Best Practice

Make It Easy for Writers to Write About You

Marketing and PR are essential to almost every business. Whether you manage them yourself or work with an agency, or a combination of both, s up to you. What matters is how easy you make it for others to talk about your brand.

If you’re using Asset Sharer, you’re already thinking ahead. You’re reducing friction and helping writers access everything they need in one organised place. The easier you make it for writers, the more likely they are to include you in their stories.

To help you get the most out of the platform, we’ve put together this simple Best Practice guide.

1. Organise Your Galleries Clearly
Create separate, clearly labelled galleries for different types of content. For example, a winery might have galleries for:
– Vineyard
– Winery & Cellar
– Team
– Lifestyle & Events
– Product Shots
– Press Releases
– Supporting Files

Files such as product data sheets can appear in both the product gallery and the files gallery. The goal is to help writers find what they need instantly, without guesswork.

2. Name Your Files Properly
Avoid generic file names. Instead, name images descriptively:
– Falls Block vineyard
– Falls Block at sunset
– Jane Smith – Head Winemaker

This gives writers context and allows them to credit people and places accurately. If the image features people, include their names and roles in the file name or accompanying caption.

3. Provide a Company Bio
Include a short overview of your business with key facts and milestones. Consider adding:
– Year founded
– Ownership structure
– Size (e.g. acreage, production volume)
– Notable achievements
– Key people

This helps writers quickly understand your background and find useful facts for their article.

4. Share Ready-to-Use Quotes
Writers often work to tight deadlines. Having a document of broad, relevant quotes is incredibly helpful. These might include comments on:
– New wines or product launches
– Packaging or label changes
– Market conditions or trends
– Vintage summaries
– Sustainability efforts
– Awards or milestones

The more you give writers to work with, the more inspired and accurate their coverage will be.