Last Updated on June 23, 2021 by Amy Geldean
Content marketing is an excellent way to reach clients in the wine industry. We’ve already covered how to develop a B2B content marketing plan. This compact guide will focus on what wineries may be trying to learn when they browse supplier content, along with how to focus your content on giving them the answer they need.
As you may already know, the point of content marketing is not to directly promote your products. Instead, you’re engaging in a long-term, cumulative strategy to create impressions about your value as a partner.
When you’re developing content marketing for the wine industry, you want to focus on a relevant set of messages. Your content should signal that you:
- Truly understand the wine industry
- Take the challenges that face wineries seriously
- Keep up with changes in the wine market
Below, you’ll learn some of the ways to deliver these messages, along with examples of the types of content that are effective at making your point.
How to show that you truly understand the wine industry
No matter what angle you take with your content marketing, you need to showcase that you have a strong understanding of the industry. This is important to wineries, as they want to know that you are a serious participant in your industry.
Showing them that you have industry knowledge can indirectly assure them that you are likely to be a long-term partner. It can also convince them that you can be a source of information in addition to fine products.
Certain types of content are more effective at directly or indirectly communicating that you understand the wine industry. Consider using case studies and video interviews to showcase your industry knowledge.
Performing or publishing research produced by partners is a great way to show wineries that your knowledge is backed by data.
Any research relevant to the wine industry can bolster your reputation, but you can also use these case studies to reinforce the value of the products you sell.
Here are some examples of case study topics that can help your brand or stock:
- Studies on the performance of different types of barrels
- Studies on how the percentage and types of bottles that break during shipping
- Consumer research on the performance of different types of new labels
Performing video interviews with wine industry experts is a great way to create interesting content that reinforces your relationship with the industry. By choosing compelling guests with some name recognition, you can borrow a little bit of their reputation by association.
Here are some of the types of guests who can help you showcase your industry knowledge
- Wine producers who were the first to successfully bring an innovation to the market
- Wine producers who pioneered new regions for growing
- Wine critics discussing the criteria they use for judging the quality of wines
How to show that you understand the challenges they face
Wine producers need to know that you’re a partner they can trust to understand the challenges that they’re facing.
This is important because they’re taking a big risk when they commit to a supplier. Producers need to know that they won’t need to go through the expense of finding a new one if you aren’t understanding or flexible.
Some types of content are more effective at proving you’re a flexible partner. Consider developing content that highlights the voices of other producers that you work with or know. Podcasts and webinars are a great place to start.
Podcasts are a low-cost way to create a regular stream of content. All you need is some recording equipment and editing software like Audacity (Free). You can easily host these podcasts over video conferences so your guests can participate from home.
Podcasts are a great way to feature the voices of wine producers and their opinions about dealing with the industry. You can touch on any topic, but by choosing to focus on challenges, you can create compelling content while proving that you’re understanding.
Hosting conversations with wine producers will let you touch on the most difficult aspects of producing. This will help you foster a connection and reassure them that you’re familiar with how harrowing experiences happen.
You can even touch on the solutions that suppliers can offer to wineries that experience common problems.
Perhaps the only thing better than hosting the voice of one wine producer at a time is hosting many of them at the same time. Webinars are video conferences that are usually organized around presentations on a chosen theme.
Choose a theme that allows you to showcase some of the industry’s biggest challenges. For example, you can address topics like water crises in wine-growing areas (while offering solutions) or the tactics that small wineries use to handle major expansions.
Webinars, unlike podcasts, can be expensive. They require coordination of a lot of different parties and technical support so that no one’s time is wasted by unplanned problems. Even major suppliers may only be able to host one webinar a year.
How to show you keep up with industry changes
Wineries love to know that their supplier partners keep up with the latest changes in the industry.
After all, no one wants to have to pester their supplier to start carrying new products that other wineries are using to compete with them. They don’t want to deal with the headache of changing suppliers when they can no longer keep up with the market.
There are many content forms that you can use to show that you’re up-to-date. You can always produce case studies about innovations, or do interviews with innovators. However, one of the easiest ones to produce regularly at a low cost is news and news commentary.
News and news commentary
To create this simple form of content, post links to the most interesting stories that you find on wine trade publication websites. Include a small amount of content, commentary or analysis to go with it (usually only a few paragraphs are necessary).
Wine producers will remember if they heard about a new industry trend from you first. It will reassure them that you’re staying up to date about these changes and thinking ahead about how to adapt to them.
This kind of content is highly effective if social media is a part of your content strategy. News is very clickable, and the wine trade publications that rely on clicks may even contact you for additional opportunities if you send enough readers to their websites.
Use content marketing to send wineries the right message
Content marketing is an effective way to communicate your value as a partner to wine producers. You can use it to show them that you understand the industry, speak to them about the hardest challenges, and provide them with news about coming changes.
By focusing on these goals, you should find it easy to develop a content strategy filled with interesting topics that reinforce your brand.