Welcome to Episode 1310; Why you should be investing in native digital content
Welcome to Wine2Wine Business Forum 2021 Series. The sessions are recorded and uploaded on Italian Wine Podcast. wine2wine is an international wine business forum, held annually in Verona Italy since 2014. The event is a key reference point for wine producers and a diverse variety of wine professionals eager to develop and grow their wine business worldwide.
About this Session:
While different marketing campaigns have different goals, most share one thing in common, no matter the medium. The campaign runs, people did or didn’t see it, and that’s a wrap. Native advertising in the form of content marketing is different. Although a campaign may have a defined ‘window,’ most publishers who offer this type of marketing campaign allow the content to live on their website or podcast feed indefinitely. This allows well crafted campaigns to continue to reach new audiences for months, even years. We’ll explore this phenomenon through two mini case studies: Fontanafredda’s Barolo-centric campaign with VinePair in 2016 that still draws in thousands of new viewers every month, and E&J Gallo’s sponsorship of VinePair’s Wine 101 podcast.
About the Speaker
Adam Teeter is the cofounder and CEO of VinePair, the most read publication about wine, beer and spirits in America. Since founding the publication in 2014 Adam has become recognized as an authority on how to make the drinks world accessible to everyone, and speaks regularly about the ever evolving media landscape. Prior to founding VinePair he was the head of growth and marketing for the news and politics publication Tablet Magazine. He is an adjunct professor at the Columbia School of Journalism, teaching courses on digital media, and the winner of the Left Bank Bordeaux Cup American Wine-Tasting Championship. He holds an MBA from NYU Stern with a specialty in Marketing and Entrepreneurship and a BA in Journalism from Emory University.
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About the Moderator:
Josh Malin is the President and Co-Founder of VinePair. Josh loves putting things together — websites, words, legos, and cases of wine. Prior to VinePair, Josh spent a few years helping to build Ez Texting, an NYC startup, into the leading provider of text messaging services to small businesses. Ez Texting was acquired in late 2012, by CallFire. Josh also co-founded MobileSmarts, one of the earliest (as in monophonic ringtones) and largest distributors of ringtones in North America.
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Until next time, cin cin!