Kudos to Tom Wark—the original wine blogger—for doing research showing how “interest in wine blogs has been waning now for a good six years …”.
Tom ran the numbers to prove his contention. And there it is, in his first graph: interest in wine blogs, as indicated by Google Trends, peaked in 2009, and has been falling steadily ever since.
This shouldn’t come as a surprise to anyone. We live in an age of bubbles: Wine blogs had their own bubble, an era of super-popularity that seemed like it would continue to expand forever until wine blogs, like The Blob in the 1958 movie, would take over the world. Of course, nothing expands forever: that which expandeth eventually bursteth: That is the definition of a bubble. (Okay, enough with the old English word endings.)
When blogs were young, they were the hippest, sexiest thing in wine writing. That’s the main reason why I myself started blogging, in 2008. I saw the rocket ascending towards the heavens, and I wanted a front-row seat to go along for the ride.
But all the while, I doubted the glowing predictions on the part of many wine bloggers that wine blogs were the journalistic and reviewing wave of the future. I knew that was false. I said as much—and got body-slammed by the wine bloggers who didn’t like my message. Hey, hate the message, not the messenger!
And now here we are. It’s been evident to me for years now that wine blogs don’t have the energy or momentum they once did. A year or so ago, I considered giving up this one, until my readers persuaded me not to. I continue for them—for you–and also because it’s not that hard to crank out a blog everyday, and it gives me immense enjoyment.
Where I disagree with Tom Wark is in his contention that the reason for the diminution of interest in wine blogs is because “those who had been showing interest in blogs, including wine blogs, have migrated to social media.” I don’t see any evidence of that. Or, to put it another way, I don’t think people feel they have to choose between reading wine blogs and participating in other forms of social media. It isn’t either/or: You can do both; they’re not mutually exclusive. If wine blogs offered wine consumers enough reason to keep on reading them, then consumers would continue to seek them out.
The problem, let’s face it, is that they don’t: most wine blogs are really boring. The ones that just spurt out reviews are unreadable, except by P.R. types who “Search” through the blog for their winery’s name. I mean, does anyone else besides a publicist care that some blogger somewhere reviewed their Cabernet?
I’ve thought from this blog’s inception that the only way to succeed to motivate viewers to click on it is to have creative writing that is interesting, and that’s what I’ve tried to do. I know there are blogs that are way more popular than mine. I can’t compete with them, nor do I want to. I want to continue to write about things that are on my mind, about issues of relevance to the wine industry, especially in California, and I want to continue to hear comments from my readers. Lots of those comments don’t appear on my actual blog. Many are on Facebook, which runs my daily blog, and quite a few people email me directly with their comments. So I know this blog is still reaching lots of minds. Tom referred to Julie Ann Kodmur’s theory that people today are “silo-ing” their blog reading; instead of looking at “a number of wine blogs, today they stick with and are loyal to only a few and perhaps even one wine blog.” I think that’s true.
Zaca Mesa sent me this wine, so I’m reviewing it.
Zaca Mesa 2014 Estate Vineyard Viognier, Santa Ynez Valley, $18. I’m not a huge fan of California Viognier, which can be blowsy. The variety has a naturally strong flavor that makes it difficult to pair with food. This particular wine has potent apricot jam, peach pie, pineapple and honeysuckle flavors, with exotic hints around the edges: papayas, guavas, nectarines. It was aged in a little oak, not too much; in fact, all the barrels were more than eight years old. Just enough to soften and mellow the wine. The alcohol is a refreshing 14.1%; the acidity is okay, but the wine does feel a little soft. The blend includes a few drops of Grenache Blanc, which perhaps contributes a taste of tangerines. I can see drinking this wine next summer as a late afternoon aperitif, with little finger foods: egg rolls, chips and guacamole or hummus, prosciutto-wrapped asparagus spears, sliced watermelon, fried shrimp. It’s not terribly complex, but it is a nice sipper, and deserves a score of 89 points.
