January 19, 2013
A STORY TO TELL (AND SELL):
If a 200-year-old flour company can nail social media, why can't your brand? (Trevor Young, 1/18/13, Leading Company)
Posted by Orrin Judd at January 19, 2013 5:23 AMWhat is King Arthur Flour doing that's so progressive? First of all, the brand focuses on producing interesting and relevant content.It doesn't flog us about the ears just talking about its flour and why it's so great, but rather it takes a more considered and bigger-picture view. Its content strategy is to educate the public on cooking with flour, celebrate the art of baking (also known as 'food porn') and generally build and cultivate community of people who are interested in baking.Furthermore - and importantly - King Arthur Flour markets its brand by telling interesting and informative stories across multiple mediums, especially video.In keeping with its goal of educating amateur, professional and aspiring bakers, King Arthur Flour runs a baking education centre, a schools-based 'Life Skills Bread Baking Program' and a series of travelling, free baking demos.Let's shift our attention to King Arthur's social media channels, an area where it is excelling.