Overview

This is an overview of digital and content marketing for tea companies who would like to grow their business.

Marketing Foundations

Marketing Strategy 

A marketing strategy, or marketing plan, starts with a clear understanding of why you’re in business and how your company delivers value to your customers. It highlights your marketing goals and the marketing tactics you’ll use to achieve business growth.

You need to have a clear mission, vision and values, and a clearly defined value proposition and purpose. A good strategy is the rock on which you build your tea company. Beyond understanding your tea business’s unique particulars, a great strategy shows an understanding of your target customers, competitors, and market. A marketing plan highlights your unique place within the loose leaf tea market. 

Your strategy provides the context for making choices in spending your marketing budget. It also provides critical clarity into how your tea company will connect its tea products to its target audience.

Branding

Branding goes far beyond your logo, which is your visual identity. Branding is the perception of your tea business within the market, including your imagery and content. Great branding is consistent from a potential customer’s first impressions through to their post-purchase experience.

The first step in creating a brand is cementing your logo design, selecting your colour palette, and establishing brand guidelines. This is the most straightforward element of branding; it’s how you will visually communicate your brand identity to the market.

Yet building a strong brand requires a more sophisticated approach to branding your business. You must have a strategy and brand purpose - a mission statement. 

Defining your tea company’s values, voice, and personality isn’t something you do every day; bringing it to life is. You need to be clear on three aspects of branding: positioning, communication guidelines, and visual standards. A brand strategy gives you that clarity.

Digital Marketing 

A digital marketing strategy is broader than a content marketing strategy. It takes into account things like pay-per-click (PPC) advertising, user experience, and analytics. 

Diagram of the digital marketing environment, including many topics such as SEO, content marketing, influencer marketing, email marketing etc.

Content Marketing 

Content marketing is creating and sharing materials online that don’t explicitly promote your tea brand but stimulates interest in your products or services.  

A content marketing strategy is more specific. It defines who your audience is, what types of content you will produce, and takes competitive analysis into account. 

When you think about content marketing for your tea business, you should conceptualize it as three steps. First, you need to decide how you want to invest in content marketing and create the necessary documents, such as a marketing plan, digital marketing strategy, content marketing strategy, and (in some cases) a specific social media strategy. Then you need to understand the content building blocks and how to use them. Finally, you implement the areas of ongoing focus within your tea company’s content marketing efforts. 

Content marketing campaigns can strengthen your tea brand’s marketing by influencing the kind of content your audience is paying attention to. 

Mackenzie Bailey, founder of Steeped Content, is on this website discussing digital and content marketing.

"As a digital marketing professional, specializing in serving tea companies, I have a unique perspective into the challenges retail tea businesses face communicating their brand and differentiating their product line. After examining over 150 tea retailers’ sites, one crucial marketing issue in the tea industry is an abundance of weak, relatively homogeneous content. Recipes abound, but insightful, well-researched, credible content is scarce. This means that many tea brands miss the opportunity to connect with their audience in topics they are interested in, such as tea’s health benefits. However, this void is an opportunity for actors across the tea vertical -such as farms, wholesalers, associations and retail brands- to capture traffic and grow the market and their bottom line by stepping forward to provide exceptional content to their audience."

A photo of Mackenzie Bailey, the founder of Steeped Content, smiling warmly, with her hands on her hips, looking at the camera.

Mackenzie Bailey,
Founder, Steeped Content

Upfront Investment in Content Marketing

The upfront investment you make in content marketing can be broken down into three parts. First, you need to create a content marketing strategy. Second, you need to consider if and how you’re going to use storytelling on your tea company’s website. Third, you need to specify what role research, content creation, and content curation will play in your content marketing efforts. 

Storytelling 

Storytelling codifies the values of a culture, explores the conflicts faced by people, and examines identity. Stories are tools that enable the story sender and the story receiver to make an emotional connection and can create empathy. Our decision-making process is, in part, based on emotions. Therefore, influencing emotions within stories and using stories to shape decisions is a powerful force. 

Stories can give meaning to objects, allowing businesses to create more intangible value in their products. Emotions drive a measure of our decision-making process, and storytelling is a powerful tool that tea businesses can use to drive sales. 

Mackenzie Bailey, founder of Steeped Content, is on this website discussing digital and content marketing.

