WINE SELECTORS

THE PROBLEM

In my position as Content Marketing Coordinator at Wine Selectors, I was tasked with establishing a digital content strategy for Australia’s largest, and the original, wine subscription service. They had long been in the 'content' business with an established and successful Selector magazine paired with every winebox delivery and a significant distribution amongst newsagents & airport lounges across the country. They also had and a great lifecycle marketing and events program aimed at member engagement & retention. But they had perhaps under-utilised their digital capabilities, specifically for content marketing for acquisition and they didn't have a clear social media strategy. With a new website migration project underway, a new Content Marketing position was created with the view drive wine subscription uptake, sales and increased loyalty to increase website traffic, search visibility, social performance and brand awareness.

THE SOLUTION

I developed and coordinated the production of an SEO focused editorial program of website, video and social media content. This strategy involved leveraging the brand's relationships with winemakers, corporate partners, influencers, guest bloggers, and affiliate marketing networks, to amplify the reach of the content.

THE RESULTS

Within one year:

• 164% increase in unique page views
• 244% increase in organic searches to the content hub section of the website

EXAMPLES OF THE WORK

The below are examples of content specifically created with the purpose of rankinging highly on Google to attract new audiences at crucial moments in a casual wine consumer starting to branch out into becoming a 'wine enthusiast' or 'wine lifestyler', the target personas of the content  strategy. The search rankings as they were at the time. Many of these articles continue to be updated and re-used by Wine Selectors as evergreen content each year