To create branded content on topics of interest to your audience look no further than current online industry news. Then offer your brand perspective in a blog post, newsletter article or social media. A search for Industry News will result in lots of listings. But to find current news use Google > News > Past week. Many of the results are press releases published for media and public consumption.
When I google Food Service Industry News I see the National Restaurant Association Launches New ServSafe 6th Edition Food Safety Program. Read the release and create your own original content describing some of the best food safety practices used at your company. How is that important to the integrity of your product?
More examples from search:
US Foodservice: The Future of Foodservice in the US to 2016 – What trends do you see in your foodservice operating environment that will be influential in the next few years?
US Sports & Entertainment Foodservice Market Trends Analyzed in New Study Published at MarketPublishers.com. For food service providers to sports events, how are you improving the fan experience through food selection? What trends are you seeing?
CareerBuilder and the National Restaurant Association Team Up to Bring More Resources to Industry Employers and Job Seekers. The release states: “Under the two-year agreement, CareerBuilder will become the exclusive provider of recruitment and job search services for National Restaurant Association members as well as its state restaurant association members.” What do you see as the benefits of this? How do you find the best candidates?
US Foods, America’s Second-Largest Food Distributor, Chooses Ai2’s ProSel for an iPad Sales Force Solution Deployment. How do your territory sales managers give presentations to customer? Have you solved challenges in order-taking and content management using mobile apps?
And for those brands sensitive to sustainability issues: McCormick Achieves Net-Zero Energy Use with Constellation Energy. Their distribution center in Belcamp, Md., now generates more electricity than it uses. What sustainability initiatives have you launched and found to be successful at saving costs or adding benefits?
Trade magazines are a good source of credible industry news. Review your favorite industry magazines for ideas. Yahoo! Directory is an easy search for all types of industry news magazines. My search for food service industry magazines included: Directory > Business and Economy > Business to Business > Food and Beverage > Restaurant and Food Service Management > Trade Magazines. Or, you can Google [Industry Name] Magazines. Check out the news page, articles, blogs and newsletters from these publications for ideas on how to add your brand’s perspective on the industry news. Look for columnists within a trade magazine who cover the types of topics your audience is interested in. Find bloggers in your industry through Technorati and online trade publications. When you don’t want to write a full article or post you can leave a comment or tweet. On Twitter add an industry hashtag (#foodservice). Don’t let your subject matter expertise go to waste, offer your brand perspective.
This approach to creating branded content can be used by any size company in any industry. Are you running out of ideas to engage your audience?