“About pages on websites usually speak about the founder's spark, which created the company. Two opportunities to further enrich such pages exist,” advises Steeped Content’s Mackenzie Bailey.

“If a brand’s purpose and proposition are clear, it can be reduced to a single adjective; Steeped Content’s adjective is transformation.

✔ First, you want to define your brand’s adjective with draconian simplicity, then include that specific adjective in your About page.

✔ Second, you want to cement your brand in the eyes of consumers as instantly understandable. You can do this by incorporating a brand archetype and storytelling techniques on the About page. Steeped Content, for example, reflects the magician archetype.

You want to ensure your unique adjective and archetype are reflected in the About page and aligned with your content marketing strategy.”

A photo of Mackenzie Bailey, the founder of Steeped Content, holding tea. Mackenzie Bailey specializes in digital and content marketing.

Mackenzie Bailey,
Founder, Steeped Content

The Five Content Building Blocks 

1) Blogs

A blog post is a piece of writing or other items of content posted on a blog; they are foundational, textual assets.

An infographic with eight statistics about blogging, and how that fits into a brands digital and content marketing strategy.

“Tea bloggers serve as an important bridge between consumers and the industry. Specialty tea is still a tiny section of the market, so there is a wide gap in product knowledge.”

Nicole Wilson, Blogger for Tea For Me Please speaks to the importance of blogging for Steeped Content.

Nicole Wilson,
Blogger, Tea For Me Please

2) Email Marketing

Email is a channel for direct marketing to promote your business’s products to an engaged collection of subscribers. Email marketing campaigns play a vital role in driving customer engagement and purchases. It is one of the most powerful tools for generating long-term brand awareness and product demand. Businesses need to build in-house expertise or work with a digital marketing consultant to leverage email marketing.

Newsletters are a type of email that informs your audience about a product, promotion, or content of which your brand wants to make them aware. Newsletters are opt-in and can be strengthened with marketing automation.

An infographic with five statistics about newsletters and email marketing, and how it fits into a brands digital and content marketing.

3) Images 

Images are visual assets produced for digital display. For content marketing, images include photos, illustrations, and infographics. Images are highly shareable visual assets, particularly infographics.

An infographic with five statistics about infographics, and how it fits into a brands digital and content marketing.

4) Videos

Video is a recording of moving visuals made and distributed digitally. Video content is a highly engaging visual asset.

An infographic with six statistics about video content, and how it fits into a brands digital and content marketing.

5) Podcasts

Podcasts are digital audio files made available on the Internet and often downloadable. Podcasts are delivered as a series of new instalments that subscribers automatically receive.

An infographic with five statistics about podcasting, and how it fits into a brands digital and content marketing.

“I don't have a separate purpose for the podcasts, it's pretty much the same content as the website but just in audio form. The difference is that I prefer to have a recorded interview instead of just showing the text.”

Ricardo Caicedo, Blogger and Podcaster for My Japanese Green Tea speaks to the importance of podcasting for Steeped Content.

Ricardo Caicedo,
Blogger and Podcaster

Areas of Ongoing Focus in Content Marketing 

Writing, Editing and Updating Content

Several factors go into writing well, like writing in an active voice, being concise, and making your information accessible to your reader. Editing is a crucial element in creating strong content. This is where copywriting expertise can be hugely valuable to tea businesses looking to produce high-quality written content. 

Updating previously published content is a crucial tactic in search engine optimization (SEO); 34% of bloggers say that updating content produces strong results. Google likes fresh content and has a special QDF (query deserves freshness) ranking factor, giving prominence to new content in search engine visibility. Updating old content by making material changes can also signal a degree of freshness to Google. 

Hiring an expert to update your blogs is advantageous because competition for keywords and your domain score (the ‘strength’ of your website) changes over time. Working with an expert ensures you’re most likely to get the best results in search.

Older blog posts that are well-written and content-rich can account for substantial traffic to a site. HubSpot, a pioneer of inbound marketing, found that 70% of their site's traffic came from posts not published that month, for example.

For tea businesses launched by non-native English speakers, writing naturally and masterfully in English can be challenging. If your target market is English speakers, it’s worthwhile to work with a copywriter who’s highly proficient in English.  

