Perfectly crafted marketing is expected to end this year. 

People have had enough of online influencers faking their “influence” with flawless photos.

Consumers are now becoming hungry for authenticity and real solutions. They’re after consistency, for evidence that the influencers they like and follow are actually doing what they talked about doing, on and off the platforms that they engage with.

That’s why 2020 is tagged as the year of “humanized marketing”. The business that provides “all-access”, “behind-the-scenes”, and “contextual” marketing will emerge as the winner.

According to Rachel Pederson, founder and CEO of an award-winning social media marketing agency, The Viral Touch, and founder and CEO of Social Media United, here are six tips to help your business be more authentic:

  • Try using TikTok. It’s a unique platform where you can show your creative, unpolished, impromptu, or user-generated content, which your audiences will surely love.
  • Go live and show real-life and more authentic behind-the-scenes videos or content.
  • Record your podcast within real-life scenarios.
  • Stop using face filters and allow real features to show.
  • Create videos for your video marketing which show who you really are or your business, not just a perfect set and script. 
  • Tell your audience the truth about your business, the mistakes you did or what you’ve gone through / going through.

Long-Form Content

One thing we have to remember when creating authentic, written content is that this year, shorter posts will not be as effective anymore in Google or with your audience. 

Now, long-form contents or posts which are at least 3,000 words long, will bring the most traffic, as these contents give readers more in-depth and more substantial explanation about the topic. 

This type of content also gives content creators the opportunity to position themselves as an expert or authority on a specific topic and allows them to have a broader range for targeting keywords.

Based on Search Engine Journal’s study, “long-form content gets 77% more backlinks than short articles”, which is crucial for driving organic traffic.

As specified by Small Biz Trends, “56% of bloggers generate a better ROI on their content when they spend over six hours creating a single blog post”. It may look like too much work, but when it gets the job done – brings more traffic, boosts on-page time, and increases your organic search rankings – then it’s a worthy investment.

Long-form content is also called 10X content or pillar content as this content gives a complete answer to any question a user might be searching for on a specific subject. It’s created to provide more value to the reader and rank highly in the search engines.

Here are the benefits of long-form or pillar content, according to Single Grain:

  • Longer time spent on your site’s pages. The more content available for users to consume, the more time they’ll spend doing so.
  • A decrease in bounce rate. If users find what they’re looking for on your page, they won’t go back to Google to find another source.
  • Backlinks and a ton of social media shares. Pillar pages get shared widely and often, especially among influencers in a given space.
  • Gets traffic throughout the lifetime of your blog or website. Pillar content is evergreen content, so its value doesn’t diminish over time.
  • A high Google ranking. The high word count, shares and backlinks will all contribute to improved visibility on SERPs.

WHAT DOES THIS MEAN FOR YOUR WINERY OR WINE BUSINESS? 

Document vs create. 

There is a time and a place for both, but what your audience is looking for right now is REALITY (think reality TV vs commercials). In saying that, make sure you are adding value with your documentation. What will your audience gain from watching you? Will they learn something new, be entertained, get to know, like or trust you?

As with creating long-form content, it can get time-consuming. So, hire someone or give a talented employee the responsibility of creating unique and relevant content in either video, photo or text form. Populate your website with valuable, long-form, voice-searchable content for increased traffic & perceived authority.

Looking to uplevel your digital marketing or social media strategy this year for your wine business? Book a discovery call with Chloe today.