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Four big reasons why your brewery should jump on the content marketing bandwagon

December 14, 2015Craig McBreen

content is king sign
Posting four times a day, we have confirmed the above is absolutely true.

I live in a foggy outpost that some might call a craft beer nirvana — Seattle. In fact there are at least five craft breweries just a stone’s throw from my office. But the craft brewing craze is no longer confined to hop capitals like Seattle, Portland and Denver. You don’t need me to tell you that the craft beer craze has taken America by storm. Craft beer drinking has evolved into craft beer culture and with some 4,000 plus breweries and growing in the United States alone, and you can see this beer culture spreading across much of the industrialized world. Many craft breweries are effectively using social media to take on the big players. In fact, many are using their social media accounts to help with marketing, PR and engagement because they can’t compete with the mega-ad budgets of giants like Budweiser and Coors.

This is a good sign. But when it comes to creating a complete online marketing machine — one that builds brand awareness, spreads influence and helps build a legion of adoring, beer-loving fans — many craft brewers are a bit behind the curve. This shouldn’t be so because the craft beer industry is beautifully set up for the world of content marketing.

Why are craft brewing and content marketing so perfect for each other? Because craft brewing has all of the key elements of content marketing — unique stories, informative and entertaining content and valuable information a niche audience wants/needs. Heck, one of the earliest examples of content marketing done right was all about Guinness Extra Stout. Content marketing done right will help grow your base of potential customers and, more importantly, bring in devotees to your brand. The type of customers that don’t just want to drink your beer, they want to learn more about your product, your team and your methodologies. They are also more than willing to evangelize your brand.

Here are four big reasons:

1. Craft brewing is about storytelling

Think about it. Your product is just the start. Everything else you do is story. Most industries are not as exciting or top-of-mind or as fun as the craft beer world. So you have that going for you, but there is also your story which is everything you say and do …Why did you start your brewery? What turned you on to craft beer in the first place? What is so special about your brews, your company and your people? What are the brewing techniques you use? And what is your opinion on the industry as a whole? I could go on, but I think you get the picture. And your beautiful little story should be integrated in every media touch-point — social media, blogging, networking, video and more.

Talk about your industry, your competitors, your fans and the brewing community you thrive in and love. In my humble opinion, you as a craft brewer should be planning your blogging strategy now — to win more fans and customers, to grow your brand and to get the media attention you so richly deserve. People are wired to listen to stories and remember them. Tell yours.

RELATED: Hops OS to run all direct-to-consumer marketing efforts for craft breweries

2. Craft brewing is community

I often ask companies the following: Would you prefer …

  • Fans?
  • Customers?
  • Brand evangelists?

To clarify…

  • People who like your product?
  • Individuals who buy from you again and again?
  • Customers who like, know and trust you, while bragging to all of their friends about you and keep coming back for more?

The choice is easy, but here’s what makes it even better: most companies do not have a product like yours — a golden-colored beverage that is a gold mine for relationship-building. Beer lovers are passionate about product, and their passion just might bleed when it comes to talking about yours. And the best way to build this loyalty is to build a content marketing machine to drive engagement on every level, from social media to industry events.

Tell your story through blogging, video and more. Answer comments, share stories and thank people for their support. Promote through contests and giveaways. Share that amazing porter recipe from one of your fans.

RELATED: Branding or marketing? Which does your craft brewery need first?

3. Craft brewing is knowledge

Craft brewing is a topic many want to learn about. Content marketing is less about shouting and more about teaching. And you, my friend, have a captive audience just waiting and wanting to learn more. Your story is just one part. What’s the other? Think about the art and science of brewing. You have a tremendous amount of information to give away. Okay, you may not want to give away your recipe for Wicked Troll Imperial IPA, but you could teach a bit more about your brewing methods, equipment and standards.

Speaking of increasing your knowledge, learn about the business side of hops by clicking this link.

You could even create a video series on YouTube explaining your brewing creativity and experiments. Bottom line: Provide your audience with the information they seek. Make it super-easy to find, consume and use. Also make it easy for them to share because they most certainly will do that.

4. Craft brewing is entertainment

When it comes to thinking about your higher-level goals — beyond the next sale and more into the world of brand and audience-building — entertainment has amazing value. We’ve mentioned brewing techniques, beer lover’s passions and telling your story on video, but here’s the best part of the story: Craft brewing can become an extremely entertaining subject matter. From TV shows like Brew Dogs to beer blogs to beer geek videos, there is no shortage of entertaining and engaging content.

