Regardless of the industry, educating buyers is of utmost importance in moving them along in the buyer’s journey. In the foodservice industry, this practice of educating buyers is arguably more personal than any other industry.

Before I joined up with my brother-in-law, Erik, at TMC, I had a long history in both content creation and in the foodservice industry.

It’s been said that the best camera is the one that’s with you. In today’s world of technology, smartphones are just as powerful, if not more powerful than a high-end camera like a DSLR, especially when it comes to video. In fact it’s not even close with the latest iPhone 7 capable of shooting stunning 4K quality video. The foodservice industry is at the cusp of a video takeover and you may already have all the equipment you need in your pocket at this very moment.

Video has become an incredibly effective form of content offers as of late. With video, you’re able to convey messages that might otherwise be difficult to get across through brochures or guides. Not to mention, videos are easy to digest and simply more visually appealing for visitors to your website. In fact, 59% of executives would rather watch video than read text. Simply put, video marketing is so hot right now. So what is a video worth to both you and your potential customers?

Whether we're talking March Madness or the Super Bowl, sports have a tendency to captivate the nation. We're a competitive country that likes to watch two heavy weights slug it out. We like the storylines of the underdog and the comeback kid. From our early years, we dreamt of hitting the homer in the bottom of the ninth.

Age happens, though. Many of our youthful dreams evolved into practical careers, but that competitive spirit never left. We still see ourselves at the foul stripe with the game on the line, only now our game is the foodservice industry and the basket might be for prep or holding.

Here's why marketing in our industry is like a sport: