So much of my work as an independent food writer and journalist involves helping people learn to cook simply, healthfully and seasonally. My ongoing work with Kroger, the grocery retailer with a massive footprint across the U.S., is an example. Collaborating with the wildly creative team at dunnhumbyUSA, a marketing partner to the grocer, I’ve developed a series of recipes and cooking tips for Kroger’s myMagazine, which reaches various segments of the retailer’s customer base. These terrific magazines are quite well-produced, and the project gives me the opportunity to share some of my favorite healthy recipes for lunch, appetizers and main dishes.
Grocery retailers, food producers, growers and restaurants increasingly recognize the value of customer-friendly, relevant and useful content as a marketing tool to broaden their reach and drive sales. Recipes. Cooking and healthy eating tips. What’s in season.
Why is that important? According to a Google study, consumers interact with 10.4 marketing messages—via printed and online content—leading up to a purchase decision.
Think about that.
More than ever, it’s essential for brands to engage with their customers wherever they are. We know this, right? Kroger is among the retail brands that understand this mix of old and new media—printed magazines with recipes and coupons, Sunday circulars, plus online and mobile tools tied to a customer’s interests.
Used to be, marketers assumed it took three customer “touches” to make a sale. Now, according to Google, customers look at 10 pieces of content to inform their buying decisions. What does that mean? Simply: There’s no one-size-fits all approach to content marketing. And it’s a continual process. With marketing partners like dunnhumbyUSA providing deep customer insights, brands like Kroger can understand shoppers, trace their purchases and tailor offers specifically to them. But what if you don’t have those resources? How do you know what your customers need from you? Easy: Ask them. Take your best clients to lunch and inquire about how they came to you. Look at Google analytics on your website (here’s how) to see where visitors spend their time. Data is more available, and more important, than ever in marketing.
Data + content = a great recipe for marketing. I’m ready to help you with your content marketing. Take a look at what I’ve done for Kroger. Then let’s talk, shall we?
