How Jordan Winery Crushed Content Marketing With a Video-Centered Strategy

Lisa Mattson, marketing director and chief videographer at iconic Jordan Winery in Sonoma County, California, shares the challenges and rewards of developing an in-house video program for an established luxury producer in business since the 1970s. Faced with new communication platforms, industry consolidation and decreased exposure due to fierce competition from new wines, Jordan has re-energized its image and excited old and new fans alike while staying true to its roots. This session will cover video program infrastructure, strategy and distribution, as well as a new content marketing segmentation strategy that resulted from Jordan’s video success.

Attendees will:

  • Learn the building blocks of an in-house video program
  • Understand the challenges and benefits of introducing humor into a conservative, luxury space
  • Discover which types of videos and platforms perform best with different audiences
  • See results of Jordan’s recent segmentation revamp and audience-focus strategy for all content marketing

Video Intermediate B2C Marketing
Location: Room 26 Date: September 7, 2017 Time: 11:05 am - 11:50 am Lisa Mattson