{"id":39365,"date":"2016-09-30T05:50:43","date_gmt":"2016-09-30T09:50:43","guid":{"rendered":"http:\/\/markwschaefer.wpengine.com\/?page_id=39365"},"modified":"2016-09-30T06:04:47","modified_gmt":"2016-09-30T10:04:47","slug":"case-study-content-marketing-re-invents-business","status":"publish","type":"page","link":"https:\/\/businessesgrow.com\/marketing-consulting\/case-study-content-marketing-re-invents-business\/","title":{"rendered":"Case study: Content marketing re-invents a business"},"content":{"rendered":"

“One video received more than 15 million views \u2013 one of the greatest small business success stories in YouTube history.”<\/em><\/p><\/blockquote>\n

Business situation<\/h2>\n

Our client was Mirabeau, a small family-owned winery started in Provence. After two years of operation, the company had a great product but needed marketing support to stand out in a very crowded industry. In fact, the little winery had more than 600 competitors in Provence alone, some of whom had been making wine for 200 years or more.<\/p>\n

Approach<\/h2>\n

Our company started with a complete competitive assessment. Because the client had severe budget constraints we were able to use publically-available research at almost no cost to piece together a detailed view of the competition and possible areas open for maneuvering.<\/p>\n

We also interviewed large wine retailers in the UK and United States to search for opportunities for the small business.<\/p>\n

Strategy<\/h2>\n

We determined that an aggressive content marketing strategy would work in this market for several reasons:<\/p>\n

The long-established competition in Provence had virtually no digital presence. In fact, the prevailing wine culture scoffed at social media as something frivolous. There was a wide open space for helpful, quality wine-related content<\/p>\n

Interviews with wine retailers exposed a deep hunger, even an urgency, to connect through social media with wine customers. They expressed frustration that there seemed to be a wide marketing void in the industry.<\/p>\n

The company\u2019s owner was a talented storyteller and had the ability and resources to create compelling and effective content that would attract an audience.<\/p>\n

Working closely with the customer, we developed a content strategy focused on the theme of the \u201cmagic of Provence\u201d and set about creating visual, video, and written content about the region and Mirabeau wine. Over a two-year period, the company created more than 300 blog posts and 200 videos, thoroughly saturating this open niche and building a very engaged and passionate audience.<\/p>\n

Results<\/h2>\n

Because of the company\u2019s small budget, there were no other advertising or marketing programs in place so we can say with confidence these results were completely from the content marketing\/social media effort.<\/p>\n

The company\u2019s social media following increased dramatically, as did subscriptions and engagement. Mirabeau was able to take specific social media trend data to wine retailers in the UK, USA, and Australia to show them how interest in their wine had increased in their region of the world. This data specifically drove the new orders.<\/p>\n

The company at least tripled sales in each of the next three years allowing them to expand their operation, open their own retail outlet, and introduce several new products.<\/p>\n

One video (number 222!) received more than 15 million views \u2013 one of the greatest small business success stories in YouTube history.<\/p>\n

The company\u2019s social media success attracted mainstream media coverage in newspapers around the world.<\/p>\n

The combination of consistent content efforts and mainstream coverage placed the tiny Mirabeau winery atop the search results for many important key words.<\/p>\n","protected":false},"excerpt":{"rendered":"

