con·tent mar·ket·ing: a type of marketing that involves the creation and sharing of online material that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
Do you have something to say about your brand, products or organization? The content you create is critical to conveying to others what you want them to see. Content must be created from the outset of your business and built upon every day throughout all communications. It must be authentic and compelling – and it should target your customer’s interest.
Important pieces of content you should develop include:
Your story. What makes you unique? What is your passion? Why did you start your business? Compelling stories make people relate and empathize, so make sure your content is powerful and personal.
Your products. If you spend a great deal of time and money producing your wine, share that information. Create a profile for every product you produce and share that content through all your mediums: website, social media, printed pieces and blogs.
Images. We have all heard the saying: “a picture paints a thousand words” and it is true. You can make a powerful impression with visual content – be thoughtful when you decide what you want your customers to feel when they look at your images and be consistent through all your mediums.
Videos. Videos can also draw people into your brand – but make sure it contains interesting or entertaining content. People’s attention spans are about 2 minutes with videos, so make them short, sweet and powerful.
Blogs. Blog can be very powerful pieces of content – you can share information on a specific aspect of production or talk about the pet at the winery (if that is something your audience relates to on an ongoing basis). Whatever you choose to share, be consistent with posting and try to get multiple people involved in the writing to add different perspectives.
Good content marketing is critical to the success of your brand, so spend some time and develop a good program that you can implement over a period of time.