Web content analysis of beekeeping website companies: Communication and marketing strategies in the Italian context

This study analysed the main aspects of the communication of local beekeepers on their websites, to identify the most popular elements and to check whether companies communicate differently. A Web Content Analysis of all textual material on Piedmontese beekeeping websites was carried out, taking into consideration all variables such as domain authority, monthly organic traffic, backlinks and the presence (or absence) of the company on social media. The main findings highlighted a low differentiation between communication strategies related to honey organoleptic and sensorial characteristics. Claims concerning the Gastronomic pairings, Quality and certification, Links to territory and Organic honey categories were the most widespread current on beekeeping websites, while there was slight information related to health aspects and ethical/social sustainability. This research has identified a trend in the communication strategies of beekeeping companies that deviates from classic agribusiness strategies in terms of innovation, value creation and product and brand differentiation.