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Dear Jo,Marketing,Wine,Wine Blogger,Wine Writer

Content Marketing for wine blogs just upped the ante

I’ve specifically written a blog post called, “Content Marketers: If you’ve *really* been reading my blog, then you know it’s my personal wine journal.”

[Definition of content marketing: Wiki ~ "Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers."]

Now, when I’m asked if I take guest posts (and it won’t cost me any money for their guest blog post), I simply send the link to them and let them read the story, to get the point that I’m not PT Barnum.

Meanwhile, I’ve been tracking the evolution of how wine blogs are approached, with each new twist actually being pretty creative… always initially catching me off guard. This past week dished up another classic.

The Story

So I’m going along, minding my own wine publicist business, when I get an Email that actually looks like “fan mail.” the subject reads, “I love your Wine Blog.” These are very rare, but do happen on very rare occasions. It was from Jonny R. (No sense completely outing this one with the last name; however, if you get the Email, you’ll know the last name.)

The Emails

To me:

Hi Jo,

I hope you’re well.

I just wanted to drop you a line to say I’ve been really enjoying your wine blog since I found it over the weekend. I really enjoyed the article you published on the Mounts Family Winery. I wasn’t aware of the long process to make wine until now and your article conveyed this across very well.

What do you have planned for the future? I noticed that your South Africa category only has one article so I’m probably right in guessing that you would be busy populating that one at the moment. [I'm underlining this sentence, because it pops back up again as the crux/motive.]

Looking forward to hearing back from you.

Best,

Jonny

To Jonny:

Hi, Jonny,

Thanks for enjoying my wine blog. I’m a wine publicist, so I write about what’s going on in my life at any given time. I’ve had very little exposure to South African wines, therefore there’s almost no exposure. My blog is my wine journal… writing about what’s going on around me.

I spend my daytime writing for my wine clients, things that they need. It’s a lot of writing, and I’ve been at it for 20+ years. I’m slowing down a bit now, because I really love being in my garden and with my family… kids and grand kids…Life’s diverse!

Have fun out there….

To me:

Hi Jo

You’re welcome. You’ve got something great going on and you should keep at it.

Just throwing this out there but I know someone who knows a lot about great destinations in South Africa [aha!] where you can enjoy fine wines. Would you be interested in a guest article from them?

Best,

Jonny

Now I knew what was really going on, so I decided to bait Jonny, versus just blowing him/her off, to finish the game.

To Jonny:

Your friend could provide me with info that I could turn into a Q&A, as long as your friend is involved with the wine business. [Underlined wine business as the operative words.]

To me:

Hi Jo,

They provide wine trips to places such as South America and South Africa, if you would be interested in those? [Content marketing]

Best,

Jonny

 To Jonny:

Let me look at it and see if it will fit. [More bait... I could see my next content marketing exposé coming up.]

To me:

My client is ___. Their wine trips can be found below for both South Africa and South America;

[Examples provided]

Looking forward to hearing back from you.

“Client” is the operative word… It went from “I know someone” to “My client.”

To Jonny:

Since this is content marketing, I’m not interested. Sorry.

Jonny did thank me for my time… I appreciate the polite aspects of it. Most people simply go away… Still, it’s a tough world out there for content marketers, as we all get hip to the tricks of trying to turn our wine blogs into a place for free advertising.

That’s not the real reason most of us started to wine blog, so it’s a really tough sell, and perhaps the main objection they hear from us…

 

 

 

 

 

 

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2 Responses to “Content Marketing for wine blogs just upped the ante”

  1. I personally wouldn’t engage as long as you did. I just explain that it’s my personal blog, I write about stuff I’m experiencing and thinking about and have no interest whatsoever for a “guest blogger” and never will! I am enjoying my new feature on Facebook, “P.R. pitch opening lines we never got past.”

  2. Jo Diaz says:

    Perhaps it’s because I seem to get one a day, and it’s jut become so annoying. I guess I had to work it out and put it out there for others… Content marketers think we’re stupid,with the tricks they’ve been playing. I love exposing that…

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