THE 3 C’S OF STORYTELLING
Whether it’s an audience of one or many, people connect through stories and through their storytellers! As a food entrepreneur it’s very important to share your story in order to successfully connect with your customers. We’ve teamed up with Food Guru in this two part series to share tools and tips on how to successfully tell your story as a food entrepreneur!
We refer to storytelling as content marketing, more specifically, the 3 Cs: Create, Connect, and Convert.
WHAT IS CONTENT MARKETING?
Traditional marketing is based on one-way communication where businesses deliver a message to their audience without giving their audience an opportunity to respond back. This is the traditional sales approach with the goal of convincing potential consumers to make a purchase. Content marketing, on the other hand, is the act of sharing information and initiating an interaction and dialogue between businesses and consumers.
C #1: CREATE
The first C is creating content. In online marketing, content is king because it allows you to keep your audiences engaged. In order to successfully create content you must use a variety tools such as blogs, photos, and videos and to engage your target audience through education, application, or entertainment. The goal is to show-and-tell your message.
- Educate your customers with health tips, flavor profiles, quality standards, and tell them what makes you unique.
- Show the application of your products with pairings, complementary products, recipes, or additional uses that may not be obvious.
- Entertain your audience with a funny story about the owners, a digital poster for the holidays, or a short stop-animation.
Blogs not only improve your SEO but they also give you complete control over your content and the opportunity to show your expertise in your industry.
Tips when writing a blog post:
- Break apart paragraphs with photos.
- Come across genuine and authentic
- Keep blogs under 500 words.
- Blog one to four times a month
- Always focus on quality over quantity
FACT: 61% of US consumers have made a purchase based on a blog post (Social Media Today).
Drive your message with mouthwatering images of your product!
- Photograph your product out of its package
- Use interesting background visuals
- Pair it with something unusual or recommended to show product versatility
- Pose your product with some of the raw ingredients used
- Read our “How to: Food Photography” post by photographer Nina Gallant
FACT: Visual content is processed 60,000 times faster than text. (3M Corporation).
Video is a sales, PR, and advertising tool and a way to humanize your business. When creating a video remember that online viewers have a short attention span – limit your videos to 2 minutes or less. Your video must also capture and retain the attention of your viewers in the first 10 seconds.
FACT: Consumers are 64% more likely to buy a product after watching a video (comScore).
HOW KRAUT SOURCE TOLD THEIR STORY THROUGH VIDEO:
VIDEO SUCCESS STORIES:
- Kraut Source has developed a device that fits on a Mason Jar making it easy to ferment foods in small batches. Here are the results from a successful Content Marketing Campaign: http://eepurl.com/. One month after the campaign, Kraut Source’s Social Media has increased by 50-300%.
- With almost 1,600 (combined YouTube Views), Toffee Talk, a small award-winning, artisan Toffee Company, has been written up in newsletters, online publications, featured in Golden Globes podcasts on Hollywood TV, selected for Martha’s Stewart’s “Made in America” showcase, and interviewed by San Francisco DJs at prominent radio stations: http://cjstoffeetalk.com.
- CC Made is a an award-winning wholesale/ecommerce Caramel Confections Company. The SFO airport staff loved CC Made’s Video Story so much, that it replaced Tyler Florence’s video at Terminal 2: http://www.food-guru.com/portfolio/cc-made/.
ABOUT FOOD GURU
Food Guru is a marketing and video production company that creates and produces 1-2 minute online videos for Food and Beverage businesses. As content marketers, we help craft and communicate these stories to an online audience. We follow the principles above with every video story, product, service, event, blog, commercial, recipe, and crowdfunding pitch we produce.
FACT: Professionally produced video optimized for eCommerce outperforms user-generated video (UGC video) by 30% (comScore).
THE FOOD GURU STORY:
Stay tuned for next week when we share part two of “How To Tell Your Story As A Food Entrepreneur” and talk about how to connect and convert!