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HelloFresh’s blog stands out in a market with too many cooks
There are over 150 meal kit companies in the United
States alone, according to Inc Magazine. In a market this
saturated, brands need a way to prove they’re worth their
salt. For global meal kit provider HelloFresh, content
helps encourage home cooks to turn the dread of meal
prep into an enjoyable evening routine.
With recipes, tips, quizzes, and a newsletter, their blog
FreshTimes creates an entire experience around
dinnertime that gets customers excited well before they
hit the preheat button. Content offers a way for
HelloFresh to foster a unique and differentiated brand
identity.
“Although meal kits have subtle differences, ultimately
they offer a comparable product,” said HelloFresh
copywriter Jacqueline Parisi. “The task at hand isn’t to
convince people to use meal kits; it’s to get them to use
HelloFresh.”
However, in order to convince people to use HelloFresh,
the team needed to understand how their messaging
resonated with people. Parisi said, “Without content and
a very intimate understanding of our customers, I’m not
sure we’d be able to curate this experience that fosters
habitual actions, which are our lifeline as a subscription
service.”
With Parse.ly, HelloFresh has access to the audience data
they need to value and understand their customers.
This meal kit company uses content to get customers excited well before they hit the preheat button
+122%organic search
traffic
+65%page views
2 hoursper week saved
on reporting
About HelloFresh
HelloFresh is the leading global provider of fresh food at
home, delivering a fun and easy cooking experience to
each and every household in its 10 markets.
HelloFresh’s outcomes
After using Parse.ly for only seven months, HelloFresh
experienced:
Effective storytelling can’t happen without valuing and understanding your audience.
Jacqueline ParisiCopywriter, HelloFresh
“
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Before Parse.ly, HelloFresh’s content team used Google
Analytics, but they found it tricky to gauge what
initiatives were working. “It was cumbersome to dive into
the depths of the Google Analytics world to find insights
worth sharing or acting upon, so data got deprioritized,”
said Parisi. “We were operating fairly blindly.”
Parisi’s team were content machines, pushing out blog
post after blog post with no data available. “As we
developed into a brand within the food space, that had to
change,” she said.
Ending their unhealthy relationship with vanity metrics
Parse.ly’s straightforward analytics dashboard has helped
HelloFresh discard vanity metrics—they ended their
obsessive “unhealthy relationship with bounce rate”—in
favor of content KPIs that align with business goals.
Parisi said, “With Parse.ly, we have a renewed focus on
data that is actionable, and we’re not measuring just to
measure. We’re reporting on key metrics that dictate what
content we publish in the future, how we publish it, and
how it’s distributed.”
With Parse.ly, we have a renewed focus on data that is actionable, and we’re not measuring just to measure.
Jacqueline ParisiCopywriter, HelloFresh
“
”
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HelloFresh’s new metrics
Taxonomy
Tags provide a very granular view of what
topics and types of content are working.
Social interactions and referrals
Looking at social interactions and referrals
side-by-side helps Parisi gauge the quality
of social interactions.
App page views
Unusual spikes and dips in app traffic alert
the team to opportunities for optimization.
Social and search page views
Social traffic informs the strategy of the
HelloFresh community engagement team.
Organic search traffic shows if SEO efforts
are paying off.
Total engaged time
“If a customer comes to our blog, stays for
two minutes, and then bounces, we
consider that a win. They were clearly fed
the content that they wanted to read.”
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“Aha moments” that shaped HelloFresh’s content strategy
Where the HelloFresh team could only make assumptions
before, seeing the numbers in Parse.ly has caused them
to rethink strategy and where they invest their time and
resources.
Parisi shares some of these “aha moments” below.
Related content is crucial
“When we realized we could see where readers go after
they finished reading a post, in real time, it was an ‘aha
moment.’ Parse.ly emphasized to us how important the
related content section was. More readers than we
expected were interacting with it. That renewed our focus
on ensuring our best content lives there.”
How to Cook the Perfect Steak
5 Ways to Cook Cauliflower | The Fresh Times
6 Broccoli Recipes You Need In 2018 | The Fresh Times
10 Brain Foods Everyone Should be Eating | The Fresh Times
4
6
7
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Videos? Not so much
“Before we had Parsley, we thought video equated to
higher time on page. We thought that was a foolproof
equation, but that’s not always the case. Now, we’re
rethinking our video strategy: what role video plays on the
blog, how frequently we should embed videos, and where
they should live in the post.”
Seeing what readers read next...
...made HelloFresh pay attention to the related content section
Parse.ly emphasized to us how important the related content section was. That renewed our focus on ensuring our best content lives there.
Jacqueline ParisiCopywriter, HelloFresh
“
”
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Validating ideas and the value of content
The HelloFresh team was hungry to innovate, but they couldn’t
tell if an experiment was worth their investment with zero
audience data. Now the team is better equipped to try new
things, knowing that they’ll be able to see the impact of their
work in the Parse.ly dashboard.
Discovering success on LinkedIn
Parisi and her team got the green light to push a couple blog
posts to HelloFresh’s global LinkedIn page. Parisi took a blog post
promoting a mason jar salad recipe and tailored it to a more
business-centric audience with copy such as, “Goodbye sad desk
lunches. You’ll be the envy of your coworkers with this perfectly
portable mason jar salad.”
Parisi was pleasantly surprised when she looked at Parse.ly and
saw a good amount of traffic come in from those LinkedIn posts.
Because of that, every month her team promotes and pushes two
blog posts to LinkedIn.
Integrating content into the app experience
Customers primarily use the HelloFresh app to select their next
week of meals, but the company wanted them to dwell in the app
longer. “We knew we had to draw them in beyond just looking at
recipes, so we started promoting blog content in the News
section of the app,” said Parisi.
HelloFresh tracks app traffic to the blog using UTM parameters.
Every time they publish a blog post, they immediately push it to
the app and monitor its performance in the Parse.ly dashboard.
“We’ve seen increasing traffic coming in from the app,” said
Parisi. “That’s a sign that our customers are engaged with us on
multiple platforms and they’re interested in this added value
content that extends beyond the ‘in-box’ experience. It’s been
illuminating for us.”
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Proving content’s worth to the whole company
Parisi’s team doesn’t just use Parse.ly to validate ideas;
they use it to prove the value of their work to the rest of
HelloFresh’s employees.
“Last year, even if we had a feeling or an inkling that
something performed well, there weren’t numbers to
substantiate that,” Parisi said. “Parse.ly proves our team’s
worth and the value of content by giving us numbers to
validate what we do every day. It has made a big
difference in helping other people in the company see
how the blog and our work moves the business forward.”
Contributors
Jacqueline ParisiCopywriter, HelloFresh
Brian RevakCustomer Success Manager, Parse.ly
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