Content marketing is the hottest news in the world of marketing today. This month alone Google launched their +1 tool for recommending great content and also announced that they will start tracking and will rank individual content creators (not just the web sites). So how does this apply to you and the adventure travel industry? A strategic online content marketing strategy can effectively bring travel experiences to life (using words, as well as video, images and more) and also establish you and your brand as an expert or thought leader in a specific travel niche. Further, unlike traditional marketing tactics, it’s an outlet over which you have complete control.This webinar, the first in a series on content marketing strategy, will introduce you to the basics of Content Marketing for the Adventure Travel Industry by illustrating how your blog can be the center of your content marketing strategy. Suppliers (properties and operators) and U.S. tour operators can partner to generate outstanding content and the webinar will conclude by offering three tips you can use immediately to start generating outstanding online marketing content.
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1. Content is King!Making the most of your supplier
relationships to enhance marketing strategies.
2. First, what is content marketing? Content Marketing ; a
marketing technique of 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.
3. Content Marketing 101 for theAdventure Travel Industry Use
online marketing outlets to develop your brand and emerge as a
thought leader in your particular niche. ie: Ecotourism best
practices in a particular destination, best guide training
practices, cuisine and development of outstanding culinary
elements, curate art and enhancing dcor in the property, etc. This
applies to both inbound and outbound suppliers, operators and
agents. Partnering and collaborating to share this information will
enhance both of your brands.
4. 5 important steps to creating acontent marketing strategy1.
Know your brand.2. Take a stand.3. How are you going to help your
audience?4. Identify objectives.5. Develop the editorial
calendar.
5. TIP: Content marketing strategyresources
www.socialmediaexaminer.com, tips from content marketing expert
www.junta42.com, great source of content marketing info and access
to outsource services for generating content www.copyblogger.com,
tips on writing good content Content Rules by Ann Handley and C.C.
Chapman
6. The blog is the center of thecontent marketing strategy.
Hereyou will tell your story, bringingyour company and your brand
tolife and attracting ideal businesspartners and consumers.
7. TIP: Marketing is about publishing great content. Great
content always has anobjective. These objectives can be tweaked for
your organization. Web site: Online face of LinkedIn: Connect with
the company, establish professional Blog: Center of all online
content professionals, build individual professional voice and team
personality, house marketing strategy. Identify one main
credentials via recommendations, meet case studies, white papers to
show how your brand lives in the world. objective and audience.
professional contacts via intros, start group conversation
eNewsletters: Establish Also identify your voice for all online You
Tube/Vimeo: regular lines of communication with key audience, offer
quick bits of information communications. Enhance online voice and
spice up content with video to help audience. Goal; 1-3 posts per
week (see detailed Batchbook: Track all editorial calendar)
communications and house master Twitter: Opportunity to interact
database. with broader audience, more high profile contacts. Flikr:
Online storage of images. The HUB: Interact with Adventure Travel
Community, industry thought leaders. Slideshare: Sharing
Engagement: Establish presentations, help establish as strategy to
follow and engage with Facebook (company page): other industry
leaders, trade partners Connectivity and sharing information, high
industry thought leader. and consumers online, ignite Focus on
interaction conversation, including blog Scribd: Sharing white
papers comments, social media comments. Facebook (personal page):
and more. Continue to develop individual online voice.
8. Why Blogs are more important than ever Blogs are yours..they
are where you share news, insight, photos and stories with clients
and with the world. They are not static Blogs offer RSS (real
simple syndication) that larger sites and APPS can pick up Postings
on Facebook and twitter should direct people back to your blog
9. Your TripFeedRSS=
10. Why Tablets are ChangingThings Live Magazine Content pulled
in from sources Create your own magazine (Readers)
11. Your article with avideo/photo libraryattached.
12. Your Feeds: Google Reader to Magazine Format online ex:
Feedly
13. See what your trips look like via a feed
14. TIP: Tap into supplier relationships to createa robust
editorial calendar for your blog. #1: Select suppliers that share
your brands philosophy. Incorporate your suppliers news and updates
into your editorial calendar. Have them guest blog. #2: Use
suppliers video and images liberally. Content marketing is not
limited to written words. #3: Use content created on tour. Have
your suppliers (and guides) as well as clients provide that for
you.
15. #1: Select suppliers that shareyour brands
philosophy.Incorporate your suppliers newsand updates into your
editorialcalendar. Share last minutespecials. Have them guest
blog.
16. Develop a Content Strategy for Shared Content Avoid
duplicate content When duplicate content might be OK? Email
newsletters, webinars etc. Places where you are less focused on
google ranking and more focused on education and sharing. Add value
to re-purposed content: comment, offer insight, aggregate from
various sources to offer a theme. Approval and copyright issues
(Creative Commons Licensing, Linkbacks, references)If you are
repurposing content, know where theoriginal content lives and how
you are linking,posting, sharing with collaborators.
17. #2: Use suppliers video andimages liberally.
Contentmarketing is not limited to writtenwords.
18. Ask for Videos to be unbranded: Create and sharerelevant
videos in one playlist
19. #3: Use content created on tour. Haveyour suppliers (and
guides) as well asclients provide that for you. Timely, gets people
engaged Work with guide to send photos/videos/text daily
edit/curate the text to ensure brand quality Post daily to
blog/tweet/facebook Make it easy (and fun) for guide Offer guests a
place to share photos during their trip (copy an email to your
facebook page etc
20. Generate Content OnTour Timely, gets people engaged Work
with guide to send photos/videos/text daily edit/curate the text to
ensure brand quality Post daily to blog/tweet/facebook Make it easy
(and fun) for guide Offer guests a place to share photos during
their trip (copy an email to your facebook page etc
21. Press Trip/Live TourTips for On the Trail PostingSet up a
platformAssign TasksOffer ToolsMake it EasyDont sacrifice the guest
experience!
22. Kathy Dragons Photos from the Trail
23. Assign a Blogger ORpost from the officewith on the
trailupdates.Tweet and share youposts!
24. Apps to ShareInstagram,iloader
25. Widgets help sharecontentDestination News Tweets Share
social content and (trip/blog)feeds in one placefrom other
sources
26. Tip: Ways to post content Blog: Write short, interesting
posts Read and comment on others post and photos (be generous) Take
photos and videos (using a mobile phone, flip video or digital
camera) Share photos and videos (on Facebook, Flickr/Picassa) Tweet
short updates and photos on location Checkin and add tips Embed
Video Playlist relevant to tours (with hotels and activities) Embed
slideshows from photo sites Embed Widgets onto your site or blog
Distribution sites: using trips and reviews as content
27. Summary: Tap into supplierrelationships to create engaging
content. #1: Select suppliers that share your brands philosophy.
Incorporate your suppliers news and updates into your editorial
calendar. Have them guest blog. #2: Use suppliers video and images
liberally. Content marketing is not limited to written words. #3:
Use content created on tour. Have your suppliers (and guides) as
well as clients provide that for you.
28. 2011 trending: new media and technology how it might effect
your company?? New Mobile: smart phones and tablets use in
travel-bookings, purchases,updates, positing, connecting New
Social: changes in facebook, commenting, questions, groupmessaging,
twitters use in global crisis, facebook email addresses New Search:
google +1, twitter rankings in google etc. Location CheckIn: safety
as well as relevant product upsales and tips Deals: Group
Buying/Flash Sales RSS to Email Newsletter Interested in a
Webinar?
