There are many writers out there that would give anything to muse about wine as a day job.
So it may come as a surprise to many that Vinomofo’s content strategist Rosa Nguyen says she knew little about the drink when she started at the company in 2013. Like most of her former content roles, she expected to learn on the job – albeit one glass at a time.
Bottles later, she rose to the challenge. Over five years, Nguyen not only became a wine nut, but a key figure in managing the personality of one of Australia’s most memorable startup brands.
Now, leading a team of three, Nguyen’s maintains the company’s social channels and nurtures them with up to five pieces of insightful, no-nonsense wine-related content a week. While maintaining utmost respect for senior wine writers out there, Nguyen says that part of her job is “translating” tomes of wine guff that make no sense to the average Australian.
“I’m sure you’ve heard our slogan, ‘no bowties and no bullshit’,” Nguyen says, explaining her role.
“We want to break down the barriers and show the world that you can be a wine pro and not be uppity about it. We tell you about the wine like it is, without the embellishments.”
Her work has seen Vinomofo gain a remarkable audience for its content and social channels, and placed it as a leader in its category. It promotes its offers and advice to an audience of over 130,000 users on Facebook, 30,000 on Instagram and 15,000 on Twitter. The blog itself -– the heart of the strategy – averages over 10,000 page views per month. Crucially, the work of Nguyen’s team has been linked to wine sales and conversions in the business -- overcoming the common hurdle most founders face when deciding to invest in content.
Her results to date really came about as a result of the evolution of her role. Nguyen joined Vinomofo at an interesting turning point for the company, months before its well-documented split from CatchOfTheDay Group. At first, she had little to do with its blog.
“I was hired as a Content Coordinator,” Nguyen explains.
“Which meant that I was creating all of the social media content – managing the community – managing the website, looking after emails and also assisting with copywriting for product deals.””
She adds that at this point in the company’s growth, the marketing 'team' was actually Vinomofo’s CEO and Co-Founder, Justin Dry.
The ‘Mofo’ tone – that the company is known for – was baked into the content from the beginning. Nguyen says it was started by the founders, but reinforced through hiring the right people to manage their communications and encouraging them to ply their own style to the brand.
A shift in SEO and social media algorithms ultimately led Vinomofo to refocus Nguyen’s role. Vinomofo was pumping out wine deals through social and email. But with fewer eyeballs on them saw diminishing returns.