An organic farmer and sustainable agriculture expert told me recently that the proprietor of a farm-to-table restaurant in her community had asked if she would be willing to write a blog about farming for the restaurant’s website. He told her the blog need not make any mention of his restaurant or its menu at all—just write about farming, he said.
She was delighted, but also befuddled. Why would the restaurant want a blog that didn’t market the restaurant?
This savvy restaurateur understands something many small business owners have yet to grasp. The trick to reeling in new customers in the age of online search is to provide content—useful, informative, engaging content that answers the questions your potential customers enter in their browser’s search field.
If you’re unfamiliar with it, the increasingly popular tactic is called “content marketing.” Search the term itself to find reams of information about how it’s done.
I pointed my farmer friend to the most concise and brilliantRead More »from What most small business owners still don’t get about blogging