Food Content Marketing Trends for 2021

Consumers are always hungry for more food content and often seek it online from their favourite foodie brands. From creative storytelling to user generated content, there are many ways that you can optimise your content to make it more likely to satisfy what your audience is craving. 

We’ve put together a list of food content marketing trends that will help you cook up an impressive strategy this year.

Mobile-optimised content

As the majority of all digital content consumption happens on mobile devices, it’s more important than ever to ensure your marketing content is mobile-optimised.

What’s more, as Google’s latest algorithm came into force in March, this now gives priority to mobile-first websites over desktop. To find out more about the update and how you can ensure you don’t experience a dip in website performance, read our blog all about the changes and what they mean.

Understanding a mobile user’s reading patterns when they’re on their device will help improve your writing as it will free you from focusing on generic online writing rules.

Chunking your content up allows for more easy reading as your audience are less likely to be put-off by large paragraphs of text. Short paragraphs are easy to follow because they tend to focus on one point, making them especially appealing for those who read on a mobile site. Images are visually appealing and are another useful way to break up heavy copy.

With a few tweaks to your content, you can improve your mobile-readability and make it more attractive for today’s modern mobile user.

We ensured that the new website design we created for Shap Chippy was clear and easy to navigate. Read the case study for more.

Showcasing the faces behind the brand

Adding your personality to your food brand allows you to form a strong human connection with your audience. People crave interaction and by showing your face in your marketing content, this can help to build a relationship with your consumers.

The fact is, consumers trust other people more than they trust companies. So when your brand can embody likable human traits, people are more likely to trust you and your products.

Adding your face to your content also helps to increase the identity of your brand, which immediately sets you apart from competitors.

Deliciously Ella is a great example of a brand that does this. The plant-based food brand uses the face of its founder, Ella to effectively tell the brand story and connect with consumers.

Try to incorporate your face in your content strategy by publishing photos, videos or even cook-a-longs to drive audience engagement and build connections.

Bespoke Instagram GIFs to raise brand awareness

Instagram is one of the most popular social media platforms, with over 1 billion monthly active users. This makes it very popular with content marketing, meaning it can be hard to stand out from all of the competition.

One way to help your food brand stand out is by incorporating Instagram story stickers into your strategy. They are a great way to add more personality to your content and make it more engaging for your audience. This can consequently help improve your Instagram engagement rate and grow your Instagram account.

We recently created a set of bespoke sticker GIFs for fish and chip shop, The Bay. The stickers represent key aspects of The Bay brand and service (such as fish, chips and branded merchandise) along with a few jumping fish! These allow The Bay Fish and Chips to raise awareness by bringing their social content to life.

Click here to view the case study.

Staying in line with takeaway tech

With many food businesses closing due to the Covid restrictions, brands were forced to adapt quickly and widen their services to include Click&Collect, Delivery and online ordering systems.

With many businesses having to pivot their offerings since the beginning of lockdown, this raised e-commerce’s share of global retail trade from 14% in 2019 to approximately 17% in 2020.

Due to this, a major trend that looks like it’s here to stay is content promoting various takeaway tech, in attempts to draw customers in.

If your food business offers these services, it’s important they are communicated through your marketing content. This can help establish your business’ online presence and encourage customers to buy your products.

Creative brand storytelling

As people become more conscious consumers, they want to know the stories behind what they eat. This could be about how your food is produced or the background story behind your food brand.

With the online food industry getting more and more saturated with restaurants and cafes trying to assert their authority, creative brand storytelling is a way to make your brand unique.

What’s more, as sustainability is at the forefront of people’s minds today, it will benefit you to share information or sustainability initiatives through your marketing content. Whether your brand is focused on all-natural foods or you’re a restaurant that uses locally-sourced ingredients, incorporate this into your brand story content.

Going back to your business roots

Another trend in 2021 content marketing is showcasing your values, authenticity and team ethos. This is important to get across to your customers, as it gives a sense of transparency to your brand and shares much more about your core beliefs.

There are so many great examples of marketers using content to bring their brand’s ethos to life. One example being Ben & Jerry’s ice cream. On their website, they’re honest about the way they do business, as well as the causes they support. They provide all the information you’d ever want to know, from videos about their supply chain to spotlights on their ingredients, welcoming any visitor to explore more.

Similarly, when seafood and grill restaurant, Churche’s Mansion, approached us to help with their branding, they wanted to pay homage to the history of their building built over 400 years ago.

To promote the Mansion’s rich history, we designed and delivered a table top guide, bringing together the story of the building’s past owners, historical events in Nantwich and hopes for the Mansion’s future with engaging copy and historical illustrations. Read the case study for more.

It’s a good idea to first refine your brand message, then consistently communicate this through your content marketing strategy.

User-generated content

Whether it is delicious images, cooking tips or food inspiration, an effective marketing content strategy utilises the content of its audience to further promote itself.

User-generated content is media—photos, videos, testimonials, etc.—that customers create that features your food business. These can be highly beneficial in your content marketing as customers are more likely to believe what fellow customers say about your food business than what you say about it.

With many consumers conducting research online before they choose to purchase from a takeaway or restaurant, this kind of content is especially useful.

Try to encourage your consumers to tag your social channels in their posts about your products and then re-share this on your own platforms.

 

Taking some inspiration from these trends can help you to present a stand-out, relatable brand to online customers, and will help satisfy what your customers are craving.

Get more marketing insight

Discover the top five marketing trends for the rest of 2021 that you need to stand out from the crowd.

Top 5 food marketing trends for 2021

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Talk to Maria on +44 (0)845 835 4661.

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