Wine content marketing uncorked: Why your wine brand needs better content.

Your wines may benefit from ageing, but your digital wine marketing strategy needs to be up-to-the-minute. A strong online presence is no longer a luxury for wineries – it's a necessity, and savvy winemakers take a sophisticated approach to content marketing to attract the right customers. Captivating content and search engine optimisation for wineries are the perfect pairing, but it's a pairing that requires precision and planning.

This guide to wine marketing ideas transcends the basics and delves into how you can harness content marketing to reach new audiences and build brand recognition. By focusing on building a powerful blog hub, creating in-depth e-books and mastering the art of content promotion, you can drive engagement, boost brand authority and ultimately, increase sales.

A luxury digital marketing agency specialising in wine marketing services will always advise that you look to educate, entertain and engage your audience. Taking a storytelling approach and establishing brand authenticity are the twin keys to driving brand loyalty and sales. And there are many ways you can share this content, to build your search engine optimisation (SEO) and expand your reach to connect with new consumers.   

Set up a wine blog

Create a dynamic blog hub that serves as a central repository for valuable content. The goal of blog content hubs is to provide useful information in a set of interlinked blog posts, organised around key topics relevant to your target audience.

Benefits of blog hubs for wine brands

Publish high-quality blog content, to fulfil informational, transactional and navigational searches. It’s a crucial part of SEO for vineyards, increasing the likelihood of your brand appearing in search results. Some people may just be looking for tips and ideas regarding wine, which gives you the chance to position yourselves as experts, some searchers will be looking to buy right away and others will simply be researching certain brands or types of wine. With a good variety of content, you could start to appear in all these searches, becoming a trusted source of content.

Well-written content keeps people engaged and coming back for more, nurturing familiarity and brand loyalty. It also promotes the audience’s perception of you as an authority, building trust in your knowledge and expertise.

Interlinked posts mean that readers become accustomed to click through to learn more, and become highly engaged with your winery and its products. For example, you could create a ‘pillar post’ showcasing information about each of your wine varieties, then invite readers to click through to a separate in-depth post about each wine type individually. Another post could look at how best to pair each wine and yet another could be an interview with the winemaker about why they love this particular variety. Together, these posts create a hub that encourages the reader to keep clicking through to learn more, keeping them interested. And each separate blog is another landing page where someone could arrive from a Google search.   

Strategic call-to-action buttons throughout each post can lead through to your shop, leaving readers perfectly primed to click “buy now” as a result of the captivating content they have read.

And digital content is all tracked automatically. With analytics services, you can find out which topics are popular and how people search to land on your pages. You can track click-throughs to purchase and get some real metrics in place to analyse what works and what doesn’t.

Wine blog ideas

As well as articles that are directly about your wines, you can also write about topics like the history, people, or techniques related to your winery. These kinds of themes serve a dual purpose: as well as all the benefits described above, you can also use them to position your brand appropriately with the use of clever wine storytelling. Some possible ideas to inspire you are:

• Pairing guides for foods that match your wines

• Wine tourism and guided visits to your vineyard

• Your winery’s heritage and origin

• Articles on a specific grape varietal and its history

• News about upcoming wines, or the year’s harvest

• Simple winemaking articles that focus on your techniques

• Reviews, recommendations, or awards won

• Interviews with the winemakers and key staff members

• Behind-the-scenes look at day-to-day operations

• Local history and sites of interest near your vineyard

• Promotions or special offers

Create compelling e-books about wine

Consumers are increasingly reading about wine as well as drinking it, with younger generations willing to research their choices and spend more money per bottle. Creating and publishing compelling e-books on your wine brand website helps to inform and engage your audience and convert those readers into loyal customers.

Benefits of using e-books for wine content marketing

A wine e-book gives you the opportunity to go deeper into a topic and has multiple benefits for marketing purposes.

Demonstrating expertise and establishing your reputation

A blog can only be so expansive, but long-form content on industry topics in an e-book showcases your trustworthiness, positions you as a thought leader, and solidifies your reputation.

Improved organic reach through SEO

Adding e-books can help boost visibility by catering to audience searches. Your analytics can tell you the search terms that bring people to your site — create e-books that answer those queries in detail.

Visibility across multiple platforms

E-books can boost brand visibility across a number of areas, including social media. Targeted email campaigns can be constructed around e-books and you can promote them on social media, indirectly drawing people to your website. Appearing on large online retail platforms, like Amazon, also boosts your overall visibility and online presence.

An excellent tool for sales teams

A high-quality e-book can be used effectively by sales teams. In addition to standard marketing materials, e-books can be sent to prospective customers, helping solidify your image as a serious industry leader.

Excellent ROI

You get a lot more bang for your buck. E-books are very cost-effective, taking only a short amount of time to create and publish. After the initial investment to create it, there are no more costs – unlike paid advertising which carries ongoing expenses.

Easy distribution

As well as offering it on your own website, you can also publish an e-book on Amazon or other online self-publishing platforms, potentially giving you another revenue stream.

Network building

E-books are established as valuable in their own right, meaning that offering a free download in exchange for an email address is an attractive proposition. You can build your email marketing list for future email campaigns. 

