CAKES AND DECORATING Storytelling with Cake The craft of cake and pastry is enjoying a renaissance in America. This trend presents a great opportunity for you to share the story of your bakery with the public. Why is this so important? Storytelling is a highly effective tool to promote your brand in an authentic manner. "The key to any good content is your unique story," says Penny Hardman, associate content director for Sullivan Higdon & Sink, a Kansas-based marketing and advertising agency. "Create content for your audience and answer the questions they are asking." 34 MARCH 18 | PANADERIA Providing relevant and engaging content to consumers may involve stepping out of your comfort zone. Maybe you don't have time to write a blog or post updates on Facebook or Instagram. That's why you hire (or appoint someone on your bakery team) to handle it. Instagram has become a valuable tool for bakeries to showcase their products, and to do so in creative ways. It also allows fans to share their satisfaction with fellow users. "Instagram lets you tell a visual story, so what a