A lot of times when you meet someone new, they ask “So, what do you do?” Over the years, I’ve answered with “Food marketing,” or maybe, “I help companies sell the food that restaurants sell to you.” But when I meet someone in the food industry, someone who understands the complexities of channel marketing, someone who might be reading an article on our company website right now, I tell them about Shared Spaces.
Most of the communication planning requests we get are tied to promotion of a particular brand or product, which makes sense – that’s where the sales happen. This approach, however, tends to isolate each brand plan, not allowing the company to take advantage of bigger, more integrated opportunities. For clients whose foodservice business supports a family of brands, we recommend establishing marketing initiatives at both the Division and Brand level.
You’ve heard it before … Content is King. You understand that companies are increasingly expected to publish valuable content to establish a relationship with end consumers. You can probably recollect a recent piece of content or social media post from a consumer brand you that caught your attention. Unfortunately, many B2B companies are unwilling to make the investment in content marketing, or are unsure where to begin. Here’s why investing in content marketing is important for B2B companies.