Nowadays, consumers want content – scrolling through social media, catching up on the latest news, or turning to Google to answer all our burning questions, has become part of our daily lives.
As a business, you must give consumers what they want and become the go-to destination for all their content needs, especially when it comes to informing them about your categories and brand. You need to find out exactly who your fans and readers are, what they want to read about, and then start creating!
Making content often takes time or money, or both! We know those resources are hard to come by for many craft alcohol makers so it’s important to learn how to repurpose content to make each piece of content work harder for your brand.
Do you want to master your content marketing?
Our Craft Alcohol Marketing Bootcamp covers everything you need to know to to help you market your craft alcohol business. It covers everything from social media strategy, to tasting room traffic, to paid advertising.
Plus, we have a course specifically created to help you create a compelling content strategy with limited resources!
Today, to help with that, we’re sharing an article our founder, Suzanne, originally wrote for Distillers Magazine’s fall 2022 issue. Let’s jump in!
Make Your Content Work Harder For You
Originally published in Distiller Magazine, October 2022.
We’ve all heard the saying: Content is king. But guess what? The king had a lot of servants and royal subjects working for him. You and other craft makers? Not so much.
So, what to do if you don’t have the resources of a king but want to behold the great treasures content marketing can provide? Keep reading. We’re going to take a spin through why content marketing matters, how to create great content with limited resources, and how to distribute your content to work hard and save time.
Why Content Marketing Is Imperative
Today’s consumer is inundated with content. Whether watching TV on multiple devices, listening to the radio, streaming podcasts or music, or scrolling anything, we are a society full of content and content consumption. So, if you aren’t putting content out there, where will consumers discover you? How will they, on a scale large enough to sustain your business, know you exist? And more importantly, how will you become one of the few brands they spend their dollars on?
Today’s consumers need to get to know you, learn to like you, understand the value you bring to their lives, and ultimately decide to be in a relationship with you when they finally pull out their wallets. To lead them on this journey, consistent, engaging, relevant, and on-brand content is key. This means allocating resources to creating content for your brand consistently, including emails, social media posts and comments, articles, videos, photos, and more.
Before you can create content that works hard for your brand, you need to have a firm grasp on a few things. First, your brand story. Then, your brand voice and brand guidelines. Next, you need to deeply understand your target consumer. These are the pillars of all good marketing: to minimize waste and maximize results, including content.
How to Create Content That Works Hard for Your Brand
Once you fully understand the key elements of your brand, you’re ready to create your content strategy and execution plan. We’re all friends here — let’s be real about the situation. No one has wads of cash lying around with nothing to spend it on or people on payroll with too little to do. So, let’s ensure every precious resource you allocate to creating content works hard for your brand by getting new people to discover you, enticing existing fans to engage with you, and driving sales.
Great content solves a problem, explains something, reveals a surprise, or excites your target consumer and connects back to your brand story. The goal of providing free content is to create genuine interest and desire, which eventually leads to a sale. It is a long game, but it doesn’t get any shorter if you delay starting.