“One video received more than 15 million views \u2013 one of the greatest small business success stories in YouTube history.” Business situation Our client was Mirabeau, a small family-owned winery […]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":39294,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-39365","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"\nCase study: Content marketing re-invents a business - Schaefer Marketing Solutions: We Help Businesses {grow}<\/title>\n<meta name=\"description\" content=\""One video received more than 15 million views \u2013 one of the greatest small business success stories in YouTube history." Business situation Our client was\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/businessesgrow.com\/marketing-consulting\/case-study-content-marketing-re-invents-business\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Case study: Content marketing re-invents a business - Schaefer Marketing Solutions: We Help Businesses {grow}\" \/>\n<meta property=\"og:description\" content=\""One video received more than 15 million views \u2013 one of the greatest small business success stories in YouTube history." Business situation Our client was\" \/>\n<meta property=\"og:url\" content=\"https:\/\/businessesgrow.com\/marketing-consulting\/case-study-content-marketing-re-invents-business\/\" \/>\n<meta property=\"og:site_name\" content=\"Schaefer Marketing Solutions: We Help Businesses {grow}\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mark.schaefer3\" \/>\n<meta property=\"article:modified_time\" content=\"2016-09-30T10:04:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2011\/12\/IMG_0171-683x1024.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"683\" \/>\n\t<meta property=\"og:image:height\" content=\"1024\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@markwschaefer\" \/>\n<meta name=\"twitter:label1\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/businessesgrow.com\/marketing-consulting\/case-study-content-marketing-re-invents-business\/\",\"url\":\"https:\/\/businessesgrow.com\/marketing-consulting\/case-study-content-marketing-re-invents-business\/\",\"name\":\"Case study: Content marketing re-invents a business - Schaefer Marketing Solutions: We Help Businesses {grow}\",\"isPartOf\":{\"@id\":\"https:\/\/businessesgrow.com\/#website\"},\"datePublished\":\"2016-09-30T09:50:43+00:00\",\"dateModified\":\"2016-09-30T10:04:47+00:00\",\"description\":\"\\\"One video received more than 15 million views \u2013 one of the greatest small business success stories in YouTube history.\\\" Business situation Our client was\",\"breadcrumb\":{\"@id\":\"https:\/\/businessesgrow.com\/marketing-consulting\/case-study-content-marketing-re-invents-business\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/businessesgrow.com\/marketing-consulting\/case-study-content-marketing-re-invents-business\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/businessesgrow.com\/marketing-consulting\/case-study-content-marketing-re-invents-business\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/businessesgrow.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Marketing Consulting\",\"item\":\"https:\/\/businessesgrow.com\/marketing-consulting\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Case study: Content marketing re-invents a business\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/businessesgrow.com\/#website\",\"url\":\"https:\/\/businessesgrow.com\/\",\"name\":\"Schaefer Marketing Solutions: We Help Businesses {grow}\",\"description\":\"Rise Above the Noise.\",\"publisher\":{\"@id\":\"https:\/\/businessesgrow.com\/#\/schema\/person\/3b5f6de15720b8add2adc203fdd5bd16\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/businessesgrow.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":[\"Person\",\"Organization\"],\"@id\":\"https:\/\/businessesgrow.com\/#\/schema\/person\/3b5f6de15720b8add2adc203fdd5bd16\",\"name\":\"Mark Schaefer\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2022\/07\/mark-schaefer-logo.png\",\"url\":\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2022\/07\/mark-schaefer-logo.png\",\"contentUrl\":\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2022\/07\/mark-schaefer-logo.png\",\"width\":776,\"height\":118,\"caption\":\"Mark Schaefer\"},\"logo\":{\"@id\":\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2022\/07\/mark-schaefer-logo.png\"},\"description\":\"Mark W. Schaefer is a globally-recognized blogger, speaker, educator, business consultant, and author who blogs at {grow} \u2013 one of the top marketing blogs of the world. He teaches graduate marketing classes at Rutgers University and has written four best-selling books including \\\"The Tao of Twitter\\\" (the best-selling book on Twitter in the world) and \\\"Return On Influence,\\\" which was named one of the top business titles of the year by the American Library Association. His latest book is called \\\"Social Media Explained: Untangling the World\u2019s Most Misunderstood Business Trend\\\"\",\"sameAs\":[\"http:\/\/markwschaefer.wpengine.com\",\"https:\/\/www.facebook.com\/mark.schaefer3\",\"https:\/\/www.instagram.com\/markwschaefer\/\",\"https:\/\/www.linkedin.com\/in\/markwschaefer\",\"https:\/\/www.pinterest.co.uk\/markwschaefer\/\",\"https:\/\/x.com\/markwschaefer\",\"https:\/\/www.youtube.com\/user\/MWSchaefer\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Case study: Content marketing re-invents a business - Schaefer Marketing Solutions: We Help Businesses {grow}","description":"\"One video received more than 15 million views \u2013 one of the greatest small business success stories in YouTube history.