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.
I hope you had a great Thanksgiving weekend! We were down in Malibu, where we ate all the traditional foods and washed them down with a bunch of great wine.
My post of Nov 24 elicited 32 comments (not counting the ridiculous spams, which fortunately you don’t have to see!), which is pretty good for a middle-aged blog that isn’t trying to rock the boat, but only thoughtfully observe what I see around me. Evidently, this subject of the relationship between wineries and bloggers (and the rules that can or should govern them) is of interest to many of my readers. It certainly is to me, which is why I address the topic with some frequency (hopefully, not too much!) As the Santa Barbara winemaker Larry Schaffer observes, “This topic certainly has been covered before, but it’s always fun to see where folks stand on it.”
Fun, yes…and important, for as blogging (and other forms of online wine writing) become increasingly more important, it’s imperative to understand what these formal relationships really consist of. To my mind, the most important aspect of that relationship is that wine knowledge is becoming more diffuse and subjective. This is a huge game changer because:
- Nothing can be taken for granted anymore, because everybody is playing by their own rules (unlike the old days, when everybody played by the same rules).
- Bloggers, and younger generations in particular, are less beholden to the traditional way of doing things than their parents and grandparents.
- Therefore, there are as many sets of rules as there are bloggers.
- Therefore, any specific wine has a much greater chance of a great review or a lousy review than it used to have.
- Yet “what goes around, comes around.” What do I mean by this? See #14, below. But first, read #6 through #13.
- There’s no reason, in principle, why a lot of bloggers can’t decide that First Growth Bordeaux is too expensive, and is boring to boot.
- Thirty years ago, if someone had said “Bordeaux is too expensive and is also boring,” that person would have had zero credibility. Today, to say that “Bordeaux is expensive and boring” is a perfectly credible statement. Why? See #1 and #2, above.
- The inverse of this is to say that “Wine X is cheap but great.” It’s no longer necessarily true that a winemaker who selects a few special barrels of a wine, then puts extra oak on it and ages it longer before release, will produce a better wine. (Why? See #1 and #2.)
- When enough people agree that a “reserve”-style wine isn’t worth the extra money, winemakers will stop making reserve wines.
- I, personally, believe that most (not all) reserve wines are worth the extra money, but I am a Baby Boomer, and (once again), see #1 and #2, above.
- On the other hand, I don’t always want a reserve-style wine. We had mashed, baked sweet potatoes with marshmallows on our Thanksgiving table and it would have been ridiculous to drink an expensive wine with it. (Well, maybe Sauternes would have been nice.)
- Younger generations are more likely to eat things like sweet potatoes with marshmallows than gourmet cuisine, so they’re more likely to gravitate toward less expensive wines.
- In principle, there’s no reason why the age-old template of “everyday” wine versus “reserve” wine should continue to exist. Pace Andy Warhol, “In the future, every wine, expensive or cheap, will be famous for 15 minutes.”
- Here’s the irony. Although I believe everything I wrote above, I also believe we’ll continue to have expensive, critically-acclaimed wines forever. Why? See #5, above.
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Today is our big event down in L.A., “A Tale of Sand & Fog.” I’ll be reporting on it in coming days. Meanwhile, please enjoy the rest of your Tuesday!
When I was a working critic I was very particular about not letting wineries spend money on me. I had the reputation of not going out to lunch or dinner on the winery’s dime. I did it every once in a while, but tried to keep it rare. I also was extremely fussy about letting wineries spend money on me in other ways. This was only partly because of Wine Enthusiast’s policies; it also was because it didn’t seem right to accept favors (food, travel, etc.) from a winery if I was going to say critical things about their wine. That would have seemed rude and ungrateful. On the other hand, if I said nice things about their wine, it might have given rise to the appearance of a conflict of interest. Better, then (in my judgment), to keep wineries and their money at arm’s length (the sole exception being, of course, that I did accept free samples of their wines!).
Now, it appears that the issue of bloggers accepting freebies from wineries, and then not even bothering to write about them, has risen to prominence. Harpers.com, out of the U.K., has written a scathing editorial piece decrying bloggers who accept a winery’s hospitality and then claim that their “freedom of speech” gives them the right to not even write about the winery. One Italian producer told Harpers, “If I invite a blogger to my winery, and after I have paid for all of the costs the blogger still thinks I am not worth a mention, it is his/her right to do so. [But] it is also obvious that I, the producer, will never again pay a cent for his/her freedom not to write.”
