Mastering the art of wine content distribution and promotion

Reaching a broad audience for your content involves more than just blog writing. Wine content marketing includes connecting with potential customers on their preferred platforms to expand your reach beyond your website. Content distribution is the cornerstone of an effective wine marketing strategy. 

Guest posts and online press releases about your brand are great ways to reach new audiences and showcase your expertise. This will not only attract new readers, but it will also generate backlinks to your site. These backlinks build your reputation and improve your search engine ranking.

With search engine optimisation for wineries becoming more sophisticated, a hospitality marketing agency specialising in wine brands can help you direct your content to the right publications and the right audience. Learn how to cultivate a loyal following by leveraging guest posts and press releases to boost your ranking in search results.

What do we mean by distribution?

Distribution is the art of disseminating content beyond your own website. Two key ways to do it are through guest posting on other relevant websites, and with online press releases.

Key advantages of content distribution

You can either write your own content or use the services of a specialist wine copywriter. The important thing is to ensure that you have great ideas, well-written in an approachable and engaging way, and distribute the content to other platforms for maximum effectiveness. You also need to make sure the content is optimised for search engines. This is a key part of SEO for wineries which yields several positive results for your brand.

Attracts organic traffic

People searching for information about wine and vineyards are more likely to naturally land on your website, after clicking through from a third-party site. You’ve got potential new customers browsing, with no advertising spend to get them there.

Enhances brand authority

An association between your brand and the high-authority external site you post on is beneficial to you. By distributing excellent content on well-researched sites, you’re giving your own brand a credibility boost. 

Boosts SEO ranking

Content distribution is a type of search engine optimisation for wineries, boosting your ranking and making you more likely to appear in search results. With careful guest posting and distribution, you build a net of search results around your site, making it easy for search algorithms to crawl, index and rank it.

Cements relationships with wine industry influencers

Influencers can have a lot of sway. Distributing content on their channels strengthens your relationships with them, making it more likely that they’ll recommend your wines to their followers.

Builds valuable backlinks

Sites that contain links to your website are known as backlinks. Backlinks from credible sites tell search engines that your site is a trusted source of valuable information, acting as a vote of confidence in your own website.

Using guest posting for your wine brand

McKinsey estimates that word of mouth is the primary factor in 20-50 per cent of all purchasing decisions. Guest posting is a way to encourage beneficial chat about your brand, getting people talking and generating a buzz of interest.

By choosing established publications and posting guest content on them, you’re enhancing your credibility, showcasing your brand, and ultimately driving sales. You reach new audiences and boost your SEO ranking. Best of all, it’s one of the most cost-effective wine marketing ideas. For effective guest posting for wine brands, consider the following:

• Decide your collaborators wisely: Do you want to partner with a major wine publication or a small independent brand? Check the site’s domain authority – a score that predicts how likely a website is to rank in a search engine’s results pages – and analyse its audience to be sure they align with your target market.

• Get creative: Just recycling information the audience has read before is dull and unlikely to lead to engagement. Look for a new take on a topic to create content that is interesting and relevant to their audience.

• Meta content: Remember to use keywords in your meta content.

• Use backlinks effectively: Posting backlinks haphazardly or too often can be read by search engines as spam, and you’ll be deranked accordingly. Use backlinks sparingly, only when truly relevant and always with value to the user.

• Align tone and formatting: Research the site where you're guest posting. You want your wine content to fit in with their existing style. If the site specialises in listicles, a long-form essay won’t work well.

Creating press releases for wine brands

When you have something new, or newsworthy to announce, this is the time for a press release. A well-written press release conveys the best qualities of your brand, boosting recognition with wine storytelling, reaching your core audience and getting across useful information. It can also work to boost SEO for vineyards, increasing your website's visibility. Press release distribution services let you choose where your online press releases will be published – with some distributors even allowing you to choose exactly which sites. You can select, refine and segment your target audience for maximum exposure and impact.

Here are a few key tips when it comes to creating press releases for wine branding:

• Use powerful headlines: Headlines should be a maximum of 70 characters and capture the essence of the content, grabbing the audience’s attention in a few words.

• Remember the meta content: Be sure to use keywords in your meta content to help more people find your press release.

• Use the third person: Press releases should always be written in the third person – that’s just the accepted style. It makes it easy for journalists to use material from the press release directly in their article.

• Incorporate statistics: This helps to demonstrate your authority and expertise, with objective facts and figures rather than simply stating unsupported marketing claims.

• Be discerning with content: Only create press releases for genuinely newsworthy wine content. Be imaginative and think of current angles to captivate your readers with a relevant take.

• Capitalise on news hooks: you’re only creating a press release for newsworthy content, but you can add in other interesting things about your brand to create context and help people learn more.

• Use backlinks: Don’t overdo it, but add links to relevant sites and make sure they are peppered throughout the press release naturally, providing more context for those points.

Press releases are a great way to get information out there and distribute your content. But if not done effectively, they can push audiences away. That's why it's a great idea to invest in experts to help you with this job. A good wine marketing agency is experienced in crafting engaging press releases to generate interest in your wine brand.

Using a wine marketing agency for content distribution

SEO content distribution is a crucial part of a good wine marketing strategy. At Peregryn Agency, our team of expert wine copywriters and SEO analysts can help put your wine brand on the map by crafting the best content and distributing it for maximum exposure and return on investment. Get it touch!