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Conquering the Content King and Distribution Queen:
Information Strategy and Management in Today’s
Digital World
#estoKQ
Paul BencivengoMarketing and Communications
Director
Visit Bucks County
Katie CookDirector of Digital Marketing
Austin Convention and
Visitors Bureau
Emily ForshaContent and Digital Community Manager
Travel Oregon
Bill Karz Vice President Digital Marketing
Los Angeles Tourism and
Convention Board
Kevin KriehnGroup Creative Director
BVK (Maine Office of Tourism)
Joe VargoInteractive Marketing Strategist
Experience Columbus
#estoKQ
What is Content Marketing?
“Content marketing is the marketing and business process for
creating and distributing relevant and valuable content to attract,
acquire, and engage a clearly defined and understood target
audience – with the objective of driving profitable customer
action.”
--Content Marketing Institute
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--Troy Thompson, Travel2dot0.com
“Content marketing success is not having the
most content, but rather content that clearly
answers a consumer’s need.
Content that entices travel.”
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AustinTexas.org
Austin Insider Blog
Enewsletters
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Travel Oregon’s Content
StrategyEmily Forsha
@emilyforsha
Too Much Content
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Not Enough Content (Personalization)
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(Source: PhoCusWright. “Loco Over Local: Four Trends That Are Reshaping Tourism”)
editorial objective:
Destination Curators
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Platforms + Content
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Social Stories
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Partnerships
Editorial Calendars & Tracking
See a sample Editorial Tracking Calendar from Travel Oregon
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Creative Engagement
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Kevin Kriehn
Group Creative Director, BVK
(Maine Office of Tourism)
Bad news.Good news.
Creative Engagement
Deliver a meaningful experience.
Add value to their lives.
Resonate on an emotional level.
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2
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Bill Karz
Vice President, Digital Marketing
Los Angeles Tourism and Convention Board
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Conquering the Content King and Distribution Queen
1. WHO is Your Audience?
2. WHERE is Your Audience?
3. HOW to Get Started?
4. WHY is Content Valuable?
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WHO is Your Audience?
Source: Google
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WHO is Your Audience?
Source: Digitaria
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WHO is Your Audience?
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Source: Digitaria
WHO is Your Audience?
50%OF ALL TRAVEL SPEND
BY 2020 WILL BE
DRIVEN BY MILLENNIALS
180BESTIMATED 2014
TRAVEL REVENUE
BY MILLENNIALS
6of10MILLENNIALS SAY THEY
WOULD RATHER SPEND ON
EXPERIENCES
“More than 80% of millennials expect brands to develop content for them.”
Source: Edelman & Boston Consulting Group#estoKQ
WHERE is Your Audience?
• Size of Travel Market & Visitor Behavior
Volume of Visitation
Average Visitor Spending
Forecasted Growth
• Ease of Doing Business & Access
Marketing Costs (relative expense, ability to
breakthrough, brand equity)
Visa Waiver Status
Air Access and Future Expansion Opportunities
• Economic Stability & Outbound Travel Volatility
Resilience and Return on Investment
• Alignment with Brand USA and Visit CA
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WHERE is Your Audience?
• Markets that are large and have long term
growth potential require comprehensive support
Canada, China, Australia
• Markets that are large, but have matured will
continue to receive sustaining support
Mexico, United Kingdom, Japan – Tier 1
France, South Korea, Germany – Tier 2
• Markets that continue to show high potential will
become investment markets
Brazil
Middle East/Gulf
India
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HOW to Get Started?
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HOW to Get Started?
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HOW to Get Started?
Stakeholder
Consumer
SEO
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HOW to Get Started?
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HOW to Get Started?
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WHY is Content Valuable?
1MVISITS
230ARTICLES
4,347VISITS / ARTICLE
$250COST PER ARTICLE
$58KCOST PER YEAR
$.06COST PER CLICK
$300,000DIRECT VALUE OF CONTENT
BASED ON AVG $.30 CPC
4:1 ROI
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WHY is Content Valuable?
$100MVISITOR SPENDING
IMPACT FOR
LOS ANGELES
48,000INCREMENTAL
TRIPS TO LOS
ANGELES
75%IMPROVED THEIR
PERCEPTION
OF LOS ANGELES
85%VISITED LOS ANGELES
AFTER USING
THE WEBSITE
67%FOUND THE SITE
THROUGH
SEARCH & SOCIAL
27,000ADDITIONAL DAYS
IN
LOS ANGELES
5,000,000WEB, SOCIAL & EMAIL
UNIQUE SUBSCRIBERS
POTENTIAL VISITORS
Source: Destination Analysts Website & Facebook Study
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Joe Vargo
Interactive Marketing Strategist
Experience Columbus
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Content Strategy: Experience Columbus Background
Experience Columbus: Emerging Destination
Goals for Social Media: Engage and activate visitors, Make up for site
traffic lost to Google
Hub: Blog (experiencecolumbus.com/blog)
Other Channels: Facebook, Twitter, Instagram, YouTube, Pinterest
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Content Strategy: Experience Columbus – Analysis Tools
Content Audit
Goal: Create more engaging content
Time Investment:1 day
Frequency: 2x/year
Competitive Analysis
Goal: Interpret success
Time Investment: 6 hours
Frequency: 2x/year
Monthly Reporting
Goal: Assess progress, change courses quickly if needed
Time Investment: 1 hour/month
Frequency: Monthly
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Content Strategy: Experience Columbus – Content Audit
Content Audit:
What content is working?
What content is falling flat?
How can we manage relationships
while shifting to better content?
We Measured:
Page Views
Time on Site
Bounce Rate
Social Performance
Passion Index
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Content Strategy: Experience Columbus Content Audit
What we learned:
Our blog has seen a 200% increase in traffic year-over-year. When we looked
deeper we found:
• Posts about a single attraction or restaurant underperformed
• Posts written by guest bloggers were among the least-read
• Posts focused on lists and tips were the most-read
• 25% of our content brought 60% of our site traffic
• The worst-performing 30% of posts brought just 7% of site traffic
• Your mileage may vary
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Content Strategy: Experience Columbus Content Audit
How we changed gears:
We are extremely selective and hands-on with guest bloggers
When partners ask for a feature, we incorporate their message into a post with a
broader theme – less content, but many more readers
We write more evergreen content so we can promote it longer
We plan editorial calendars quarterly to capitalize on trends and focus efforts
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Content Strategy: Experience Columbus Competitive Analysis
Competitive Analysis:All our measures are up - but are we doing as well as we think?What can we learn from other DMOs?
Analysis Components:Platforms and social channels you’re active on, and others that are commonly used in your industry.Community size is helpful to track, but interactions are more meaningful to reportStaff deployment and budgets
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Content Strategy: Experience Columbus Monthly Reporting
Monthly Reporting:
Keep internal stakeholders up-to-speed;
make it engaging and easy
Give context for numbers
Show progress on goals
Use the results to refocus efforts
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Paul BencivengoMarketing and Communications
Director
Visit Bucks County
Katie CookDirector of Digital Marketing
Austin Convention and
Visitors Bureau
Emily ForshaContent and Digital Community Manager
Travel Oregon
Bill Karz Vice President Digital Marketing
Los Angeles Tourism and
Convention Board
Kevin KriehnGroup Creative Director
BVK (Maine Office of Tourism)
Joe VargoInteractive Marketing Strategist
Experience Columbus
#estoKQ