Content Marketing For Craft Breweries in 2024

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By Tomislav

Key Takeaways

Core Principle: Content marketing should prioritize customer value over direct selling, leading to trust, brand recognition, and increased sales.
Efficiency: It’s more cost-effective than traditional marketing, generating more leads and higher conversion rates.
Craft Breweries Focus: Engage craft beer enthusiasts through blogs, YouTube, podcasts, and social media by providing expert information.
Strategy Development: Involve goal-setting, choosing the right content medium, selecting publishing platforms, and deciding on social media engagement levels.
Value-Driven Content: Essential for building a loyal customer community and crucial for brand recognition, especially in voice search.
Blogging: Ideal for long-form content; requires consistent quality content and SEO strategies for organic traffic growth.
SEO Essentials: Focus on long-tail keywords, article structure, and mobile optimization; prioritize quality content.
YouTube and Podcasting: Offer long-term value and deep audience engagement; less saturated for local community topics.
Social Media Marketing: Engage with potential customers on platforms like Instagram and Facebook; use LinkedIn for its higher organic reach.

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Understanding Content Marketing for Craft Breweries

Content marketing is about creating valuable content for marketing purposes.

Simplify it: Your goal is to provide value to customers through your content, not just sell products.

This approach leads to organic increases in leads and sales.

Benefits of prioritizing customer value:

  1. Your business becomes a brand.
  2. Build trust with customers.
  3. Establish yourself as a thought leader.
  4. Leads and sales increase.

Over 50% of consumers prefer free, topic-specific content. 70% learn about companies through articles rather than ads. Remember, people dislike being overtly sold to.

Content marketing is 62% cheaper than traditional marketing but generates three times as many leads and drives higher conversion rates.

For craft breweries, this is particularly effective:

  • Craft beer enthusiasts crave expert information.
  • Use platforms like blogs, YouTube, podcasts, and social media to connect with these passionate communities.
  • Provide valuable content and they’ll not only follow you but also buy from you.

Crafting a Content Marketing Strategy for Breweries

Big or small, every business can benefit from a content strategy.

Steps to Develop Your Strategy:

  1. Goal-Setting: Focus on providing value.
  2. Content Medium: Choose between writing, videos, or podcasts based on your strengths.
  3. Publishing Platform: Select appropriate platforms for your content type (blog, YouTube, podcast platforms).
  4. Social Media Engagement: Decide your level of interaction on various platforms.

Content marketing is a long-term investment. The key is to create quality content, be patient, and stay consistent.

Why Providing Value is Essential in Content Marketing

The phrase “customers come first” should be more than just words.

Content marketing shifts focus back to the customer, which is beneficial in the long run.

Benefits of Value-Driven Content:

  • Builds a community of loyal customers, not just a customer base.
  • Establishes your brewery as a trusted brand, crucial in a voice-search-dominated world.

For example, voice searches like “Alexa, order me some IPA craft beer from XYZ brewery” show the power of brand recognition.

In a future dominated by voice searches, brand awareness becomes even more critical.

Value-driven content marketing is not just effective; it’s essential for building brand awareness and staying relevant in the evolving market.

Blogging as part of content marketing for craft breweries

Blogs are ideal for long-form written content.

You can start a blog separately or integrate one into your existing business website.

I recommend WordPress for its control and flexibility.

Initially, a shared hosting plan with a reputable provider like WPX Hosting, which I personally use without issues, is sufficient.

Once your blog is set up, generating content ideas is crucial. Websites like Answerthepublic.com are great for this.

Enter a keyword, and it provides relevant topics based on search engine data.

Start writing articles around these keywords and consistently add new content.

Over time, as your blog grows with quality articles, it will gain authority, and Google will likely recommend your content to a broader audience.

However, this process is gradual and can take years.

For a detailed understanding of Google ranking, consider reading my article, “How Long Does it Take For an Article to Rank on Google in [year]“.

Persistence and patience are key. With enough quality content, your blog will eventually attract organic traffic from Google, leading to increased leads and sales.

Aiming for 30-50 quality articles in the first 2-3 months is a good start. Then, continue adding 1-2 articles weekly to maintain and boost your domain authority.

Yes, it’s a significant effort.

What to focus on when it comes to SEO

If you’re blogging, it’s essential to understand the basics of SEO, local SEO, and voice search SEO.

This section can’t cover everything, but here are some points to research:

  • Long-tail keywords: Find those with low competition and high traffic.
  • Article structure: Understand how to use H1, H2, H3 tags effectively.
  • Content silos: Learn this concept for organizing content.
  • Interlinking: Know how to link between your articles.
  • Mobile optimization: Ensure your site is mobile-friendly.

For local SEO:

  • Claim and complete profiles on business directories like Google My Business and Yelp.
  • Ensure consistent NAP (Name, Address, Phone number) across listings.
  • Respond to all reviews, positive or negative.

I’ve also covered voice search SEO extensively in another article.

While SEO is vital, it’s not a magic solution. Focus on the best practices and avoid overly complex tactics. Remember, Google considers over 200 factors in ranking, so it’s impractical to optimize for all. Prioritize quality content.

Youtube videos as part of content marketing for craft breweries

If writing isn’t your thing but you’re comfortable in front of a camera, consider Youtube.

Youtube is an effective content marketing tool because it’s a major search engine, second to Google, and integrated into Google’s search results.

This integration is significant because people use Youtube to find solutions, much like they use search engines.

An advantage of Youtube is its long-term value. Unlike social media posts, which are fleeting, Youtube content can attract viewers and subscribers long after publication.

The platform’s discoverability is also superior. You might find yourself watching videos from creators you don’t follow, something common on Youtube.

Building a Youtube presence requires tens or hundreds of videos and, like blogging, demands time and dedication for growth.

Podcasting as part of content marketing for craft breweries

Podcasting is a rapidly growing format. With 51% of the US population having listened to a podcast, it’s gaining widespread recognition.

Listeners often consume 80% of an episode, indicating strong engagement with this medium.

What’s notable is that the podcast market is less saturated compared to other content mediums, particularly for local community-focused topics.

In many areas, starting a niche podcast could make you a pioneer.

Podcasting can be integrated into your content strategy in two key ways:

  1. Create a local craft beer podcast: This can involve engaging with local beer enthusiasts, experts, and lovers. It not only builds brand awareness for your brewery but also positions you as the go-to source for local beer information.
  2. Launch a local business community podcast: Name it something like “Youngstown Business Podcast” and interview local business owners. This approach builds connections without the need for traditional cold calling, allowing others to naturally discover your business.

Starting a podcast doesn’t require extensive equipment. Interviews can even be done via Skype.

Social media marketing for craft breweries

Relying on organic reach on platforms like Instagram or Facebook is no longer effective.

However, these platforms are excellent for customer engagement.

The strategy is to actively interact with potential customers in Facebook groups or Instagram comments, focusing on human connection rather than direct selling.

This approach can be time-consuming but is often worth the effort.

For content creation, LinkedIn stands out due to its higher organic reach.

LinkedIn has evolved into a content platform with more consumption than creation, which benefits content visibility.

You can repurpose your blog content on LinkedIn, following their formatting guidelines.