Just 10 or 15 years ago, you would be hard-pressed to find much beer variety outside of niche stores and pubs. But now, small breweries are popping up at blistering rates all over the country, producing wider varieties of beers than ever before—from the standard lagers, pilsners and ambers to creative IPAs, sours, stouts, porters and Belgians, among many other delicious varieties.
The good news for craft brewers aiming to market their beverages is that there are increasing numbers of people who are specifically looking to try new beers. The bad news is that there is more competition than ever before in the craft brewing industry. So how might a small or medium-sized craft brewery use content creation to set itself apart?
Embrace local roots
For one, there is a significant overlap of people who love craft brews and those who enjoy supporting local food, art and industry. Thus, you should make it a point to embrace your roots. You can do this with local-inspired beer names and designs, blog content about your involvement in the community and nearby events or photos of people enjoying your beers near landmarks around town. Embracing your local community adds an element of authenticity to your craft brewing brand.
Be active on social media
Of course, this means maintaining profiles on social media sites like Facebook, Twitter and Instagram, interacting with followers and posting photos and videos of your brewery and products. Again, try to be as “real” as possible, as people who drink craft brews care as much about the authenticity of the brewery as they do the quality and uniqueness of the beer. Social media content is a great way to engage your customers in meaningful ways.
Get on Untappd
Untappd is a mobile app that has seen a huge boom in popularity over the last few years as more and more people discover different craft beers. The app allows people to “check in” beers they are drinking (and where they’re drinking them), show a picture, rate them on a scale of one to five, leave reviews and see what their friends are drinking. They also have the ability to “cheers” (basically a Facebook “like”) or comment on their friends’ check-ins. It’s a great way to get exposure for your brew and to earing ratings from actual people who have tried your products.
Retool your website content
Small craft breweries often have the same problem of small local businesses in that the people running the business don’t have much web expertise, which could lead to an unprofessional-looking or sounding website. Work with a professional website copywriter to make sure your site offers useful information and content to your readers and potential customers, while still maintaining your unique voice.
In today’s marketplace, increasing numbers of craft brewers are finding great value in becoming content creators to attract new customers online. Keep these tips in mind as you ramp up you own digital marketing efforts, and consider working with a professional content creation service if you need assistance.