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Power of social media: defining your target audience & creating a content strategy for food & drink brands

Food Matters Live Masterclass
Tuesday 16 November 2021 | 2:30pm – 4pm| at Food Matters Live Event

with Sascha Dutta

About this masterclass:

Social media is a crowded space. In the UK alone, millions of people use social media every day. It isn’t a one-way marketing channel. It’s a conversational space and only sociable brands will succeed. By adding value and building relationships you establish trust with your target audience and turn people not just into one-time customers but into loyal brand ambassadors.

This masterclass will help you clearly define your target audience and build a content strategy for social media to engage with your customers by sharing the right content, knowing what to say and how to say it. If you’d like to grow your food & drink brand on social media, but you’re not sure where to start, this workshop is for you.

Who should attend?

This introductory workshop is for anyone who recognises their food & drink brand could benefit from having an active presence on social media, but you aren’t sure where to start. You probably already have social media accounts set up and an idea of your target audience, but you’re not seeing the level of followers or engagement you’d hoped for.

Purchase your ticket

Purchase your Food Matters Live 16-17 November
ticket which includes access to this masterclass

By the end of this masterclass, you will have learnt:


How to create personas of your target audience and developed your first customer persona from scratch


A content framework and completed it so you know which topics to focus on for your brand to guide your future strategy


How to craft the right content strategy with affordable ideas by using a template to help you plan your content going forward.

Did you know?

54% of social browsers use social media to research products(HubSpot).


71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family (


Nearly half of all social media users have used social care, or customer service via social media (


Content marketing costs 62% less than traditional marketing and generates about 3x as many leads (Content Marketing Institute).

Lightbulb with desk of people

Content Overview:

Part 1 Defining Your Target Audience

How can you make sure you reach the right people in the right way?

If you are going to reach people that are actually your target customer you need to first define who they are. Once you know this you can design effective strategies to reach them and convince them to buy from you.

In order to define your target customer it’s crucial to develop profiles of your customers called user/buyer personas. In the first part of this session, we’ll explore everything you need to know about personas, what they look like, why they are important and how to create your own.

Part 2 – Creating a Sociable Brand

How do you go about creating a sociable brand?

It’s crucial to share the right content and have the right conversations in the right way. But it can be hard to know where to start. Knowing what to share, what to say and how to say it can be daunting.
In the second part of this session, we’ll look at a tried and tested framework for building a sociable brand that communicates your brand essence whilst building authentic relationships with your customers. Your sociable brand guides the rest of your social strategy from using the right hashtags and finding the right influencers to creating and sharing the right content.

Part 3 – Creating a Content Strategy

In the final part of this Masterclass we will use what we have learnt from parts 1 and 2 to create a content strategy.

Content is king on social media but for many brands, it’s a challenge to understand what content they should share, in what format and for what purpose. For smaller brands with limited budgets, there is the added struggle of finding the time and resources to devote to their content strategy.

In this session, you’ll learn the best practice for content marketing, how to craft the right content strategy for your brand and will focus on affordable ideas for manageable content strategies.