Last week, I gave a presentation to 100+ attendees at Sonoma State University. The topic surrounded content strategy for wineries and explored the evolution of search engine optimization into what I describe as “customer experience optimization”. As SEO has evolved, its practitioners have realized that ranking in search engines is not enough. Going further, they have adapted to Google’s updates by taking time to craft content that can sustain traffic from a variety of sources – not just search engines. This drive for “evergreen” content marks a shift in the overall industry, and gives way to the notion of “inbound marketing”.
In this presentation, I tried to show how wineries can better translate the experience which customers have in their tasting room to the one they have online. The examples included show how brands can increase their overall exposure and awareness by creating compelling content at every stage of the customer journey.
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