Why Passion is the Key to Your Content and Why I Am Back Making Wine Videos

Hey LinkedIn fam,?

Some of you who keep up with my socials might have noticed a few new things I’ve been doing lately. From starting my broadcast channels on Instagram , Facebook , and WhatsApp to live streaming my days on Twitch and YouTube , community building in real time is a major way that everyone reading this can win in 2024. One of the moves I’m most excited about, however, is brand new wine content.?

My new wine show is here – WineText TV – but why did I start it? 18 years ago, I started an online show called Wine Library TV where I would taste different wines and give my unfiltered reviews. It was not only the beginning of my content creation journey, but it played a massive role in growing the success of my father’s business and building my own name and reputation in the wine industry. Now, I’ve decided it’s time to get back to my roots with the present-day version.?

The wine landscape still has a lot of opportunities for people to discover new wines and debunk trendy ones.. But also, I believe that all of you can watch what I’m actually doing with this show and hopefully learn some tactics to take away into your own business or brand-building efforts this year.?

That being said, keep reading for three reasons why I brought back WineText TV:?

1. Pillar Content

Pillar content has been, in many ways, the foundation of my personal brand. In 2006, I started with Wine Library TV. Then, as I moved on to build my own businesses, I created new shows: Q&A forums like The #AskGaryVee Show and Tea with GaryVee , my entrepreneurial vlogs, DailyVee and WeeklyVee (now known as the VeeCap), my garage sale hunting show, Trash Talk , and culture-based hot takes with Overrated/Underrated .?

As my newest pillar show, WineText TV provides me with yet another opportunity to create longform content that can then be clipped into micro moments and distributed across my social media platforms. Not only does this give me more content, those videos can also be run as strategic ads for WineText.com . If you want to squeeze even more juice out of the lemon, you can do what I did – publish your pillar show in both video and audio form to reach a wider audience. Not only can you watch WineText TV on YouTube, but if you prefer to consume podcasts, you can listen to WineText TV with GaryVee on Spotify or Apple Podcasts .

If you’re looking to up your content game this year, developing one or more pillar shows is a great way to scale.?

2. Bringing Value

I get so many emails, DMs, and comments from people asking me, “but what do I make content about?” My answer is simple: talk about what you know. For me, wine was a huge part of my life and career up until my mid-thirties. Before I was known as “GaryVee” or a marketing expert, I was “the wine guy.” It’s why Wine Library TV worked in the first place – the best content comes from sharing your expertise on what you actually know and have lived.?

For many people, this show allows them to get to know me in a different light on a subject they’re not used to seeing me talk about. For others who have been a part of my community since the beginning, it’s a warm welcome back to the content they loved when they were first introduced to me. From total wine newbies to established wine lovers and collectors, I’m able to provide value by creating this content geared towards a very specific niche.?

If you don’t know where to start, ask yourself, “where can I bring the most value?”?

3. Making Content You Care About

Finally, and perhaps most importantly, I started WineText TV because I wanted to. Many people fall into the trap of only making content they’re “known” for, or content that they think will perform well with their audience. Businesses fall into the trap of only making content that’s “on brand.” The reality is, your brand should be about your actual interests and what you like doing. If you can find the cross section between what you like and what’s going on in culture at large, that’s the sweet spot.?

I brought back my wine content because I genuinely love wine. I love that I’m able to try new wines that have risen to popularity in the years since my Wine Library days and share my two cents. I also love that people who were never big into wine might come across the show and be introduced to something new. Of course, I’m thrilled that the show can also drive attention to WineText.com , America’s #1 way to buy wine - by the way, it would mean a lot to my dad, Sasha, if you signed up today!

Ultimately, I’m aware that my wine content might not be for everybody. There are people who follow me for social media, business and marketing content who might not care, however, just like my Jets content or my garage sale content, this wine show is for me. As you continue to post content, it’s important to keep who you are and what you love at the center. That’s what will make posting a sustainable game long-term.?

As always, thank you for reading. I hope today’s newsletter brought you some value. If it did, I’d love to hear from you. Leave me a comment with your biggest takeaway.

• Pre-order my new book , Day Trading Attention: How to Actually Build Brand and Sales in the New Social Media World. Official release: May 21, 2024!
• Join me next week for the Day Trading Attention all-day live-stream ! Wednesday, April 3rd at 10AM ET. I’ll be doing Q&A and giveaways!?
• Join me Monday, April 1st for a behind-the-scenes peek into WineText TV Episode 4 .
• Listen to WineText TV on Apple Podcast or Spotify .