\" Business situation Our client was","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/businessesgrow.com\/marketing-consulting\/case-study-content-marketing-re-invents-business\/","og_locale":"en_GB","og_type":"article","og_title":"Case study: Content marketing re-invents a business - Schaefer Marketing Solutions: We Help Businesses {grow}","og_description":"\"One video received more than 15 million views \u2013 one of the greatest small business success stories in YouTube history.\" Business situation Our client was","og_url":"https:\/\/businessesgrow.com\/marketing-consulting\/case-study-content-marketing-re-invents-business\/","og_site_name":"Schaefer Marketing Solutions: We Help Businesses {grow}","article_publisher":"https:\/\/www.facebook.com\/mark.schaefer3","article_modified_time":"2016-09-30T10:04:47+00:00","og_image":[{"width":683,"height":1024,"url":"https:\/\/businessesgrow.com\/wp-content\/uploads\/2011\/12\/IMG_0171-683x1024.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_site":"@markwschaefer","twitter_misc":{"Estimated reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/businessesgrow.com\/marketing-consulting\/case-study-content-marketing-re-invents-business\/","url":"https:\/\/businessesgrow.com\/marketing-consulting\/case-study-content-marketing-re-invents-business\/","name":"Case study: Content marketing re-invents a business - Schaefer Marketing Solutions: We Help Businesses {grow}","isPartOf":{"@id":"https:\/\/businessesgrow.com\/#website"},"datePublished":"2016-09-30T09:50:43+00:00","dateModified":"2016-09-30T10:04:47+00:00","description":"\"One video received more than 15 million views \u2013 one of the greatest small business success stories in YouTube history.\" Business situation Our client was","breadcrumb":{"@id":"https:\/\/businessesgrow.com\/marketing-consulting\/case-study-content-marketing-re-invents-business\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/businessesgrow.com\/marketing-consulting\/case-study-content-marketing-re-invents-business\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/businessesgrow.com\/marketing-consulting\/case-study-content-marketing-re-invents-business\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/businessesgrow.com\/"},{"@type":"ListItem","position":2,"name":"Marketing Consulting","item":"https:\/\/businessesgrow.com\/marketing-consulting\/"},{"@type":"ListItem","position":3,"name":"Case study: Content marketing re-invents a business"}]},{"@type":"WebSite","@id":"https:\/\/businessesgrow.com\/#website","url":"https:\/\/businessesgrow.com\/","name":"Schaefer Marketing Solutions: We Help Businesses {grow}","description":"Rise Above the Noise.","publisher":{"@id":"https:\/\/businessesgrow.com\/#\/schema\/person\/3b5f6de15720b8add2adc203fdd5bd16"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/businessesgrow.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":["Person","Organization"],"@id":"https:\/\/businessesgrow.com\/#\/schema\/person\/3b5f6de15720b8add2adc203fdd5bd16","name":"Mark Schaefer","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/businessesgrow.com\/wp-content\/uploads\/2022\/07\/mark-schaefer-logo.png","url":"https:\/\/businessesgrow.com\/wp-content\/uploads\/2022\/07\/mark-schaefer-logo.png","contentUrl":"https:\/\/businessesgrow.com\/wp-content\/uploads\/2022\/07\/mark-schaefer-logo.png","width":776,"height":118,"caption":"Mark Schaefer"},"logo":{"@id":"https:\/\/businessesgrow.com\/wp-content\/uploads\/2022\/07\/mark-schaefer-logo.png"},"description":"Mark W. Schaefer is a globally-recognized blogger, speaker, educator, business consultant, and author who blogs at {grow} \u2013 one of the top marketing blogs of the world. He teaches graduate marketing classes at Rutgers University and has written four best-selling books including \"The Tao of Twitter\" (the best-selling book on Twitter in the world) and \"Return On Influence,\" which was named one of the top business titles of the year by the American Library Association. His latest book is called \"Social Media Explained: Untangling the World\u2019s Most Misunderstood Business