Consumers are savvy – they don’t believe advertising. They want an authentic, quality brand who they can trust. Content marketing provides an opportunity for you to provide meaningful, memorable connections with your customers which will in turn, produce quality leads for your business. Understand how to tell your story, create a voice for your brand, and inform and entertain as you position yourself as a leader in the industry all while influencing the decision makers who buy craft brands. Join Alyssa and Julia, two powerhouses in beer and wine, as they talk you through their effective techniques that get noticed.

2. •Evergreen
•Everyday

3. •How do you get there ?. . .
•Produce
•Publish
•Promote

4. •Julia Herz
•@HerzMuses
•Alyssa Rapp
•@alyssarapp

14. 14The Social Media Hat; Hubspot; Sprout Social
• Real-Time Engagement: 70% of users expect a
response from brands (53% want a response in
less than an hour)
• 96% of America’s top retailers have Twitter
handles
• 47% of Twitter users follow brands to learn
more about product updates
• 58% of consumers engage with Facebook ads
once per week
• 55% of consumers use Facebook to share
news about online purchases
• 85% of Millenials follow brands on Twitter for
discounts or coupons (41% on Pinterest and
66% on Facebook)

15. 15
Source: PewResearch, Sprout Social
• The average American spends 40 minutes per day on
Facebook
• 581 Million Facebook Users are mobile only
• 49% of consumers like a page to support a brand;
41% like a page to receive updates on a regular basis
• Facebook drives 25% of all social referral traffic
• In the United States, 71% of adults online have
Facebook accounts (58% of the general population)
A
B

16. 16
Source: Twitter
• 85% of Twitter users feel more connected to a small to medium
sized businesses (SMB) after they begin following them
• 72% of followers are more likely to make a purchase
• The average Twitter user follows five or more businesses. Over a
third (37%) of Twitter users will buy from a brand they follow.
• 70% of SMB followers retweet because they like SMB’s content
• 81% of people who follow an SMB are more likely to take an
action after seeing something on Twitter than any other
marketing channel -- including visiting their website, getting an
email, and getting direct mail.

17. 17Source: Sprout Social, Pew Research, Global Web Index, DMR, Tumblr
• More than 70 percent of Tumblr’s users fall within the
16-to-34 age group
• Average Tumblr visit length is 28 minutes
• 72% of Tumblr users access the platform via a mobile
device
• 60% of users who’ve seen Sponsored Posts find the
content fun, engaging, and high quality
• 70% of consumers perceive a brand more favorably
after seeing a Sponsored Post.
• 50% of users who saw Sponsored Posts researched the
sponsor afterward.
Among Internet users, the % who use Tumblr

18. 18
Source: Shopify; SproutSocial Social Media Deomgraphics
Among Internet users, the % who use Pinterest
• The average order value of sales coming from
Pinterest is $50 – higher than any other major social
platform.
• 2M people pin product pins per day. That’s 20x
more than there are daily shoppers at the Mall of
America.
• 93% of Pinterest users use the platform to plan
purchases.
• Orders from Pinterest on mobile devices has
increased by 140% in the last two years, and orders
from non-US countries has increased 130% from
2013 to 2014.

19. 19Source(s): L2 Intelligence Report, 2/10/14;; Digital Marketing
Ramblings (DMR), 2016
• 65% of world top brands are on Instagram
• 13% of all Internet users use Instagram
• Instagram receives 3.5 billion likes per day.
• More than 90% of Instagram users are younger than 35
• 20% of all US adult women online use Instagram (compared to 15% of
men)

20. • YouTube:
• 1 Billion unique visitors monthly
• 85% of online adults consider themselves regular YouTube
visitors
• The average viewing session is 40 minutes
• Vine (Twitter)
• 200 million users to date
• A mobile-first platform: Vine is the best fit for brands targeting
Millenial consumers (71% of Vine users)
• Brand vines are 400% more likely to be shared than other forms
of video content
• Facebook Video (NEW)
• 100 Million hours of daily video watch time
• 4 Billion daily views
• Videos have a 135% greater organic reach compared to photos
Source(s): Slate Gazette, 3/11/14; Social Media Today, 2/20/14
Source: DMR 2016

