Engaging and informative site content is a logical way for food brands to build brand authority and drive site visits. However, educational content only attracts 1% of page views according to Gartner L2’s Food U.K. report.
Index leader Twinings is an exception, as its content pages attract 12% of page views. A plethora of site content helps the brand excel on generic high-volume keywords such as “tea” and “earl grey” in Google search. One of its top performing pages mentions “camomile” 31 times—a keyword that has seen its search volume double year over year. Producing content that aligns to consumer trends allows Twinings to achieve 60% organic visibility on tea-related keywords and drive five times more visits to site than other brands in its category.
To encourage consumers to move further down the purchase funnel, Twinings consistently and seamlessly links its content to its e-commerce enabled product pages—a feature only adopted by a quarter of Index brands. Brands that neglect this step open the door to attrition.