Hardly a day goes by when I, as the author/owner of this blog, don’t get at least one pitch from someone selling a product or service. The pitch usually begins with the writer telling me how much they enjoy reading steveheimoff.com, and then they identify themselves, tell me about the product or service they’re selling, and add that they’re convinced that my audience—my readers—will be interested in said product or service. This is followed by an invitation to me to be sent a free sample of the product (it can be a bottle opener or an aerator or whatever), or, if it’s a service, the writer will sometimes offer to pay me a fee of some kind.
Well, I don’t even bother responding to these pitches; into the Trash bin they go. I’m a fairly polite person when it comes to replying to personal communications (and Lord knows I hate it when somebody doesn’t respond to mine), but these pitches don’t feel like they were written expressly to me. They feel like templates that just happen to arrive in my in-box, but really the identical email could have arrived (and probably did arrive) in 1 Wine Dude’s in-box, or Jo Diaz’s, or any of hundreds of other bloggers who are perceived to have some impact in the wine industry.
I suppose there’s nothing legally or morally wrong with such an approach. But it does raise, to me anyway, questions about transparency. If I were to blog about some sensational new aerator, would it be incumbent upon me to let you know that the owner of the aerator company sent me a few of the gizmos? If I told you that, would it color your perception of my review? Or let’s take it a step further. This morning I got this article in my in-box detailing “marketing strategies that don’t involve social media.” One of them suggested that bloggers might be asked “to host a giveaway on his or her site by collecting email entries you can add to your newsletter.” The way that would work, I guess, is that I, the blogger, would announce a contest on my site in which you, the contestant, would send me your entry via email, which I would then “share” with the manufacturer of the thing to be given away. Now, that would pretty much make me a marketing agent of the manufacturer, not an independent blogger, wouldn’t it? And what would I get out of it? A quickie post, for sure, but also the author of the “marketing strategies” article adds this: “Understand that you may have to give them [the blogger] a freebie of your product and/or a fee to be featured or reviewed.”
Wow. I have a lot of problems with wine blogs, but this non-transparent collision of editorial independence and paid shilling takes the cake.
It is very, very important for readers to thoroughly know if a blogger is benefiting in any way, shape or form from the content of a post. Ideally, the blogger will volunteer that information upfront (and the Federal government has taken and is taking steps to ensure such candor). Still, there are ways for bloggers to hide indirect forms of compensation. I would never do that; neither would most bloggers I know, but some would; and the problem extends beyond blogs to other forms of social media, such as Instagram, Facebook and Twitter, where a positive word or image about a product or service can be advertising. If somebody sends me that aerator, and I praise it on Facebook, do I have an obligation to inform my “friends” that I got a freebie? Just asking.
Starting today, I’m going to do something I’ve never done before on my blog: I’ll be reviewing wines.
The first batch follows below. None of these wineries paid me. I don’t intend for steveheimoff.com to become a wine-reviewing site, although I think people are interested in what I have to say. But I do want to do it occasionally. If you want your wines to be reviewed on steveheimoff.com, send me your tasting sample, along with tech notes and the SRP. You’ll notice my reviews are longer than they used to be at Wine Enthusiast. I always felt constrained within the 40-word format and now I can make these reviews as lengthy as I want.
This change coincides with some additional changes in my professional life. Starting tomorrow, I officially become a consultant. My first client will remain Jackson Family Wines. I’m having conversations with additional wineries. My goal is to assemble a high-end portfolio of wineries I like and respect, and who respect my contributions. If you’re interested in working together, reach out to me and let’s talk.
A word of caution: If you do use one of my reviews for promotional purposes, credit it to steveheimoff.com, not Steve Heimoff. Thanks.
