Food entrepreneurs and marketers, it’s time to step up your content marketing game with the latest content marketing trends for 2023!
With the food and beverage industry constantly evolving, it’s crucial to stay on top of the latest trends to connect with your audience effectively.
In this blog post, we’ll explore the current content marketing trends dominating the food sector.
What is Content Marketing?
Content marketing is the strategic creation and sharing of valuable, relevant, and engaging content to attract, inform, and ultimately convert a target audience into customers. It involves crafting content that resonates with your audience and addresses their needs, interests, and pain points. This can take the form of blog posts, videos, social media posts, podcasts, and more.
Now that we’ve covered the basics let’s jump into the latest content marketing trends in the food and beverage industry.
Content Marketing Trend 1: Consumers Crave Transparency and Authenticity
Today’s consumers are more informed and conscious about their food choices.
They want to know where their food comes from, who makes it, and how it’s produced. To cater to this growing demand for transparency, many food brands are adopting a “farm-to-table” or “kitchen-to-consumer” approach, sharing information about their sourcing, production methods, and even the people behind the scenes.
To build trust and create an authentic connection with consumers, it’s essential to show them what goes on behind the scenes. Share content that highlights your sourcing practices, production processes, and the people who make it all happen. This could be in the form of blog posts, videos, or even live-streamed events.
For example, Imperfect Foods uses their blog and social media channels to share stories about their farmers, suppliers, and the company’s mission to reduce food waste.
Content Marketing Trend 2: The Power of the Founder Story
Consumers want to know who’s behind their favourite food brands. Sharing the founder’s story can help create an emotional connection and build trust with your audience. By revealing the passion, values, and journey behind your brand, you humanize your company and make it more relatable.
Consider creating a video or blog post series that highlights your founder’s story, their inspirations, challenges, and successes. This type of content not only engages your audience but also gives them a reason to care about your brand.
Take, for example, the story of RXBAR’s founders, who turned their passion for simple, clean, and delicious protein bars into a successful business.
Content Marketing Trend 3: Harnessing the Power of User-Generated Content
User-generated content (UGC) is a goldmine for food brands. It not only provides authentic, relatable content for your audience but also helps build a sense of community around your brand. Encourage your customers to share their experiences, recipes, and stories using your products.
You can create hashtag campaigns, contests, or even collaborate with influencers to amplify the reach of your UGC. This type of content not only showcases your products in action but also provides social proof that others love and trust your brand.
For instance, Chobani often features UGC on their Instagram page, showcasing creative ways customers use their yogurt in recipes.
Content Marketing Trend 4: The Rise of Video Content
Video is king when it comes to content marketing, and the food and beverage industry is no exception. From mouth-watering recipe videos to behind-the-scenes glimpses and product reviews, video content is a powerful way to captivate your audience and drive engagement.
Leverage various video formats like live streaming, short-form videos (e.g., Instagram Reels, TikTok), and long-form content (e.g., YouTube) to reach a wider audience and keep them engaged.
For example, Tasty has built a massive following with their quick, easy-to-follow recipe videos on multiple platforms.
Trend 5: Embracing Sustainability and Social Responsibility
Consumers are increasingly concerned about the environmental and social impact of their food choices. As a result, food brands that prioritize sustainability and social responsibility are gaining favour. Share content that highlights your brand’s commitment to eco-friendly practices, fair labour policies, or charitable initiatives.
Showcase your efforts to reduce waste, use sustainable packaging, or source ethically-produced ingredients. This not only demonstrates your brand’s values but also resonates with environmentally-conscious consumers.
A great example is Patagonia Provisions, which shares stories about their commitment to regenerative agriculture and sustainable food production.
Trend 6: The Power of Personalization
In an age of information overload, personalized content cuts through the noise and captures the attention of your target audience. By segmenting your audience and crafting content tailored to their preferences, you can create a more meaningful and engaging experience.
Utilize customer data, like purchase history and browsing behaviour, to create personalized content recommendations or email campaigns. This not only makes your content more relevant but also increases the likelihood of conversion.
For example, meal delivery service HelloFresh uses customer preferences and dietary restrictions to curate personalized meal plans and recipe suggestions.
Trend 7: Educational Content for Health-Conscious Consumers
With the rise of health-conscious consumers, educational content around nutrition and wellness has become increasingly popular. Position your brand as a thought leader by sharing valuable and informative content about the health benefits of your products or ingredients, tips for maintaining a balanced diet, or the latest nutrition trends.
Create blog posts, infographics, or videos that break down complex nutritional information into digestible, easy-to-understand content. By educating your audience, you not only establish trust but also create a loyal customer base.
For example, KIND Snacks regularly publishes posts on topics like healthy snacking, nutrition tips, and wellness advice.
Content marketing is essential for food entrepreneurs and marketers looking to engage their audience and grow their brand. By staying on top of the latest trends and crafting content that resonates with your audience, you can create a powerful marketing strategy that drives results.
Keep in mind the importance of transparency, sharing the founder story, leveraging user-generated content, embracing video, prioritizing sustainability, personalizing content, and educating health-conscious consumers. These trends are shaping the future of content marketing in the food and beverage industry, and adopting them can help your brand stay ahead of the curve.
So, put these trends into action and watch your content marketing efforts flourish in the ever-evolving food and beverage landscape!