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Beer, wine and liquor sales rise during pandemic
Spoiler alert: It’s not about you
By Arthur Thomas, staff writer
W H AT IS
T
erms such as content marketing, brand journalism, native advertising and advertorial can be confusing. Aren’t they all the same? Definitely not. Knowing the difference can be the difference between a lackluster and successful marketing campaign. Let’s take a moment to define our terms. According to the Content Marketing Institute, a content marketing approach focuses on creating and distributing valuable and relevant content to attract and retain a clearly defined audience. Successful content marketing, through well-chosen articles, allows the reader to relate to the problem discussed and to see you as a thought leader and expert — someone who can offer a solution to them. The most important thing is content marketing is about your audience, it isn’t about you.
Brand journalism is about you — editorially-driven brand building. It is a unique blend of journalist and marketer, using a brand’s own resources to cultivate interesting stories that people actually want to read. Well done, it should increase a brand’s trust and influence. Companies can thrive when readers choose to organically engage and share their brand’s original content. But it takes time to build a reputation and an audience. One type of brand journalism is native advertising. Native advertising refers to the use of paid advertising that matches the look and feel of the hosting media platform. Your “advertorial” (native advertising, or an ad in the form of an article) flows almost seamlessly within the platform. Native advertising has become common in magazines, newspapers and news websites. The key to native advertising is that it is non-disruptive to the media host. It offers advertising content without interrupting the flow of the site’s regular content.
MAGGIE PINNT (414) 336-7127 maggie.pinnt@biztimes.com linkedin.com/in/maggiepinnt BT 360
Content marketing is proven to be one of the most effective forms of advertising. Read more about its potential impact here: https:// contentmarketinginstitute.com/ research/ If you’d like to see how content marketing can fit into your marketing campaign, please reach out —we’d be happy to talk!
THE STORYTELLING ARM OF BIZTIMES MEDIA
8 / BizTimes Milwaukee APRIL 26, 2021
The COVID-19 pandemic brought about many changes to daily life. While summer festivals, tailgates and concerts gave way to Zoom happy hours and limited gatherings in the back yard, there was a higher demand for beer, wine, liquor and ciders in Wisconsin. Data from the state Department of Revenue show how the volume of taxable gallons of alcoholic beverages increased over the past 12 months as did the taxes paid by producers, wholesalers and out-of-state shippers. The data cover year-over-year changes from March 2020 through February 2021, although they do not exactly match the first year of the pandemic because of reporting delays. n
Beer Taxable gallons:147.2 million Volume: +4.7% Taxes collected: +$899,000
Wine Taxable gallons: 15.7 million Volume: +8.2% Taxes collected: +$324,000
Liquor Taxable gallons: 16.8 million Volume: +8.3% Taxes collected: +$5 million
Cider Taxable gallons: 902,000 Volume: +12.2% Taxes collected: +$6,390