Dominus 2012 Napanook (Yountville): $69. My tasting notes for Napanook have been remarkably consistent for many years, going back to the 1990s. The wine always has struggled in the shadows of its senior sister, Dominus Estate. For instance, I said of the 2006 that it “has been trying to stand on its own,” apart from Dominus. Napanook still is seeking its own identity. Like previous vintages, this 2012 is fairly tough, dry and tannic. Its black currant, blueberry and cassis flavors are framed in oak, 20% of which was new French. There’s an earthy complexity, reminiscent of dried sage and unsweetened cocoa. The overall impression is one of great balance and care, but of course, Napanook must be viewed as the second wine of Dominus. Unresolved now, it will benefit from hours of decanting. Is it an ager? Five or six years will present no problem. Much longer than that, and you’re gambling. Score: 90.
Laurel Glen 2013 Counterpoint (Sonoma Mountain): $40. I must admit to having lost track of Laurel Glen for a number of years, following Patrick Campbell’s sale of the winery. Counterpoint, the “second label”, often could be a worthy alternative to the main attraction, the estate wine, showing the same classy, dry, elegant structure, if less ageable. With this 2013, Counterpoint firmly establishes itself at the top of its price tier in California Cabernet Sauvignon. It’s the anti-Napa Cabernet, bone dry and modest in alcohol. You’ll find plenty of California-style black currants and black raspberry essence, but no overripeness, just a rich, delicious complexity that finishes spicy and long. There’s an oaky sweetness that’s perfectly balanced with the fruit. The addition of 15% Merlot to the blend softens the tannins, bringing a sensual mellowness to the mouthfeel. This 2013 is as good as the 2009 Counterpoint, to which I gave 93 points, and, like that wine, I would recommend drinking it over the next four years. Score: 92.
Tamber Bey 2012 Cabernet Sauvignon (Oakville); $125. Tamber Bey has flirted with ripe, opulent Cabernet for years, with mixed results. With this 2012, they firmly ensconce themselves in the California style of high alcohol, extracted fruit flavor and generous new oak. You’ll find plenty of blackberry jam, cassis liqueur and dark chocolate, with an overripe hint of prunes, wrapped into soft tannins and just-in-time acidity. The result is heady and delicious, although it could grow tedious if you’re drinking the entire bottle. The official alcohol is 14.9% and 682 cases were made. Drink now-2020. Score: 88.
Krupp Brothers 2013 Stagecoach Vineyard Chardonnay (Napa Valley); $65. Krupp Brothers, and Stagecoach Vineyard, are of course well-known for beautifully crafted Cabernet Sauvignon. But this lovely wine shows that Chardonnay can grow pretty well 1,500 feet up on the mountain, which straddles Atlas Peak. It’s enormously rich in orange, pineapple and mango fruit, with a sweet overlay of toasty, vanilla-accented oak and crème brulée. There’s a firm streak of minerals running throughout, as well as crisp, mouthwatering acidity that balances and grounds the richness. Fancy and memorable, it’s very fine to drink with rich California cuisine: Dungeness crab, shrimp or scallops, grilled Ahi tuna, chicken in cream sauce. Ageworthy, too–reminds me of a young Hanzell Chardonnay. Drink over the next ten years. Score: 93.
Tamber Bey 2013 Deux Chevaux Vineyard Dijon Chardonnay (Yountville): $55. The oak really dominates this single-vineyard Chardonnay, in the form of butterscotch, caramel and buttered cinnamon toast. That oakiness is accentuated by the butteriness of the malolactic fermentation. Underneath that, you’ll find ripe apricot jam, peaches and cream and pineapple crème brulée flavors. The acidity is acceptable. The ultimate result is quite rich and flamboyant. Drink it with lobster, scallops, crab. Score: 88.
Tamber Bey 2014 Trio Vineyard Unoaked Chardonnay (Yountville): $34. This is what superbly grown Chardonnay tastes like when it’s never seen a molecule of oak. How good it is. You’ll find an enormously deep, ripe array of flavors, ranging from golden apricots and oranges to succulent peaches, pears and exotic guavas and passionfruits, with hints of honeysuckle and clarified butter. The alcohol is hefty, yet balanced. Only 720 cases were produced. I would love to drink this wine with ahi tuna tartare topped with chopped, toasted macadamia nuts and mango salsa. Score: 91.
