Crafting Compelling Content

About

Crafted Taste sells cocktail kits by mail, with both a la carte and subscription-based offerings. Each high-end kit has the ingredients needed to make 12-16 servings and features two or more drinks to make. Shoppers can choose from a mixers-only kit, a full kit with alcohol, or a premium kit that includes an additional bottle of alcohol.

Challenge

The cocktail kit delivery e-commerce space is crowded. While Crafted Taste has many differentiating features, including premium alcohol and craft ingredients, the company needed to find a way to stand out on the search engine results page and ensure that readers were spending time getting to know their brand.

Solution

The NetElixir team identified top-selling kits to include in blogs as well as important keywords that shoppers in the space were searching.

In developing blog topics, the NetElixir team researched trending topics and considered user intent. We learned that many people turning 21 don’t want to celebrate with just any alcohol; they want to mark their day with something special and unique. Signature cocktails, which have been growing in popularity as part of weddings, were a perfect opportunity to capitalize on a trend in a new and exciting way.

This research led to two blogs: “Creating A Signature Cocktail For Your 21st Birthday” and “The Perfect Girls’ Night Cocktails.” While the average time on page for Crafted Taste is 54 seconds, the TOS for the girls’ night blog was 1:17 and the 21st birthday blog 3:09. In addition, both blogs are ranked highly on Google, with the 21st birthday blog appearing on the first page of results for multiple queries.