By 2022, the average U.S. household will spend $850 buying groceries online each year. How is your ecommerce business capitalizing on this trend? For direct-to-consumer food and beverage brands, content marketing will play a key role in getting a slice of that proverbial pie.
Why Your Food and Beverage Brand Needs a Blog
People are more than twice as likely to buy from a brand after reading a piece of educational content on their blog.
An advantage like that is just what a small ecommerce business needs to take on larger brands. Not to mention, blog content is a really good way to drive inexpensive traffic from social media and convert those visitors to email subscribers.
But here’s the thing: There were around 500 million blogs on the internet in 2019. (Compare that to just 23 in 1999!) And. that number keeps climbing!
The bottom line is that blogs offer growing businesses in the food & beverage industry a lever to grow brand awareness and win against larger competitors. But those blogs need to be good to cut through the clutter.
What Makes a Blog Good (Or, Even Better, Great)?
If there’s anything we know, it’s blogging. Hundreds of small businesses use the Matcha platform to increase traffic, email subscribers, and sales with their blogs. In our experience working with these companies, we’ve found four onsite characteristics that can make or break a blog’s performance.
- Usability: Can readers find the blog on your website? Is it easy to navigate and find relevant content?
- Design: Is the layout attractive? Does the aesthetic match your brand? Does the design consider the user?
- Content: Is there fresh content added regularly? Are the posts helpful and written with empathy for the reader? Or are they salesy and too product-focused? Is there content for each phase of the buyer’s journey? For each persona?
- Conversion: Once a reader is in the blog, how will they be converted to a lead? Then converted to a customer?
Of course, showing is better than telling. We’ve gathered 10 blogs from F&B brands that are crushing one, if not all, of these characteristics. Whether you’re launching a new blog or giving yours a tune-up, these ecommerce businesses’ blogs will surely spark some ideas.
So…scroll on, get inspired, and start blogging.
1. Shari’s BerriesConfectioner offering dipped strawberries, cake pops, and gourmet chocolates delivered to your doorWe especially love the…
When you visit the Shari’s Berries blog, you’ll notice that the vast majority of posts have nothing to do with berries.
Why is that?
Well, the Shari’s Berries team knows that there’s only so much the average person cares to read about berries. Instead, they publish seasonal blog content that speaks to their target audience’s interests, like healthy living and making memories with family. This helps them bring the right people to their website, even when those people aren’t actively foraging the web for snack brands.
Publishing seasonal content is an excellent way to tap into the emotions of the first chill of fall or family summertime picnic. And best of all, those posts can be easily updated and repurposed year after year.
2. Packit GourmetProducer of grocery items and meal packs designed for backpackers and other outdoor adventurersWe especially love the…
Sure, you want people to know what you sell and why. But if they’re not ready to buy right now, starting the conversation with product information can feel pushy and off-putting. Packit Gourmet publishes a lot of helpful content that allows for a more natural introduction to their brand.
Because they sell products for outdoorsy adventurers, their blog gives tips for all things backpacking, exploring, and cooking on the go. Not to mention, it’s beautifully organized. Instead of featuring only the latest content and letting the rest get buried, Packit Gourmet organizes articles by topic so it’s easy to find what you’re looking for.
3. Health-Ade Kombucha
unique product marketing.
Kombucha’s distinctly fermented flavor makes it a polarizing beverage. But if there’s anything can turn skeptics into believers, I’m willing to bet it’s Health-Ade’s ecommerce website.
Their blog is filled with unique (and genuinely useful) ways to add a little booch to your life. Turns out, kombucha can be used in a million different recipes, from sorbet to vinaigrette. It can even be used to dye Easter eggs. Each recipe and article on Health-Ade’s blog showcases their products in a new light.
The result? Health-Ade succeeds in positioning their kombucha as much more than just a beverage. It’s a delicious drink, sure — but the way Health-Ade tells it, it’s also a kitchen staple, a cocktail party must-have, and a DIY house cleaner.
4. Primal Urge FoodsDirect-to-your-door subscription service for beef jerky and meat sticksWe especially love the…
clean, simple layout.
The type of person who wants high-protein snacks delivered to their door each month is probably health-conscious, active, and no-nonsense. The Primal Urge Foods blog speaks to this persona really well.
But it’s not just the articles about meat, fitness, and the outdoors that make the Primal Urge blog so effective. The clear, simple layout with bold headlines and photos makes the content easy to consume (heh) without distracting from the topics at hand.
5. Dylan’s Candy BarBoutique candy supplier with an online store, brick-and-mortar locations, and wholesale operationsWe especially love the…
deliciously playful design.
If Primal Urge Foods’ blog sits on one end of the design spectrum, Dylan’s Candy Bar lies on the polar opposite. Where the former uses simple, understated colors with bold headlines, Dylan’s looks like a candy store exploded. But, like, in a good way.
The Dylan’s Candy Bar blog features colorful shots of candy and crafts, with the titles of each article only appearing when you hover over their respective photos. There’s a lot going on, but the simple tiled layout keeps it from being saccharine. It feels a lot like a highly curated Pinterest board with DIY projects and recipes.
6. Public Goods
DTC supplier of affordable and eco-friendly homes essentials, food, and personal care.We especially love their…
seamless product marketing and focus on community.
At Matcha, we often stress that pushing your products should not be the primary focus of your blog. But, when you introduce your products in such an engaging, informative, and non-disruptive way as DTC brand Public Goods, both your business and your audience can benefit!
