According to a report by Demand measurementContent marketing efforts cost 62% less than traditional marketing and generate up to three times more leads.
Restaurants and the wider hospitality industry have been slow to jump on the content marketing bandwagon, but with the benefits it brings, restaurant owners can no longer afford to be naive.
What is Content Marketing?
Content marketing is a branch of inbound marketing that involves the creation and sharing of content online, such as videos, images, blogs, podcasts, and other forms of digital media, that indirectly promote a brand and stimulate interest in its products.
In the case of a restaurant or hospitality business, the owner may decide to create content that drives people to their website or social media account to showcase their food selection, hoping to create a profitable customer.
The content should target your ideal customer in order to create a connection with existing and potential customers.
In order to create a successful content strategy, medium must first be considered.
Some restaurateurs focus on showcasing their culinary skills content via social mediawhile others may decide to create a food blog section of their website to position themselves as a thought leader, with how-to guides and articles.
A mix of the two can generate the highest returns, with each driving traffic to the other.
Whatever the medium, the strategy must be methodical and consistent:
Step 1: Define your goals
Ultimately, content marketing is about building relationships with customers by being a resource for them.
Identify the target audience; age, income, eating habits, ambiance preferences, etc. and create content for that type of person.
Restaurants should aim to drive traffic to the restaurant and their website.
Step 2: Set regular posting deadlines
A calendar allows restaurateurs to track and set regular times to upload content to the food blog or social media.
Sharing the schedule with restaurant staff keeps them in the loop and gives them the option to share it on their social media accounts, extending the potential reach of posts.
Restaurant owners should cross-promote across different channels for maximum impact.
Step 3: Keep Content Unique
Content marketing is the creation of shareable content to increase a brand’s online presence and visibility.
The best way to do this is to stay authentic to the brand.
Using a combination of food blog posts, images, videos and podcasts can build excitement around a brand – boring content is not captivating and unlikely to to be shared.
Tip: Design content around holidays, seasons, and events.
Step 4: Optimize SEO for blog posts
Every blog post, whether it’s a “how to” guide to making difficult dishes, or about the different types of wine that go well with a medium-rare rib eye, should be SEO Friendly.
This means performing keyword research so that the right words and phrases are included in the blog post, so that the article can be found by people searching for similar queries on Google.
Restaurant owners should also think about optimizing images by always including alt tags, ideally with relevant keywords.
Step 5: SMART track and measure goals
It is very important that all content marketing is trackable.
Progress should be continuously monitored, with SMART goals set early on, allowing any restaurant owner to see if strategies are working and if tactics need to be adjusted.