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 a 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 News. They specialise in creating mouth watering meals to their local community, all of whch is sold 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 am I passionate about?

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

3. What am I 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.

Businesses can benefit from using social media channels because of their built-in audiences. This 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.

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 uses Instagram as their preferred platform of choice. The pictures of their food creations were so unique and mouthwatering that they soon found that their content went viral across the channel.

 

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