Always-on Audience Editorial
Goal: Square needed to communicate to restaurant operators that its products were built for their specific needs and powerful enough to support their business as it grew, either through another location, a merch line, delivery service.
Approach: I built out my content strategy by speaking with several customers and internal team members across marketing, sales, product, and creative. I learned about the food and beverage products’ strengths, opportunities, and unique differentiators from competitors. And I became obsessed with what customers actually cared about. I audited the brand’s existing content, noting what performed well and what content the brand didn’t have but could benefit from. All of this information went into building out an editorial plan that I continued to evolve with new brand priorities and performance data.
Outcome: I developed a full-funnel content strategy that included a brand new thought leadership series called “Digging In” authored by Square’s Head of Food and Beverage, a James Beard–nominated restaurant owner and technology executive. I strategically positioned the content to highlight his peer perspective on timely topics, like how AI can help restaurant operators and creative ways to boost a business’ bottom line. This content showed not told how Square was for restaurants in marketing campaigns and gave the comms team addressable talking points for speaking and press events.
I developed several case studies highlighting customers’ success using Square tools, which provided sales and paid media teams’ with evidence and social proof around new or lesser known products.
I assigned out and reported on latest industry trend stories, focusing the content on relevant challenges that tied back to Square’s offerings. Each piece of content was designed for readers at a specific stage of their buying journey, and helped enforce Square as a trusted authority on running and building a food and beverage business.
Digging In thought leadership series
Overview of “Digging In” thought leadership series by Ming-Tai Huh
