putting content at the centre of your digital marketing
DESCRIPTION
My presentation at the Digital Destinations event for the Tourism Management Institute (May 2012)TRANSCRIPT
Putting content at the centre
of your digital marketing
Jon Munro | Visit Wales
Source | Flickr | Discover Carmarthenshire
“So, first of all a little bit about me”
Source | Instagram | flyjon
30 slides in 20 minutes!
Well no, it’s actually about this lot!
Budgets, targets and strategy £10 million per annum and 35 staff
Delivering £100 million in additional value
Our big focus is improving Wales’ reputation
Awareness, consideration and advocacy …
The ubiquitous marketing funnel
Complexity and engagement
Content that exists on your CMS and social platforms – words, pictures and video
That which exists in related databases – product data for sure but also things like routes and trails
Source | Flickr | Bryn Llewelyn B&B
Digital Marketing … in a nutshell
Content
Distribution
That’s it … simple
Right content
Right person
Right device
Right time
Right action
Source | Flickr | Discover Carmarthenshire
SE
O
PP
C
Soc
ial
PR
UX
Data
Strategy
Content
Develop themes and tell a story
Romantic Breaks in Wales So, what was our starting point?
Our objectives – search visibility, brand awareness and interest We were ranking poorly for terms around romantic breaks …
A joined up approach – SEO, social media, PR, and paid search
“Useful, engaging and sharable content placed in the environments where people were already discussing romantic breaks. Linked back to pages on the Visit Wales website – providing more in depth information but also supporting natural search visibility”
Our Strategy
1. Get our engaged users involved2. Use creative ideas to grab attention 3. Reach out to the right places and join the conversation 4. Find suitable partners and encourage interaction 5. Maintain momentum and support Valentines day
(Supporting visibility through paid search)
Getting engaged users involved
Using creative ideas to grab attention
Reach out to the right places Useful, engaging, sharable and credible content
Find suitable partners Encourage Interaction with key influencers
Maintain momentum
Content Hub – optimised for search
Some Results
Some learnings
Develop themes in line with the brand story you are trying to tell. It will help you innovate, deliver more than the sum of the parts and support consistency across your communications
1
Some learnings
Deliver those themes across multiple channels. Develop conversations and buzz in the short term that help support the longer term and associated strategy. Search visibility is a good example.
2
Some learnings
Leverage existing content assets and repurpose the assets you develop for delivery across multiple channels.
Create once. Publish everywhere. COPE!
3
Some learnings
Commit budget with clear objectives behind it. Think findable, sharable, engaging but above all useful. Leave a bit aside for experimentation. Continue to test and learn. Take calculated risks.
4
Some learnings
Success in digital is often about the sum total of many small parts. It requires a close working relationship between your internal team, agency teams and anyone else you work with.
Create an environment for that to work!
5
The destination content ecosystem
Source | Flickr | HuwNeath
Tag photos,Create
sets/albums Join Groups
Share images
Tourism Business
Visit Wales
A simple case study – sharing images
Check out our explainer videos
The Big Idea Power of tagging and sharing Getting involved via flickr
www.sharewales.com
Final thought
“Collaboration is increasingly becoming the business model of the future. Whilst not impossible, it is going to become increasingly difficult to achieve things on your own. The smartest stuff is often proudly found elsewhere”
Gerd Leonhard, Media Futurist
Share it. Embrace it. Add to it. Make it better
Follow | @flyjonConnect | http://www.linkedin.com/in/jonmunroContact | [email protected] | 0300 061 6124
Thanks
Source | Flickr | Discover Carmarthenshire