September 05, 2014

Food Manufacturers: Educate Your Customers with Content Marketing

We’ve all scanned a food label or two and scratched our heads at ingredients like carrageenan and sorbitol, wondering what these strange sounding—yet harmless—food items are doing in the product. For the health-conscious food shopper, a simple trip to the grocery store can be a big hassle due to a lack of visibility and knowledge about ingredients.

The fact is that consumers today are hungry for more than just the products they consume. They want information, as evidenced by a recent Ulrick & Short poll. Forty-five percent of those surveyed indicated they avoid artificial additives while shopping. And 75 percent claim they want a simpler labeling system altogether. Simply put, consumers are tired of being left in the dark.

Besides being frustrating for customers, the big problem with confusing or misleading food labels is that it will cause shoppers to ask Google for answers. Once a consumer starts searching for information about a product on Google, they are liable to find 10 different conflicting opinions about it.  Consumers do not have easy access to a salesperson who can field specific questions. Consumers, therefore, control the buying process in the supermarket. And there are usually many different options to choose from if they become suspicious of an item.

If you are a food manufacturer facing this challenge, you can overcome it by enhancing your product information with content marketing. Content marketing, now being used by 90 percent of B2C marketers, will show customers that your brand is open about what it puts in its products. This can be done by creating a company blog, or by putting information directly on your website. You can even include a QR code and invite consumers to view your ingredients by scanning it with their smartphone.

Content marketing will also do the following for your brand:

Build consumer trust: Consumers share a special bond with the food they eat, and can get attached to a particular product—especially if they feel good about what's inside. Use your blog to highlight the “farm to fork” journey. Show them where your products originate from, and they will be quick to trust your brand over your competitors.

Explain confusing ingredients: Some ingredients seem intimidating based on their name, but actually aren’t all that bad for you. This can be a big deterrent for someone who might be on the lookout for suspicious ingredients. You can feature product spotlights on your blog to talk about why you use certain ingredients, and how it works to make the food look and taste the way it does. You can also highlight important changes to your recipes to help spread awareness for those who might be sensitive to gluten, corn, dairy or other common allergens.  

Showcase new products: Consumers might scan your label looking for information about a particular product, and could wind up discovering a new item that they weren’t aware you offered. Content marketing can educate food purchasers about new and exciting additions to your product line.

Tell your brand story: With content marketing, you can you control your brand’s narrative. By providing resources for consumers to learn about the goods you are offering, you can help promote positive feelings about your company and prevent cart abandonment in stores. Your business will also differentiate itself from the majority of your competitors by taking the time to spread awareness about what you put in your food.

Here at Content Boost, our team of professionals is ready to help bridge the gap between you and your customers. Click here to learn more about how we can help shed light on what you put in your food. 

Edited by Brooke Neuman

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