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Content Marketing for the Wine Industry
 

Content Marketing for the Wine Industry

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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+ ...

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.

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  • How does the audience solve problems? How are you marketing? 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  • How does the audience solve problems? How are you marketing? 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
  • Kirk Cheyfitz, legendary journalist and current CEO for Story Worldwide, a post-advertising agency, says that marketers have only two choices when communicating with customers today. One is giving them relevant, compelling and valuable information, or, number 2, show them a good time, or entertain them. That’s how we engage our customers. And this is not easy stuff, frankly, it’s sooo much easier to buy placement and interrupt customers with product and service offers. But almost across the board for most brands, we don’t live in that world anymore.
  • Our goal today is to be the trusted expert for our customers. That’s how we will grow our businesses.
  • And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
  • Developing your own media does not mean you talk about yourself and your products (MyFord Magazine). Your customers only care about themselves…so give them information that truly affects their lives.
  • Anything you create needs to have the possibility of spreading. Have you ever seen people spread around a print ad, or an online display ad? Probably not. Create information that people talk about.

Content Marketing for the Wine Industry Content Marketing for the Wine Industry Presentation Transcript

  • Joe Pulizzi Founder, Junta42 Co-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 USA Go Online At Some Point During the Buying Decision
    Forrester Research
    • Over 100 Million People Per Day Read Blogs
    Six Apart
    • People Spend More Time on Social Networks Than Reading Email
    Nielsen
    • People Spend More Time on Social Networks Than Reading Email
    Nielsen 2/3
    • Estimates are that in just a few years, Information will DOUBLE every 72 hours
    SocialMediaToday.com
    • What about Traditional Marketing?
  • Traditional Marketing
  • Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
    • 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
    • Direct Distribution
    • No Technology Barriers
    • Look to Brands Like You for Content
    • Plenty of Expertise to Help
    • BUT ONE MORE…
    • Must be the
    • BEST
    • Content
  • 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 Business Driver
  • Willitblend.com http:// www.youtube.com/watch_popup?v =qg1ckCkm8YI
  • Willitblend.com 200 Million+ Views 700+% Revenue Growth Millions in Press Coverage
  •  
  • $60+ Million Business The Wine Rock Star 7 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 Pulizzi [email_address] (216) 941-5842 Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe Thank You & Questions Joe in Amsterdam - 2009