What Kind of Content Works Best for Promoting Your Services?

 You’re a master of flavor, presentation, and event execution. But when it comes to promoting your services, you might be asking:

“What should I post that actually gets me bookings?”

Let’s be clear—there’s no shortage of food photos online. Everyone’s snapping shots of cakes, charcuterie boards, and canapés. But most content just floats around getting likes—without translating to real sales.

If you want to grow your business through social media and digital marketing, it’s not about more posts—it’s about more purposeful posts.

So, what kind of content actually works?

Let’s break down the winning content categories that attract clients, build trust, and lead directly to bookings.

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1. Behind-the-Scenes (BTS) Content: Show Your Process

People love seeing how things are made. Behind-the-scenes content humanizes your brand and builds trust.

What to post:

• Decorating a tiered cake from scratch

• Food prep for a 100-guest event

• Loading/unloading, table setup, or buffet styling

• Staff plating food or final event walkthroughs

• Prepping allergy-friendly or special diet meals

Why it works:

• Clients gain confidence in your professionalism

• Shows the scale, precision, and effort behind your work

• Reveals the care you take with hygiene and presentation

• Makes you memorable and approachable

Tip: Use time-lapse or short video clips to keep things dynamic.

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2. Client Success Stories & Testimonials

Nothing sells your work like real clients raving about it.

What to post:

• Screenshots of glowing WhatsApp or Instagram feedback

• Re-shared tagged photos from happy clients

• A post summarizing the story behind a successful event

• “Before and after” of the event space or food setup

Why it works:

• Builds instant social proof

• Tells potential clients: “People like you have already trusted us—and loved it.”

• Reinforces reliability and results

Tip: Include the type of event (wedding, birthday, corporate), number of guests, and location to show your range.

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3. Educational & Value-Driven Content

Most people don’t know how catering works—they need help understanding your process.

What to post:

• “3 questions to ask before hiring a caterer”

• “Why we ask for guest numbers 10 days in advance”

• “The difference between buffet, plated, and drop-off catering”

• “Cake tasting: What to expect and how to prepare”

Why it works:

• Positions you as an expert, not just a vendor

• Answers unspoken client concerns before they even ask

• Builds trust and reduces objections during inquiries

Tip: Educational content makes great Reels, carousels, or blog posts.

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4. Portfolio & Gallery Posts (With Strategy)

Yes, you need to show what you do. But don’t just post “a cake” or “a setup”—give it context.

What to post:

• “This 5-tier white chocolate raspberry cake was created for a wedding in Toronto with 150 guests”

• “Rustic buffet setup for a farm wedding—guests loved the smoked lamb station”

• “Dessert bar for a corporate retreat—vegetarian, nut-free, and 100% gluten-free”

Why it works:

• Context tells the story and makes the image relatable

• Helps clients envision how your work fits their event

• Shows off your versatility and experience

Tip: Always include the type of event, location, guest size, and any unique challenges you solved.

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5. FAQs & Myth-Busting Posts

These posts help clear confusion and set expectations.

What to post:

• “Why we require a 50% deposit to secure your event”

• “Yes, we deliver to venues without kitchens—here’s how we do it”

• “What happens if your event runs late: Our overtime policy”

• “Do you offer vegan/gluten-free menus? Yes—here’s a sample”

Why it works:

• Reduces objections before clients inquire

• Makes your booking process clear and professional

• Educates without selling, which makes people trust you more

Tip: Turn your most common client questions into regular posts.

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6. Availability & Urgency Posts

These are direct booking triggers and must be used regularly.

What to post:

• “Now booking for December weddings—3 slots left”

• “Only 1 weekend remaining in August for birthdays”

• “Fully booked this month! Please book early for next”

• “Flash deal: Book this week and get free cake stand rental”

Why it works:

• Creates scarcity and urgency

• Tells clients when and how to book

• Helps reduce last-minute, rushed inquiries

Tip: Pin current availability to your Instagram or Facebook profile.

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7. Client-Focused Reels and Stories

Stories and Reels are your best chance to appear in front of new audiences.

Reels ideas:

• Cake setup from car to table in 15 seconds

• “What $1,000 buys in wedding catering”

• “This is what we prep the night before a 200-guest event”

• “Watch this cake survive a 4-hour road trip”

Story ideas:

• Poll: “Would you choose chocolate or vanilla?”

• Countdown to a client event

• “Ask us anything” boxes

• Day-of setup teasers

Why it works:

• Short, digestible content keeps people engaged

• Behind-the-scenes storytelling increases perceived value

• Interactive stories help you learn your audience’s preferences

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8. Collaboration Content

Working with other vendors? Promote them—and tag them.

What to post:

• A group photo of the planner, florist, and cake table

• Repost photos from the photographer’s gallery

• “Catering for this stunning event planned by @vendorname”

Why it works:

• Builds relationships in the industry

• Helps your account reach their followers

• Shows you’re trusted by other professionals

Tip: Always tag and credit collaborators to increase visibility.

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9. Pricing & Packages (Without Being Pushy)

Yes, you can talk about pricing—but with care.

What to post:

• “Our birthday packages start at $600 for 50 guests”

• “Here’s what’s included in our standard wedding menu”

• “Want a custom cake quote? DM us with your date, servings, and flavors”

• “We offer setup, staff, and cleanup—all included in this package”

Why it works:

• Attracts serious inquiries

• Saves time answering DMs about basic info

• Encourages clients to imagine working with you

Tip: Avoid listing every price—give starting points and invite people to reach out.

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Bonus: What Doesn’t Work Well

• Only posting “Happy Sunday” or motivational quotes

• Random food photos with no description or context

• Infrequent posts or going silent for weeks

• Low-quality or unedited images

• Ignoring comments and messages

Every piece of content should either build trust, solve a client’s problem, or move someone closer to booking you.

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Final Thoughts

Great content isn’t about showing off what you made—it’s about showing people what you can do for them.

Clients are constantly bombarded with options. To stand out, your content must speak to their needs, fears, and dreams:
Can you deliver on time?
Can you feed everyone, including Aunt Sarah with her dairy allergy?
Will your cake survive a summer wedding without melting?

The right content says yes, without you even being in the room.