Content Marketing for the Wine Industry
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Joe Pulizzi Founder, Junta42 Co-Author, Get Content Get Customers Content Marketing: Publishing is the New Marketing
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Presentation given by Joe Pulizzi, Junta42 for the National Wine Marketing conference in Geneva, Ohio. Presentation discusses how the new marketing for wineries is actually publishing, and gives 10+ ideas for wineries to steal as part of their own content marketing program.
Transcript of Content Marketing for the Wine Industry
Joe PulizziFounder, Junta42Co-Author, Get Content Get Customers
Content Marketing:Publishing is the New Marketing
Who’s Joe Pulizzi? (@juntajoe)
• Speaker, blogger, evangelist for content marketing.
• Co-author of Get Content Get Customers
(McGraw-Hill)
• Founder Junta42
What is Junta42?
• It’s like “eHarmony for Content Marketing”
• Over 400 projects in last two years.
A Few Questions
Your Corporate Content
Your Customers
Don’t Care
About You!
Why is this important?
• 90% of Buyers in USAGo OnlineAt Some PointDuring the BuyingDecision
Forrester Research
Over 100 Million PeoplePer Day
Read Blogs
Six Apart
• People SpendMore Time on Social NetworksThan Reading Email
Nielsen
• People SpendMore Time on Social NetworksThan Reading Email
Nielsen
2/3
• Estimates are thatin just a few years,
Information will DOUBLEevery 72 hours
SocialMediaToday.com
What aboutTraditional Marketing?
Traditional Marketing
Traditional Marketing Challenges
800-555-1234AnnoyingSalesperson
How In the World Do We Market?
Advertising is a Luxury
Content is Survival
Content Marketing…
To Attract and Retain Customers:
Deliver valuable, relevant and compelling content to your customers on a consistent basis.
To Maintain or Change Behavior
You Are the Publisher
1. Direct Distribution
2. No Technology Barriers
3. Look to Brands Like You for Content
4. Plenty of Expertise to Help
5. BUT ONE MORE…
Must be theBEST
Content
25
The B.E.S.T. Process
“Create a definite plan for carrying out your desire and begin at once, whether you’re ready or not to put this plan into action.”- Napoleon Hill
Great Content
• How do you choose what you read?
• What conveys quality?
• How do you determine credibility?
SEOMOZ/200 Respondents
Engagement (Consumer Experience)
Give your customers relevant, compelling information (businesses/consumers)
or
Show them a good time…(consumers)
The Big Shift
Then…
A provider of XYZ products and services
The Big Shift
Now…
The trusted, expert resource for something relevant to your
customers (and your business)!
Most Marketers are Horrible Publishers
Over Six Million Opt-Ins
Best R&D Activity for P&G
One Million Visitors
#1 New BusinessDriver
Willitblend.com
http://www.youtube.com/watch_popup?v=qg1ckCkm8YI
Willitblend.com
200 Million+ Views700+% Revenue Growth
Millions in PressCoverage
$60+ Million BusinessThe Wine Rock Star7 Figure Book Deal
Millions of Followers
Your Ideas Spread!
The trusted expert resource everywhere your customers are!
Social Media does not work without a Content Strategy
STEAL THESE
IDEAS
One Year from Now, What’s Different?
Your Knowledge
Their Needs
Think of customers like readers. What do they need to know to be successful? What are their
pain points?
What if…Everything about Your Niche
What if…a helpful Video Series
What if…a Twitter Tips Channel
What if…a Mobile Helper for Choosing Wine In-Store
What if…You Buy a Local Trade Magazine
What if…a Email Wine Report
What if…a wine series on slideshare
Niche Wine Group on LinkedIn
What if…A Web App That Chooses Wine
What if…a Blog Your Customers Relied On
The Essential Wine Newsletter
Write the Book!
Twitter Listening Using Tweetdeck
The Ultimate Wine eBook
http://contentplaybook.com
Become the publisher…
http://bit.ly/Publish-Now
The Motivational Conclusion
What if?
• What if your customers saw your company as the content thought leader?
What if?• What if they signed up for your
enewsletters and other marketing because they felt you could positively affect their lives?
What if?• What if your customers spread your
content to prospects for you - essentially becoming your marketing distribution arm?
Go out and answer What If?
Joe [email protected](216) 941-5842
Ways to Connect:LinkedIn: Joe PulizziFacebook: juntajoeTwitter: juntajoe
Thank You & Questions
Joe in Amsterdam - 2009
