Right off the bat, we should say that we have nothing against Instagram. Like most humans on Earth, we waste plenty of time there. But many food brands forget to take their content strategy beyond the normal social channels (Facebook, Twitter, Insta). They tend to stay in the “safe zone” where they know they can attract an audience.
Using new media and technologies to market your brand, especially when your company might be brand-new itself, is scary. Very few people want to be pioneers. But you don’t need to develop a new app or a new medium to take content risks that will pay off. You just may need to get outside of your social media comfort zone.
The shortest venture from the traditional channels is to outlets like YouTube and Pinterest, where your audience may be viewing, reading, and engaging with content that you haven’t even seen. Creating a YouTube channel for your brand requires spending significant time producing high-quality videos for your consumers, but don’t be turned off by this. Video content can have a much larger and more valuable reach than written or photographic content, and is much more likely to be shared. And a Pinterest board may seem far too personal a channel for a food brand, that’s not the case. Plenty of companies – this list has plenty of great examples.
Go a step further
Here’s something wild that you can do in 2018: create an Amazon Skill. Now that every home has an Alexa, brands with smart contenting marketing teams are developing Skills to give consumers new ways to interact with their product or service. This article from NewsCred Insights uses Stubb’s barbecue sauce as an example of a food brand using this technology in a fun, useful way. You may not be big enough yet to warrant using Alexa for marketing, but it’s a great example of finding where the consumer is and meeting them there.
Use your blog to build your strategy
You might think that your brand’s blog is a place to dump extra content you don’t know what to do with, give your social media a link to direct eyeballs to, or simply an SEO-builder. But it just doesn’t have to be. A good food brand blog features a diverse set of content, in a diverse set of categories (brand attributes! value statements! lifestyle! recipes!). It involves the audience through user-generated content (think Glossier’s bank of selfies on each product page), and can serve as a community builder among fans of the brand.
Now that you’re feeling brave, get out there and test the waters of content through different platforms and types. Remember to keep it genuine and consistent, but don’t be afraid to try new things and find where your audience might be.