Content Marketing Takes a Cue From Fast Casual Dining
We’ve all had our moments where we succumb to weakness and fatigue. Making a tasty dinner from the comfort of the kitchen is just too daunting with a busy work week, too many hobbies and familial obligations. There’s a neon beacon and an empty drive-thru. It’ll take five minutes and you know everyone will be happy with a full belly, no matter the substance.
Of course, the more fast food we eat, the worse we feel. Tiredness becomes lethargy and convenience becomes abundance. Fast food is fine on occasion when it makes us happy and gives us a momentary treat. But more and more people are finding the ease of fast food not worth the after effects.
Hence the emergence of fast casual, a “wholesome” blend of healthier fare and a casual eat-in experience. Everyone gets to pick what they get with their meal and the choices are a bit easier on the mind and body.
The way many businesses approach content marketing happens to fall in line with the quickness of fast food. They want it operating on a continuous conveyor belt of more for less. Yet the tenets of fast casual are more in line with 21st-century content marketing that effectively grows an audience that trusts the source more than those that just unleash a value menu’s worth of content without substance.
Quality Of the Ingredients
As is the perception of fast casual ingredients, marketing content is most fulfilling when quality is put ahead of quantity. Rather than operating on turning around the most content, audiences are keen on thoughtful and targeted content.
Perception Of Freshness
When a company focuses on quantity, content can seem dated. Though the turnaround rate would seem to speak of fresh content, the truth is the content is being produced to fill in gaps. When content focuses on quality, it has the time to encompass the latest data and trends to create accurate and timely messaging that speaks to the future, not the past.
First Rate Décor
If a company is putting the effort into creating higher quality content, it’s likely spending the time and resources to create and nurture the appropriate design for the various interfaces. Not only will a social media feed such as Twitter or LinkedIn be well curated with pictures to draw readers in, but the design on white paper templates or interactive case studies on the website will be differentiators.
How It’s Prepared
Fast food is often a pre-made package that puts turnaround time over choice. It sits under a grill light, and having it your way is whether to hold the pickles. Successful content cannot operate under similar circumstances. It is more than producing white papers to order. There needs to be variety in not only content choice but also in preparation. Everyone has a different taste, so catering content pieces to different audiences will provide a more meaningful experience than the one flavor of in-the-box content.
Content driven companies are as guilty as anyone of falling into the trap of ease. Sometimes they just want fast content and in the same flavor and packaging. But variety is the spice of life that will ensure your content reaches a broad audience that is more concerned with what it is reading rather than that it is being served quickly.