Our appetite for food-related content is larger than ever before. Thanks to highly stylized food content like BuzzFeed’s Tasty videos, consumers have grown hungrier for food hacks, recipes and mouth-watering cooking tutorials.
OneSpot’s recent State of Food Content Marketing Report unpacks the latest findings on consumers’ desires for online food-related content. For example, “How To Cook That” is now a top 10 search phrase on YouTube, and “How To Make The Best” is a frequent Google search. These trends align swimmingly with findings from a study we conducted on consumers and their content preferences—consumers place the most value on content that “informs” (40%) and “educates” (28%) them, such as recipes, tutorials and how-to content.
This is why grocery and CPG food brands have a tremendous opportunity to develop informative and educational content that inspires action and engagement from their consumers. And the brands that focus on creating incredible customer experiences with content see great success:
- When leveraging email personalization technology, a leading grocery brand saw an average 25% lift in click-to-open rates, delivering more than 259,000 combinations of email content to nearly two million newsletter subscribers.
- A leading baking brand discovered that visitors who engaged with personalized content are 59% more likely to consume 3+ pieces of content.
- When baking site visitors consume 3+ pieces of content, they are 6X more likely to click calls to action like “Buy Now” than unengaged visitors (0-1 pieces of content).
Here are three things grocery and CPG brands can do to leverage educational content marketing to engage consumers and get results:
1. Develop high-quality content and visuals
There’s a lot of content out there, and the high-quality content hubs stand out. This is the same for recipe websites with unique content, a distinct editorial voice and high-quality photography and videos. But quality goes beyond recipe content. The best brands creating food content offer a variety of content, from entertaining and nutrition topics to meal planning and more.
2. Focus on your audience
Making content authentically valuable for consumers is an ironclad prerequisite for earning engagement and impact. With recipes and food content, it’s all too easy to plug specific brands and products. While product specifications can be helpful, the best brands focus on the user experience first to ensure product mentions are helping and not hindering their message.
3. Create a personalized content experience
Brands that are investing in building personalization capabilities into their websites and email campaigns are driving deeper content consumption than ever before, ultimately leading to greater brand affinity and purchase intent. Personalization is a big undertaking, but a team that’s committed to improving the digital consumer experience can experience true content marketing ROI.
Get all the data and insights related to food content marketing in 2017 in our State of Food Content Marketing Report: Insights, Examples and Perspectives on Serving Up Content Marketing Success.
Marissa leads marketing at OneSpot.