How to Create an Effective Content Strategy for Your Restaurant
When it comes to your restaurant business, navigating the world of digital content can be overwhelming. The world of marketing is always changing, and best practices for content creation are ever-evolving. Your brand should be sharing blog posts, social media posts, videos, and even monthly newsletters or email campaigns to keep up with competitors and attract audiences in the digital sphere. There is a lot to consider, and the key to getting started is creating an effective content strategy to ensure you are creating content that keeps your diners engaged.
Determine your goals
When creating a content strategy, first ask yourself what the goals are for the content you’re creating. Are you looking to engage existing guests? Are you looking to attract new diners? Are you launching a new delivery campaign to beat out competitors in the digital space? Once you determine the goals for your content, you’ll want each part of your strategy to help you achieve them.
Zero in on your target audience
Create a buyer persona, or a semi-fictional representation of your ideal customer, for your restaurant. This exercise will help you zero in on the average customer visiting your business so that you can create content targeted toward them. To develop a buyer persona, you will need to research your audience by analyzing your customer relationship management and create profiles from the information you gather. These profiles should include age, occupation, interests, location, average order, average order size, language, average income, buying concerns, and buying motivation.
Analyze previous content
Now that your goals and buyer personas are in place, the next step is to analyze previous content you’ve shared. Ask yourself what content was successful and helped you achieve previous goals, and what content was unsuccessful. If you find that a free delivery campaign helped you attract new diners, you’ll want to be sure to include similar campaigns in your content planning. If very few guests engaged with a particular social media post about a new menu offering, consider how to improve these posts going forward. While reviewing your previous content, look for pieces to update or repurpose.
Create a content calendar
It is crucial to include a calendar in your content strategy so that your team is able to stay organized and execute effective content-sharing. There are some key tips to keep in mind when developing a content calendar for your restaurant:
- Use a project management tool such as Airtable or Monday to keep your content calendar. The software you already use at your restaurant, such as Gather, may offer this functionality as well
- Organize the calendar by channel (email, Twitter, Facebook, Instagram, blog, etc.)
- Be mindful of holidays when planning out your calendar, because there are opportunities to create campaigns or content catered to these days
- Use data from previous posts to plan for your content to go up at optimal times
Brainstorm creative ideas
When brainstorming ideas for your content strategy, think outside the box, and come up with concepts that extend beyond blog posts and email newsletters. Develop videos, social media campaigns, and photos highlighting new menu offerings to engage your restaurant’s diners. Hold monthly brainstorming meetings with your team to bounce ideas off one another. You will also want to investigate restaurant influencer marketing to pull in someone who is up-to-date on digital trends and creates content for a living. Be sure to fill in your content calendar as you brainstorm.
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