"Content Hacker" accepted an exclusive interview with the weekly: Can food be used for content marketing? It can attract customers to purchase even without fragrance.
[About the author] Fabius Chin, known as White Bear in the world. He is currently the co-founder of the website “Content Hacker”. He has more than 20 years of experience in public relations, marketing and media practice, and is good at marketing copywriting and content marketing planning. Qin Zhenjia has worked in the media, internal corporate marketing public relations and public relations, and marketing consulting companies, and has complete experience in the demand side and supply side of content issues. Interview experience covers information technology industry, medical biotechnology industry, financial industry and government policy, etc.
Food is loved by everyone and is always the focus of the media and the community. As long as there is a delicious restaurant or stall there, you will see relevant reports from media reporters and self-media operators (YouTubers, Instagrammers or bloggers, etc.), lest you eat it later than others and not have time to report it.
Regarding how to use food for content marketing, the articles that have been analyzed by Content Hacker before may be impressive to everyone:
- The irresistible temptation of delicious food: How does Shengkaishi make a lot of money selling kitchenware through content marketing?
- Learn content marketing from the Michelin Guide: build credibility with professional evaluation and ritual
- To celebrity chef Anthony. Bourdain learns content marketing and tells good stories in five ways
- Avoid three major landmines to make your food article titles more eye-catching
- How to become a food blogger──A complete guide to running a local food blog
In the recently published weekly “Weekly King”, in order to find out the secret of success behind Sheng Keshi who is good at using content marketing, the reporter specially published the article “[The irresistible temptation of food: How does Sheng Keshi make big money selling kitchenware through content marketing?](https://www.contenthacker.today/2018/03/han ahomefood-content-marketing.html)” analyzed and interviewed Content Hacker, resulting in the article “Content is Wang Shengkaishi’s marketing secret”.
Regarding Sheng Keshi’s successful social operations, please refer to the detailed analysis of previous article. Here I would like to add two points that have been quickly mentioned in Weekly King.
*About Chopping Board Marketing:
If you have a chopping board, it will be sold online for about NT$6,600, and the target is to sell 10,000 units. How long do you think this will take? Is it three months or one year?
The correct answer is: 10 minutes.
The source of this successful marketing case in China is “[How did you sell a 1,500 yuan chopping board? You may need to learn some psychological arousal]” (https://www.huxiu.com/article/145117.html). This article talks about how a gourmet internet celebrity “Wen Yi” exerts influence and can quickly sell out even ultra-high-priced chopping boards. I also hope that Saint Kaishi will have the opportunity to break this record in the future.
- About content sending pipeline:
Regarding the content delivery pipeline, it is the last stage in the content marketing process.
The key is to first observe the “trusted sources” of the target audience, and then adjust the content presentation style according to these channels. So this is what was mentioned in the Weekly King article: “The methods used are very diverse and can be changed for different groups. For example, if young people don’t like to read text, they use videos, and if the elderly like to see pictures of their elders, they make pictures.”
For example, if you want to promote Tongbao delicacies to young people, you must first understand the sources of news for young people. Generally speaking, college students know PTT and Dcard, high school to college students usually use LINE and Instagram, and middle school and primary school students love to use Douyin.
So for PTT and Dcard, you should prepare short articles and beautiful pictures introducing food. For LINE and Instagram, you need to prepare food pictures or short videos of appropriate sizes. As for Douyin, you must prepare a short food video that only lasts a few seconds.
At the same time, it is also necessary to take photos of different food feelings based on the perspective of age groups. After all, primary school, middle school and college students do not necessarily think that the focus of food is the same. Therefore, you must create a feeling of “tailor-made for you” so that the target audience can feel that “you understand my heart, this is what I want to see.” This is the last and most important step in completing content marketing.
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Further reading
- To celebrity chef Anthony. Borden learns content marketing and tells good stories in five ways
- The irresistible temptation of delicious food: How does Shengkaishi make big money selling kitchenware through content marketing?
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