How Former Gang-Bangers Became The Content Marketing Poster Boys for Catering

Have you ever thought about what line of business you are really in?

I mean, you may sell tee-shirts or complex IT solutions to large corporations, but is that really the business you are in?

In his 2008 best-selling book “Ready, Aim, Fire: Zero to $100m in no time flat” Michael Masterson says:
 
 
“All businesses are really in two businesses; The first business is whatever product or service they offer and the second is in sales.”

9 years on, I would extend that sentence to include a third business type: Media.

Whether you are uploading images to Instagram, blogs to your website, videos to YouTube or Snap’s to Snapchat, YOU ARE CREATING MEDIA CONTENT.

Content marketing for catering

Content Marketing is the strategy which underpins this new business model.

Simply put, effective Content Marketing is when your business invests in the creation of consistent media to either solve a problem or fulfil the desires of a specific target audience.

The best examples of this include:

American Express Open Forum for small businesses.

RedBull (the energy drink’s) RedBull TV

Farming OEM, John Deere’s, Agriculture and Farming magazine “The Furrow”

Marketing Automation software company Hubspot’s blog.

The good news is that this business model is not just reserved for huge brands. It is being used by thousands of small business owners across the globe.

One such example is Trap Kitchen a small catering business in South Central, L.A. .

Trap Kitchen was established by two former gang rivals and qualified Sous Chef’s, Spank and New’s. They specialise in selling affordable meals, mouth watering BBQ meals to their local community exclusively via Instagram.

Since joining Instagram, they have delivered consistent videos and pictures of their food creations attracting an audience of over 185,000 fans. They are now a fully fledged catering company who are about to open their first physical location.

If you want to know what content marketing is and how to build a business in 2017… this is it in all its glory:

Step 1. Find your area of expertise.

Ask yourself the following 3 questions:

1. What are you passionate about?

2. What have you been doing professionally over the past few years?

3. What are you qualified in?

Using the example of Trap Kitchen, Spank and his colleague were both qualified Sous chefs who are passionate about creating exciting and experimental fusions of food.

Step 2. Find a Channel where your ideal target audience hangs out.

The beauty of social media channels is that they have built-in audiences, which means that there is a strong likelihood that your ideal target audience is already using that channel frequently. Facebook and LinkedIn are particularly good because they have groups for various subjects. These are usually moderated and contributed by enthusiasts on that subject matter.

Do a search on both platforms for your area of expertise and you are likely to find a suitable group.

Trap Kitchen used Instagram as their preferred platform of choice and found that pictures of their meals went viral across the channel.

Step 3. Create content which demonstrates your knowledge and skill on that subject.

As you begin to plan out your content creation process, the first thing you should consider is which format of content to deliver to your audience. Is it best represented as a written blog? Pictures (like Trap Kitchen) explainer videos? Or audio content such as podcasts.

Step 4: Interact and build your audience over time.

Now that you have your audience, channel and content format locked down, it’s time to consider how you plan to build and interact with your audience. You could run viral competitions with the help of King Sumo you could also put some paid advertising behind your content to grow your audience. The most important thing is to be sure what your objective is.

Do you want to grow your email list? Get more “Likes” or “Fans” on your social channel? Whatever it is, be sure that it engaging and helps your audience to achieve a specific outcome.

Step 5: Offer your expertise for sale.

If you do not already have a product or service for offer, use your audience’s feedback to create your business. Pat Flynn of Smart Passive Income wrote a fantastic book on how to validate a business idea before you launch it called “Will It Fly?”

Step 6: Create advocates (super fans/customers) of your brand.

Once you have your new batch of customers, your focus should be to turn them into brand advocates. You can do this by extending the buying experience beyond their initial transaction, by offering exclusive content or access to special discounts if they share their experience with your brand on social media.

Step 7: Let your customers dictate what they want to see next from you and your business.

Finally, let your customers dictate how your business grows. Do your customers want you to open a physical location like Trap Kitchen? What other diverse solutions could you offer which are similar to your current product or service?

That is it!

There are hundreds of examples of Entrepreneurs from all over the globe who have used this exact formula to build and grow a business.

What is your area of expertise and what could you start creating content about?

Let me know in the comments below and good luck!


Originally published at Revolution Content Marketing.

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