The irresistible temptation of delicious food: How does Shengkeshi make big money selling kitchenware through content marketing?

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The boundaries of content marketing are really endless. If it hadn’t been for a friend’s repost, White Bear would have never known that using content to market food and peripheral products could become so popular that fan page has exceeded one million likes!

In the field of content marketing, the most irresistible thing should be food content. Food has no restrictions on age, gender, or region. As long as the content “appears to be very delicious”, whether it is a video, photo, or illustration (currently, the Internet cannot transmit fragrance), it should be difficult for most people to resist this delicious offensive, right?

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A while ago, a wise career woman friend reposted the following Facebook post and praised this “[Saint Kaishi](https:/ /www.youtube.com/channel/UC52GIWmRR2t3YqtGrKJeZkQ/videos)” is similar to the famous [Mr. 486] (https://www.facebook.com/KK486/), a group buying expert specializing in cooking couples.

Out of curiosity, I went to the fan page to learn how Sheng Kaishi used video content to market pressure cookers, only to find that things were not as simple as imagined. After stepping into the fan page, I discovered that Landing Hacker has a complete content marketing routine. Through video posts on two fan pages, paired with a single-page [sales page] (https://www.contenthacker.today/2018/01/landing-page-copywriting-tips.html), it also markets its restaurants, home delivery dishes and kitchenware.

The fan page of “Shaoyao Home Cooking Classroom” alone has more than 1.3 million likes, which is nearly double the number of Mr. 486’s 730,000 fans. One has to admire how one can attract so many potential users by making good use of the appeal of food.

Content marketing that eats many things with one fish

Analyzing the content marketing operation method of Sheng Hacker, we use the video posts of two Facebook fan pages, plus the YouTube channel, with [Call to Action] (https://www.contenthacker.today/2018/01/how-to-create-the-perfect-call-to-action.html) (CTA, Call To Action) guides potential customers to the Sales Page (Landing Page).

Instead of spending a lot of money to set up an official website, Shengkaishi replaced it with a single-page sales page. The main purpose is to let potential customers pay directly and no longer spend energy on website management. In the sales page responsible for actual sales, in addition to detailed product introduction, a [shopping cart] (https://www.contenthacker.today/2018/01/5-tips-to-reduce-shopping-cart-abandonment-rate.html) is also embedded, so that potential customers who are attracted to the page by the post or video content can pay directly.

Shengkeshi content marketing tool combination:

• [Hao Yao Home Cooking Classroom] (https://www.facebook.com/hanahomefood/): Facebook fan page (approximately 1.35 million fans), which is the origin of the distribution of recipes and pot marketing content.

• 鵵狗─鵵鑶: Facebook fan page (approximately 6,000 fans), focusing on physical restaurant promotions and introductory videos.

• Shengkaishi─YouTube Channel (approximately 120,000 fans): Provides food preparation demonstration videos simultaneously with Facebook.

*Haoyao Mutton Stove: LINE group, posting a one-page sales page for home delivery products.

• Non-stick pan─Single-page sales page: One-page landing page.

In terms of content production, Shengkeshi also uses the following types of content for cross-marketing to achieve the goal of eating more than one fish (marketing kitchen utensils and dishes through content at the same time…), thereby turning fans into customers:

• Recipes: the content with the highest proportion. Insert pots or sauces into cooking videos to let fans understand the advantages of promotional products (non-stick, easy to wash…) through the actual process. At the same time, add a limited-time or limited-edition call-to-action link to guide fans to the sales page to place orders as soon as possible.

• Product tasting: actual cooking and tasting with home-delivered food packages, emphasizing real ingredients. Also use call-to-action links to guide fans to the sales page to place orders as quickly as possible.

• In-store interview: Take pictures of other customers visiting the store to try to eat, and attract fans to the physical store for consumption.

• Recommend eating out: Introduce other food stalls or stores to attract fans to visit the fan page.

• Introduction to raffle prizes: Introducing the canned sauce prizes from online events. The call-to-action strategy he adopts is to ask fans to like this article and leave comments and tag their friends to expand the reach of the fan page.

