Content Marketing Lessons From Dogfish Head Craft Brewery

Homemade BeerMy last day of vacation in Rehoboth Beach presented a great content marketing lesson courtesy Dogfish Head Craft Brewery’s brewpub. Imagine craft beer pouring on some great social media ideas! How could life be so good to a social media marketer?

The Dogfish brewpub’s fresh and creative approach to craft beer creation provides a wonderful lesson for us all on to take an off-centered look at our own content marketing strategy.

Four-pack Of Off-Centered Homemade Content Marketing Inspiration From Dogfish Head Craft Brewery

  • Brew Up Small Batches Of New Content To Test. The Dogfish Head brewpub regularly tests micro-batches of craft beer. They want to see how the hard-core and tourist visitors take to new ideas like Choc Lobster, a craft beer made with chocolate and lobsters, or Stewed Ale, made with two pounds of lean beef and ground mustard with each beer batch. Our lesson learned is that we all should be integrating new content ideas to see how it performs with our readers and followers! We need to be always be thinking about tasty new content!
  • Collaboratively Develop Your Content Ideas. New craft beer ideas don’t always come from the same place! Phyllosophy, a micro-batch craft beer that (off) centers around a recipe for Baklava, was brewed up by a front-line Dogfish Head brewer and two engineers; not your typical product developers. There is a content marketing lesson just a hop away for all of us. Ideas for new content to try, such as micro-infographics or memes, are as close as your team and coworkers!
  • Listen To How Your Followers Guzzle Down Your New Content. When Dogfish Head brews up their new craft beers they pay attention to how their pub patrons drink up their ‘liquid content’. Do they order a second round? Do they offer an opinion to their server? For example, I loved the Phyllosophy, but not so much of a fan of the Stewed Ale. Our content marketing lesson is to always be measuring how the new content ideas that we are testing are consumed.
  • Integrate Your New Ideas Into Your ‘Best-Selling’ Content. Dog Fish has some tried and true home run brews, like the Punkin Ale, one of the better pumpkin craft beers on the market! I was at their brewpub on ‘opening day’ for the first pour of the season. However, the crafty twist on this first pour was that it was infused with clove and spices, which was delicious! I returned the next day and that variation of Punkin Ale was, unfortunately, not available. The content marketing lesson learned is that we need to think about putting a twist on our top-performing content to deliver an over-above-the-expectation to our readers.

If you are a Dogfish Head fan, is there another content marketing lesson you can share? If so, please share them below. Or, contact me directly at MarketingThink.com or on Twitter @GerryMoran.

Looking for some other ways that craft beer provides inspiration to your social media or content marketing? You might enjoy these posts:

  1. How To Use Social Media To Promote Your Craft Beer Bar
  2. What Does A Beer Pairing Dinner Have To Do With Social Media
  3. Hop To It! Your Business Should Be Instagramming
  4. Crafty Social Media Ways To Make Your Marketing Work Harder

If you are ever looking for content marketing inspiration, you need to hop on over to the Dogfish Head Brewpub in Rehoboth, Delaware, where their craft beer should let you tap into some great ideas. If not, there’s likely some great ideas bottled up at your local bottle shop!

Gerry Moran is a global social media and content marketer. He is a marketing strategist, entrepreneur, educator and mentor with close to 30 years experience with iconic brands like Purina HBO, IKEA, and SAP. He’s also worked for award-winning digital advertising agencies like imc2, Whitman-Hart and Digitas. Gerry also founded a boutique marketing agency and has been an adjunct professor for over 10 years for St. Joseph’s University.
Gerry Moran

3 Comments

  1. Mark Hogan

    Gerry,

    Great post, Dogfish is a brand the understands content marketing.

  2. Pingback: T-W-I-T-T-E-R for You | Mindful Marketing

  3. Jeff Morgan

    Really enjoyed this post, Gerry. Got me thinking about dfh’s different brews for different audiences, moods, and settings. A 60 Minute IPA is a nice (exceptional) beer to enjoy sitting at the bar any time, but a 120 Minute is a bit more rare to find, and something to savor and take time with – both in craft and consumption. Just like it’s important to get your social media posts and short blogs out regularly for everyday consumption, but it’s also useful to take the occasional deep dive into a white paper, long-form post, video, or other more in-depth, unique, and scarce content.

    Just some drink for thought. Thanks for posting and sharing your expertise. I’m more of a Dewey Beach guy myself, but certainly looking forward to getting down to the area this summer (especially on such a cold day as today).

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