Playing the long game: How to slay your food marketing goals with content marketing

As a food entrepreneur or marketer, you always look for ways to boost sales and increase brand awareness.

One highly effective way to do this is through content marketing. But what is content marketing, and how can it help your food business? In this blog post, we’ll explore the ins and outs of content marketing and share some valuable tips to get you started.

What is Content Marketing?

Content marketing is the process of creating and sharing valuable, relevant, and consistent content to attract and engage a targeted audience.

The ultimate goal is to convert that audience into customers. In the food industry, content marketing can take many forms, including blog posts, videos, recipes, social media posts, and more.

Examples of Successful Content Marketing in the Food Industry

  1. Tasty: BuzzFeed’s Tasty has made a name for itself with its short, visually appealing recipe videos that spread like wildfire on social media. Their engaging content has led to a massive following and numerous product collaborations.
  2. Redpath Sugar: Redpath Sugar is Canada’s oldest food brand. They have successfully leveraged digital content marketing by creating a strong online presence with their website, YouTube channel, and social media platforms. Their diverse content, including recipe videos, cooking tips, and behind-the-scenes insights, has attracted a loyal audience and even a book deal with Random House.

Books and Podcasts to Check Out

To dive deeper into content marketing and learn from the experts, consider reading these books:

  1. Content Inc. by Joe Pulizzi
  2. Everybody Writes by Ann Handley
  3. The Content Trap by Bharat Anand
Content Books

If you’re into podcasts, check out these for ongoing inspiration and education:

  1. The Content Strategy Podcast
  2. Marketing Over Coffee
  3. Call to Action

How to Start with Content Marketing

  1. Know your audience: Begin by identifying your target audience and their preferences, needs, and pain points. This information will guide you in creating content that resonates with them.
  2. Define your goals: Set clear objectives for your content marketing efforts. Are you looking to increase brand awareness, drive website traffic, or boost sales? Knowing your goals will help you develop a targeted content strategy.
  3. Create a content calendar: Plan your content ahead of time with a content calendar. This will help you maintain consistency and ensure you’re publishing a variety of content types.
  4. Focus on quality: Invest time and resources in creating high-quality content that is valuable, engaging, and shareable. Remember, it’s better to produce a few high-quality pieces than numerous low-quality ones.
  5. Distribute and promote your content: Share your content across multiple channels, including your website, social media, and email marketing. Use paid promotion, if necessary, to reach a wider audience.

Creating Content In-House vs. Hiring an Agency

When it comes to producing content for your food business, you have two main options: creating it in-house or hiring an agency. Both approaches have their own set of pros and cons, and the right choice for your business depends on your unique needs, resources, and goals.

In-House Content Creation


  1. Control over your brand’s voice and message: When you create content in-house, you have complete control over your brand’s voice and messaging. This means you can ensure that every piece of content aligns with your brand’s identity and values.
  2. Better understanding of your business: In-house content creators are more familiar with your products, services, and target audience. This intimate knowledge can result in more relevant and engaging content for your customers.
  3. Cost-effective: Depending on your business’s size and needs, creating content in-house can be more cost-effective than hiring an agency, as you don’t have to pay agency fees or commissions.


  1. Limited resources and expertise: In-house teams might not have the same level of expertise or access to resources as an agency, which could limit your content’s quality and effectiveness.
  2. Time-consuming: Creating content in-house can be time-consuming, especially for smaller teams with limited resources. This could take time away from other important tasks or projects.
  3. Risk of creative stagnation: In-house teams might struggle to come up with fresh ideas or perspectives, leading to content that feels stale or repetitive.

Hiring a Content Marketing Agency


  1. Access to expertise and resources: A content marketing agency has a team of professionals with specialized skills and access to tools and resources that can help produce high-quality content for your food business.
  2. Frees up time for your team: By outsourcing content creation to an agency, you free up time for your team to focus on other aspects of your business, such as product development or customer service.
  3. Fresh ideas and perspectives: An agency can provide fresh ideas and perspectives that can help your content stand out from the competition and resonate with your target audience.


  1. Higher costs: Hiring a content marketing agency can be more expensive than creating content in-house, especially if you require a significant volume of content or ongoing support.
  2. Less control over brand voice and message: When you work with an agency, you might have less control over your brand’s voice and messaging, as the agency may not have the same intimate understanding of your business as an in-house team.
  3. Risk of misalignment: There’s a risk of misalignment between your business’s goals and the agency’s approach to content marketing, which could lead to content that doesn’t resonate with your target audience or support your marketing objectives.

Ultimately, the decision to create content in-house or hire an agency depends on your business’s unique needs, resources, and goals. Carefully weigh the pros and cons of each option and consider factors such as your budget, team size, and content marketing objectives to make the best decision for your food business.

What Outcomes to Expect

Content marketing is a long-term strategy that requires consistency and patience. However, when done right, it can yield impressive results. Some of the outcomes you can expect include:

  1. Increased brand awareness: As you consistently create and share valuable content, more people will become familiar with your brand and what you offer.
  2. Increased website traffic: Engaging content will draw people to your website to learn more about your business and products.
  3. Improved customer engagement: High-quality content encourages readers to interact with your brand, leave comments, and share your content on social media.
  4. Enhanced brand reputation: By consistently providing valuable and informative content, you establish your brand as an authority in the food industry. This builds trust and credibility among your audience.
  5. Higher conversion rates: As your content marketing efforts attract more engaged and qualified leads, you’ll likely see an increase in conversions and sales for your food business.

Final Thoughts

Content marketing is a powerful tool for food entrepreneurs and marketers to grow their brand and connect with their audience. By understanding your target audience, setting clear goals, producing high-quality content, and distributing it effectively, you’ll be well on your way to content marketing success.

Remember, content marketing is an ongoing process that requires time, effort, and patience. Stay consistent, and you’ll reap the rewards of increased brand awareness, customer engagement, and ultimately, higher profits for your food business.

Learn more

Andreas Duess, food marketing expert
Andreas Duess, Food Marketing Expert

Whether you need help figuring out how to make your social media deliver positive ROI or your packaging actually support sales off shelf, or any other food-related challenge, we’re here for you. 

Book a free 15-minute discovery call with me. I am happy to discuss your food or drinks business and any questions you may have.

 No sales, no obligations, just straightforward advice. 

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