Creating a content marketing plan for a restaurant or bar

Introduction

When it comes to developing a content marketing plan, restaurants and bars often make common mistakes that hinder their success. This can be not using storytelling and emotional connection, or focusing too much on self-promotion. You need unique approaches to show what makes you different. To get your content noticed, you have to provide value to your audience. It should be educational, entertaining, and problem-solving. Follow these steps to build a successful content marketing plan for your restaurant or bar.

Content Pillars

The key areas you want your brand to be known for are known as called content pillars.

As a restaurant or bar, it's recommended to start with three topical areas that align with your brand's identity. Think about what you offer, and break it into three categories. When you focus your content on these areas, it becomes easy to think of new items to post about, and to plan your schedule for months in advance.

Subdividing into Content Themes

Under each of the content pillars you created above, you can decide to create smaller categories that shows the different facets of your space.

You may find that your restaurant is quiet in the mornings but gets busy over weekend nights. This reveals an opportunity to educate your audience about the different atmospheres and experiences you offer throughout the day. With this knowledge, you can create themes for your content around such as daytime ambiance, evening entertainment, and culinary delights.

Tagging your posts by the time of day would make it clear that there is something different to expect throughout the day. This can also be done via hashtags, e.g. XYZrestaurantByNight.

Content Topics

To bring your content marketing plan to life, here are some sample ideas that align with your content pillars:

1. Food stars: Tell people about your meal of the week, or a drink they should try.

2. Behind-the-scenes: Give them a glimpse into what’s behind the kitchen door, such as the staff culture, team birthdays, or production processes.

3. Food and drink menu highlights: Showcase your signature dishes and drinks, seasonal specials, and unique creations to entice customers.

4. Interactive content: Engage your audience with quizzes, polls, surveys, or other interactive content that encourages participation and offers rewards, such as a free drink for online quiz winners to enjoy at their next quiz night.

5. Chef and bartender profiles: Introduce your talented culinary and mixology team, sharing their expertise and passion for their craft.

6. Local and seasonal ingredients: Highlight the use of locally sourced and seasonal ingredients in your dishes and drinks and family recipes.

7. History and story of the restaurant/bar: Share the unique journey and narrative behind your establishment, creating an emotional connection with your audience.

8. Food and drink pairing suggestions: Provide expert recommendations for pairing specific dishes with complementary drinks, enhancing the dining experience.

9. Tips for hosting successful events or parties at your space: Share insights and tips on organizing memorable events or parties, demonstrating your expertise in hosting special occasions and inspiring people to plan something at your venue. This can also include date night ideas.

10. Social responsibility content: Highlight your engagement with the local community and their social causes in your community or environmental sustainability, sharing initiatives and the positive impact you're making.

Group your story posts under the relevant content tags.

Content Plan

*Treats refers to the meals and drinks on offer

• Treats

  By Day
  Breakfast options
  New menu changes
  Coffee blend

  By Sunset
  Dinner paired with wine
  Wine of the month
  Meal of the week
  Cocktail of the week

  By Night
  Shooter of the week
  Craft beer on offer

*Meets refers to meeting friends and meeting staff

• Meets

  By Day
  People having meetings here
  Birthdays of staff
  Meet the barista

  By Sunset
  Romantic date idea at the venue
  Chef's story
  Meet the new waiter
  Cocktail party photos

  By Night
  Event invites with a poll
  Barman's story

*Beats refers to musicians, DJ’s and the music playlists

• Beats

  By Day
  Have our Spotify playlist in your home
  Featured artist of the week
  Videos of the tranquil atmosphere

  By Sunset
  Jazz performer of the week
  List the genre of music to expect
  Video of the musician performing

  By Night
  DJ of the weekend
  Karaoki Night
  Video of cocktails being mixed

Closing

A well-executed content marketing plan can significantly enhance your restaurant or bar's online presence, attract new customers, and foster loyalty among existing patrons. By strategically incorporating content pillars and using a variety of content ideas, you can engage your audience, build meaningful connections, and differentiate your brand from the competition. Lastly, remember to regularly assess and refine your content plan based on feedback and analytics.

---

Similar posts