How to Rule: Start With Content and Use Social Media


Here’s a wonderful story about a wine company, Pacific Rim, which used content and social media to build its business.

Here’s how they did it. This article, Using Social Media to Promote an Underdog Wine –, reports:

“The campaign started with a Web site,, that is intended to create conversations and build customer engagement around the brand. Their first step was to create content that would educate and inform consumers and the trade industry about riesling wines. ‘If we are going to be the leading voice in the riesling category, then we have to be the resource on rieslings,’ Mr. Bavaresco said.”

The company’s ebook, “Riesling Rules Book,” has been downloaded 65,000 times, educating consumers about rieslings. They also created a Facebook fan page, with a giveaway for fans who clicked the “Like” button.

The article reports that the company invested around $10,000 in social media to get established in the riesling niche. In 2012, the company’s selling 200K cases of wine a year, and Pacific Rim rieslings are sold in all 50 US states.

Will the content/ social media strategy work for your business?

That depends.

Who’s your audience? Pacific Rim targets older millenials, aged 26 to 34, who are experimenting with wine, and are open to trying new-to-them brands.

This group is active on social media, which is obviously a requirement if for the content/ social media strategy.

Wine is also something people like to talk about, in addition to drinking. There’s a cachet to being seen to be knowledgeable about wine. The “knowledgeable” aspect is key. Pacific Rim educated its customers with the ebook, creating instant wine aficionados.

This strategy will work for you if your target market wants information related to your business, is active on social media, and wants to talk about your business.

Web Writing: New Web Content Creation Series Launching


Do you have challenges with creating Web content? If you do, you may find my new content-creation series useful.

Here’s the press release announcing it.

Web Writing Blog Launches New Series of Web Content Creation Tips for Writers and Marketers

Web writing expertise is essential for anyone who works on the Web, especially for writers. Angela Booth’s blog is launching a new series of of Web content creation tips for writers and marketers.

Top copywriter, author and writing teacher Angela Booth created her Web writing blog for students of her popular Web writing course, Sell Your Writing Online NOW (SYWON), and it’s publicly available. The blog covers the skills Web content writers and marketers need in 2010 and beyond.

Many business people are using Angela’s course to start and build businesses online. Angela says: “Writing for the Web demands different skills from other forms of business writing. The Web is much more interactive and intimate. It’s an exciting environment, offering opportunities for business owners to communicate directly with their clients.”

Over the past few months, Angela has covered many different topics on the Sell Your Writing Online NOW (SYWON) Blog, including: how to create and use WordPress blogs, how to get traffic and links to websites, and how to market using press releases.

Next week she’s starting a new series on the blog: “Super Simple Web Content Creation Tips — Teach, Entertain, and Sell”.

Angela says: “Information sells online, however creating reams of content can be intimidating too. It doesn’t need to be. I encourage my copywriting clients to approach content creation with the mantra ‘teach, entertain, and sell’ and it works for them. It makes creating content much easier. I’ll be sharing the tips and strategies I teach my clients with the readers of the Sell Your Writing Online NOW (SYWON) Blog.”

The series will be a valuable resource for writers, marketers, and small business people — anyone who’s facing creating content, and wants some creative, yet practical ideas.

More information is available on the Sell Your Writing Online NOW (SYWON) Blog.

For information on Sell Your Writing Online NOW (SYWON) Web writing training. click here.

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