You’ve heard of the infamous phrase ‘content is king’, and now is the perfect time to use that as your motto. With the Covid-19 outbreak spreading rapidly, causing the closure of bars, restaurants, and an overall lockdown city by city, things are getting hard for brands. Sales are dropping, production might be dropping too. However, we don’t really have control over these things as of now. What we do have control over is how our brand is viewed from the audience’s perspective.

Content is one of the most important things to focus on in any sector, and right now, within the four walls of your house, there really isn’t much you can do for your brand - except, creating content.

How is creating content going to help my brand?

Creating content for your brand is going to help you in gaining visibility for your brand. Not only that, but it will also build trust within your audience, and will help your brand gain a good amount of credibility. When people see your content on the internet, they will be able to resonate with it when they step out of their houses.

Think of it this way, if someone sees your wine videos all over social media, when they step out of their houses they’re definitely going to be like ‘hey, this is the wine I want to try right now’ - and that exactly is your goal when creating content.

Right now, there isn’t much you can do, but what you can do is gain visibility for your brand which will help customers recognize your brand from anywhere. The best way to do this is by creating valuable content for your audience. In fact, content is going to help you throughout, not only right now. Even after the situation is better - content is going to help your brand the most.

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Check out how these wine influencers curate their content on their social accounts.

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Now the question is, how are you going to create the content?

How to create content for a wine brand

1. Define your audience

Creating content is great, but before you go ahead and create content - you need to know who you are creating the content for. Who is your target audience? Are you targeting wine drinkers between the ages of 40-60? Or are you hitting the younger drinkers?

Why this matters is that the content you create will differ based on your target audience. For example, if you’re relating to millennial wine drinkers, then something to do with current trends, a little bit of pop culture, a little bit of world awareness, would definitely work. On the other hand, if you’re targeting an older audience, then you might want to go with something they like.

So, the best thing to do is first think of your audience. Who do you want drinking your wine? Is your wine a budget wine? Who is going to be drinking it? This way, you’ll know exactly who to create content for.

2. Differentiate yourself

Keep in mind that you need to stand out in front of your audience, and the only way you’re going to do that is by differentiating yourself from other brands out there - mostly your competitors. Are you selling a $7 chardonnay? Then who are your competitors? Find out what they are doing, and give your audience something different.

You want people not only to recognize you, but also remember you - and differentiating yourself from other brands is what is going to help with that.

3. Drill yourself in the consumer’s eyes

Show your audience who you are, over and over again, but in different ways. Talk about your products in different ways, you can do podcasts, or product reviews. Tell your brand’s story to your audience. Talk about solutions that your brand can offer. All in all, make your brand prominent in front of the consumer.

Wine photography is a great way to start content creation.

Here are a few ways you can do this in:

• Podcasts - people are constantly listening to podcasts right now. Create a podcast for your brand where you tell your story, talk about your wines, and engage with your audience. You can even do a q&a on your podcast with your audience.

• Blogs - use blogs to leverage traction on your website. Make sure you have a website! Write about your wines, do interviews with different people in your brands. You can also write blogs about people talking about your wines. This will make people trust your brand a little more.

• Online tastings and reviews - right now, due to the pandemic, your tasting room is probably shut down, but you can most definitely do an online tasting. Taste your wines in a video, tell your audience how the wine tastes, tell them what they can eat with it. This will make them eager to try out your wine.

• Infographics - develop infographics about your wine, how to drink, what to drink it with. Information is something that customers are always looking for.

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How can wineries build their online presence to drive delivery & curbside sales?

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4. Promote your content

The point of creating content is so others can see it, and if others cannot see it, then there’s no point. When you create your content, whether it’s blogs, videos, or anything else, make sure others can see it. The first thing you need to do is allocate a budget for promoting your content on social media. For most people, social media is pretty much a way of life, and if they see your content on their feeds constantly, it’s going to drill into their minds pretty well. So run ads and boosts on social media so people can see your brand.

Another way to promote your content is by getting in touch with magazines and PR companies. Give them your content to share, or get featured on pages that feature brands and wines. Work with influencers who will promote your blogs or videos. In fact, you can even have an influencer in one of your videos. People follow what influencers do, and that works the best these days.

We all know how important content is. Right now, a lot of you might have ample amounts of time to create content. Spend this time wisely and create content for both right now, and for the future as well. And once your wineries are up and running again, don’t forget to continue creating content.