Content marketing is a buzzword that has commanded the limelight over the past year, and brands in every industry are realizing the ROI in creating valuable assets—such as articles, videos, webinars, and white papers—as marketing tools to attract and retain customers.
A less obvious version of content marketing are magazines created by brands to tell their story within a broader themed context. You may also know it by the name “custom publishing.” If you’ve ever picked up the in-flight magazine on an airplane, or thumbed through your college alumni magazine, you’ve seen this version of content marketing.
A long-standing professional goal of mine has been to write a column. What surprised me is where the opportunity ultimately presented itself — Hudson Valley Wine magazine. Wine is not a specialty of mine, and I’m as “casual” a wine drinker as you can get. However, I do love to tell stories of the people and places of the Hudson Valley, and this column lets me do that. In “Talking Terroir,” I’ll interview my region’s tastemakers, trendsetters, culinary champions and wine pros to find out what they’re drinking now, and get their take on the area’s wine scene.
You can read my first column from the spring 2013 issue here.