Why Wineries Should Blog

A couple of years ago, I wrote a series of six posts over on Winecast about why wineries should blog. You can read them here, here, here, here, here and here. Looking back on them now, I think I missed the core of why a winery should consider blogging: building meaningful relationships with customers online.

So here are the top five reasons why a winery should blog:

1. Blogs are very easily updated with a web browser; no software or design skills required.
2. More frequently updated content on your website improves your search engine position.
3. Blogs enable direct, two-way conversation between the winery and customers via comments; think of a blog as a customer research and service center.
4. Speaking in a human voice online creates a closer bond with customers; a blog is like a front porch or tasting room.
5. It’s very inexpensive; you can start with free services like Wordpress.com or download the software for your server for free.

I think most wineries don’t blog because they are not sure what to write about each day. The best winery blogs focus on business, education and/or winemaking. Many also respond to what others have written in the growing wine blogosphere which often leads to bloggers linking back in their posts. These incoming links are what search engines value as a link implies authority for the search term.

All you have to do is devote an hour a day to reading wine blogs and/or writing about your winery. This is not in the same format as a report or advertisement but more conversational, like writing an email to a friend. After a few weeks, you will develop a routine and find your “voice.” To sample some of the best winery blogs, click on the links below:

• Pinotblogger
• El Bloggo Torcido
• Tablas Creek Vineyard
• Cima Collina’s “Cellar Rap”
• La Gramiere

I also maintain a complete list of winery blogs on my wiki (please add yours, if I missed it).

Cartoon by Hugh MacLeod of gapingvoid.com