First things first, let’s get a couple of things straight. I love food. I love content marketing. The two combined? I’m head over heels…

Admittedly, utilising content marketing within the food industry was never going to be a particularly difficult task. For decades, people across the world have turned to their trusty cookbooks for advice. More recently, they’ve begun turning to websites and apps to find what they need. The fact is that many people live to eat, so the demand for valuable content will always be high. There’s a ready-made audience on offer!

That doesn’t mean there isn’t an element of skill, though. Just think how many food-based brands are out there… Finding a voice amongst the noise takes long-term commitment, an understanding of what customers/prospects want and creativity. So, which brands are leading the way when it comes to content?

Wisconsin Cheese

You may never have heard of this brand, but trust me – if you love cheese as much as I do, you’ll thank me after seeing what the brand has been up to!

In a bid to encourage more Americans to invest in its produce and raise global awareness of the brand, the Wisconsin Cheese company created various websites designed to help the public make the most of their cheese. These include the Grilled Cheese Academy, Cheese Cupid, the Cheese and Burger Society and the 30 Days, 30 Ways with Macaroni Cheese site. Let’s take a closer look at my favourite, Cheese Cupid…

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It’s a tool that helps you pair wines with cheese and vice versa. Don’t be fooled by its simplicity… Speaking as a cheese and wine lover, I can confirm that this tool is a solid example of perfect content marketing. Yes – I used the P word and it’s well deserved.

This tool lets me pick my favourite wine, then generates a list of around 15 cheeses that would complement it. Not only does this a) give me a smiley face and b) make me want to run out right now for some cheese, but it also educates me. It tells me why these pairings work so well. Armed with this intelligence, I can make better purchasing decisions in the future and am more likely to find any future information I need about cheese from this company. Isn’t that exactly what content marketing is meant to do?

Betty Crocker

Once a name synonymous with wholesome American family cooking, the Betty Crocker brand has set itself up quite nicely amongst the British market – thanks in part to Betty TV. Comprising a video archive made up of everything from how-to guides to historical television adverts, Betty TV helps the public engage with the brand.

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It makes the most of Britain’s love of all things vintage and provides would-be bakers with handy tips on how to make the most of Betty Crocker cake mixes. For those who are new to baking or simply want to get better at it, this is a very useful resource and definitely endears the brand to its target audience.

Happy Eggs

I admit it – over the past couple of years, the Happy Eggs brand has drawn me in… Hook, line and sinker. I don’t even eat eggs! But my other half does and thanks to its clever offline and online content, I don’t let him buy anything else now. So why has it been so successful?

There’s only one word needed here: storytelling. When I started buying the eggs, the first thing I was struck by was the little card that came inside the box. It showed me where the chickens were living; their stimulating, free-range environments. It helped me make a personal connection with the brand and the product itself.

The online content is really endearing too, though. The website also tells me about the chickens’ day-to-day lives. However the best part of all this is the brand’s Facebook and Pinterest pages. I’m admittedly a sucker for any animal pictures, but the real-life images of chickens living free on Happy Eggs’ various farms and the tasty recipes shared just further cement my intention to only buy eggs from this brand.

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