In other words, it’s way easy to have fun when it comes to craft brewing and content marketing. And this is where we get back to one of my favorite topics — storytelling. So, go back to No. 1 above and think about ways to bring some entertainment value into your story. Add some humor, drama and a wee bit of snark to the mix. Learn what your audience likes and deliver it, and they will engage and spread your word like never before. So, is your craft brewery ready for all the amazing things content marketing can deliver? Customers? Engagement? Media exposure? Growth?

Maybe it’s time for your brewery to jump on board the content marketing bandwagon so more people will come to like, know and trust you and help you tell your story. This is just part one in a series about what craft breweries can do to grow their brands in the modern world of online marketing. Stay tuned for part two.

Craig McBreenCraig McBreen is the owner of McBreen Media, an integrated communications company providing full-circle services, from brand strategy to content marketing. McBreen believes there is nothing like the power of story to transform your business. You can read about McBreen Media’s content marketing services here.

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Comments

  1. mcbreenmedia says

    December 18, 2015 at 9:01 pm

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  2. mcbreenmedia says

    December 18, 2015 at 6:05 pm

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    December 18, 2015 at 4:05 pm

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    December 18, 2015 at 3:05 pm

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  5. BeerLawCenter says

    December 18, 2015 at 3:03 pm

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  6. mcbreenmedia says

    December 18, 2015 at 2:55 pm

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  7. mcbreenmedia says

    December 18, 2015 at 1:31 pm

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    December 18, 2015 at 1:03 pm

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  9. Letter8Media_ says

    December 18, 2015 at 12:16 pm

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  10. RKgolftourney says

    December 18, 2015 at 12:16 pm

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  11. mcbreenmedia says

    December 18, 2015 at 12:16 pm

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  13. mcbreenmedia says

    December 18, 2015 at 11:15 am

    @alamedabrewing I thought you’d enjoy: Here’s why craft brewing and content marketing are perfect for each other: https://t.co/uyjnvofN4Y

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  14. mcbreenmedia says

    December 18, 2015 at 11:03 am

    @DiamondKnot Thought you’d enjoy: Why the craft beer industry is beautifully setup for content marketing: https://t.co/MJoukUV3Bx

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  15. mcbreenmedia says

    December 17, 2015 at 9:15 pm

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  16. mcbreenmedia says

    December 16, 2015 at 9:10 pm

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  17. mcbreenmedia says

    December 16, 2015 at 6:15 pm

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  18. juiceboxdirect says

    December 16, 2015 at 4:06 pm

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  19. mcbreenmedia says

    December 16, 2015 at 3:05 pm

    @TriplehornBrew I thought you’d enjoy: Here’s why craft brewing and content marketing are perfect for each other: https://t.co/CyZ5vqzm88

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  20. RegnierIns says

    December 16, 2015 at 2:45 pm

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  21. mcbreenmedia says

    December 16, 2015 at 12:10 pm

    @GiganticBrewing Thought you’d enjoy: Why the craft beer industry is beautifully setup for content marketing: https://t.co/9MAp3QBzAU

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  22. mcbreenmedia says

    December 16, 2015 at 11:55 am

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  23. mcbreenmedia says

    December 16, 2015 at 11:40 am

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  24. mcbreenmedia says

    December 16, 2015 at 11:20 am

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  25. mcbreenmedia says

    December 16, 2015 at 11:10 am

    @BellevueBrewing Thought you’d enjoy: Why the craft beer industry is beautifully setup for content marketing: https://t.co/j6tJUQdR9i

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  26. mcbreenmedia says

    December 15, 2015 at 9:05 pm

    @stoupbrewing Thought you’d enjoy: Why the craft beer industry is beautifully setup for content marketing: https://t.co/FsEyrQqs1X

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  27. CraigMcBreen says

    December 15, 2015 at 8:55 pm

    My latest over at Craft Brewing Biz: 4 big reasons why brewers should use content marketing https://t.co/DCAJ59b4Uv https://t.co/8JlBFIljs5

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  28. mcbreenmedia says

    December 15, 2015 at 6:15 pm

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  29. Ohio_Digital says

    December 15, 2015 at 5:40 pm

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  30. angry_beers says

    December 15, 2015 at 5:39 pm

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  31. BrewStudNo1 says

    December 15, 2015 at 5:26 pm

    RT @BrewStuds: Four big reasons why your brewery should jump on the content marketing bandwagon https://t.co/PzlD3METAv #beer #craftbeer #b…

