The Grapevine

Content Marketing for Wine Shops: Beyond the Blog

October 2nd, 2013

We spend a fair amount of time talking about content marketing. For a lot of people, that can mean blog posts. But a blog is not necessarily the right channel for everyone. Here are some great ideas for content you can create – and use to promote your business by being useful to your audience – without having to write blog posts. [level-members]

(Full disclosure: we’ve adapted this from the Business2Community website’s similar article.)

Why We Sell Wine
Top of the list might be what the article above refers to as a Manifesto. For our purposes, it’s probably better to think of it as a mission statement.

Far from being a dry declaration of guiding principles, your mission statement – or Manifesto, if you must – should relay the passion you feel about wine, why you love what you do, and how that translates to a great experience for them if they want to come along for the ride.

This is a great place to really put your personality on display – and then let it guide your decisions on everything from the writing style you use for your marketing to how you decorate your shop.

Remember: one of the goals of content marketing content is to be useful. So forget a checklist of “all the wines you need to try before you die.” Who cares? It sounds like – and is – a thinly veiled sales pitch. But if you create a really great party checklist – How To Plan a Stress Free Party, perhaps – or maybe a list of what to see if you travel to any of the world’s great (or not so great) wine regions. The goal: entertain and inform …

FAQs and Glossaries
Speaking of informing, why not become a go-to resource for those learning about wine. I’m sure you hear the same group of questions over and over. Turn those into an FAQ on your website. Or create a wine glossary on your site week by week. Add a new term each week and post the new term to your social networks. Now you’re not just informing and entertaining; you’re killing multiple marketing birds with one stone.  [/level-members]