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Content Marketing and the Impact on Organisations and ProcessesKeynote 2016 Digital Tourism Content CampusLisa Ingemann Seismonaut Tourism, March 2016
Lisa IngemannHead of Seismonaut Tourism
@lisaingemann
Agenda1. Why Content Marketing is Important
2. Content Marketing in 2016
3. The Role of the DMO
4. Content Marketing Strategy
5. Introduction to the workshop: Organising the process of content creation
What is content marketing?
- Definition by Content Marketing Institute
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
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Why Content Marketing is Important
http://palloc.com/ios-7-wallpaper-widescreen.html
Source: Google Travel 2011
22 websitesbefore a vacation in average
A tourist visits
http://palloc.com/ios-7-wallpaper-widescreen.html
Source: TripBarometer by TripAdvisor, September 2013, by StrategyOne (Edelman Berland)
4 devicesthat can go online
An average group of travelers bring
http://palloc.com/ios-7-wallpaper-widescreen.html
72%have used their smartphone to search for a product
Source: TripBarometer by TripAdvisor, September 2013, by StrategyOne (Edelman Berland)
Shift in trust
Search Engines Other users’ opinions
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Google SEARCH
Turismekonference 2014 - Holstebro
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dssd
Turismekonference 2014 - Holstebro
Autentiske oplevelser
Turismekonference 2014 - Holstebro
Autentiske oplevelser
Travellers have changed their holiday plans due to influence from social media
52%
Destination Think!
Social Media Week Copenhagen 2014
Social Travel
That’s realityright now
Fragmentedmedia landscape- with a lot of impressions
Social Media Week Copenhagen 2014
Social Travel
http://palloc.com/ios-7-wallpaper-widescreen.html
refers to the point in the buying cycle when the consumer researches a product, often before the seller even knows that they exist.
Zero Moment of Truth (ZMoT)
Social Media Week Copenhagen 2014
Social Travel
http://palloc.com/ios-7-wallpaper-widescreen.html
“If you’re available at the Zero Moment of Truth, your customers will find you at the very moment they’re thinking about buying, and also when they’re thinking about thinking about buying.”
Zero Moment of Truth (ZMoT)
Source: ZMOT, 2011
Finding a way into the traveler’s decision-making process is key to capturing the consumer’s business.
Source: Skift, The Rise of the Silent Traveler
Content Marketing in 2016Trends for this year
Access to Content is Changing
People access content in new ways• Search engines can now produce instant answers,
and short visits to websites are becoming unnecessary.
How tall is the Eiffel Tower?
• I don’t need to visit your tourist site about the tower - I just ask my phone.
Takeaway: You Need Rich Content to get Visits
• Because of the increasing flexibility of access, your content needs to be rich enough to warrant a full visit - if that is your goal.
• Otherwise, bite size content is efficient for guests.
http://www.forbes.com/sites/jaysondemers/2015/10/01/the-top-7-content-marketing-trends-that-will-dominate-2016/#5137d0fb463d
Context and Intent are becoming increasingly important
- Brian Solis, principal analyst, Altimeter Group
“The entire Web will be re-imagined for a mobile-first and mobile-only world that is screen, location, context and intention-aware.
This radically transforms the purpose of the web to become more dynamic, personal and useful at a time when people are forcing the end of a traditional information-broadcast, page/form-based, keyword world.”
https://www.linkedin.com/pulse/25-disruptive-technology-trends-2016-2019-brian-solis?published=t
Screen, location, context and intention-aware• Content needs to take context into account. What do
your guests need and where / when do they need it?
• Mobile platforms are changing the way content is consumed - your content needs to anticipate the intention of the guest. Why are they reading / watching / listening to you?
• See United Airlines, who make sure their mobile surveys can be completed one-handed because travellers have their carry-on luggage in the other hand.
*http://marketingland.com/mean-mobile-first-marketers-care-133650 https://www.flickr.com/photos/barmala/1341738635
New publishing methods• Another part of the context-discussion:
Load times and ease of access.
• Facebook Instant Articles allows publishers to show instantly loadable rich content directly in peoples Facebook-feed on phones.
• It’s a good user experience!
• Google has recently launched their version called AMP. Expect the alternative “middle-layer” publishing platforms to gain traction.
http://fortune.com/2016/02/24/google-amp-search/
A new context: Interactivity• You probably seen the 360-videos
on Facebook and YouTube. They are just the beginning.
• Virtual tourism is coming.
• Virtual Reality headsets will be out in April and are giving publishers new opportunities never seen before.
• Users will begin to demand content that responds to their input and can be customized.
http://www.forbes.com/sites/jaysondemers/2015/10/01/the-top-7-content-marketing-trends-that-will-dominate-2016/#5137d0fb463d
Takeaways: It’s all about the user experience
• Context and intention aware content delivers more targeted content.
• New publishing methods are faster, easier, better.
• Interactive content provides a new and exciting experience.
= The user experience is becoming an increasingly important part of content marketing!
The proper balance between the elementsYour toolbox when creating content:
• User Experience design
• SEO and SEM
• Social + Paid Social
• Analytics
Treat them as one and combine insights!
Other people’s stories (visitors, bloggers, etc.)
Your stories
Source: Destination Think!
