typical customer. It’s the person that you have in mind in your head when you market your business. In other words, it’s an imaginary avatar created through an amalgamation of your standard customer’s traits.
For instance, let's say you have a casual seafood restaurant located in the South of the United States. Your restaurant is about providing local families with a fun, loud, family-friendly place with a price that won’t break the bank. So your ICA could be a middle-aged, lower-middle-class parent that enjoys southern-style seafood, a casual atmosphere where they can relax and bring the kids, and who isn’t willing to spend a considerable amount of money for a night out. Additionally, you’d consider that your target avatar would be someone who will come on a regular basis rather than a few times a year.
Your ICA allows you to get a generalized view of who you want to attract and market accordingly. Just as importantly, it allows you to see who you don’t want to target. In the mentioned example, you wouldn’t target people that are looking for a formal experience, teenagers, etc.
The more traits you can add to your ICA, the better. It’s important to remember that this isn’t your only customer but rather a picture of who you’re targeting best. Though you are targeting specific traits, that doesn’t mean that you are limiting your business in any way.
An ICA allows you to individualize your message so it’s not stale, corporate, and boring. Instead of being general like everyone else, customers will feel like you’re speaking directly to them.
Developing an ICA (and putting it at the forefront of your mind during content creation) may seem like a silly exercise, but, in reality, it makes a gigantic difference in how your content resonates with potential customers. Use this technique, and you’ll see better results when you post content.
Quality & Consistency of Your Content Builds Trust
You may have heard “that 80% of success is just showing up.” This is also the case, to an extent, with content creation on the Internet. If you try to produce exceptional content on a regular basis, customers will eventually notice. Content creation takes you closer to finding your perfect client.
It will take a lot of time and effort, but these traits will show in the content you produce and thus will show customers that you and your business are noteworthy, reliable, and professional. As a result, the content you create will increase your customer’s confidence in your product.
So, put out quality consistently and you will reap the rewards. And, if you don’t have enough time and leftover energy after managing the other aspects of your business (I can relate), for consistent content creation, we can help. Our kits can provide you with the quality content you need.
How to Schedule Content to Stay Consistent
Have you ever been told that you need to get up on the crack of dawn in order to succeed on social media? Well, the person who told you that was half right — it’s important to post at optimal times to be successful. However, you needn’t alter your already busy schedule to cater to social media. Instead, you can use applications to schedule your social media posts.
The best way is to use an app such as Buffer to create a schedule for Instagram content. Then, create your content ahead of time. The key to succeeding with scheduling social media posts is to be hard on yourself. Don’t let yourself get away with putting in less effort. Let it be a motivator, not a chance to procrastinate or slack off.
Scheduling social media content can go a long way towards gaining more followers, putting out content consistently, and converting followers into customers. I recommend it to almost every client I work with!
Are you interested in getting clients with a food blog? Consider our package which includes social media and blog posts.