CRAFTING MEANINGFUL EXPERIENCES

Content Marketing

5 Steps For Crafting the Coolest, Freshest Content Ever! A Proven Recipe For Delicious Success

When ice cream lover Robyn Sue Fisher set out in 2007 to make to make ice cream that wasn’t filled with preservatives and emulsifiers, she had no idea that she was about to embark on a tech-filled startup success story. Almost a decade later, her Smitten Ice Cream stores can now be found at five Bay Area locations, and the long lines spilling out onto the sidewalk speak volumes about the great tasting ice cream!

robyn_fisher

So what does an ice cream startup have to do with content marketing? It turns out that Fisher has completely reinvented how her ice cream “content” is produced and served. In her quest for ice cream perfection, she discovered that freezing ice cream at super low temperatures could create a smoother product in record time.  With a rapid freezing cycle, Smitten “Brrristas™”make ice cream to-order for each customer, using a one-of-a-kind ice cream machine that uses liquid nitrogen to churn exceptionally small ice crystals. The patented Brrr™ machine makes the smoothest, densest and most flavorful ice cream on earth from scratch, to order, in just minutes. For content marketers, the recipe for success couldn’t be sweeter:

1). Make It Super Cool and Super Fast
According to Fisher, Freezing speed makes all the difference in crystal size, and the smaller, the better for mouth taste and creaminess. Freezing speed is correlated with freezing temperature. So if you can freeze it really, really cold, you can get smaller ice crystals.” In other words, the cooler the content, and the faster it gets made, the better the taste for your customers. This type of super cool and personalized content does not need verbal emulsifiers or vapid linguistic preservatives to give it a longer shelf life!

brr_machines
2). Always Start With Fresh & Original Ingredients
Smitten works closely with a variety of local growers in the Bay Area to ensure that the ingredients for their ice-cream are always fresh and original. By cultivating a network of unique sources, there is no stale “same old same old” flavors. The result is a menu that is as original and quirky as Ben & Jerry’s, but bursting with locally fresh flavor mash-ins such as Sweet Corn with Berries, Blue Bottle Espresso and Salted Caramel. It’s no surprise that people will line up for fresh and original material!

3). Get Nerdy About Your Topic
While Fisher had always loved ice cream, it wasn’t until studying at Stanford Business School that she really got “nerdy” about ice cream, immersing herself in all the details about making great, fresh ice cream in a totally unique and original way. Fisher recalls her immersion into the world of ice cream making:

“At Stanford I got pretty nerdy about ice cream, and I identified two things that created two ‘aha’ moments for me. It’s kind of depressing that ice cream today, the product I love, is so far from natural. And that is because of the modern world, and the distribution chain it moves through. You get all these extra ingredients that have nothing to do with taste. So that was one realization I had. The other thing I got real nerdy about was the science about ice cream and the formation of ice crystals, and that is the key to the perfect product.”

There is no shortcut – the road to extreme content coolness always passes through the awkward and unglamourous road of deep dive nerdiness.

4). Build A Team With Great Taste
When Fisher started out, she quickly realized she needed partners in her quest to make the world’s coolest and freshest ice-cream. First, she found and recruited a retired engineer who spent almost two years working with her to perfect the Brrr™ machine. “The idea we eventually patented was the double helical thing. The two helices are scraping around each other, and also going around the bowl. Nothing can stick because everything is in constant motion.”

Then, as she began to actually start launching stores, Fisher focused on finding people who shared her vision.  “There is another Robyn on our team who is a classically trained pastry chef, and she works to develop these flavors. All the original recipes came from her. In order to make the very best ice cream, you need a skilled expert who knows how to do that. We do a full chef approach of making ice cream taste good and starting from scratch.” It’s an often overlooked fact, but great content always arises from a great team.

5). Stay Focused On Just a Few Jaw-Droppingly Amazing Results
“I decided to start selling my ice cream out of a wagon. It was very much around creating word of mouth and a following. It ended up really making me better understand that choice and customization were not that important; what is important is that each and every thing coming out of the machine is jaw-droppingly amazing. That is how we decided we only need four or five flavors per shop that change more often. A small menu enables us to make sure everything is to die for and allows us to splurge on ingredients because we don’t have to worry about having so many perishable items.”

For content marketers, the message is clear – no need to clutter up your content menu with endless pieces of content in every channel imaginable. Stick to your core flavors, and make sure what you produce is “jaw-droppingly amazing.” If you do, the lines will soon be spilling out on the sidewalks!

Conclusion
It’s not easy to create the world’s coolest, freshest content (or ice cream), but if you follow this proven recipe, you’ll be well on the way to incredibly delicious results.

1). Make It Super Cool and Super Fast
2). Always Start With Fresh & Original Ingredients
3). Get Nerdy About Your Topic
4). Build A Team With Great Taste
5). Stay Focused On Just a Few Jaw-Droppingly Amazing Results

 

 

Sources:
“How Silicon Valley Perfected Ice Cream”
http://www.wired.com/2013/06/the-blue-bottle-of-ice-cream/

“San Francisco’s Best Ice Cream: The Story Behind Smitten”
http://theculturetrip.com/north-america/usa/california/articles/smitten-for-smitten-san-francisco-s-sweetest-ice-cream/

“Career Contessa: Meet Robyn Fisher”
http://www.careercontessa.com/contessas/robyn-sue-fisher

Smitten Ice Cream
http://smittenicecream.com/

 

 

The following two tabs change content below.
Jim Walker

Jim Walker

Jim Walker is Director, Marketing Strategy at Cadient, a Cognizant Company. Jim provides innovative marketing insights for a wide range of clients, as well as leading Cadient’s content marketing strategy. He is particularly interested in helping brand teams effectively leverage their digital content. He can be reached at jim.walker@cadient.com.
Jim Walker

Latest posts by Jim Walker (see all)

Most Popular

To Top