Role Overview
The role of the Social Media & Digital Content Creator is responsible for curating and
executing a refined digital presence that reflects the heritage, craftsmanship, and
contemporary relevance of Blaauwklippen. This role blends strategic thinking with
creative execution to elevate brand perception, grow audience engagement, and
drive visitation and sales across digital platforms.
Key Responsibilities
1. Content Strategy & Planning
• Develop and implement a monthly content calendar aligned with campaigns,
events, and seasonal activities.
• Translate the brand’s heritage, wine offering, and lifestyle experiences into
compelling digital storytelling.
• Maintain a consistent, premium tone of voice across all platforms.
2. Content Creation & Execution
• Capture and create high-quality visual and written content (photos, videos,
reels, stories).
• Execute content shoots on the farm (wine, food, landscape, events, people).
• Collaborate with influencers.
3. Platform Management
• Manage all key platforms (Instagram, Facebook, and LinkedIn).
• Schedule and publish relevant content consistently.
• Ensure all profiles are up to date and aligned with current brand guidelines.
4. Community Engagement
• Actively engage with followers through comments, messages, and mentions.
• Build relationships with the Blaauwklippen community, influencers, and
guests.
• Monitor brand sentiment and respond in a timely, professional manner.
5. Campaign & Event Support
• Promote key estate events (markets, tastings, blending competition, seasonal
experiences).
• Create pre-, during-, and post-event content.
• Support product launches and special releases (e.g., House of Zin, flagship
wines).
6. Influencer & Collaboration Management
• Identify and manage collaborations with relevant influencers and brand
partners.
• Coordinate visits, content creation, and deliverables.
7. Analytics & Reporting
• Track performance across all platforms.
• Provide monthly reports with insights and recommendations.
• Continuously optimise content based on data.
Key Performance Indicators (KPIs)
Growth & Reach
• Monthly follower growth rate (target: 3–7% depending on platform)
• Reach and impressions per post
• Growth in non-follower reach (brand discovery)
Engagement
• Engagement rate per post (likes, comments, shares, saves)
• Story engagement (completion rate, taps, replies)
• Video performance (views, watch time, completion rate)
Content Output
• Minimum number of posts per week (e.g. 3–5 posts + daily stories)
• Reels/video output (minimum 2–3 per week)
• Consistency and adherence to content calendar
• Authentic content, no stock or artificial intelligence.
Community Management
• Response time to comments and DMs (within 24 hours)
• Positive sentiment rate
• Growth in community interactions (shares, tags, UGC)
Campaign Performance
• Event promotion performance (clicks, RSVPs, ticket sales where applicable)
• Product campaign engagement and conversions
• Influencer campaign ROI (reach, engagement, content quality)
Website & Conversion Impact
• Traffic driven from social media to website
• Conversion metrics (bookings, purchases, inquiries)
• Click-through rate (CTR) on links
Key Skills & Experience
• Degree in Digital Marketing
• Strong visual storytelling ability (luxury/lifestyle brand experience preferred)
• Experience in social media management (2 - 4+ years)
• Photography and videography skills (this is a MUST)
• Copywriting with a premium, brand-sensitive tone
• Understanding of wine, hospitality, or tourism industry
• Proficiency in tools such as Meta Business Suite and Adobe Suite
• Analytical mindset with the ability to interpret performance data
Success in This Role Looks Like
• A cohesive, recognisable digital identity for Blaauwklippen
• Increased foot traffic to the estate driven by social media
• Elevated brand perception as both historic and contemporary
• Strong, engaged community that advocates for the brand
• Consistent, high-quality content that reflects the estate’s heritage and
innovation