Tenshen 2014 White Wine (California): $20. The Central Coast long has been a hotbed of Rhône-style white blends, and now Tenshen, which is owned by Guarachi Wine Partners (Montes, Guarachi, Bodega Norton and others) hops on the bandwagon. The blend is Viognier, Roussanne and Grenache Blanc, with a decidedly un-Rhônelike addition of Chardonnay. Each variety brings something to the table, giving the wine real complexity. It’s a pleasurable sipper, dry, crisp in acidity and interestingly flavored in oranges, green melons, succulent peaches, spices and white flowers, with a creamy mouthfeel and bracing minerality. It’s a little hot and heavy—the alcohol is a sturdy 14.7%–suggesting pairing with rich fare, like seared scallops in beurre blanc or baked salmon. The wine is a new partner to Tenshen’s 2013 Red, which was successfully launched earlier this year. Score: 87.
Guarachi 2013 Sun Chase Vineyard Pinot Noir (Petaluma Gap); $75. The vineyard, on the southern side of Sonoma Mountain, is one of the highest (1,400 feet) in the Petaluma Gap, an area currently contained within the greater Sonoma Coast appellation but one that is hopefully awaiting approval of its own AVA status by the federal government. Alex Guarachi owns the young (2007) vineyard, whose grapes have been purchased by others, including Patz & Hall and Fogline. Now Guarachi, who has perhaps been better known for Napa Valley Cabernet Sauvignon, has this bottling, which comes down firmly in favor of a riper, more alcoholic (officially 14.5%) and frankly gulpable style. It’s a big wine, dense, somewhat heavy and flamboyant, not your typical In Pursuit of Balance Pinot Noir, but certainly one that scores high on the deliciousness scale. With soft tannins and decent acidity, it’s forward in black cherry pie filling and cola flavors, with a smoky, cedary coating (55% new French oak) and tons of Chinese 5 spice in the finish. I would give it a several hours of decanting and drink it now, with rich, fatty foods, like lamb or steak, although it will overshadow something more delicate, like salmon. Score: 92.
Tamber Bey 2013 Sun Chase Vineyard Pinot Noir (Sonoma Coast); $65. A stylish, classy Pinot, whose silky structure frames intense flavors. Floods the mouth with ripe raspberry preserves, cola, Christmas persimmons, red currants and sweet pomegranates, leading to a long, spicy finish. It’s ripe and soft and satisfying, solidly made in the California style, elegant and ageable for a few years. The new oak flavors of toast and vanilla are enriching. The vineyard is in a mountainous part of the emerging Petaluma Gap region. Only 484 cases were produced. Drink now-2021. Score: 91.
Kenefick Ranch 2014 Estate Grown Sauvignon Blanc (Calistoga); $24. Sauvignon Blanc in Calistoga? Well, yes, and it’s as ripe as you’d expect it to be. No subtle grass and minerals here, but rather an explosion of Meyer lemon, apricot and orange preserves, with little bites of stewed fruit. Lots of spice, good balancing acidity, and a touch of smoky oak from barrel fermentation. A big wine, slightly heavy. but sound. Call it a white wine for red wine fans. Score: 85.
Tamber Bey 2014 Mello Vineyard Sauvignon Blanc (Yountville); $28. Tamber Bey is best known for its reds, but this is quite a good Sauvignon Blanc, and shows how well the southerly part of Napa Valley, with its Carneros influence, can succeed with this variety. The wine, which is highish in alcohol, has just a touch of wood influence, and treads a careful line between tart gooseberries and riper tropical fruit notes, braced with a clean, tangy minerality. The acidity is just fine, and the finish is dry and peppery. I’m giving it extra points for sheer deliciousness and complexity. Score: 92.
Haven’t blogged in about a week partly because I wanted to see what the reaction would be when I said I might cease writing steveheimoff.com, and partly because I’ve been on a weeklong sales trip for Jackson Family Wines that has been exhaustive in every sense of the word.
