Food content marketing: F&B blog topic ideas

The 5 food content marketing categories – and ideas – every food and beverage brand needs for their blog.

Food and beverage brands must be findable online

Your online presence is required

Once upon a time, online grocery shopping was a niche market. These days, supercharged by the pandemic, it’s become increasingly common—especially among Millennial and Gen Z consumers.

It’s also perfectly normal for us to research food and beverage (F&B) brands online as well as read up on related topics of interest before choosing to make a purchase.

For example:

  • “Best vegan chocolate chip cookie brands”
  • “Dark chocolate brands for baking”
  • “Is [brand name] coffee good?”

For direct-to-consumer food and beverage companies, this online activity translates to significant potential to nurture (and boost) sales through something as budget-friendly as food content marketing. More specifically, business blogging.

Image: Woman edits a photo on her tablet.
Readers are always hungry for more and that means you need to deliver great food marketing content on a consistent basis.
Content marketing such as social media and blog posts with mouth-watering photos are must-haves for every food and beverage business

Readers are always hungry for more content and you need to deliver

The thing is, food content writing sounds easy until you’re actually tasked with producing a consistent supply of high quality posts for your brand. Then it’s substantially less fun and a whole lot more stressful. (Blog topic ideas, anyone?)

But brainstorming blog content ideas isn’t your only concern. After all, the goal isn’t to churn out content just for the sake of food content marketing.

It’s about finding the right balance of blog posts that:

  • boost awareness around your brand
  • introduce products to your target segments
  • convey brand values

Ultimately, you’re blogging because you want to build rapport, gain readers’ trust, win their support—and convert them into paying customers.

Here are a few things to remember:

  • Before you start writing, it helps to have a blog content strategy
  • Create blog content for every stage of the purchase journey
  • Search intent should be factored into all your content marketing ideas
  • You’ll need a healthy mix of timely and evergreen material
  • Pay attention to brand values—not just your products
You need a healthy supply of high-quality blog posts as part of your food content marketing
You need a healthy supply of high-quality blog posts as part of your food content marketing

Blog content for food and beverage businesses

Ultimately, you’re blogging because you want to build rapport, gain readers’ trust, win their support—and convert them into paying customers.

#1: Requisite recipe and ‘alternative uses’ posts

Recipes, recipes and more recipes.

If you’re in the F&B industry, chances are you’ll be publishing quite a few of these as part of your food content marketing strategy.

Recipe posts don’t just work to highlight all the delicious ways your product can be used, served or enjoyed—they also stimulate desire. Think of the all-too-familiar “must try soon” feeling we get when we see tasty, mouth-watering creations on our screens!

Another spin on the recipe post is the ‘creative ideas’ post.

Here, you highlight innovative uses for your product. For example: by now, we all know baking soda isn’t just a raising agent for your baking adventures – it’s also great for removing odours, cleaning and so on. These types of posts can help with product positioning.

Your blog is a great way to open up interesting conversations—and secure valuable feedback

#2: “Connect with your audience” posts

F&B content marketing helps bridge the gap between you, as a business, and the consumer. In other words, you get to cultivate a relationship with your readers.

What kind of blog topics can help you do that?

  • A behind-the-scenes look at your business
    Whether that’s product development, ingredient sourcing, the marketing team or beyond, show readers what it’s like to work at your company.
  • One-on-one interviews
    That could be with your founder (ahem, that’s probably you), team members, business partners (retailers, suppliers) or the influencers you work with.
  • Feature your customers
    There are many ways you can make your readers feel special and appreciated. Invite them to share their original recipes or create a weekly round-up of the best photos shared on Instagram using your unique hashtag.
  • Get readers involved
    Interacting with customers and getting their feedback is valuable. On the flip side, it makes them feel respected. Content might include polls or asking readers what they want to see from you.
    For example: If you make chocolates, you might publish a “If I were [brand]’s chocolatier, I’d make…” and ask readers to submit their whimsical ideas.
Informative blog posts are always appreciated

#3: Educational posts

This type of food content marketing addresses consumers’ informational search intent. In short: the aim here is to educate.

These blog posts are particularly handy when you want to build awareness. Why? They allow you to introduce your brand naturally – casually – without coming across like an overly pushy salesman.

Informative content might include:

  • How-to posts and tutorials
    For example: “How to brew loose leaf tea perfectly”
  • Q&A posts
    For example: “What is pea milk?”
  • Origin, history or tradition posts
    For example: “A brief history of soy sauce”
  • Myth busting posts
    For example: “Does tea expire or go bad?”
  • Interesting facts or useful information
    For example: “When to use pink peppercorns in your cooking”

Did you know?

Check out these exciting findings:

  • People are more than 2x as likely to buy from a brand after reading educational content on their blog.
  • After reading a brand’s educational content, consumers are 131% more likely to immediately make a purchase from them and 48% more likely to buy from the brand that educated them even one week later.
  • Preference for the brand increases with readers’ perception of “trustworthiness” increasing by 9% (from 64% to 73%) and positive views increasing by 8% from 66% to 74% a week after reading educational content.

Source: Conductor

Use your blog to keep readers in the loop with brand happenings

#4: News and updates posts

This is pretty self-explanatory. Your blog is a great place to share relevant updates with customers and prospects.

Content such as:

  • A sneak peak at soon-to-launch products
  • Product highlights
  • Announcing new retailers that carry your brand
  • Happy milestones
  • Upcoming events or a rundown of recent event happenings
Seasonal posts complement sales and promotions as well as email marketing campaigns

#5: Seasonal content posts

Christmas, Valentine’s Day, Mother’s Day, Father’s Day, Birthdays, Black Friday, Halloween, International Strawberry Day and whatever else exists in your part of the world – special events and traditional gift-giving occasions give F&B brands plenty to blog about!

Whether that be gift guides or other fun and even sentimental content for that time of the year, these types of blog content are the perfect companion for seasonal sales and promotions—and complement email marketing campaigns!

CONTENT CREATION TIP
It’s OK to go off-topic as long as you remain on-brand.
For example: if you sell premium frozen berries, there are only so many berry-focused topics you can write about before (1) you run out of useful material and (2) readers slowly run out of interest. So don’t be afraid to get creative and have some fun with your food content marketing—as long as it is content your customers would appreciate.

Which of these ideas will you be using next?

Also, in case you’re interested, check out the following pages for more content on the various topics mentioned in this post:

Happy reading!