7.3
Analysis
This section features a list of selected international best practices: each paragraph presents an overview of the company, information about how Content Marketing is implemented, evidence showing why the case study can be considered as a best practice and why/how it can be transferred to SMEs. Images chosen from different online platforms/resources have also been incorporated. Such structure should be appropriate to give the reader a comprehensive portrait of the best practice characteristics.
7.3.1 Terre di Guagnano – Italy The winery was founded in 2011, in Erchie (Brindisi), Puglia Region, by Aldo Di Giulio who pioneered the promotion of the Salento wine denomination in the 90s. Aldo’s sons Thomas (then 26) and Ruben (aged 23) took over the management of the company in 2013 after their father’s death. The brothers intend to guide the company according to the love for the land and the passion for traditions that they learned from their father. Terre di Guagnano winery is located on the eastern side of the fertile plain of Salento and between the territories of Guagnano, in the province of Lecce, and the historic Manduria, in the province of Taranto. It is a winery with strong associations to its location and tradition, on land which has been family owned for several generations, and now aims to build up not only the brand but the entire area. Terre di Guagnano is a company based on tradition and innovation. They interpret tradition as continuous innovation and improvement, integrating traditional strategies with new web-enabled channels: e-commerce, social media, blogging, Content Marketing, with the publication of recipes to be matched with wines and the most modern systems of augmented reality for sharing. The Content Marketing adopted by Terre di Guagnano is carried out in three phases: Terre di Guagnano aims to: »» Put into place an effective action to promote customer loyalty and purchases; »» Promote the brand, through the traditions and flavours of the Salento area; »» Foster the process of brand awareness at the international level. Terre di Guagnano periodically publishes on its own website (http://www.en.terrediguagnano.com/) recipes from Salento to match with the flavours of its wines (One Essence, Top Line and Obsession Primitivo). The mission is to provide content and not just products; preparation of local dishes and recipes, news about events and traditional culture, as well as a thematic area dedicated to more technical aspects of wine and winemaking, such as must, the wine’s fermentation characteristics, etc. In the age of conversational marketing, companies can’t make it without using social media to expand the spread of their content and raise brand visibility. Terre di Guagnano besides having a presence on the main social media, i.e. Twitter (https://twitter.com/TerrediGuagnano) and Facebook (https://www.facebook.com/TerreDiGuagnano) has focused on thematic channels and targeting strategies (announcements on DoctorWine, interviews with B2corporate web
International best practices in the use of CM
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