What’s wine and content strategy got to do with each other?
Well, friend, let’s take a seat and open a bottle to talk about it! I’ve got my friend, Sargam Yagnik, of Bollywood Dance Queens, joining me to talk about wine and content strategy and how the two are definitely related.
Before we dive into the good stuff with wine marketing ideas, Sargam and I met while traveling together with Job Trippin’! We started our friendship in Buenos Aires, Argentina and traveled together throughout Santiago, Chile. Our love for wine (she loves all, I’m more partial to red) brought us together and from there, the collaboration was born!
While in Santiago, Chile, we learned more about the regional wines and of course, indulged in a few of the best wines in the country – which got me thinking that wine and content strategy are similar! We’re diving in to share what connects them and how you can steal these wine marketing ideas for your vineyard, winery, or bodega!
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TOP 3 THINGS TO THINK ABOUT IN WINE:
Sargam received her WSET (Wine & Spirit Education Trust) Level 2 Award in Wines and Spirits and is an avid wine drinker (hah!). She shares her knowledge about wines and I’ll be connecting it to content strategy below! Let’s get started:
1. Wine body
- Light-bodied wines have lower alcohol content than the medium and full-bodied wines.
You can tell the difference between these wines by the way they feel inside your mouth. Think about how skim milk feels (light bodied wines) versus how full-fat milk feels (full-bodied wines).
To determine whether a wine is full-bodied or light-bodied, you can look at it in a glass.
- Light-bodied wines have a lower viscosity (they weigh less and move around easier)
- Full-bodied wines have a higher viscosity (they will leave droplets as you swirl it in your glass)
2. Wine aroma
- Fruits
- Chocolate
- Herbs
- Hints of cinnamon
- Or other spicy notes
These aromas are what make up the wine bouquet, the secondary and tertiary smells from a wine.
Other factors that also impact the smell of wine are:
- Grape type
- What region the grapes come from
- How the wine is aged
3. Wine pairings
You DON’T want your wine to overpower your food or vice versa!
TOP 3 THINGS TO THINK ABOUT IN CONTENT MARKETING
Thank you, Sargam, for giving us a brief overview of wine body, aromas, and pairings! When understanding this, I find that there are 3 main aspects that make it relatable to content marketing and strategy. Let’s dive into them:
1. Message
The message your business and brand has is like the wine body. This can be broken down further to your content and the message you want your content to have.
Like wine body (being light, medium, or full), each piece of content carries a separate message and purpose. Are you creating:
- Brand loyalty
- Brand visibility
- Connecting with your audience
- or positioning yourself as an expert
From there, if we focus on one message, our audiences can better understand what they’ll receive.
LEARN how to create content for social media with your message, so you bring in a community of loyal fans and clients!
Like in wine body, the message can be thought of like this:
- What do people get from your brand’s message?
- How does the message make them feel and how does it actually feel when they interact with them?
- What’s the message your brand transmits to your ideal audience?
When we have a clear message and set expectations for each piece of content, our audience can better understand what they’ll be receiving on the other end.
2. Brand Voice
Does your content have a clear brand voice that connects and guides your audience to where you want to take them?
In content marketing, having a clear brand voice that sets you apart from the competition is one of the easiest ways to create:
- Brand loyalty
- Build a community
- and Brand visibility
Just like in wine, the “wine aroma” is personal to each brand and its values, experiences, and message. Let’s break it down further:
“Wine aroma” = Brand voice
Setting the tone for your brand voice, how it will be interpreted, what makes it relatable and stand out from other businesses is what creates the best relationship with your clients. Use your brand voice to connect with your audience emotionally, be relatable, and stand out from everyone else.
3. Community
Before we dive into the community aspect of content marketing, I must ask: What’s the goal of your content?
If you’re unclear on the goal and purpose of your content, this is where we need to take a few steps back and focus on the brand message and brand voice to craft a clear goal in mind.
Through our work at The Quirky Pineapple Studio, our main focus is to help our clients create an engaged and loyal community through content strategy, all using their specific brand message and brand voice. Let’s connect that back to the wine pairings and how that relates.
Sargam talked about wine pairings and how putting two distinct (but similar) flavors together brings out more aromas and tastes from both pairings. For example, sweet wines with your desserts or full-bodied wines with steak – as both complement each other and have similar richness, flavors, and accents.
Your content strategy needs to pair your brand message and your brand voice together, to create content that not only is engaging but also relatable and pairs perfectly to create a community feel. When you create content that has:
- A clear message
- An engaging brand voice
- and content that your audience looks for and wants
You start to create a community that feels excited and eager to learn and buy from you!
Wine Marketing Ideas to Steal
So, how do you market your wine, vineyard, or bodega to create a community of loyal clients and brand loyalty?
Tying it all together, here’s what Sargam and I connected around wine and content strategy:
- Body = Brand message
- Aroma = Brand voice
- Wine pairings = Community
From those three things – here’re some wine marketing ideas to steal:
- Develop a clear message and story around your wine brand
- Hone in on the voice of your brand and how it ties to your winery values, mission, and story
- Understand what your community wants, needs, and feels inspired by –> create your content from there to pair with your message and brand voice
BONUS TIP: Wine is considered a “lifestyle” purchase, which means that most people need to imagine themselves drinking the wine, serving it, tasting it, etc. Content needs to come from this perspective – tied in with the brand message and voice!
Alright, enough with the wine and content strategy talk – I must know…
Red, white, or rosé? I prefer red! Let me know in the comments below!
Want to work together on your content strategy for your winery? Schedule a Strategy Session with me to see what we can pair together (heh, pun intended)!
*This post was sponsored by Job Trippin’, but all wine knowledge and content strategy knowledge is my own and Sargam’s! Thanks for supporting The Quirky Pineapple Studio!
Learn more about Sargam and Bollywood Dance Queens here.
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