A report from BlogHer found that Americans consume web content related to food items. In fact, 92 percent of survey respondents said they use the web to find recipes and information about the products and services they may purchase for themselves or their families. For organizations in food service or related industries, content marketing can help appeal to these consumers and drive relevant traffic.
Eighty-three percent of respondents have purchased items or services based on content they found on the web. It may appear as though only food or kitchen appliance retailers can leverage this trend, but the possibilities extend far beyond that. Marketers with health companies can use content marketing to discuss gluten- or dairy-free recipes to win traffic from relevant prospects, while positioning themselves as health leaders. These articles or blog posts can help direct users to other products or services that companies sell.
More than anything, publishing targeted content about food helps consumers develop trust in providers, which makes them more likely to become loyal consumers.
While BlogHer data suggests websites are more influential in purchases than content found anywhere else online, social media marketing is also useful food-related content. BlogHer found that 83 percent of respondents who bought products or services based on site content also enjoy engaging the businesses they worked with on Facebook, Twitter and other platforms. More than anything, publishing targeted content about food helps consumers develop trust in providers, which makes them more likely to become loyal consumers.
As customers reach out to brands on social networks, they’re likely to ask questions or solicit advice about using ingredients, cooking tools or supplements as they prepare meals. Actively engaging these audiences can help businesses improve visibility and brand image on the web and. Brafton cited data from ClickFox earlier this year that found the second best way businesses can improve customer loyalty is with high-quality service. In fact, 72 percent of consumers said customer service (online or offline) is key to repeat purchases, second only to the quality of products.
Beyond website articles and social media, images are an especially valuable element of a marketing strategy for companies looking to win business with food-related content. BlogHer found that 56 percent of consumers enjoy seeing and sharing images of the dishes and meals they have or want to prepare.
BlogHer’s data includes mostly female respondents, and Brafton recently cited data from AYTM Market Research that found 65 percent of men believe most diet- or food-related web content fails to answer their questions.