♛ Marketing example of non-stick pan video:

♛ Marketing examples for recipe videos:

In addition, White Bear also found the original German Silit factory’s marketing video (below) to compare with Shao Yao’s video above. As expected, the original factory has a traditional German style, using precise illustrations to introduce the functions of the pot. In comparison, Shengcaishi’s marketing method of “fragrant fragrance” is obviously much smarter. I think Taiwanese consumers will be more willing to buy pots from Shengcaishi.

Food content marketing has a long history

In fact, using food as a content marketing weapon is not special. Xiezhong has a long history. Putting aside the century-old Michelin Guide, we can look at the following two past success stories.

I believe some friends still remember the Japanese food variety show “Cooking East and West Army (どっちの菜ショー)” which was very popular in Taiwan. Although the show was discontinued as early as 2006, the sound of “Dotch” from the YouTube review video can always remind gourmets of the excitement of the high-end gourmet competition.

In fact, the “Culinary East-West Army” can be said to be a super master in the content marketing industry. The ingredients, chefs and restaurants introduced in the program have all been created with a very high-end and hard-to-obtain noble image, attracting a large number of people to make pilgrimages. To this day, on Japanese Amazon, you can still find the [Recipe and Ingredients Collection Series] (https://www.amazon.co.jp/s/ref=nb_sb_noss_1?__mk_ja_JP=%E3%82%AB%E3%82%) launched by the Japanese Cuisine Army BF%E3%82%AB%E3%83%8A&url=search-alias%3Daps&field-keywords=%E3%81%A9%E3 %81%A3%E3%81%A1%E3%81%AE%E6%96%99%E7%90%86%E3%82%B7%E3%83%A7%E3%83%BC).

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Another food content marketing predecessor that people can easily associate with is the Queen of Kitchenware [Fayjlife] (https://www.facebook.com/Fayjlife/). Back in the days when YouTube and Facebook were not very popular, Sister Fei used her beautiful ladylike appearance to overturn the traditional unkempt appearance of women cooking, and established a positive image as a spokesperson for a new generation of gourmet chefs. Sister Fei used her good cooking skills, beautiful kitchenware, and physical content such as cooking shows, live demonstrations in department stores, and cooking classroom teachings to attract many mothers-in-law to pay, and she became the leader in kitchenware sales at that time.

However, as times change, the focus of communication has gradually shifted from TV programs to social media and audio-visual platforms. Sister Fei failed to create corresponding content to attract the new generation of homemakers. The Facebook fan page currently has a fan base of less than 2,000 people. It is really difficult to associate it with the scenery of the past.

Learning: If the bait is fragrant enough, the fish will bite

This sentence is very straightforward and was spoken by a junior high school student; it seems simple, but it is actually very difficult to do. When I was a teenager, several classmates met to go fishing together at a stream during the holidays. As a result, they fished all day and caught nothing. Strangely, another middle-aged fisherman a few meters away had a plastic bucket full of fish.

In the afternoon, when the fisherman was about to leave, he gave the bait he made to his classmates. The students used that portion of bait instead, and sure enough, the fish started to take the bait. The students smelled the bait and told the white bear with certainty that if they were fish, they would also want to bite that bait because it was so fragrant. The bait made by the students themselves was so bland that the fish didn’t even want to eat it!

When I mention this old story, I don’t want to teach you how to fish. White Bear wants to emphasize that whether it is Sheng Keshi or the East-West Cuisine Army, it is to seize the ultimate goal of emphasizing that the target audience wants to enjoy delicious food. Therefore, through carefully designed food content (spicy enough bait), it further promotes “tools”, such as kitchen utensils, home-cooked food packages, restaurants or chefs, etc., so that consumers will pay obediently.

If we want to achieve sales goals through content marketing, we must constantly design and adjust the content to make the bait fragrant enough so that big fish can take the bait!

★ How to learn how to make presentations and use them for content marketing at the same time? Please sign up now for the Content Hacking Lecture Series (CHL6): How to use presentations for content marketing[Registration now]

★ How to produce high-quality and attractive content? Please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”

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Further reading

• “Content Hacker” accepted an exclusive interview with the weekly: Can food also be used for content marketing? Attract customers to purchase without using fragrance
• To celebrity chef Anthony. Borden learns content marketing and tells good stories in five ways
• Uncovering rare beauty──Freighters can also be used for content marketing

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