For example, last Friday began with waking up slightly hung over after a very late night, following the previous two days of lunches, dinners, tastings and the inevitable late nights at bars with sales guys. Then it was off on a 250-mile round trip from Boston out to Lenox, near the New York State border, a lovely old town (f. 1767) in the Berkshires. That was for a lunch for local restaurateurs at a place I’d never heard of, The Wheatley. The mansion was built as a wedding gift for his daughter by a wealthy New Yorker in the 1870s. She had married an impoverished Spanish nobleman. (That story is straight out of Edith Wharton or Henry Adams, isn’t it?) The owners have turned it into a fabulous destination resort and restaurant. We saw a room that costs $1,800 a night—without breakfast! Anyhow, it’s a beautiful place and the Berkshire setting was very nostalgic for me.
I lived in those mountains for close to 16 years, enduring blizzards, sub-zero cold and the most wonderful springs, summers and falls imaginable, at a time of my life filled with the wonder, love, friendships and the discoveries of youth.
Then it was back (through rush hour traffic) to the Liberty Hotel, on Charles Street in Boston, where I had an appointment with a blogger, Terry Lozoff, who writes about wine, beer and spirits at Drink Insider.
He grilled me for more than two hours, tape recording the entire session. Nice young guy, smart, and I hope he gets my quotes right! After that, I was ready for a nice martini and some pizza in the hotel restaurant, and then it was straight to bed. Saturday, it was a rental car drive up to Ogonquit, Maine, to a grand old resort on the Atlantic, The Cliff House, where I presided over a dinner for 90 people (more on that later).
In response to last week’s post, I did get a ton of comments on the blog, on Facebook and in my private emails from people urging me to continue blogging. They apparently like reading this blog over their morning coffee! I’m not sure why, but I have a few guesses. I think people crave good writing, and by that I mean not only technically accurate (no misspellings, run-on sentences, etc.) but also honest, colorful writing from someone who might actually have something interesting to say. Terry and I talked about this at some length. He asked me what effect blogging and social media have had on my writing and I told him how I’d discovered (or been introduced to) both transparency and immediate communication. Also that my writing continuously has become simpler and more pared down. But harder to define is how to pour your self, your spirit and soul, mind and heart into the written word. Terry asked me, if I stopped my blog, would I consider podcasts, and I said, no, because, for me, there simply is no replacement for writing.
So why would people like reading about the thoughts and adventures of an aging wine writer, who no longer wields clout as a critic? Search me. But they do. So I’ll keep on writing this blog until I don’t.
Meanwhile, my impression of the wine scene, in Boston, Maine and western Massachusetts, is that it’s very much alive and well, despite this talk about cocktails and craft beer eclipsing wine. I had many conversations with consumers about the popularity of California wine with respect to European, and apparently California is doing quite well. People, both younger and older, like it. So I think in this respect Boston is a little different from New York City. I’m glad that most of the consumers I’ve had contact with on this trip have been below 35 years of age. That’s an age group I feel close to (even though I’m old enough to be their grandfather). It’s exciting to talk with them, and when you really get deep into a conversation you learn that the stereotypes about them (they don’t read books, they live on their mobile devices, they’re clueless when it comes to news or politics or science) are ridiculous. It’s so easy to stereotype individuals and groups until you actually take the time to learn about them.
By the way, at Saturday’s dinner in Ogonquit, I put up a photo of the menu on my Facebook page
where they described me as “Celebrity Host Steve Heimoff.” That elicited the following comment: “You can get fat eating all of that. Mazel-Tov Mr Celebrity. Can I have your autograph please.” That little dig was from my first cousin, Alan. It is a poignant reminder that no matter how inflated your ego gets, your relatives who knew you when you were a snot-nosed, crying little brat will bring you down to earth.
