Professional content strategy is an art form.

While the importance of storytelling is clear, the execution is where many wineries stumble. This is where hiring the right content creators becomes invaluable. The goal is to partner with creators who understand your winery’s unique history and can communicate it in a way that resonates with online audiences. Here's how they can help:

Professional content creators specialize in weaving compelling narratives. They’ll take your winery’s history, terroir, winemaking philosophy and perspective and create engaging content that stands out in the form of e-mail campaigns, blog posts, social media and videos.

From drone footage showcasing the beauty of your estate to detailed blog posts about the nuances of your latest release or library offer, modern content needs to be diverse. A good content creator can produce a range of materials — from video and photography to infographics and written content — that captivates your audience across multiple platforms.

It’s not enough to simply create good content; it needs to be discoverable. Skilled content creators are experts in search engine optimization (SEO), ensuring your content ranks well on Google and attracts the right audience to your website.

Content creation is a full-time job. Working with professionals ensures a regular flow of high-quality content without pulling time away from running your winery. Whether it’s crafting consistent newsletters and digital sales campaigns, maintaining a blog or curating visually stunning Instagram feeds, content creators keep your brand voice alive in the digital space.

To truly stand out, your content strategy needs to do more than just “sell wine.” It should focus on creating a connection with your audience. Here are a few strategies to get you started:

Let your audience meet the family members, workers and winemakers who are part of the process. Show them how your wine is made with a slow drip of granular content over time: The tools you use, the measures you take, the science behind the process. How does fermentation work? How many pellets are your owls producing, and what does that mean for the vineyard? How do you select and blend the coopers in your barrel program? What worries you? What gets you up in the morning?

Write about the history of your winery, share personal stories from family members, or talk about the unique characteristics of the land that gives your wine its distinction. Share stories of memories on the estate. Invite your followers into your professional lives in a personal way.

Lastly, let your audience in on the story. Show them how your wine fits into their lives, from recipes and food pairings to events like picnics or celebrations where your wine can be enjoyed. Help them envision your wine on their table or at their favorite restaurant by developing content that reflects similar settings.

Looking for assistance in creating an annual DTC content strategy for your family winery? Reach out to us anytime. We’d be honored to help.