Aarstiderne Uses Marketing to Help Prepare Healthy Meals

I love hearing content marketing case studies from content marketers outside the US. Joakim Ditlev, the author of Content Marketing Bogen (Bogen means book in English) shared a wonderful Danish case study with me.

Aarstiderne Uses Marketing to Help Prepare Healthy Meals

He introduced me to Aarstiderne (it means the Seasons in English), a popular subscription-based meal box delivery service in Denmark. Don’t get fooled by the term ‘meal box’, as if it’s frozen or take-out food. On the contrary, it’s a well-prepared package with a measured amount of produce, spices and condiments so that you can make fresh meals for your family. Their chefs not only create new recipes, but also post them on the website or their mobile app in advance (like an editorial calendar) so that you know what’s available. If you are not interested in their meal services, no problem! They also deliver fresh produce and fruit from farms directly to your house.

Aarstiderne Uses Marketing to Help Prepare Healthy Meals

Delight their customers with wholesome and healthy products

The two founders and 130 employees have a clear mission: “Aarstiderne cultivates the close connection between fresh produce from the soil and the joy of healthy meals.” They also strongly believe in providing their customers with scrumptious meals and healthy food selections. Since their customers can’t touch or sense the goods before the arrival of meal boxes, Aarstiderne feels a strong need to use visual content to build trust with their customers and get them excited about the upcoming delivery. Their strategy is to create and share content that builds emotional connections from fresh and organic produces to delicious and healthy meals.

Every employee is content creator

Every employee has a mobile phone and take photos wherever or whenever possible. No matter what they are doing, employees and farmers can take photos while picking apples from trees, testing new recipes in the kitchen, making freshly-squeezed juice or bread, packing food, or even eating meals. Employees and farmers, are able to share their passions by capturing their observations as they happen. This footage is a great source for Aarstiderne’s social media channels, their websites and other marketing functions.

Images are nice, but let’s use videos to show, not just tell.

Preparing food well can never be communicated to its fullest by just showing static images and text-only instructions. The best way to communicate with people about preparing food is to “show and tell.” Ekaterina Walter, the author of the Power of Visual Storytelling, said it well: “Video allows you to show a more relaxed or human side to your brand.” Naturally, video became the core of Aarstiderne’s content creation strategy. With a small investment in video equipment back in 2008, Aarstiderne started producing videos about produce selections, recipes, cooking, events, and even Aarstiderne’s farmers. Videos are also seamlessly integrated into the meal box selections.

Aarstiderne Uses Marketing to Help Prepare Healthy Meals

Check out the collection of their videos on http://www.madbio.com. Here is one example, Chicken with pasta.

Know your audience and prioritize your content formats

Although all formats of content material are needed to build a lively and interactive e-commerce site and marketing campaigns, Aarstiderne focuses on visuals to tell their stories and integrates them into their e-mail, print, events, cookbooks and other marketing communications channels. Visuals such as videos strengthen their relationship with their customers and increase sales. 25% of existing customers who watch videos add more goods to their on-line shopping cart. Aarstiderne is able to grow its subscribers organically to 41,000 households strong. According to Joakim, that’s pretty impressive, given that the total population is only 5.5M in Denmark.

Once you have your content strategy, it’s important to understand what formats of content work best for your audience and in what context. We all have limited budgets. Prioritize your budgets and resources accordingly.

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How Many Content Pieces Can You Create With $1,000?

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I met Debi Steigerwald at the B2B Multichannel event last week.  Through a casual conversation with Debi, I discovered her budget for content creation is $1000 a month.  Yes, only $1000 to create original content.  I was so intrigued that I asked her how she does it.

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3 key take-aways from Joe Pulizzi’s Book: Epic Content Marketing

Merge Joe Epic MKT

On the flight back from the Marketing Mix and Metrics Conference, I finished reading Joe Pulizzi’s Epic Content Marketing.  This is Joe’s 3rd book in which he shares a collection of thoughts from his past blog posts.  He validates his points and processes with ample case studies covering both BtB and BtC.

Here are the three biggest take aways for me:

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Current State of Digital Marketing: Integration is Key

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Published on Huffington Post 11/20/13

I had the great pleasure of speaking at the Marketing Mix and Metrics Summit in Miami on Thursday, November 14.   I shared my thoughts on the current state of marketing and the importance of integration.

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The Elements of Clever Print and Billboard Ads

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“Shrewd print and out-of-home ads communicate their core messages through something unexpected.”

The “unexpected” element can be:

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Apple’s iPad Air Ad is Simple, Elegant and Scalable

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I like Apple’s new TV ad for iPad Air not just because it’s simple and elegant.  I like it for the ease with which it can be scaled to other countries and regions.

“This is probably Apple’s first iPad ad that targets business, even though it doesn’t feel like a BTB ad.”

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Innotech 2013: Harnessing the Power of Content Marketing

Never having been to Austin before, I was excited to speak at Innotech this month.  The casual vibe reminds me very much of Portland so I felt right at home.

At the conference, I shared my thoughts on how to “Harness the Power of Content Marketing.”  You can check out my presentation on slideshare.  Feedback is welcome.

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Will Coke’s Half-Can Translate?

https://www.youtube.com/watch?v=72fRuE8vmo0

I smiled when I saw this half-can concept from Coke Singapore.  A small portion concept is nothing new.  If you go to a lot of restaurants in the US, you can see choices of “Small Plates” or “Half Portion” on menus.  What’s so special is how they differentiate and position: half of the can, double the joy.  Share your happiness.

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Is Social Media Really Killing Brands Softly?

16292794_mI had the pleasure of speaking at Content Marketing World last week.  At the conference, Mr. Don Schultz of the Medill School at Northwestern University claimed that social media is killing brands softly.  In a 10 year study of over 1,500 brands, the well-regarded brands’ preference scores have decreased to the “No Brand Preference” category.  He correlated the decline of brand preference score with the rise of social media.  The more people engage in social media, the less likely they will care or prefer any particular brand.

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Content Marketing World Wrap-Up

I had the pleasure of speaking about ‘Using Big Data to Improve Content Marketing’ with Dr. Cheemin Bo-Linn at the Content Marketing World conference in Cleveland, Ohio on September 11th.   This is the first time I created a conversational-like presentation with rich images.  You should be able to go to the slides at your own pace to understand my point of view and the recommended five-step process.  Check out my presentation above.

Cheemin, a good friend, co-presented with me at this conference.  She took a different approach to tackle the topic of using Big Data to Improve Content Marketing.  Therefore, she reached a different conclusion on who is King.  Feel free to check out her presentation below.

So, Who is King?  Big Data or Content Marketing?  Love to hear your take.

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