Memory: the first wine I ever tasted was given me by Alan’s father, a legend in our family, the tallest of all the men of his generation, dark as a Spaniard (that was the Sephardic Jew in him), and with a Spaniard’s passions. (Memory-within-a-memory: Uncle Ted once disappeared for many weeks; nobody knew where he was, although we children heard rumors, whispered in hushed tones by the grownups, or in Yiddish which always meant that the subject was juicy, that he was involved in something Important and Secret. When Ted finally showed up one day—as if nothing had happened—there was a new, framed photograph in his livingroom, of him with President Kennedy.) At any rate, I would have been five or six; the occasion was either Chanukah or Passover, both of which meant large gatherings of our Diaspora-ed family, huge quantities of greasy food and raucous conversation. The wine connection? Uncle Ted gave me a glass, one of those thick, stout, etched crystal ones meant, I think, for a highball. It was filled with a red liquid. “Drink, Stevelah,” he said, while the other adults in the family—my parents and all my aunts and uncles and a few grandparents—watched and smiled. I trusted my Uncle Ted; I sipped, and spat the awful stuff out all over my plate. It was Manishewitz. The adults thought it was awfully funny. It is a wonder I ever drank wine again.
Back to the present: The Cliff House dinner was a smash if I do say so myself. Public speakers will understand it when I say that I found myself “in the zone.” I’m reading Lillian Hellman’s memoir “Pentimento” in which she describes how she could always tell, in live theater, whether the audience was enjoying themselves, or if she was losing them. Last night my audience really had a good time. I don’t drink when I’m working like that but nonetheless I get a contact high from the people who do. It then becomes a feedback loop where my excitement excites them and vice versa. The ultimate compliment is when lots of people come up to you afterwards and tell you how great you were, and how much they liked the wines, which really did show well, partly because they’re good anyway and partly because Chef did such a good job creating foods for them. I was invited to the bar by two couples and enjoyed my usual vodka gimlets while chatting with a guy who seemed to have some sort of U.S. security clearance to get into all sorts of classified places, but who also was wild about wine—and his wife was a confirmed Kendall Jackson Vintners Reserve Chardonnay fan, so I told her she was in good company, as that wine has been America’s top-selling Chardonnay for 24 years and counting.
Well, this morning (Sunday) I’m still high from last night, although I shouldn’t be, because I just went through the hassle of driving down from Ogonquit back to Boston. Thank God for GPS and that eerily disembodied satellite lady who tells you exactly how to get where you want to go. At Logan, security wasn’t too bad, although United had yet another problem with their plane, which delayed our departure. By the time you read this on Monday, I will have been reunited with Gus and the thought of that makes me very, very happy.
Happy new year, each and everyone!
We’ve been through a lot over the years, you and I—from my rather clumsy but sincere and hopeful introductory post (dated May 15, 2008, and reproduced here) through the awful years of the Great Recession that impacted so many of us, right through to my transition in 2014 from wine critic to Jackson Family Wines. You’ve stayed with me every step of the way, through 1,679 posts, and for that, I salute you. I would never continue this if so many of you didn’t let me know, nearly every day, that you enjoy reading it. And I’m proud to say that, while I was tempted for a while, I’ve still never taken an advertisement nor tried to sell stuff.
In that first Welcome to my blog post, I wrote words I wouldn’t change today, including these: “I’d be thrilled if this forum became a place for people to air opinions and debate issues.” And indeed, that’s exactly what it has become. Some people prefer reading the comments to my posts, which delights me. My readers know that this is one of the few wine blogs that doesn’t require approval to post your comment. Here, once I’ve approved your first one, my computer automatically recognizes your computer (I don’t think I phrased that technically correctly, but you get the idea), so your comment goes up right away. I love the immediacy and transparency of that. I love real conversations. I love edge.
It was a little difficult finding my footing after I went to Jackson. The biggest challenge was that I don’t taste a zillion wines anymore. Instead, that has forced me to write more conceptually, and I must say, agreeably—about issues and such. But then, there’s a ton of wine blogs out there that review wines. I never did like running with the pack.