Wine content ideas for ebooks

Think about what questions people ask you about your wines, vineyards, and expertise, and plan your e-books around their areas of interest. Here are a few ideas to get you started:

Virtual wine tasting guides

Write an e-book about how to conduct your own wine tasting. Explain how to serve and pour wine in a tasting session, what people should look out for, and how to take notes.

Food and wine pairings

Construct a guide about how to match wines with food. People are often especially thoughtful about this during the holiday season – perhaps you can write a guide for what to drink with celebration foods.

Regional wine guides

What’s the history and terroir of your winery? How does it compare to other local vineyards? Offer a compelling vision of wine in your region and its unique charm and flavour.

Wine history

People have been making and drinking wine for thousands of years, but techniques have changed dramatically. Take a deep dive into the history of wine throughout the ages.

Sustainability

This is an area of increasing importance and interest to consumers. How can wineries remain sustainable and what is your winery doing to ensure that it is environmentally friendly?

Science of wine

There’s a lot more to it than just leaving grape juice to ferment! You know that, but your customers probably don’t. Explain the modern science behind winemaking.

Repurposing your content

The beauty of having excellent wine content is that you can repurpose it to use in different ways, engaging more customers across a wider variety of platforms. Focus on repurposing your most high-performing content — your most popular blogs or ebooks — and use it for alternative types of marketing.

Email Marketing

Here are some ways to repurpose your long-form content for email marketing:

• Share excerpts and teasers: Use intriguing excerpts, key takeaways, or questions from your ebook or blog posts to pique interest and drive traffic to your website.

• Promote new content: Announce new blog posts or ebook releases via email, including a brief summary and a clear call to action.

• Answer FAQs with content: If you have a blog post or ebook chapter that addresses FAQs from your clients, use that content to answer those questions via email.

• Create email courses: Break down ebook chapters or extensive blog posts into a series of emails, delivering valuable information in digestible chunks to nurture leads, build relationships, and establish your expertise.

• Roundup newsletters: Compile summaries and links to full content from related blog posts or ebook excerpts into a weekly or monthly newsletter to encourage click-throughs.

Social media

Here are some ways to repurpose your long-form wine content for social media:

• Visuals: Create infographics, quote images, or stills from short videos highlighting key points.

• Snippets and teasers: Share short, attention-grabbing excerpts with a link to the full piece. Use relevant hashtags to expand your reach.

• Short-form videos: Repurpose blog post sections or ebook chapters into short, engaging videos for platforms like TikTok, Instagram Reels, or YouTube Shorts.

• Polls and quizzes: Transform blog posts or ebook content into interactive polls or quizzes to boost engagement.

• Threads: On platforms like X (formerly twitter), break down complex information into a series of easily digestible posts.

Quick tips for creating blog posts

and wine e-books for your brand

When creating content for a wine brand, there are a few things to keep in mind to ensure you’re setting off with the best strategy. 

Speak to your audience

If you're aiming at high-end wine buffs, choose more complex topics and don’t talk down to them. For less experienced wine drinkers, focus on ways to explain your wines in a simple and engaging way.

Identify pain points

With in-depth research into your core audience, you can identify their problems and find solutions. As a complex topic, this is something a specialist wine marketing agency can help with.

Use a keyword strategy

Seek out frequently searched keywords and see how they align with your audience’s pain points. Incorporate those keywords into your content. Specialist wine marketing services can help with a keyword strategy.

Cater content to the buyer journey

Align your wine branding content to all stages of the buyer journey, from informative posts that spark initial interest to deep insights that get the attention of customers who are already poised to make a purchase.

Mastering the art of wine content distribution and promotion

Content distribution is a crucial aspect of search engine optimisation for wineries. Utilising a variety of methods can significantly increase your reach and impact and help connect your brand with your core audience.

Here's how to leverage guest posts and press releases for a powerful wine SEO boost that will increase your brand's visibility. 

Use guest posts to widen your wine brand's reach

By posting on external sites, you meet your audience where they choose to spend time, reaching new readers. You also create backlinks to your site which bring you referral traffic and makes your site look trustworthy to search engines.  

Enlist the services of an expert wine copywriter to write a series of captivating guest posts. Here are some key tips:

• Pair up with wine-based websites, choosing publications that best suit your brand

• Choose balanced wine content – see above for some specific ideas

• Use strategic link-building to point customers towards your website

• Engage with the host website's audiences by responding to comments

Create wine brand press releases

If you have a newsworthy topic, such as a new study or a special anniversary, consider distributing a press release instead of only publishing on your blog. With targeted distribution, you can reach a vast network of relevant news outlets, websites, databases, and demographics, ensuring that your message reaches the right people and generates backlinks.

Crafting a press release is an art form of its own. Make sure you get it right, with the following key points:

• Serve up informative wine content

• Research and utilise specific keywords

• Distribute to relevant wine media outlets

• Share on wine-focused social media and encourage engagement

How wine content marketing agencies can take your brand to the next level

The wine world is evolving and you need to evolve with it. An expert wine marketing agency can help you reach out digitally and connect with a new generation of customers. Winery digital marketing can pair you up with a wine copywriter, organise SEO for wineries, and much more.

Peregryn Agency can help put your wine brand on the menu. Contact us to find out more