5 Food Companies With Delicious Content Strategies
As I touch on in my post, When to Hire a Content Strategist and What to Expect, it's not a good idea to try and outright mimic another company's content strategy. It's always best to come up with an original approach that makes sense to your company and speaks to your target audience.
With that said, it never hurts to research other companies to get ideas. It's a good idea to look at what other companies are doing and understand what might or might not make sense for your business. The companies that stand out are always original, and they always find a way to incorporate their values into their brand's voice.
There's an endless number of food company sites out there that can inspire you. The ones I list below do all the right things that I encourage others to do as well.
Upon visiting this site, you'll immediately notice that it's bursting with content. But before that, you'll see a pop-up that offers you a $1-off coupon for signing up for the newsletter. I took the opt-in bait, hook line, and sinker.
Pete and Gerry's does a great job highlighting its values of family, sustainability, and why organic eggs matter. One thing that stood out to me was how it features each small family farm with whom they partner. Doing this is an excellent way for them to humanize the company and align their values with their audience.
The site is arranged beautifully, containing a lot of written and video content. Their blog content includes the recipes and other egg-related content most have come to expect from food companies. But it also has content that may surprise you. Articles with titles like:
Ellen Noble's Guide to the Top 5 Most Beautiful Places to Race
Gardening 101 | Tips for a Bountiful Garden
7 Ways to Celebrate Mom at Home
People are searching the internet for answers to their questions and solutions to their problems. The more content that you have on your site that does these things, the more people you'll attract to your site.
I cover these basics in my previous article, Content Marketing For B2C Food Companies. Thinking of creative ways to tie your products into related topics subtly will reach more people than if you made every piece of content revolve around eggs.
A final tiny observation that I thought was a nice, creative move was how Pete & Gerry's named their blog "the almanac." It fits their brand voice very well.
Public Goods is a member-based, e-commerce company that sells organic, non-perishable groceries. They also sell vitamins/supplements and bathroom, household, and personal care essentials.
It's hard to deny that Public Goods is killing it with their content strategy. The company has a ton of well-written, engaging blog content that's optimized for search and drives a lot of organic traffic to their site.
The blog articles themselves link to some of the products on their site and links out to other relevant sites. There are also multiple options for leads to join their list by offering things like free guides, order discounts, and an agreement to plant a tree in exchange for your email address.
The main thing to note is that Public Goods has an excellent understanding of their company values. They align their values perfectly with their target audience and create content that is relevant to them. The content does not merely talk about their products.
I don't know what it is about companies with Jerry (Gerry), but they really have their content strategies down. Ben & Jerry's is another company that I have highlighted in my past content as an example of a company with an excellent content marketing strategy.
There's so much great content on the company's site you could spend hours exploring. Like Pete and Gerry's, they do a fantastic job of communicating their values. Except, Ben & Jerry's dives deeper by highlighting social issues that are important to the organization. This is an excellent example of narrowing your audience.
With Ben & Jerry's being the top-grossing ice cream brand in America, some would say that the company can afford to alienate people and forfeit sales. When taking hard stances on issues like LGBTQ rights, racial justice, and climate change, a company can become from the other side.
Undoubtedly, some will forego the Cherry Garcia and turn to another ice cream brand if their opposing views on these issues are strong enough. The thing is, I'm sure that's just fine with Ben & Jerry's.
They held true to their values since the beginning, even when they were not the ice cream kings. It just goes to show that people appreciate companies genuinely standing up for what they believe. It also means that they can see through large companies getting on the social justice and sustainability bandwagon.
Bob's Red Mill is another company with a story similar to that of Pete and Gerry's. It's a small business that has seen tremendous success. In 2010 Bob set up an employee stock ownership program that makes all "employee-owner," which I thought was very cool.
In the company story portion of the site, a very well-produced video made me cry a little.
"It's so obvious, it's not. That thing you make - That thing you love - It should be a good thing. After all, isn't that the point? Isn't that why we're here? To help one another. To add something. To make folks a little happier, a little healthier for doing what you do? We are Bob's Red Mill Natural Foods. Good Food for All."
Is it just me, or is that the most beautiful copy you've ever read? Anyway, emotions aside, Bob's also had some creative content concepts that stood out to me.
They have some original blog content outside of the standard recipes. An employee-owner spotlight blog series where interviews and features employees proves the company stays true to its values. Another blog series they run is an influencer spotlight that features foodie influencers that use their products.
Say what you will about influencers, but they are a great way to have your content and your product seen by a wider audience.
The last thing I enjoyed was the customer engagement contests. One contest is called "Spread the Restaurant Love." Bob's asks customers to submit restaurants affected by COVID19 to tell their stories. The one with the most votes gets $5,000. The company also ran a spring coloring contest for kids and adults with a $200 prize for each.
I'm a big fan of contests in companies marketing strategy. They create a tremendous amount of customer engagement for a minimal investment.
The chicken giant does everything that the above companies do regarding its content marketing and then some mainly because they have the budget.
Tyson is an excellent example of a company owning its space in the market by creating content that ties in their values with their products but is also informational.
Tyson does a great job of showing off innovations and awards while also being transparent with their processes. Visitors to the website can find a complete listing of their factory food safety audits, third-party and internal audits, and social compliance certificates.
Values Organically Aligning
After looking at all these sites, you might not think that they're as great as I make them out to be. And that's fine; it just means that our values aren't the same. That happens.
However, you may have noticed that all of these companies had many of the same values, most noticeably, sustainability. That's something that I believe in whole-heartedly, along with most of the other issues these companies advocate.
That just goes to show you that a content strategy that speaks to your ideal customer's values works. Full disclosure, I've bought products from every one of these companies. Not a single one has paid me to mention them here. I've done it on my own accord.
Think about what happened for a moment. I set out looking for B2C food companies with excellent content marketing strategies to feature in an article about content marketing. I viewed A LOT of websites, and yes, these were the best ones that meet all my criteria for a good content strategy. But they were also some of the first ones I visited because their content connected with me previously.
I know. It's almost too Meta to handle.
And the great thing is, a good content strategy will have your customers doing the same thing. They may not be writing articles about your company, but they will tell others. They'll tell their friends, family, and co-workers. And you never know, some people that like you may be bloggers, influencers, vloggers, or journalists that also give you free advertising.
Also, just so you don't think I'm playing favorites, here's a list of companies that deserve honorable mentions.
Be True to You
Wrapping up, let's briefly talk about your company's values. Taking pro stances on sustainability and other social issues is a must now for all companies, especially in the food industry.
It's tough for any company to communicate its values to its potential customers authentically. People will always question if a company is just saying it believes in a cause or way of life only because it's trending, especially for large corporations.
After being bought by the conglomerate Unilever in 2000, does Ben & Jerry's still abide by the same values they spotlight? The Milk with Dignity agreement in 2017, spearheaded by the activist group, Migrant Justice, made their customers think twice about how ethical the company was.
Whether you're a small business or large corporation, don't try to force values you don't believe. Customers will see through it. Some companies will say anything to sell their products, and it almost always backfires in some way eventually. Don't be like them. Say what's true to you, even if it's not popular at the time. There are more people out there that agree with you than you think.
If you're doing things right, the values you care about will come naturally to the forefront. By doing so, your customers will notice and appreciate you for it.
Need some help communicating your company's values? Savor Content would be happy to help. Just drop us a line.