Among my first commenters that day were Jo Diaz, who continues to run Diaz Communications with her dear husband, Jose; Monica Larner, who went on to become The Wine Advocate’s Italian reviewer, and whom I still love dearly, and Tom Wark, the Godfather of wine blogs, an inspiration to me and many others. I’ve since made many friendships among my commenters, some of them “only” digitally, but friendships nonetheless.
So here’s to a happy, healthy, wealthy and wise 2015 for all of us! Back Monday.
I recently came across this statistic in an infographic on content marketing: “64% of B2B content marketers say their biggest challenge is producing enough content.” (B2B means business-to-business.)
I would suspect that “producing enough content” also is the biggest challenge for B2C (business-to-consumer) content marketers. Cranking out content, especially in the constantly-changing world of social media, is really hard. I mean, good content. It’s easy to generate what my Grandma would have called dreck. Coming up with high-level stuff is hard.
I should know: In addition to this blog, which I write five times a week, I do blog posts for Kendall-Jackson, La Crema, Cambria and, soon, Byron for Jackson Family Wines. So, even without Twitter, Facebook and all the rest of the writing I do, blogs alone keep me on the hunt for content.
The problem is that I have high standards. I refuse to publish something, even a tweet, until it’s as good as I can make it. For me, a post has to rock. I don’t mean that everything I’ve ever written will be in the Blog Post Hall of Fame. Far from it. But everything I’ve ever written has been conceived and crafted with the utmost care, something that the end-readers may never be aware of, nor should they be. But to the extent anyone actually reads and enjoys what I write—and I think they do—it’s because I have overcome the “biggest challenge”: producing enough content.
Readers can tell when content has been produced by people who are just out to sell stuff, the same way they can tell the difference between a cheap suit and a good one. Bad content is a witch’s brew of spin and hype, the very things consumers hate. They can tell the difference between something meant to help, educate and amuse them—which is an article–and something meant to part them from their money—which is an ad or commercial. If a content creator doesn’t thoroughly understand the difference, he or she will not be a success.
I would suggest to anyone working in the world of content marketing that they decide to get really good at it, or else it’s not worth doing. This is why, if a company is serious about producing quality content on a frequent basis, it should hire talented people, pay them well and let them do their thing. Creating quality content—by which I mean interesting content–is an expertise that stands alone: top quality content producers have insights into the psychology of personality and the consumer behavior of the masses, which themselves require an entire spectrum of understanding, ranging from art and literature to history, politics and popular culture. They also understand their particular niche in the market, which requires a kind of bird’s-eye view of things. High-caliber content creators, especially those working in the social sphere, are always going to be a little weird because their talents are more of an art form than a skill or craft.
My advice for content creators is probably not needed, for they are an iconoclastic bunch, who come up with their own ideas. However, for what it’s worth, here it is:
- Be familiar with the product or service you’re writing about, and love it. As the late, great ad man, David Ogilvy, observed, he would never write an advertisement about a product he himself did not use.
- Know the people associated with that product. Be friends with them. They are part of the content.
- Study writing and literature, and read a great deal—stuff that inspires you. Have dictionaries and Thesaursi by your side, as well as books of quotations and sayings.
- Interesting content is informative, yes, but it’s also conversational. Would you rather have a conversation with an interesting person, or with a boring one?
- If you can work visuals (videos, photos, graphics) into your content, so much the better.
- Be curious, inventive, bold in your writing. Take risks. Great content production isn’t for the lazy or faint-hearted.
- Make yourself laugh with your content creation. If you think it’s funny, so will others. Putting your readers in a good mood will make them more loyal.
- Never underestimate the intelligence of your audience.
- Remember, your reputation and credibility are riding on everything you publish. The only thing separating you from complete irrelevance is the trust of your readers.
- But trust yourself first and foremost.
- Always tell the truth.
- If you experience writer’s block, re-read this list. It will always give you ideas.
P.S. If you use Wikipedia—I do—please consider making a small donation to keep them in business.