1. Playing it safe
    Every piece of communication needs to be on brand, but all too often companies play it safe with content.
    For many food brands, recipes are an obvious territory for content, but there should be a healthy mix of both liquid and linked content to keep your fans and potential customers engaged.
    What do we mean by liquid and linked content? Well, Liquid content is content designed to provoke conversation and encourage sharing. Although it can ‘come from’ the brand, it tends not to overtly sell. It’s the content that, ideally, goes viral. This is the content that can make a brand famous.
    Linked content is usually directly linked to the product or brand. Still an important part of the content mix, but too much can lead to a boring content strategy and ultimately a disengaged audience.
    With millions of pieces of content uploaded on a daily basis, sometimes brands need to take risks to stand out.
  2. Not tracking or measuring content marketing.
    Despite companies investing more in the creation, distribution and management of their content, many brands have a limited idea of what content is working and what success actually looks like.
    Brands need to determine a set of goals for their content. Leads or sales might be appropriate for some goods where others might focus more on softer metrics like brand awareness – where followers, engagement and ‘buzz’ are measured.
  3. Not knowing where the content fits in with your sales funnel
    As well as tracking and measuring content, it’s also necessary that content leads your brands’ fans to the next stage of your purchasing funnel. It’s easy to get into the habit of producing content for content’s sake, never really knowing its objective.
    Consumers know you are a brand and are ultimately looking to sell more products. Don’t be afraid to include a call-to-action when the opportunity is right, directing those consumers a step closer to purchasing.
  4. Post and hope is not a strategy
    All too often the distribution part of content marketing is neglected. Gone are the days when a cat falling off of a piano will be viewed by 10m people. OK, so occasionally it still happens, but more often than not, if getting views is an objective, budget will need to be allocated towards its distribution. Knowing what content is right for owned, earned and paid for media is key.
  5. Know your target audience
    Not just who they are but what media they are digesting and where they hang out online.
    Fresh Web Explorer is a free tool that allows you to track brand mentions and conversations. This allows you to start building a picture of your target audiences’ social platform preferences.
    Also, really knowing your target audience allows you to create the right content. Many food and drink brands have broad appeal, but this doesn’t mean that different content can’t be used to target different target groups.