Share their travel plans on Facebook
2/3Destination Think!
Update their Facebook profile while on vacation
> 70%
Destination Think!
VisitAustralia• After five years of effort, users now send
more than 1000 images to VisitAustralia every day.
• 6 million+ Facebook-fans.
• 95 % of content shared on social media is created by users.
• “The Holy Grail is when you can create something where other people tell your story for you. […] it won’t be 100% perfect all the time, but I’d rather have this huge conversation, which is mostly on brand, than have have nothing at all.” - Jesse Desjardins, Global Manager, Social & Content, VisitAustralia
“Finally I can make content for the big brands!”
… said nobody ever.
“Finally I can make content for the big brands!”
Advice on getting UGC started
• Create a platform that invites participation from users - something they can build on.
• Make fans ambassadors and make them the hero of you story (see Australia).
• Test, learn and challenge your traditional ways of working.
• Make sure you discuss UGC across you organisation - what can you use it for?
Also…
• Make sure to have a clear value proposition - why should users take part? What’s in it for them?
• Use hashtags that people are likely to actually use.
Be appreciative!
• If guests send you ideas, use them.
• If they send you images, show them.
• If they send you product ideas, build them.
• … or at least acknowledge and thank them!
Thank you!
The role of DMOs
- Adobe CMO.com 2015 http://www.cmo.com/articles/2016/1/29/digital-trends-2016-sees-marketers-focusing-on-customer-experience.html
Technology changes organizations:
“The reality is that it has become very difficult to distinguish between marketing and other core business functions when it comes to technology and innovation conversations.“
= The user experience is becoming an increasingly important part of content marketing!
http://palloc.com/ios-7-wallpaper-widescreen.html
Visitors expect the same quality, information and
services through all channels and personal
touchpoints.
- And it is the modern DMO’s task to ensure that everyone is prepared for
the job.
Kilde: Caitlinator på Flickr
The DMO’s digital team
Destination ReporterFinds the inspirations stories and creates content for the destination
1
http://www.slideshare.net/jlbmonsegur/what-strategies-to-digitally-dynamyze-destination
Tourist AdvisorCross-channel visitor service – both physical and digital touchpoints
2
http://www.slideshare.net/jlbmonsegur/what-strategies-to-digitally-dynamyze-destination
Local Digital OfficerHelps the tourism businesses enhance their digital skills
3
http://www.slideshare.net/jlbmonsegur/what-strategies-to-digitally-dynamyze-destination
Online visibility
Professional TripAdvisor presence
Engagement in content strategy
The DMO has to have a good sense of the tourism businesses' skills and what
competences need upgrading.
Kilde: prubert på Flickr
From the beginner who would rather deny everything that rhymes with digital
For the experienced who see digital as a natural part of his business.
Kilde: jgarbeer på Flickr
2 tasks for DMOs:
1. Create a digital strategy that involves the tourism businesses
2. Provide actionable visitor insights for the businesses
Content Marketing StrategyWho do you want to engage with your content? And what is your purpose/goal?
A good content strategy• Based on the organisation's strategic goals and direction
• Based on the target audience / target groups
• Grounded in the organisation's brand and values
• Can be customized for multiple platforms, formats and periods
• Sets the direction for content
• Is realizable in everyday life
• Also think out of the box / is creative
• Involves measuring results
Tactics vs Strategy?
• The headless chicken vs the track dog
• “We need to go on Facebook” vs “We would like to be able to talk directly with customers and get their feedback on our products”.
Know your target audience. - really know them.
Traditional tagets groups
• Markets• Germany• Norway• UK
• Demographics• Families• Empty Nesters• Young Couples
• Interests• Outdoor activities• Wellness &
relaxation• Culture & Events
Difficult to create relevant content!
Empathic approachas a guiding principle
Take a walk in your audience’s shoes
- Joe Pulizzi, Epic Content Marketing
“Your customers don’t care about you, your products, or your services. They care about themselves, their wants, and their needs.”
Desk research Stay updated on your target groups’ interests.
InterviewsMeet your visitors in person - learn their motives and needs
- Barbara Messing, Chief Marketing Officer, TripAdvisor
”I would tell myself to always understand the customer you're targeting. What do they need? What are their motivations? What are their fears and pain points that you can overcome?”
Example: Top travel motivations for Millennials• Experience everyday life in another country• Increase their knowledge
Source: WYSE Trave Conferderation Millennial Traveller Report
What kind of content ideas come in mind?
What’s in it for the audience?3 main ways to add value to an audience:
• INSPIRE the audience with emotional and relatable stories
• EDUCATE the audience with useful information
• ENTERTAIN the audience by surprising them, making them laugh or sharing spectacular content Youtubeplaybook https://www.thinkwithgoogle.com/playbooks/build-a-content-plan.html
Personas - your most valuable tool til content marketing
5 key personas
Organising the Process of Content Creation
1. Session 1: Target Audience and Strategy2. Session 2: Team and Organisation3. Session 3: Planning and the ongoing work with content
marketing
Workshop agenda:
Maria SchwarzChief Consultant, Seismonaut Tourism
@mariaschwarz
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www.seismonaut.com/tourism
twitter.com/seismotourismfacebook.com/SeismonautTourism
Thank you!
Let’s [email protected]
