Does your marketing strategy look like a delicious poke bowl? And is that a good thing or a bad thing?
Poke, a traditional dish in Hawaiian cuisine, consists primarily of diced fish seasoned with condiments like soy sauce and mixed with other vegetables and spices, even oils like sesame. Now the modern version of poke, which has all the popularity these days, comes in a bowl format and includes a broader range of ingredients: avocado, crispy onion, pineapple, ginger, mushrooms, even sushi rice as a complement to the raw fish.
Poke bowls are colorful, very pleasing to the eye, and the combination of ingredients flavorful and mostly healthy. Poke bowls are also very convenient foods. It’s a relatively inexpensive dish (anywhere between 9 and 15 euros, depending on where you buy) and quite satisfying.
Buying a poke bowl as a meal option is great. Making from scratch might be a whole different story.
Poke bowls are very easy to make, in theory. The only thing that needs cooking is the sushi rice (if you want to have it in your bowl), and the rest is basically slicing and dicing.
Here’s the catch, though. When you don’t have the economies of scale of a poke bowl restaurant, you can end up wasting a lot of food. That leaves you with the choice of, let say, eating leftover red cabbage (an ingredient in one of my favorite bowls) for the rest of the week, or getting rid of the excess. The human spirit can only withstand red cabbage for so long.
And let’s be frank. Eating a regular poke bowl from a restaurant is also not financially nor nutritionally sustainable.
A lot of businesses go for a poke bowl approach to content marketing. They spend a lot of production time and effort in creating really stunning and substantial content assets. But this effort is often to the detriment of other opportunities for visibility and thought leadership creation.
Even the large organizations rarely engage all their resources into a poke bowl-style content asset. Because they know building thought leadership is a game for the long run. In fact, by the time they decide to deliver that poke bowl, they already have a pantry ready to go to assemble that delicious dish.
Is it worth it for entrepreneurs to do poke bowl content marketing?
Build your “pantry” first with smaller pieces of content that you can publish regularly. This approach will build up your credibility in a more robust manner and check the pulse of your audience’s needs.
You can always do the poke bowl later. Right now, your audience may only want the fish.