Online wine club Club W "does an incredible job with content marketing," according to Courtney Herda, CEO of digital marketing firm Smarter Searches. Its various products are well explained and include food-pairing and tasting notes. The sales funnel process starts with an interactive quiz to match customers with the right wines. The blog uses topical events, such as the Rio Olympics, and provides content that answers user questions, such as "Screw caps or corks?"
Herda says Club W uses infographics and video to explain the wine club process, as well. It also encourages user ratings and reviews, and uses social engagement to stimulate user-generated content. Club W "makes its customers smarter, more informed, and more educated about wine, so they can make better decisions in the purchase process," she says.