According to a report by Demand metricThe cost of content marketing efforts is 62 percent lower than traditional marketing and generates up to three times as many leads.
Restaurants and the wider hospitality industry have been slow to specialize in content marketing, but with the benefits they bring to restaurateurs, they can’t afford to be naive any longer.
What is content marketing?
Content marketing is a branch of inbound marketing that involves creating and sharing online content such as videos, images, blogs, podcasts, and other forms of digital media that indirectly promote a brand and generate interest in their products.
In the case of a restaurant or hospitality business, the owner may choose to create content that will draw people to their website or social media account to showcase their food choices in hopes of creating a profitable customer.
The content should be targeted towards your ideal customer to connect with existing and potential customers.
To create a successful content strategy, the medium must first be considered.
Some restaurateurs focus on showing off their culinary skills Content through social mediawhile others can choose to Create a food blog Section for their website to position yourself as a thought leader with guides and guides.
A mix of the two can produce the highest returns – each driving traffic to the other.
Regardless of the medium, the strategy should be methodical and consistent:
Step 1: define your goals
Ultimately, content marketing is about building relationships with guests by providing them with a resource.
Identify the target audience;; Age, income, eating habits, ambience preferences, etc. and create content for that type of person.
Restaurants should aim to drive traffic to the restaurant and its website.
Step 2: Set regular booking deadlines
With the help of a calendar, restaurateurs can track and set regular times for uploading content to the food blog or social media channels.
By sharing the schedule with the restaurant staff, they stay up to date and can share it across their social media accounts, expanding the potential reach of the posts.
Restaurateurs should cross-promote across different channels in order to achieve maximum impact.
Step 3: keep the content clear
Content marketing is all about creating shareable content to increase a brand’s online presence and visibility.
The best way to do this is to be authentic to the brand.
Using a combination of food blog posts, pictures, videos, and podcasts can create a brand excitement – boring content is non-engaging and has a low chance of being shared.
Top tip: Create content around holidays, seasons and events.
Step 4: Optimize SEO for Blog Posts
Every blog post, be it as a guide for preparing difficult dishes or the different types of wine that go well with a medium-rare rib eye, has to be SEO friendly.
This means that you do some keyword research so that the correct words and phrases are included in the blog post so that the article can be found by people who search Google for similar searches.
Restaurateurs should also remember to optimize images by always inserting alt tags, ideally with relevant keywords.
Step 5: Track and Measure Goals the SMART Way
It is very important that all content marketing is trackable.
Progress should be constantly monitored, setting SMART goals right from the start so that each restaurant owner can see if strategies are working and if tactics need to be adjusted.