The producer’s umbrage is completely understandable, isn’t it? The point I want to make here is that there are certain unstated but widely accepted rules in wine writing that include the notion of fairness. If a writer is to succeed longterm at being a success (not just a flash in the pan), the writer has to build up trust and affability among the wine producers she writes about. A wine writer with a bad name will find herself not accepted into the circle of wineries she hopes to cover. To get a good name in wine writing is the same thing as getting a good name anywhere and everywhere else: You have to play nice in the sandbox with the other kids. And if you take somebody’s money, and then insult them—either through silence, or by excessive criticism—you’re not playing nice, and word will travel, in this small playground we call the world of wine.
My generation of wine writers (whom I exult in running into whenever we’re at an event) understood the etiquette of wine criticism. Nobody had to explain it to us; somehow, we just knew that it was wrong to accept a winery’s largesse and then bite the hand that had just fed us. Since my main objective as a writer/critic was to tell the truth, I found myself decreasingly accepting largesse of any kind, because I didn’t want my hosts to feel that I’d been an ungrateful little so-and-so.
Too many bloggers, however, apparently don’t suffer from these inhibitions. They leave hurt feelings in their wake. This is why the Harpers article calls them “an endangered species” and adds this warning shot fired over their bow: “[B]loggers need to stay relevant just as any professional in the sector, and producers are starting to question whether the wine bloggers is, indeed, relevant.” Finally, the writer states something I personally know to be true: “Wineries are beginning to distinguish the difference [between informed and relevant bloggers and those who are not], and are analyzing closely as to where they should spend their few available euros.” Yes, marketers are drawing up their “A” list and their “Everybody else” list, and the A list is getting harder to get onto.
It’s all about being professional, and not just have power because you can push a button on a keyboard and self-publish. The wine press has always been a place of politeness, decency and respect, and blogging hasn’t and won’t change that.
Every social media advice book or article tells wineries to “develop a strategy” but nobody ever explains what a strategy is, or why you need one. So thousands of responsible winery personnel are left scratching their heads wondering if their “strategy” really is a strategy, or just a tactic.
Tactics, as we know from war, can be successful, but are relatively mundane efforts which may not affect the war’s outcome. Strategies, on the other hand, are game-changers. In World War Two, the U.S. had many tactical victories in the Asian-Pacific theatre, but the strategical importance of the atomic bomb meant winning the war against Japan, not losing it.
I was never big on the concept of developing a strategy for social media because it seemed to me an exercise in silliness. What does it mean, anyway? How would you develop goals? And if you do, how do you measure them? How can you show the relationship between a desired outcome and any particular social media tactic? So I’m not sure that the use of these war metaphors, including strategies and tactics, is even appropriate. It makes social media seem so grim, which in reality social media should be fun and light-hearted.
This article, which reports that winemakers interviewed for a study “were not really sure what their strategy was,” comes, then, as no surprise. Winemakers are not trained to look at things that way; besides, they’re too busy to be developing strategies not directly tied to their main job, winemaking. The entire notion of a “strategy” implies grand, sweeping things, but few of us actually live our lives consciously planning grand, sweeping strategies. Mostly we hope for things, cross our fingers and do our best to make them come about.
The other thing the study, out of Australia, suggests is that consumers don’t want to feel like they’re the objects of some winery’s strategy, anyway. It makes them feel like laboratory rats or guinea pigs, just some subservient factor in a grand strategist’s game. That’s not how people want to feel. They want to feel cherished—as the article states, when they go to a winery’s social media, they want “something more personal and human, not a mass marketing message about buying the wine.”
Ever since the whole social media phenomenon gained traction in the wine world as a possible way of driving sales and customer loyalty, I’ve been in the same position as Queen Elizabeth, whose role in Britain’s political life is restricted to only three areas: “to be consulted, to encourage and to warn her ministers.” I’ve tried to warn wineries not to be heavy-handed online, not to rush the consumer and clobber her over the head with a blatant sales pitch, not to view social media as the digital equivalent of a cash register—a tool only for venal ends. My attitude has been, your first duty in using social media is to have fun and enjoy yourself. If that somehow leads to more loyal customers and increased sales, it’s frosting on the cake. But even if it doesn’t, it’s still cake.
