Educate on a topic: Whether it’s highly valuable thought leadership content or a list of 10 things you didn’t know, education can drive relevant discoverability through organic or paid search. Nestle is taking a chapter out of pharma marketing, building a sponsored information hub around 'Health Science.” It’s an umbrella of its research and helps it provide credibility around new areas such as emerging, digtestive trend called FodMAPs for which it’s launched a sub-brand, ProNourish.Ĥ. KIND Snacks Founder and CEO Daniel Lubetzky wrote a book, Do The Kind Thing.ģ. Fix-it product Sugru’s story is great because it walks through the founder’s story in a post-by-post format, starting with her research as a student. The challenge of finding a decent quality coffee, carrying on Mom’s recipe, the unique food condition of a relative, wanting to create jobs in a town that manufacturing left. Video or written formats will help this get shared, and in a previous post, I wrote about About Us pages and the potential for better using them as a hub for a brand’s Why. What provoked the brand to start, why does it exist. Share an inspiring story: Your content vision should include your “Why”. Videos, contests, speeches, demonstrations, and partnerships on social platforms (owned or partner) can create instant attention, open a relationship channel, build early demand and deliver initial value.Ģ. Announce: Food launches can take more creative formats beyond the dated press release. According to Contently, it has become an “earned media machine.' I can't imagine not doing this, but I also can't imagine overly relying on it.Īs this category grows and large players move in, healthy food brands need to prioritize more direct avenues for content to power discovery:ġ. Years ago, General Mills created a food blog called Taste to deliver information through bloggers and journalists. The other route to discovery is through the thousands of food magazines, blogs and feeds, which should underscore the importance of PR expertise and influencer marketing. But obviously this approach is dependent on distribution - finding the brand in the store.

The good news is new company sites are mobile-friendly. Packaging (name, design, tagline, ingredients, narrative) is the catalyst to look up their 'About Us' page, either in the moment with my phone or later on a desktop. Instead, it's in the supermarket that I stumble across new brands to try.

Typing in 'Gluten-free foods,” for example, results in clinical definitions and a few national brands like Udi’s in the first two pages.

Conventional Approaches Aren't Direct Enough

Healthy food choices