Current Issues in Marketing Strategy

The key for beerblokes is going to be content development. Ask anyone about the internet and they will always quote "content is king" and for many reasons this is the most important factor bar none. The first thing I would do if I was you is write lots of blog posts. Even if you borrow from other beer articles and just change them a bit (content must be unique), I would aim to get about 100 articles up as fast as possible. There is another catch to content, and that is what you write about and why - The keywords.

Keywords are what the blog will be found for on Google, Yahoo, Bing etc. No doubt you can already see in your analytics people finding you for a few terms, but ideally we want to rank for thousands of different terms. Think of each article you write as the ability to rank for 2 terms. Google reads each article and looks for the words that you mention over and over and the general theme, then summerises it and say... "that articles was about timmothy taylor", then ranks you accordingly.

To start with, simply writing beer profiles would be a great way to get this up and going. To work out the priority, you can use the Google keyword tool. This free Google application shows you how many people are searching each month for a specific word or phrase. So obviously, if a certain beer has 10,000 searches a month, compared to another that is only 1,000, then try to work towards the phrases with high volume. You are focusing on niches in the market, so run with that and use terms that only people who are really beer savvy would use. For the more generic terms, work on phrases like "boutique beer samples" "beer sample packs" "beer lovers gifts" and this sort of thing.

Technically there are lots of small things we can do, but to start with, it is important to work on content and keywords. I can help with the Google language further down the track.