As a vendor of eco-friendly home essentials and thoughtfully made pantry staples, Public Goods showcases in their blog how you can live a healthier, more sustainable life with the help of common household products. Their blog combines informative how-tos with elegant product photography to make for compelling articles that also make readers product-aware. Did you know that Apple Cider Vinegar can not only improve your digestive health, but also the health of your home garden? Or the best way to make candles at home with essential oils? You will when you explore their blog!
Of course, like any good brand blog, Public Goods’ blog features posts about more than just their products. Another thing we love about Public Goods is how they crowdsource content ideas from their readers, who receive a $100 credit to Public Goods if their topic is selected for a blog post! Such an incentive makes Public Goods’ blog stand out from other food and beverage brands, and it leaves their blog filled content their audience wants to read. And after all, isn’t that the whole point?
7. Imperfect ProduceSan Francisco-based delivery service for “ugly” fruits and vegetablesWe especially love the…
consistent point of view.
Imperfect Produce sells fruits and vegetables that don’t meet appearance standards of standard grocery stores. In doing so, they aim to reduce food waste, which is a big problem in America. Their blog posts offer lots of other ways to tackle that same issue. (Pickle juice, as it turns out, makes an excellent marinade.)
Not only is their content useful to their readers, it serves to reinforce their brand values. The consistency in their point of view goes a long way toward building trust and proving that their mission goes beyond just selling a product.
8. EverlyMaker of plant-based, sugar-free drink mixesWe especially love the…
value offered in their popup.
As most successfully blogging food and beverage brands know, people visit your blog because you’ve offered something of value. Continue that good rapport by offering something even more valuable in exchange for their email address. That way, you can grow your email list while building trust with your audience.
CPG brand Everly does this really well. Because their products are sugar-free, it’s no surprise that a lot of their customers maintain a ketogenic diet. Not only do they publish content that speaks directly to this niche, but they also use popups to offer gated content that dives even deeper into keto.
The best part? Their popup is converting 1 in 5 blog visitors to subscribers — in other words, it’s got a 20% conversion rate. Compare that to the 1% they had prior to using content-powered popups, and there’s no questioning that relevant content is a must-have for brands in 2019 and beyond.
9. teapigsMission-driven premium whole tea brandWe especially love the…
focus on brand values, not just products
teapigs (yep, all lowercase) is a mission-driven brand that’s committed to sustainability, fair wages, and partnering with impactful NGOs. Their blog strikes the perfect balance of awareness content, product content, and content that reflects the brand’s values.
The best of the best blogs include content for every stage of the customer awareness funnel. teapigs is no exception. They have blog posts designed to attract new site visitors, educate readers about premium tea, and convince tea lovers why teapigs should be their go-to brand. But they don’t stop there. They regularly publish content about their nonprofit partners, sustainability efforts, and fundraising initiatives — proof that they put their money where their mouth is when it comes to their brand values.
10. SieteMaker of grain-free tortillas and other Mexican staplesWe especially love the…
A lot of the businesses featured in this post include recipes on their blogs. As food and beverage brands, it only makes sense.
Siete is no exception. With recipes ranging from traditional Mexican cuisine to quirky new treats (tortilla ice cream bowls, anyone?), they have something for everyone. And unlike your collection of family recipe cards, the Siete blog is replete with beautiful photos that inspire instant cravings. Who wouldn’t be inspired to bulk order enough tortillas to feed a small army after browsing these recipes?
11. Chameleon Cold-BrewOrganic cold-brew coffee brand from Austin, TXWe especially love the…
Which espresso cold brew recipe are you? That’s the question Chameleon Cold-Brew asked their audience when they launched their new espresso cold brew earlier this year.
To drive awareness about their new products, they launched a fun interactive quiz on their blog that matches readers with the espresso recipe of their dreams. It capitalizes on the success of the ubiquitous BuzzFeed quizzes we’ve all come to know and love. Check it out here.
Interactive content is an excellent way to get your audience engaged and excited. For even more impact, you can ask quiz respondents for their email addresses before they get their results. That way, you can build your email list and continue marketing to those readers even after they leave your blog.
As consumers shift to buying groceries and other CPG products online, direct-to-consumer brands have endless opportunities for growth. But as the F&B market grows more and more competitive, you need more than just great products to stand out.
That’s where your blog comes in — but blogs are only as good as the results they give you. For small businesses, that means more website visitors and higher conversion rates.
Even the most beautiful blog with the best content will fall flat if you’re not using it strategically.
Yes, you need to publish high-quality content. But it doesn’t end there. You also need a plan for distributing that content to the right people and measuring your success so you can continue to improve.
This guide will walk you through everything direct-to-consumer brands need to know about winning with an ecommerce blog.
No time to write for your food & beverage brand? Try Matcha’s library!
Not all ecommerce businesses have their own content marketing team. That’s why Matcha’s library offers a library of tens of thousands of licensed articles from premium publishers like Oxygen Magazine, Better Nutrition, and Clean Eating Magazine.
Licensed content is an affordable way to populate your ecommerce blog with content your audience will love and attract new readers to your site from social media or email. From there, use Matcha’s blog optimization platform to optimize articles for new email subscriber sign ups and product purchases. Get started exploring the library with a free account!
Try the Matcha Blog Creator with a 7-day free trial. No credit card required.
Feature image provided by Joanie Simon