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  32. carlu_fra says

    December 15, 2015 at 5:00 pm

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  33. craftbangkok says

    December 15, 2015 at 5:00 pm

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  34. Beardsbeerbacon says

    December 15, 2015 at 4:56 pm

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  35. BrewStuds says

    December 15, 2015 at 4:55 pm

    Four big reasons why your brewery should jump on the content marketing bandwagon https://t.co/PzlD3METAv #beer #craftbeer #brewing

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  36. USbevX says

    December 15, 2015 at 4:38 pm

    4 big reasons why your #brewery should jump on the #content #marketing bandwagon https://t.co/59Dt6ZBXW7 #CraftBeer https://t.co/Vj5Bb5Z4Ds

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  37. mcbreenmedia says

    December 15, 2015 at 3:15 pm

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  38. richxiong says

    December 15, 2015 at 2:05 pm

    4 big reasons why a brewery should use #ContentMarketing – https://t.co/slVPlsdMtA

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  39. mcbreenmedia says

    December 15, 2015 at 12:40 pm

    @BoundaryBay Thought you’d enjoy: Why the craft beer industry is beautifully setup for content marketing: https://t.co/QDxGpgjDxo

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  40. mcbreenmedia says

    December 15, 2015 at 12:30 pm

    @NoLiBrewhouse I thought you’d enjoy: Here’s why craft brewing and content marketing are perfect for each other: https://t.co/j0EHIF16MH

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  41. jspeedymorris22 says

    December 14, 2015 at 9:37 pm

    “Four big reasons why your brewery should jump on the content marketing bandwagon” https://t.co/bP88N7wVLe https://t.co/nFmzHEcTOo

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  42. mcbreenmedia says

    December 14, 2015 at 5:44 pm

    @NarrowsBrewing Thought you’d enjoy: Why the craft beer industry is beautifully setup for content marketing: https://t.co/kkh8htLu39

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  43. mcbreenmedia says

    December 14, 2015 at 5:43 pm

    @NarrowsBrewing I thought you’d enjoy: Here’s why craft brewing and content marketing are perfect for each other: https://t.co/RtcRn9zfDt

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  44. mcbreenmedia says

    December 14, 2015 at 5:42 pm

    @DicksBrewing Thought you’d enjoy: Why the craft beer industry is beautifully setup for content marketing: https://t.co/NdhqH5ml0B

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  45. mcbreenmedia says

    December 14, 2015 at 5:41 pm

    @backwoodsbrewco I thought you’d enjoy: Here’s why craft brewing and content marketing are perfect for each other: https://t.co/0Rbky1m9P3

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  46. mcbreenmedia says

    December 14, 2015 at 5:39 pm

    @BrigidsBeer Thought you’d enjoy: Why the craft beer industry is beautifully setup for content marketing: https://t.co/UEDQwO1Ctv

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  47. Talea Bloom says

    December 14, 2015 at 5:21 pm

    Talea Bloom liked this on Facebook.

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  48. mcbreenmedia says

    December 14, 2015 at 5:07 pm

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  49. mcbreenmedia says

    December 14, 2015 at 4:39 pm

    @lagunitasbeer Thank you! @CraftBrewingBiz

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  50. lagunitasbeer says

    December 14, 2015 at 4:07 pm

    @mcbreenmedia @CraftBrewingBiz Great frickin’ read guys! Thankyouverymuch for the share. Cheers!

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  51. jspeedymorris22 says

    December 14, 2015 at 2:38 pm

    “Four big reasons why your brewery should jump on the content marketing bandwagon” https://t.co/8QPEdpsL3o https://t.co/L4iZNd0zlw

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  52. DannyGruening says

    December 14, 2015 at 2:30 pm

    @CraftBrewingBiz @mcbreenmedia A brewery’s story and how it’s shared through content is crucial. Thanks for sharing

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  53. Adam Holtvogt says

    December 14, 2015 at 2:21 pm

    Adam Holtvogt liked this on Facebook.

