Content marketing, as defined in our previous article on content marketing, is the marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience — with the objective of driving profitable customer action.Great, valuable content published under your name and brand can establish credibility and relationship with your audience, and it positions you as the logical choice for your audience to engage you over your competitors.Content marketing can be seen as the foundation of other supporting marketing areas — including email marketing, search engine optimisation (SEO) and social media marketing (SMM). If you utilise content marketing efficiently, it could serve as the bedrock for almost your entire digital marketing campaign.
Content Marketing Essentials
So, how can food and beverage (F&B) companies in Singapore smartly leverage on content creation to increase its brand awareness, profits, revenue and recurring customers? To give you a holistic view, we have categorised the content into 3 components to cover:
- Elements of content marketing
- Maximising the value of your content
- Creating quality content
Elements Of Content Marketing
In our article “How To Create Your Own Content Marketing (CM) (Part I) “, we talked about the various elements of a good content marketing strategy. They include:
- Your blog posts
- Social network
- Social media
- Guest blogging
- Press releases
- Video marketing
Food and beverage companies can make use of creative ideas to generate content for their users. One idea is to send enticing promotions to these soFor more information about how these work, visit our article on content marketing.
Maximising the value of your content
In part II of our article on content creation, we talked about how one idea or one article can be generated and spun into various content to maximise the value of it. Many companies create content but fail to maximise its value.In the article we will explain how from just an article, we can generate the following content:
- Presence on YouTube
- Article/content on blog
- Tweet material
- Facebook content
- Free content for subscribers and customers
The content generated can then be effectively distribute to more channels, increasing the value of the content. Read more in our article “How To Create Your Own Content Marketing (CM) (part II)“.
Creating Quality Content
In our previous article, we shared about how we can create a quality content. Mainly, the factors search engines look at to determine the quality of a content of a web-page are:
- No duplicated content — contents must (or preferably) be original
- Cornerstone content
We will cover more in depth on how to create quality content in our article.
A cornerstone is something that is basic, essential and indispensable, and it is the chief foundation upon which something is constructed or developed. It is what people need to know to make use of your website and do business with you.If you want to have an effective SEO campaign, content marketing is essential and cornerstone content is absolutely crucial.Cornerstone content is about 3 things:
- Picking the right keywords
- Creating cornerstone pages
- Internal link structure
Due to the sheer amount of information present here in creating a cornerstone content, we will refer you to our article “How To Create Cornerstone Content“, where you will receive a full page of information on the step-by-step creation of cornerstone content.
How Can Food And Beverage Companies In Singapore Use Content Marketing?
Being in the F&B industry can be advantageous — there are many ways to generate more business and reach out to potential customers via digital marketing. Having worked with several F&B companies, here is a list of content generating ideas we have generated with our clients:
- Offering special promotion to new customers
- Creating members-only closed-door events at special discounts
- Announcing a new main dish created and the hype it has created/will create
- Invitation to new food tasting event that is limited to only 50 customers
- Creating video interviews with customers and providing ratings
- Organising in-house exclusive event, having a speaker/entertainer to an outlet and inviting only frequent members to that event
- Announcing through press release that you have a new outlet to be opened
- Promoting on the health benefits or nutritional content of your food
There are tons of ways to generate ideas and also revenue through a strong, integrated digital marketing campaign. With strong social media presence and a strong in-house list of customers to email to, a business can solicit many repeat businesses sufficient to bring in huge profits over the years.After creating the content, it is helpful to keep in mind the ways to maximise the value of your content. Increase the number of ways you can turn the content into and send it through as many social network as possible.
How Can Content Marketing Be Used With Other Digital Marketing Campaigns?
Search Engine Optimisation (SEO)
In our article on Search Engine Optimisation (SEO), we talked about the critical elements a business have to take note of to improve its SEO rankings.With your content optimised for SEO, you can pick search terms and target keywords to be strategically placed in your content, strengthening its keyword ranking overtime. For example, you can create articles that revolves around target words “Jurong’s premium cafe” for your site to be boosted for the keywords “Jurong”,”premium” and “cafe”.Content marketing, when distributed over the various channels (highlighted above), tends to generate backlinks to the page and pass on SEO link juice and this increases the authority of the webpage. One can smartly utilise content distribution to strengthen their SEO for any target search terms or keywords.
Social Media Marketing (SMM)
Social media has become an integral part of SEO, with social signal often playing a part in a site’s SEO. More importantly, social media pages (such as LinkedIn, FaceBook, YouTube) have been seen to rank good on Google search results, implying its increasing importance in SEO factor.Social media platforms, which can consist of FaceBook, Pinterests, LinkedIn, YouTube, can be a way to distribute your marketing materials over to your target customers. Mentioned above, ideas of content to be shared on social media sites include introducing a brand new dish, having exclusive in-house invite to new food tasting, publishing a press release on health benefits of your food, creating videos showing hype about your current dishes etc.The number of ways to promote is limitless, but you do need a strong social media presence to reach out to as many people as possible.
Email Marketing (EM)
Email marketing is one of the most crucial ways for businesses to retain recurring customers. Having an email list is crucial to most retail businesses, as there is tremendous potential to up-sell and cross-sell your customers to earn revenue as well as loyalty.We cannot stress the importance of having your own database — the money is in that list. Ways you can earn more revenue and loyalty include:
- Having a once-a-week email including enticing food pictures to stay in the minds of your customers
- Having exclusive in-house (e.g. wine-tasting) sessions with your current clients
- Inviting your current customers over for a heavily-discounted meal during off-peak
- Inviting only current customers to try the brand new dish created
Here are only a few examples on how we can solicit businesses from old, patronising clients. With a strong digital marketing presence and infrastructure, you will also be able to monitor your best customers, and customise your “gifts” and invites to earn even higher loyalty.
In conclusion, food and beverage companies can leverage tremendously with a strong content marketing campaign. There are numerous ways a food and beverage business can gain higher traffic and loyal customers, but integration with strong digital marketing is key to achieving this goal. We recommend further readings below to further aid you in your food and beverage business.Search Engine Marketing (SEO) for food and beverage companies in SingaporeHow To Create Your Own Content Marketing (CM) (Part I)How To Create Your Own Content Marketing (CM) (Part II)How To Create High Quality Content For Content Marketing