DeeGeeDee Consulting Content Marketing Christchurch | Content Development | Inbound Marketing Sun, 17 Mar 2013 05:13:41 +0000 en-US hourly 1 http://wordpress.org/?v=3.5 7 Ways To Save New Zealand’s Wine Industry /7-ways-to-save-new-zealands-wine-industry/ /7-ways-to-save-new-zealands-wine-industry/#comments Mon, 18 Feb 2013 23:34:04 +0000 Dean /?p=424 The New Zealand wine industry is not in a good place…well, at least not from a business point of view. The two varietals that this industry was built on have now become its Achilles’ heel. When every Kiwi winemaker decided to make pinot noir and sauvignon blanc because ‘they’re the only varietals Kiwis drink’ or [...]

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The New Zealand wine industry is not in a good place…well, at least not from a business point of view. The two varietals that this industry was built on have now become its Achilles’ heel. When every Kiwi winemaker decided to make pinot noir and sauvignon blanc because ‘they’re the only varietals Kiwis drink’ or seemingly the ‘only varietals suited for New Zealand’s terroir, a serious problem was always on the horizon. marketing-new-zealand-wine

The glut of wine on the market is great for the consumer but pretty miserable for the wineries. Some have decided to look at their estate’s own terroir and plant cultivars suited to this microclimate…not necessarily the region.

However, a simple shift in the winemaking plan doesn’t always mean a boost in sales. So what should New Zealand wineries do to survive in this current market, regardless of the type of varietals they specialize in?

Well before we get going, it must be said that traditional marketing is dead…in fact, it’s so dead and buried that it’s actually decomposing and turning to dust before our eyes.

The world has changed, markets and consumers have changed but unfortunately the one industry on this planet that avoids change like the plague is the wine industry. It’s time wineries catch up and understand their customers as well as how to access new markets using new techniques, or simply sell up and find something else to do.

The days of wine shows, mass public tastings, print ads and paid reviews are nearing the bottom of the proverbial bottle. Consumers need information, facts and other forms of content that entices them to your winery, wine label or flagship brand.

However, once they’ve found you and tasted your wines, the quality of what’s in the bottle is no guarantee that they’ll be repeat customers. You need to nurture each relationship with each customer so that they eventually become evangelists for your winery…buying your wine while selling the brand at the same time to their family and friends.

The key to all this lies in content marketing and how you use it.

Here are seven ways that content marketing can help wineries not just survive but actually thrive in this current market:

1. Create and maintain a regular blog – Daily or at least some form of regular blog updates can be a great way to generate traffic to your website. You don’t have to write thousands of words or a Pulitzer Prize winning story either…in fact, short information-packed blog entries are ideal. Around 400 words with an image or two will be fine. Blog about the upcoming harvest, your thoughts on the current vintage, or even any funny wine-related news items or other links you’ve found online. There are no hard rules when it comes to blogging, except that if you decide to blog then ‘keep calm and keep on blogging’…don’t stop!

2. Create videos and share them – Use YouTube or Twitter’s new Vine, post videos on your website or blog…whatever, just get your videos out there. What should the video be about? Well, how about a 3-minute interview with the winemaker, or maybe some video testimonials from customers, or even a 6-second Vine clip showing the winemaking process from the vineyard to the finished product.

3. Create an infographic – Infographics are, well…bits of information such as processes, facts, figures and stats expressed via graphics and images. There are literally hundreds of different infographics you could create, such as showing the winery’s different cultivars and their percentage across the winery’s vineyard/estate. Your infographic could also show the geographic location of where your wines are sold in each city or even give a graphic spectrum of various tasting notes of each wine and their aromas, flavours and appearance in the glass. Once the infographic is completed, you can embed it in your blog or share it on Pinterest or other infographic websites with a link back to your site.

4. Send monthly newsletters to your mailing list – Each newsletter needs to not only look good, it also needs to contain content that your readers will find interesting. Don’t fill each newsletter with content about your winery and wines, but rather create diverse bits of content and focus on informing your readers on what you know that’s current happening in the industry as opposed to giving them a sales pitch all the time.

5. Using social media effectively – So you’ve got a Facebook Page and/or Twitter account? Great, but what are you doing with these accounts? Your social media accounts should be the pivot between your content marketing campaign and your website…giving both the sort of traffic and online presence they deserve. Of course, everything will need to funnel down to your website at the end of the day, but by using your social media accounts to show people your online videos, infographics etc, you’ll be spreading your ‘online marketing net’ a little further and generate a increased number of potential leads and sales.

6. Create an e-brochure – Create a digital version of your winery’s brochure and really showcase your range of wines. Put the e-brochure on your website and offer it as a free download for people who sign up with their email address…therefore increasing your mailing list and strengthening your email marketing campaign.

7. Create a mobile version of your site – Around 30% of all internet browsing takes place on a smartphone. Your content marketing campaign could all be a waste of time and money if you don’t have a mobile version of your site that redirects whenever someone tries to view your site using a smartphone. A mobile site offers a better experience for the user and increases his/her engagement with your wines and brand.

There are so many ways wineries can use content marketing to interact with their customers. From offering online competitions for designing the best bottle labels to be used for the upcoming vintage, to giving helpful ‘how to…’ content for those keen to try specific wines with different foods.

If you are a winery or know of one that needs to start a content marketing campaign, simply fill out the form on the Contact Us page and Dean will be in touch within 24-hours to discuss a plan forward.

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Why The Travel Industry Needs Content Marketing /why-the-travel-industry-needs-content-marketing/ /why-the-travel-industry-needs-content-marketing/#comments Wed, 30 Jan 2013 02:16:58 +0000 Dean /?p=409 From New Zealand to South Africa, throughout Europe and across the Atlantic, the global travel industry needs help. With airfares and accommodation prices increasing year after year, people are becoming more savvy about how they’re spending their travel money. Gone are the days where you simply saw a few images of a place in a [...]