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  54. mcbreenmedia says

    December 14, 2015 at 1:56 pm

    @MJBrewery I thought you’d enjoy: Here’s why craft brewing and content marketing are perfect for each other: https://t.co/ukUxIAwUWE

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  55. mcbreenmedia says

    December 14, 2015 at 1:54 pm

    @GeorgetownBeerThought you’d enjoy: Why the craft beer industry is beautifully setup for content marketing: https://t.co/viWYKT1dL4

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  56. CraigMcBreen says

    December 14, 2015 at 1:30 pm

    Your brewery ready for the great things content mktg can deliver? Customers? Exposure? Growth? https://t.co/HHUmsRCzb3 #CraftBeerMarketing

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  57. LVRGLLC says

    December 14, 2015 at 1:20 pm

    #CraftBeer #CraftBrewing #Beer #BeerBiz Four big reasons why your brewery should jump on the content marketing … https://t.co/q05O1BuRnk

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  58. mcbreenmedia says

    December 14, 2015 at 1:19 pm

    Your brewery ready for the amazing things content mktg can deliver? Customers? Exposure? Growth? https://t.co/n36I5qAoYF #CraftBeerMarketing

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  59. crsimp01 says

    December 14, 2015 at 1:14 pm

    4 big reasons why a brewery should use content marketing https://t.co/y7KVHDReks via @craftbrewingbiz

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  60. mcbreenmedia says

    December 14, 2015 at 1:05 pm

    @lagunitasbeer I thought you’d enjoy: Here’s why craft brewing and content marketing are perfect for each other: https://t.co/n36I5qAoYF

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  61. mcbreenmedia says

    December 14, 2015 at 1:04 pm

    @fortpointbeer Thought you’d enjoy: Why the craft beer industry is beautifully setup for content marketing: https://t.co/n36I5qAoYF

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  62. mcbreenmedia says

    December 14, 2015 at 1:02 pm

    Thought you’d like this: I detail why the craft beer industry is beautifully setup for content marketing: https://t.co/n36I5qAoYF

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  63. abeerschool says

    December 14, 2015 at 1:00 pm

    RT @CraftBrewingBiz: Four big reasons why your brewery should jump on the content marketing bandwagon. @mcbreenmedia https://t.co/AHuptT6VeC

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  64. CraigMcBreen says

    December 14, 2015 at 12:59 pm

    My latest post over at Craft Brewing Business outlines 4 reasons why your brewery should jump on the content marke… https://t.co/nh1KV6lhNT

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  65. mcbreenmedia says

    December 14, 2015 at 12:52 pm

    @BrewDogs We mentioned you and thought you might like this. Why craft brewing is perfect for content marketing… https://t.co/n36I5qAoYF

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  66. Scatterbrain Brewing says

    December 14, 2015 at 12:51 pm

    Scatterbrain Brewing liked this on Facebook.

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  67. mcbreenmedia says

    December 14, 2015 at 12:50 pm

    RT @CraftBrewingBiz: Four big reasons why your brewery should jump on the content marketing bandwagon. @mcbreenmedia https://t.co/AHuptT6VeC

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  68. CraigMcBreen says

    December 14, 2015 at 12:50 pm

    4 BIG reasons why a brewery should use content marketing https://t.co/U5ZvlHYFH1 #CraftBeerMarketing https://t.co/kYtCSNo7fB

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  69. CraigMcBreen says

    December 14, 2015 at 12:49 pm

    @BrewDogJames We mentioned Brew Dogs and thought you might like this. Why brewing is perfect for storytelling… https://t.co/1nMdirqCDu

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  70. CraigMcBreen says

    December 14, 2015 at 12:46 pm

    @BrewDogs We mentioned you and thought you might like this. Why craft brewing is perfect for storytelling… https://t.co/1nMdirqCDu

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  71. Scatterbrain Brewing says

    December 14, 2015 at 12:40 pm

    Like us on facebook! Scatterbrain Brewing ?

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  72. CraigMcBreen says

    December 14, 2015 at 12:38 pm

    4 reasons why a brewery should use content marketing https://t.co/yQlTpw4SvS @CraftBrewingBiz #CraftBeerMarketing https://t.co/eCNLCyDPKX

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  73. CraigMcBreen says

    December 14, 2015 at 12:37 pm

    RT @CraftBrewingBiz: Four big reasons why your brewery should jump on the content marketing bandwagon. @mcbreenmedia https://t.co/AHuptT6VeC

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Trackbacks

  1. Brewery Social Media - Are you Doing it Wrong? - Beer Chronicle says:
    April 29, 2021 at 9:16 am

    […] Craft brewing is about storytelling. It’s not just about the beer you make. The guys at 11 Below said it better than anybody: […]

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  2. 5 Ways Craft Breweries Can Increase Sales With Content Marketing - okwrite says:
    August 20, 2020 at 11:30 am

    […] bottom line is that craft breweries are all about storytelling, community, scientific knowledge, and entertainment. The right content can help advance these […]

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  3. 4 Reasons Why Your Craft Brewery Should Start Content Marketing - McBreen Media says:
    January 26, 2016 at 11:00 am

    […] A version of this post was originally published on Craft Brewing Business. […]

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