With a new concept of marketing called Inbound Marketing, the key concept of this methodology is about creating remarkable content and making it contextual to the right persona, the right audience.
From an article sourced from Convince and Convert called How to Create People-Powered Content That Works for Your Brand, this article has key messages that breweries and wineries can use as part of their social media strategy.
The key concepts are:
1. To have your customers be part of your brand.
This is when the people who use your product tag you into their social media post; spreading their positive experience with their community.
Like Steven Hawkins said “the quiet ones have the loudest minds” (I love this quote). The relevance of this quote can be reflected in social media, as a person put’s it out on social media platform they’re sharing their positive experience via twitter, and has tagged in the company. It is more beneficial to share knowledge that a person wants many to know on social media, rather than only letting a few selected people who may not be the target market for a brand.
2. People powered content has potential to be more effective than branded content.
Simply, people relate with other people! However I do feel branded content is effective as the brand would make posts that are specific to them, like when Little Creatures Brewery went to the Dunedin brewery, Emersons Brewery.
There was a lot of hype on Twitter with this which was super exciting for beer lovers to witness.
But coming back to PPC, the article suggests that because people relate with other people, when a person relates to a product or service on their social media page with a post, it adds a personality and a “human layer” as they put it to the brand (Sourced: How to Create People-Powered Content That Works for Your Brand), and people can relate to this.
3. Does your PPC match your brand?
The content your brand produces needs to be aligned with what your brand represents. The article I have based this blog on, had a very interesting diagram to explain this point!
What this figure represents, is what is needed to create an appropriate piece of content. It sounds hard but this does not need to be a soul searching task, unless you are unfamiliar with your brand and target market.
If you would like to read the article, here is the link:
And here are some more articles you may be interested in:
Online Marketing for Wine and Craft beer 