To this end, I provide some pro-bono copywriting services for tea farms and tea factories when possible. If you feel that you may be a good candidate for this free service, please go through the qualification process. 

Analytics 

Analytics is the decision support tool your tea company needs. It lets you analyze and understand how your brand is performing on various digital marketing channels. Regular reporting and action are required. The two most important metrics are, total traffic and conversion rate; focus on these. 

First, you need a clear line of sight on your visitors and overall traffic levels to know how people behave on your website. 

Next, you need to have a clear understanding of your tea site’s traffic sources. Understanding traffic sources gives you insight into where your visitors are coming from. It also gives insight into which of your promotional channels, keywords, and campaigns are working well for you. 

Then, you need to have insight into your content performance. This means understanding which are your top-performing pages and what pages are increasing and decreasing in traffic. You want to protect and expand your page’s “market share,” so your tea brand is positioned to grow. 

Finally, you need an expert obsessed with conversions because total traffic multiplied by your conversion rate equals your success.

Search engine optimization (SEO)

Search engine optimization (SEO) increases the quantity and quality of traffic to your website through organic search engine results.  SEO is broad and breaks down into three distinct buckets: technical SEO, on-page SEO, and off-page SEO. Your website needs expertise and regular action in each of these three aspects of SEO to be successful. 

Search engines can be a stable source of consistent traffic. SEO requires technical knowledge, upfront investment, careful writing, time, and backlinks for a successful site. It’s a long-term commitment, but it is enduring value to your brand awareness, and the bottom line is considerable when achieved. 

An infographic with fifteen statistics about SEO; it defines what on-page SEO, technical SEO, and off-site SEO are, and lists examples

Keyword Research

Keyword research is a core SEO task involving identifying popular words and phrases that people enter into search engines, like Google. Keyword research aims to figure out what keywords your tea company should try to rank for.

You should select keywords based on search volume, competition, relevance, and attainability. All of your content marketing should align with keywords most beneficial to your tea company.  

Your keywords and topics of focus should align with your overarching strategy. Your strategy should be applied consistently to every piece of content, whether it’s delivered on your eCommerce site pages, blog posts, videos, or infographics.

A diagram depicting how you pick what keywords are right for you, which applies The Golden Circle, and providing examples.

Guest Posting 

Guest posting is writing and posting on someone else’s website’s blog. As a successful tea business, your content should not be limited exclusively to your website. 

You should make high-quality content and give it to relevant blogs within the tea industry. Doing so is good for your branding and SEO. It allows you to put your tea company’s message in front of a new audience. It also deepens your relationship within the closely connected tea industry.

An infographic with eight statistics about guest posting, and why it’s important to digital and content marketing, and how brands do it.

Press Coverage 

Public relations and press coverage are great opportunities for link building, which your tea business should be aware of.  Skillful content marketing treats internet press coverage as a vital business pipeline. Digital media press coverage is incredibly valuable to smaller, growing tea brands because it gives public legitimacy to your brand.

Post-Purchase Marketing Opportunities 

Post-purchase behaviour is how your customer thinks, feels, and acts after buying something from you. 

How customers feel about your tea companies’ brand and products purchased affects whether they (and those with whom they speak) become repeat customers and buy from your brand in the future. 

Post-purchase marketing is an opportunity to manage the influence of a customer's voice when they speak about your products. Post-purchase marketing aims to turn existing customers into brand advocates through product reviews and social sharing. For tea businesses, one crucial aspect of post-purchase marketing is showing tea products within their context of consumption - using your teaware and drinking tea. 

Excellent content marketing strengthens post-purchase marketing. By curating content, such as reviews and social media posts, a tea company can amplify your customers’ satisfied voices by sharing the content. Having a post-purchase marketing strategy can expand your tea business’s customer base, and improve customer retention, acquisition, and customer loyalty.

Social Media 

Social media connects your tea business with your audience to drive website traffic and build your brand. It’s a powerful tool in a tea company’s marketing arsenal. Exceptional social media marketing enables sales, strengthening your position in the market. It’s brought together in a social media strategy, which may include strategies for specific digital channels, like Facebook, Twitter, Instagram, and TikTok.

Use social media to build real relationships with high-value connections gradually and authentically.  As a tea business, you need to find specific people to connect with, including prospects, bloggers, influencers, and journalists. 

 

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