Smart Content Keeps Food & Beverage Brands Top of Mind

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( — July 25, 2017) Clearwater, Florida — 


It may seem like all the heavy lifting should be over once your brand gets accepted and stocked in grocery stores.  Unfortunately, that’s not the case.  Unless it sells well, it won’t get reordered. And stores have thousands of brands to sell, so they aren’t going to make a special effort to sell yours. The trick is to keep your brand top of mind with consumers and entice them to pop it into their baskets every time they shop.

The key to staying top of mind is content. It’s no longer enough to produce a great product – you also have to be a publisher. You need to create great content that lets consumers know all about your brand. Consumers buy brands they like and trust.  Content is the best way to earn that affinity, loyalty and trust.

And it can’t just be any old content. It has to be carefully crafted, fit the needs of that consumer right at the moment of need, be available on the right device and platform, and provide real value.

1.      Do your research

Find out what consumers are saying about similar products by monitoring social media conversations about your brand and your competitors, as well as other phrases related to the product.

 2.      Analyze the data – look for

  • Where conversations take place
  • Brand advocates
  • Influencers talking about your brand or similar topics
  • Intent statements
  • Use statements
  • Sentiment
  • Needs
  • Ideas
  • Information gaps

 3.      Editorial Calendar

Use the information you found to create an editorial calendar of content ideas that meet the needs you uncovered. Target the consumers who might be interested in using your brand.

 4.      Create the Content

An Avocado Board found that bloggers write about avocados in recipes, while on Twitter the conversation related to avocados is mostly about guacamole. This led them to create interesting avocado recipes paired with attractive images and make this content available to food bloggers and mom bloggers.

A ginger soda company discovered that close to the holidays people were looking for cocktail recipes. They used a Mixologist to create three cocktails using their ginger soda and distributed this content – articles, images and short videos – to food and beverage bloggers, as well as other social media influencers with a large following. The campaign was a success and sales spiked.  

 5.      Mobile  Search

Make sure all your content is mobile friendly.  Many shoppers look for ideas on their phones while they’re in the store. And that leads right to the Search Engine Optimization (SEO) conversation. Google reports that more searches are now performed on a mobile device than desktops.  And the number one category searched on mobile is food and beverage.



SEO and search visibility is of paramount importance – in fact, some retail stores won’t stock a product unless it has page one visibility in Google. They want to see that when a consumer searches for “French mustard” or “best coconut oil” your product will appear.

 Google recently announced that they’re making their mobile app look more like a news feed as they compete with Facebook and Amazon for the attention of online consumers. Your content won’t show up in related searches if it’s not optimized for those terms, so all your hard work will go to waste.   

These content strategies can keep your brand top of mind and help sell your product.  That keeps the reorders flowing and everyone wins.

About Falkow Inc

Sally Falkow is a freelance content strategist, writer and visualizer. She helps brands create effective content for each stage of the customer journey

Falkow Inc

1245 Seminole Street
Clearwater, Florida 33755
United States
888 243 3470