I’ve also said that posts don’t even have to be about wine. “[Consumers] are actually quite comfortable with seeing posts that might not necessarily be related to their wine or wine in general,” the study’s author concluded. What social media has enabled is a general de-mobilization of humankind. This is a grandiose statement but what I mean is that it is smashing down the barriers (nationality, age, physical location, etc.) that historically always divided us and is instead emphasizing our shared human-ness. It is almost a betrayal of trust to use social media in an insincere way. It’s also a losing proposition, because insincerity comes across really clearly on social media.
But so does a good attitude. It may be odd that we’ve reached a point where people are more willing to buy things from people they like and trust but whom they know only online. In fact, it is odd, if you think about it. But it’s also what it is: so my two cents remains what it always has been: Don’t overthink social media. Don’t be persuaded by “experts” that you need a “strategy” or otherwise it’s all a big waste of time. The worst way to waste your time is to spend it on doing social media things you personally don’t care for. Is that why you got into the wine business?
This scares me: “Calvin Lee, a graphic designer, is a massive tweeter. ‘I really can’t stop,’ he joked. In Twitterland, Lee has become a rock star. ‘I’ve gone through life wondering what my ‘thing’ would be. I believe I’ve found it.’ Lee describes himself as a ‘social media ho. I tweet at least 200 times a day.’ He has been quite successful, amassing nearly 80,000 followers. ‘I was not very popular in high school,’ Lee says, ‘but now I’m like the big jock on campus.’ Lee’s growing influence has won him celebrity-status perks. In addition to a free Virgin Airlines flight to Toronto, brands have reached out to him and provided
- a brand new Audi A8 to test drive for a week
- hundreds of dollars in gift cards
- a pass to a House of Blues VIP event
- a free Samsung Focus smartphone
- flight, hotel and meals to attend an exclusive conference
- eight passes to the VH1 Do Something Awards
“Anybody has a chance to experience life on the other side of the velvet rope. Anyone who is willing to work for it…can have true celebrity status and all the associated perks.”
The writer of all this is Mark W. Schaefer, whom I met while we were both on a recent panel. This quotes are from his new book, “Return on Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing.”
[I edited the above remarks for brevity.]
I suppose if I were looking for the poster child of what I consider the dark side of social media, it would be this. Not Calvin Lee so much: he seems like a nice, ordinary dude who’s enjoying his cool new freebies. No, it would be Mr. Schaefer, who celebrates Mr. Lee’s “accomplishments” as though they were right up there with achieving something real and lasting and contributory to society, not to mention providing Mr. Lee with an actual living.
I don’t gainsay Mr. Lee having his fun. I understand the world of swag. I don’t think I ever did anything egregious, but heaven knows I’ve had some freebies in my day. However, two points: (a) I never exulted over them, nor considered them my ‘thing,’ and (b) I always understood they were irrelevant from the point of view of making a living. Test-driving an Audi and going to the House of Blues are fun, I suppose, but at the end of the day, I still need a paycheck to pay the bills. So what exactly does “being a tremendous success at social media and having a high Klout score” really mean to a person’s life? Maybe Mr. Lee has found his ‘thing,’ and that’s fine, if by ‘thing’ he means a hobby, like following the San Jose Sharks or collecting Pez containers. Everybody should have a nice, interesting hobby.
But to treat this kind of addiction to social media—especially if it’s fueled by the hope of getting free stuff—as an admirable goal for a young person, is troubling. This is not something I think young people should view as an attractive potential way of making a living or spending one’s time; nor do I think it’s healthy for the larger society. In fact, it can be downright detrimental to making a living. If you work in an office, can you really tweet 200 times a day (not to mention all the other online activities you’re probably engaged in) without your co-workers feeling some resentment that they’re carrying your work load? Wouldn’t your boss object? How would you concentrate on your work, anyway? I don’t know Mr. Lee, but he seems like one of the people I see on the sidewalks of Oakland or San Francisco coming towards me with their heads down, eyes fixed on their smartphones: I’m the one who has to get out of the way to avoid a bodily collision.