21. Source: Coca Cola Facebook Page 9/19/12, Pepsi NEXT Twitter Account 2/14/13, GigaOm Research 12/11/13

23. Utilize Facebook Insights so you can make informed
decisions1
Target the right audience on each post based on gender,
relationship status, age, location, etc.
2
Incorporate videos into your posts (boost your organic
reach!)
3
Facebook content needs to be familiar, timely or novel if
you want it to be shared4
Run a Facebook Contest with a specific goal in mind (eg.
Sweepstakes  Collect emails/leads, Photo Contest 
Grow brand awareness, Vote Contest  Engagement)
5
Create a series of ads aimed at the same goal. Create an ad
sequence that tells a story. (E.g. #1 : Brand awareness, #2 :
Key benefit of product, #3 : Incent conversion.)
6
Source: Mari Smith & Buzzmo, Hubspot, Business2Community, Wishpond

24. Direct Messages get a 300% higher click rate
than outbound emails. Make your DMs personal
so they aren’t immediately deleted
1
Use a link shortening tool to track URL traffic;
when you include a URL, put it in the middle of a
post
2
Use only 1 or 2 relevant hashtags3
Look & Listen for existing conversations to join4
Talk to your influencers. Personalize the
messaging
5
Use Tweetdeck to manage multiple accounts6
Use high quality images/links to increase sharing7 Source: Mainstreet Host blog

25. Pin at least 5 time each day1
Use rich pins [article, product, recipe, movie or place pins]
for your website or blog
2
Create “Pin it for later” links3
Write keyword rich descriptions for your board4
Make your website Pinterest friendly by using the follow
and Pin it widgets. Embed your boards in blog post and
other content.
5
Engage your community (repin followers’ pins, etc.)6
Source: TechCrunch, 11/13/13; GigaOm, 11/20/13; Business Insider, 8/27/2013, New York Magazine/Daily
Intelligencer 10/24/2013; SocialFresh; Buffer

26. Follow the top trends1
Engage your community (e.g. like their photos,
comment and listen)2
Take advantage of hashtags3
Post quality content4
Post authentic content5
Run engaging contests/Reward your followers6
Highlight user-generated content7
Source: Business2Community; Search Engine Journal

27. • Your image should be visually appealing.
• Use a high quality image
• Bright lighting highlights your product
1
• Respond to comments and answer questions2
• Grab your reader’s attention!
• Don’t be afraid to ask direct questions
• Use relevant hashtags so your content can go
viral
• Craft a call-to-action
3
*Based on averages, Source(s): Social Media Today; SproutSocial; RockHouse Partners
Posts that
tag a location
see a
79%*
increase in
engagement
Posts that
mention other
users see a
56%*
increase in
engagement
Posts with
hashtags see
12.6%*
higher
engagement

28. “Do not treat it like a [traditional] blog!” – Create gifs,
images and memes. Avoid walls of text.
1
Be authentic. Avoid promotional content (“marketing
speak”)
2
If customer issues are addressed cleanly, concisely,
cleverly then your brand reputation could potentially grow3
Tag properly - While your followers will see what you post
regardless, those who are not subscribed will not see your
posts unless they manually search for one of your tags.
4
Sources: Infomart, Wishpond
When reblogging someone else’s work, try to add
something insightful to the text. Any new text or pictures
that are added to the reblog will be seen by any of your
followers (and if they reblog it, their followers as well).
5

29. SocialPilot allows to schedule your
social posts in advance. You can pin
anything across the web, upload your
own images, create different daily
schedules and customize them
A
Easily post your favorite images from any
website and add them to your publishing
schedule with the Buffer browser extension.
Buffer also gives you access to performance
metrics associated with your social posts
B
Tailwind is a Pinterest & Instagram
management tool with analytics
options. You can schedule pins,
monitor your boards, analyze industry
trends and measure results.
C
Sources: Business2Community