Content Marketing Tips Every Restaurant Should Utilize

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Restaurant Wine

Gone are the days when a well-placed billboard, an eye-catching newspaper ad and the occasional television spot were the only ways to market a restaurant.  In reality, marketing has largely gone digital, and content marketing specifically has become the standard across all industries.  There are a multitude of content marketing ideas out there, but restaurateurs should focus on the following.

Focus on Keywords
Keywords are an important part of search engine optimization (SEO), and restaurants should take advantage of the fact that their keywords can be locale-specific.  It’s also important to be consistent with the choice of words.  If a website’s focus keyword is "Greek restaurants in Seattle," the same phrase should be utilized in blogs, video descriptions and image names.  Better SEO means more people at the restaurant dining tables.

Create Instructional Videos
Video is an underutilized form of content marketing, but for restaurateurs who pull it off smoothly, video marketing is a powerful tool.  The most watched videos from companies are instructional ones, so whether restaurant owners sit at bar tables explaining how to make classic drinks or make a cameo in the kitchen to show how to cook steaks to perfect temperatures, it’s merely important to give customers something of value.

Consistently Take Photographs
Photos are another great form of content marketing, and even though blogs go a long way, visual content often gets more reach.  Groups of friends sitting at restaurant dining tables might be great for Facebook cover images, but the photos actually shared to pages should be geared more towards presenting how great the establishment is.

Is the restaurant known for a special drink?  Post a picture of it, with all the trimmings, and the drink’s recipe.  Also take pictures of the most mouthwatering foods offered at the eatery and share them as well.  It will remind patrons why they show up, and in the process, it could attract new guests.

Share Basic Recipes Across Platforms
Fans will appreciate if a restaurant shares its recipes on social media.  Post the best photo of the dish in question, and include the recipe in the status.  This does a few things.  First and foremost, it increases the likelihood that people will share the post.  This means more visibility, and more customers will likely visit.

Additionally, sharing these recipes shows customers that an eatery trusts them with special information.  Fortunately, most people won’t even attempt to craft these meals on their own.  It’s just too much work, and if a person wanted to cook, they likely wouldn’t be heading to a restaurant.  So in the end, this method garners attention while not decreasing bodies in cafe chairs.  Do remember, though, that only basic—not proprietary—recipes should be shared.

Content marketing is essential for the success of an eatery, so it’s important for a restaurateur to make a real investment.  This can’t be a "once-in-a-while" strategy; it’s important to start strong and commit to consistent content posts.  Even if this means assigning the responsibility to someone else, it will pay huge dividends over the long run.