Marketing Profs and the Content Marketing Institute recently released their annual report on how B2B companies are doing when it comes to effective content marketing.
While the report does not break out foodservice separately, my gut tells me our industry lags well behind the average. Let me know if you think I’m totally off-base on my perceptions:
35% of B2B companies have a documented content marketing strategy.
My guess is about 10 percent of foodservice manufacturers have a strategy (most likely expressed as a few bullet points in the marketing plan).
47% have a dedicated content marketing group. Maybe 30 percent of food companies with retail divisions have dedicated teams — primarily focused on B2C. I bet only about 2-3 percent are dedicated to foodservice.
28% of total marketing budget is focused on content marketing. Typical foodservice manufacturer might “gamble” 5 percent.
Of course, every company has its quirks that make any particular marketing tactic more or less effective. There might be good reasons to minimize content marketing in foodservice — although I’ve yet to hear of any.
- Brokers continue to digest acquisitions to create regional groups that represent (primarily) larger manufacturers. Or specialty brokers are emerging to provide higher levels of service to smaller manufacturers. In either case, many broker reps are dazed and confused. They desire knowledge on how to represent their respective brands more effectively.
- Distributors continue to grab turf as the Sysco-U.S. Foods merger continues to whirl around.
There’s never been a better time to build a knowledge base out there among DSRs wanting to carve out more territory through product ideas.
- Independent operators want help to compete against the chains. They don’t need product hype or tabletop displays. They need ideas on how to make or save more money. Rebates are great, but suggestions on how to increase profits using products and services generate much larger dividends for an operator.
How does your content marketing strategy stack up to the average?