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From New Zealand to South Africa, throughout Europe and across the Atlantic, the global travel industry needs help. With airfares and accommodation prices increasing year after year, people are becoming more savvy about how they’re spending their travel money. Gone are the days where you simply saw a few images of a place in a travel magazine, only to quickly make your booking and jump on the next plane with packed luggage and high expectations. content-marketing-for-the-travel-industry

After spending your hard earned money on flights, hotels, food and all the other travel expenses, the last thing you want is a bad experience or at least arriving at your destination disappointed that it doesn’t look or feel like what you expected.

Recommendations from friends and family still remain the top influencing factor when it comes to choosing the right holiday destination or trip. A recent study found that content marketing played a major role in helping with the decision-making process. Check out some of the stats below:

  • 63 percent of people are influenced by recommendations…
  • 55 percent are influenced by content they find through Internet searched…
  • 49 percent of people are influenced by the content they read on a hotel’s or travel agency’s website…

What does this mean?

Well, it’s clear that people don’t want to be hammered with information and advertisements promoting various destinations or activities on offer. Instead, people prefer to find the facts themselves by reading comments, reviews and feedback from like-minded travellers through social media sites, testimonials on the travel company’s website, and other helpful information that’s full of facts and tips rather than sales pitches.

As some of you may already know, unique and high-quality content is a crucial factor that can contribute to a website’s ranking on Google, Yahoo and Bing. Using this content through social media sites, gives people the chance to actively engage with not only the content but the company in question.

Clients of DeeGeeDee have already seen the value in using blogs to give their market useful information without trying to sell them anything. Trust and credibility can be forged by simply opening up your knowledge of a particular destination or hospitality service to those people looking for it online!

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Move Over Instagram Here’s Comes Vine! /move-over-instagram-heres-comes-vine/ /move-over-instagram-heres-comes-vine/#comments Fri, 25 Jan 2013 09:54:33 +0000 Dean /?p=401 The holy grail of content sharing has arrived…introducing Vine, in video! Well, to be exact…6-seconds of video. Twitter’s latest showcase inspires creativity by giving users the chance to share just 6-seconds of whatever’s on their mind, in sight, in the area or happening at this very moment. Although only available on iOS via the App [...]

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The holy grail of content sharing has arrived…introducing Vine, in video! Well, to be exact…6-seconds of video. Twitter’s latest showcase inspires creativity by giving users the chance to share just 6-seconds of whatever’s on their mind, in sight, in the area or happening at this very moment.

Although only available on iOS via the App Store, Vine has already started to cause some excitement among our clients who have insisted on DeeGeeDee Consulting to incorporate more video into their inbound marketing strategies. Have you tried Vine yet? If so, we’d love to hear what your initial thoughts are.

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Two Infographics Reveal Online Marketing Trends for 2013 /two-infographics-reveal-online-marketing-trends-for-2013/ /two-infographics-reveal-online-marketing-trends-for-2013/#comments Fri, 25 Jan 2013 09:20:23 +0000 Dean /?p=397 According to this infographic, content marketing, targeting and personalization, and mobile optimization are at the top of the priority lists for marketers in 2013. But don’t think that content marketing is limited to just retail and the consumer market…it can be highly effective in the B2B (business to business) sector. The infographic below should provide [...]

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According to this infographic, content marketing, targeting and personalization, and mobile optimization are at the top of the priority lists for marketers in 2013.

But don’t think that content marketing is limited to just retail and the consumer market…it can be highly effective in the B2B (business to business) sector. The infographic below should provide clear evidence of this:

Contentious-State-of-B2B-Content-Marketing-Infographic

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What is content marketing /what-is-content-marketing/ /what-is-content-marketing/#comments Thu, 17 Jan 2013 07:28:58 +0000 Dean /?p=268 Content marketing is becoming less of a buzz word these days and more of a trusted form of getting targeted customers. Traditional forms of marketing such as ‘in-your-face’ advertising and promotions that almost shout out quick-fire benefits to their audience…regardless if they want to hear or see them or not, is rapidly dropping off the [...]

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Content marketing is becoming less of a buzz word these days and more of a trusted form of getting targeted customers. Traditional forms of marketing such as ‘in-your-face’ advertising and promotions that almost shout out quick-fire benefits to their audience…regardless if they want to hear or see them or not, is rapidly dropping off the radar.

this-is-not-content-marketing

This is one of the reasons why I left print media almost five years ago. People buy magazines for their content, not their ads. This mindset isn’t unique. Just look at that rectangle digital screen in your lounge…bet you wish that you could skip all the loud ads and get back to the content you actually want. It’s hardly surprising that the success of PVR, My Sky and other digital TV services is based around the concept of more content and less advertising.

So where does this leave the business owner? Those MBA courses at Harvard that relied on these tried and tested marketing methods have become null and void.

The dawn of the Internet and the increasing importance of having a healthy reputation online has seen a clear and distinct shift from paying for ads that try harpoon customers, to a more convincing method of coaxing them into your sales funnel using content that they’re actively engaged with…regardless if its social media content, articles, press releases, blog entries, videos, or through SEO and targeted keywords.

According to the Roper Public Affairs, 80 percent of business decision makers prefer receiving company info via a series of articles as opposed to an advert. In fact, 70 percent reckon that content marketing makes them feel closer to the company doing the marketing, while as much as 60 percent said that this relevant targeted content helps them make better informed decisions when buying a product or service.

Imagine if your customers actually look forward to receiving content from your business?!

Such anticipation really makes a connection between your product, brand or service and your customers. Converting new customers is one thing, but retaining them is a licence to print money. Content is the cement that bonds customers to a company.

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