Appetizing Content: When the Culinary and PR Worlds Collide ...

Corby Kummer shared their perspectives on how those relationships are formed and maintained. Kummer referenced another famous celebrity chef, the late Julia Child, and her ability to make the culinary world more engaging for experts and novices alike.

This made me think about shows like The Next Food Network Star, a reality TV competition where network executives search for someone who can host a show that makes cooking fun, easy and engaging for television audiences. The show has produced stars like Guy Fieri and Aaron McCargo, Jr. and features another celebrity chef and TV personality, Bobby Flay, as a judge.

With these examples in mind, let?s circle back to where we started: we eat with our eyes before our stomachs, and restaurant menus are very similar to websites. Building relationships that lead to customer loyalty starts with establishing an engaging and trustworthy brand ? one that will serve as a resource of valuable information on the issues prospects care about most.

Just like creative and appealing menus are invaluable tools for restaurants, blogs have become invaluable PR tools for businesses in practically every industry. They give current and prospective clients a sense of what your business is about and why they should work with you. They provide businesses with opportunities to direct readers to their other social media channels (even more avenues for engagement), and can also drive traffic to pieces of content hosted on other sites, such as contributed bylines, white papers and infographics featured in top-tier publications.

Defining the Customer Experience

The menu acts as the window into the culinary creations of a restaurant, guiding customers toward the dishes that will define their dining experience. In much the same way, a company blog guides readers toward the content that they can closely relate to. It gives them a sense of the company?s personality, products and services, and its approach to issues relevant to specific vertical industries. This encourages repeat visits, builds trust and facilitates customer-brand engagement.

Now take this information and compare your company blog to a well-crafted menu. Is it visually appealing or cluttered and jarring? Does it offer an accurate representation of your company?s expertise and thought-leadership? Does it accurately convey your organization?s personality and style? Does it make people want to come back? Learn more about you? Interact with you?

These are all questions that businesses have to ask to determine if their websites and associated content are positioned as valuable PR tools. We are firmly entrenched in the Digital Age, and as a?PR firm, we are constantly innovating ways to boost brand visibility and engagement through social media channels, content marketing strategies and search engine optimization. The goal is to make a company?s digital presence like a menu that makes one?s mouth water. Then our clients can deliver the dishes that keep their current and prospective customers coming back for more.

Source: http://www.marchpr.com/blog/2013/05/appetizing-content-when-the-culinary-and-pr-worlds-collide/

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