Speaking about iFood is speaking about massive numbers. Market chief in meals, drinks and different client gadgets supply in Latin America, the Brazilian firm now has an incredible presence all through Latin America, being immediately acknowledged by the varied populations.
Nevertheless, sustaining and increasing this success is dependent upon rather more than glorious service. Within the digital period, it’s important to have a relationship with the market, together with companions, primarily based on helpful content material, reliability and storytelling.
So as so that you can higher perceive this relationship, we invited Leandro Resende, Senior Content material Analyst at iFood, to inform you in regards to the partnership between iFood and Rock Content material that noticed the corporate develop its viewers. Test it out!
The seek for connections with companions
Few corporations in Brazil can boast of such a powerful progress sample as iFood. Based in 2011 within the format of a printed menu information, it took lower than a decade to develop into one of the crucial necessary manufacturers for the meals sector in Brazil.
This course of, which culminated in iFood working in additional than 1,200 cities of the nation and with greater than 300,000 companion eating places, was carried out primarily based on innovation and the supply of an advantageous service for corporations, whereas being sensible for patrons.
Nevertheless, as Leandro tells us, this progress happened in a second of transition: within the 2010s, the industrial relationships of digital providers gained new alternatives to strengthen their positions.
Like shoppers, enterprise house owners additionally demand a better reference to these platforms, their data and participation in partnerships. As well as, they count on fast, clear solutions to questions concerning platform use.
“Mainly, we solely labored with CRM, we nonetheless didn’t have, for instance, social networks aimed toward eating places and different enterprise companions”, Leandro feedback. “iFood was not discovered by its official sources. If somebody Googled how you can do one thing throughout the iFood platform, one other channel can be answering that”.
That’s, even with market management, iFood discovered a deficiency in three pillars of recent branding:
- fixed and structured communication;
- model belief;
- narrative management.
“We seen that there have been many different channels and influencers speaking about iFood, explaining the way it works, how you can promote; however iFood didn’t personal the communication of any of those channels.”
Much more so through the pandemic, when supply turned a real alternative for consolidation within the sector, many influencers began to supply unbiased content material on how you can promote extra, and how you can reap the benefits of the platform.
At that second, the administration staff felt the necessity to construction its communication channels for entrepreneurs within the sector. That’s after they determined to create the iFood weblog for Companions, and their channels on YouTube and Instagram, the place they present in a clearer and extra participating means in regards to the expertise of eating places and different enterprise companions.
A partnership with Rock Content material
In keeping with Leandro, the selection of partnering with Rock Content material was easy. “A market survey was carried out to know prices, industrial proposals, advantages of every of the suppliers, and Rock Content material ended up being chosen”.
Leandro additionally factors out the credibility of the longer term partnership throughout the advertising and marketing staff, since Rock Content material is the corporate that consolidated Content material Advertising and marketing in Brazil and is now a worldwide reference.
With the start of this relationship, your entire on-line viewers technique for enterprise companions was constructed from scratch: the creation of the weblog turned a pillar for rebuilding communication, along with social networks.
The spotlight of this course of for Leandro was the velocity with which the plan was created and executed. From the primary mapping step to the start of content material manufacturing and distribution for entrepreneurs, it took solely two months.
See an instance of motion taken with the iFood weblog for Companions as a middle for data and engagement with the platform:
“We launched some promotions all through 2022, such because the Pizza Day promotion. The perfect evaluated pizzerias on Pizza Day acquired an iFood recognition award. The weblog was the channel we used to publicize, current the promotion, cross on the principles, instructions and the place we might announce the winners afterwards.”
Leandro continues speaking in regards to the versatility and effectivity of this sort of communication: “There are such a lot of options and prospects throughout the weblog that the inner staff began to purchase the concept and perceive the alternatives. We managed to serve completely different inner prospects with this channel in a really sensible means”.
The chief additionally highlighted the usage of Stage, Rock Content material’s platform for internet hosting and managing blogs made solely in WordPress, as essential for the administration and efficiency of the weblog as an entire. “Even when now we have an even bigger peak, a marketing campaign, CRM communication triggered — actions that carry extra site visitors — Stage is steady.”
And the outcomes? Nicely, they stunned even the iFood staff itself, each in Google rankings in addition to viewers quantity.
Viewers outcomes with on-line content material
Along with Rock Content material’s planning and manufacturing construction, the outcomes relate carefully to the iFood staff’s notion of the demand for this sort of content material on-line.
It was the right union between the managers’ market imaginative and prescient and the manufacturing experience that delivers related, helpful and impactful materials to companions of their outcomes.
And what have been they? “We had set some conservative, aggressive, and really aggressive site visitors targets, and we’ve already hit greater than 200% of the very aggressive objectives. It’s a channel that consolidated in a short time and now we have achieved new information month by month within the metrics that we monitor”.
In October 2022, the iFood weblog for Companions beat the file of 600,000 accesses. In November, the quantity jumped to 900,000 month-to-month accesses.“With solely ten months for the reason that channel’s beginning, we will rejoice site visitors attain of just about 1 million accesses in a single month”, feedback Leandro.
And this success expands to different contents that orbit the corporate’s weblog. The conversion fee for newsletters and wealthy supplies reminiscent of e-books has elevated significantly in latest months.
Which means that not solely is site visitors rising, however the viewers engagement with content material from iFood is larger. Companion companies not solely enter to acquire well timed data, however deepen their relationship with the model by in search of methods to enhance their efficiency and use the platform extra efficiently.
And that is Rock Content material’s greatest differential: going past manufacturing, making a full planning relationship that embraces the general public and creates a really perfect atmosphere for communication and belief constructing on-line.
As Leandro concludes, “the key is to have Rock not as a content material producer, however as a strategic companion to attain the enterprise goals; and I feel that is very evident within the outcomes we received”.
And also you, do you wish to have the identical energy of attraction and viewers in your organization? Do as iFood has, and have Rock Content material as a companion. Go to our web site and uncover our options!