Trend\"","sameAs":["http:\/\/markwschaefer.wpengine.com","https:\/\/www.facebook.com\/mark.schaefer3","https:\/\/www.instagram.com\/markwschaefer\/","https:\/\/www.linkedin.com\/in\/markwschaefer","https:\/\/www.pinterest.co.uk\/markwschaefer\/","https:\/\/x.com\/markwschaefer","https:\/\/www.youtube.com\/user\/MWSchaefer"]}]}},"jetpack_shortlink":"https:\/\/wp.me\/P7DMUa-aeV","jetpack-related-posts":[{"id":36652,"url":"https:\/\/businessesgrow.com\/social-media-marketing-strategy\/","url_meta":{"origin":39365,"position":0},"title":"Marketing Strategy","author":"Mark Schaefer","date":"February 11, 2016","format":false,"excerpt":"Marketing Strategy Mark Schaefer literally wrote the book on social media marketing strategy. He has developed social media marketing strategies for some of the world's best-known brands including Adidas, Merck, and the U.S. Air Force. He has also worked with smaller businesses ranging from tech start-ups to a winery in\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"social media marketing strategy","src":"https:\/\/i0.wp.com\/businessesgrow.com\/wp-content\/uploads\/2012\/06\/strategy.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":39294,"url":"https:\/\/businessesgrow.com\/marketing-consulting\/","url_meta":{"origin":39365,"position":1},"title":"Marketing Consulting","author":"Mark Schaefer","date":"September 24, 2016","format":false,"excerpt":"Mark Schaefer is one of the most effective marketing consultants available today, having crafted strategies for large global brands like Adidas and Johnson & Johnson to a small winery in Provence, to non-profits, and even city governments. Mark starts his consulting engagement by immersing himself in your company culture and\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":36649,"url":"https:\/\/businessesgrow.com\/client-list\/","url_meta":{"origin":39365,"position":2},"title":"Client List","author":"Mark Schaefer","date":"February 11, 2016","format":false,"excerpt":"Client List \u201cI find that fundamental marketing practices and insight is transferrable across many businesses and industries. I\u2019ve had rave reviews from both start-ups and important multi-nationals. Here is a partial list of some of the great companies I\u2019ve worked with over the last few years. I hope to be\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":39363,"url":"https:\/\/businessesgrow.com\/marketing-consulting\/case-study-finding-leverage-crowded-market\/","url_meta":{"origin":39365,"position":3},"title":"Case study: Finding leverage in a crowded market","author":"Mark Schaefer","date":"September 30, 2016","format":false,"excerpt":"\"The work with retail influencers created extraordinary new demand for the product. Retail partnerships increased 180 percent in 12 months.\" Business situation The client was a global retailer who was a late entry into the extreme sports marketplace. The company had strong brand recognition but no social media presence among\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":39367,"url":"https:\/\/businessesgrow.com\/marketing-consulting\/case-study-breaking-stagnant-b2b-sales-situation\/","url_meta":{"origin":39365,"position":4},"title":"Case study: Breaking through a stagnant B2B sales situation","author":"Mark Schaefer","date":"September 30, 2016","format":false,"excerpt":"\"Once we discovered the problem, the solution was easy: Re-invest in the sales force.\" Business situation A Fortune 100 company was a distant third in sales in a $5 billion category. The primary focus for our client was highly-engineered medical devices with extremely high profit margins. Even a 1 percent\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":36673,"url":"https:\/\/businessesgrow.com\/services\/corporate-social-media-workshops\/","url_meta":{"origin":39365,"position":5},"title":"Corporate Marketing and Social Media Workshops","author":"Mark Schaefer","date":"February 16, 2016","format":false,"excerpt":"Mark Schaefer has conducted marketing and social media workshops for some of the most recognized brands and organizations in the world. Thousands have enjoyed his entertaining and hands-on approach to education\u00a0across\u00a0many industries: Government (UK government, State of Tennessee, Institute for International and European Affairs) Associations (National Association of State CIOs,\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"jetpack_sharing_enabled":true,"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/businessesgrow.com\/wp-json\/wp\/v2\/pages\/39365","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/businessesgrow.com\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/businessesgrow.com\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/businessesgrow.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/businessesgrow.com\/wp-json\/wp\/v2\/comments?post=39365"}],"version-history":[{"count":0,"href":"https:\/\/businessesgrow.com\/wp-json\/wp\/v2\/pages\/39365\/revisions"}],"up":[{"embeddable":true,"href":"https:\/\/businessesgrow.com\/wp-json\/wp\/v2\/pages\/39294"}],"wp:attachment":[{"href":"https:\/\/businessesgrow.com\/wp-json\/wp\/v2\/media?parent=39365"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}