I don’t mean to entirely disparage Mr. Schaefer’s thesis that an “epidemic of influence” by a new group of “Citizen Influencers” has the capability of reshaping our society in certain admirable ways. I love it that the street demonstrations in Tahrir Square, tweeted around the world, helped topple an ossified government in Egypt, or that instant “citizen reporting” from disaster zones informs people what’s happening before the mainstream media even knows it. When Occupy Oakland was at its peak, I was in the middle of it, tweeting like mad, and people were thanking me for giving them the news before they got it anyplace else. I love staying in touch with my family and friends online, anytime, anywhere. I’m glad social media is in my life.
But we’re talking about apples and oranges. There is a positive, plus side to Twitter and a side that should concern us all, when it turns into the mindless addiction to constant tweeting with the expectation of “celebrity perks” that, in the end, are worthless from a moral, family and human perspective. Is crashing the “velvet rope” to some kind of faux-“celebrity status” really what Millennials aspire to? If Mr. Lee reads this, I hope you find a “thing” that’s more productive and lastingly satisfying than tweeting 200 times a day. It may mean less swag, but it could lead to a fuller life and a better job, and you might even discover that your neighbors are real people worth knowing.
I asked it six years ago, five years ago, four, three and two years ago, and I’m asking it now. And it’s not just me: That bastion of U.S. capitalism itself, the Wall Street Journal, is asking the same question. Under a five-column headline in last Monday’s Marketplace section, they wondered “What is all that data worth?” (The online version of the article has a slightly different headline.)
The “data” they’re referring to comes from “companies [that] traffic in information and use big-data analytic tools to find ways to generate revenue.” If that sounds familiar, it’s because it’s been the underlying theme of every conversation about the revenue-generating possibilities of using social media.
We know beyond a doubt that the metrics of social media use are huge. Everybody is Facebooking, tweeting, Instagramming, pinning and so on. They’re liking and following and retweeting each other like crazy. For this reason, wine companies feel, with “the fierce urgency of now,” that they have to get onboard, before the train leaves the station. And indeed, as I’ve argued for many years, wineries should board that train. As I’ve suggested to anyone who’s ever asked (and quite a few who haven’t), winery personnel should engage in social media to the extent they feel capable of doing it.
But what I’ve wondered since Day One is what all these metrics, which are easy enough to obtain, mean. Reach, followers, friends, engagement, acquisitions, referrals, hits, unique visitors, bounce rates, click-through rates, conversions and all other ways to track activity—companies, including wineries, are pursuing them with a vengeance. Yet “The problem is that no one really knows what all that information is worth,” says the Wall Street Journal article.
Such data is called an “intangible asset” because, unlike real estate, durable equipment and money in the bank, it has no objective value. This is not to suggest that data is valueless. As the article explains, data has value because “it allows [companies] to tailor their products and marketing to consumer preferences.” For wineries, though, what does this mean? It’s not at all clear that counting your Twitter followers, or measuring your online engagement rate, suggests anything at all in terms of strategy. “The squishy world of intangibles,” writes the Wall Street Journal, means that “Data is worthless if you don’t know how to use it to make money.”
That statement is patently true on its face. But there’s a more fundamental question: What if social media data, in and of itself, is incapable of being used to make money? Even if real-time data gives you some true insight into your (potential) customer’s online behavior, “Information on individual users loses value over time as they move or their tastes change,” making data “a perishable commodity.” Data looks real and solid enough: after all, what can seem more representative of reality than numbers on a page or screen?
But as we all know, statistics can be slippery or, to use the Journal’s word, “squishy.” I used to get in trouble with some of social media’s adherents by asking them how they “knew” that engaging in social media made money. The answer always was a form of “We can’t prove it, but we somehow believe it.” Occasionally, someone would cite a winery that was doing social media bigtime and whose sales were rising. But even if the connection between doing social media and selling cases could be established directly (which it couldn’t), I always wondered if the winery’s success had legs—if it could be replicated over time, because, after all, any winery can have a good quarter, but wind up on the butcher’s block.
Lest any of this be interpreted to suggest that I don’t think social media has value, or that every winery shouldn’t be exploring it, let me go on the record: If you’re a wine company, you should be doing social media. Period. End of story. What I am saying—or, really, asking—is the same question I’ve posed since 2008: What is all that data worth? If you don’t like the question don’t blame me, blame the Wall Street Journal’s headline writers for coming up with it in the business paper of record.