I love to graze. And a cheese and charcuterie board is a go-to in our casa – especially if we’re not in the mood to cook. It’s something we whip up every few weeks with random ingredients as a bit of an indulgence and it makes for a great date night at home. A little bit of this, a little bit of that. A lovely glass of pinot noir or cab sauv on the side.

The avid foodie that I am, I like to take the time to put together a well-curated cheese and charcuterie board. Some sweet, some savoury. A beautiful spread of artisan cheeses from the neighbourhood cheese shop, slices of cured meats and sausage, different sizes and textures of crackers, some fruits, pickles and nuts – and maybe even a bit of fancy chocolate for good measure.

It got me thinking about content and the customer journey. How taking the time to create, curate and assemble a meaningful collection of bite-sized morsels of goodness can whet your customers’ appetites and keep them coming back for more.

Take a moment to ponder on these questions about your brand’s social media presence and digital content offering.

Are you dishing up meaty information and helpful nuggets of insight for your audience? Think about how often you pull out your mobile device to look for a great place to eat or to research something you’re thinking of buying. Chances are, your audience is likely doing their homework before they (even realize they) have an immediate need to purchase. Make it a simple decision for them.

Are you being a good host, being social and adding value to the conversation? Pausing to mingle and pepper in witty banter and useful anecdotes goes a long way in building memorable experiences and lasting relationships.

Are you being intentional about how you share your brand’s story? Making the effort to plate in a creative way that’s aesthetically pleasing (after all, we do eat with our eyes), but above all, satisfies your ideal customer’s appetite for information.

Presentation is everything. Relevance is key. Content is king. And conversation is queen.

If you take the time to serve up content and conversation that’s thoughtful, meaningful and genuinely helpful for your audience, maybe they’ll stay a while. They’ll fill up on all the good tidbits you have to offer and come back for more – and maybe even bring a few friends along next time.

Looking to craft compelling content and keep the conversation going? Let’s chat.

- michelle