Conquering the Content King and Distribution Queen: Information Strategy and Management in Today s Digital World. #estokq

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3 Conquering the Content King and Distribution Queen: Information Strategy and Management in Today s Digital World

4 Paul Bencivengo Marketing and Communications Director Visit Bucks County Emily Forsha Content and Digital Community Manager Travel Oregon Bill Karz Vice President Digital Marketing Los Angeles Tourism and Convention Board Katie Cook Director of Digital Marketing Austin Convention and Visitors Bureau Kevin Kriehn Group Creative Director BVK (Maine Office of Tourism) Joe Vargo Interactive Marketing Strategist Experience Columbus

5 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

6 Content marketing success is not having the most content, but rather content that clearly answers a consumer s need. Content that entices travel. --Troy Thompson, Travel2dot0.com

7 AustinTexas.org Austin Insider Blog Enewsletters

8 Travel Oregon s Content Strategy Emily emily@traveloregon.com

9 Too Much Content

10 Not Enough Content (Personalization)

11 editorial objective: (Source: PhoCusWright. Loco Over Local: Four Trends That Are Reshaping Tourism )

12 Destination Curators

13 Platforms + Content

14 Social Stories

15 Partnerships

16 Editorial Calendars & Tracking See a sample Editorial Tracking Calendar from Travel Oregon

17 Creative Engagement Kevin Kriehn Group Creative Director, BVK (Maine Office of Tourism)

18 Good news. Bad news.

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20 Creative Engagement Deliver a meaningful experience. Add value to their lives. Resonate on an emotional level.

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30 Bill Karz Vice President, Digital Marketing Los Angeles Tourism and Convention Board

31 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?

32 WHO is Your Audience? Source: Google

33 WHO is Your Audience? Source: Digitaria

34 WHO is Your Audience? Source: Digitaria

35 WHO is Your Audience? More than 80% of millennials expect brands to develop content for them. 50% OF ALL TRAVEL SPEND BY 2020 WILL BE DRIVEN BY MILLENNIALS 180B ESTIMATED 2014 TRAVEL REVENUE BY MILLENNIALS 6of10 MILLENNIALS SAY THEY WOULD RATHER SPEND ON EXPERIENCES Source: Edelman & Boston Consulting Group

36 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

37 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

38 HOW to Get Started?

39 HOW to Get Started?

40 HOW to Get Started? Stakeholder Consumer SEO

41 HOW to Get Started?

42 HOW to Get Started?

43 WHY is Content Valuable? 1M VISITS $250 COST PER ARTICLE 230 ARTICLES 4,347 VISITS / ARTICLE $58K COST PER YEAR $.06 COST PER CLICK $300,000 DIRECT VALUE OF CONTENT BASED ON AVG $.30 CPC 4:1 ROI

44 WHY is Content Valuable? 75% 67% 85% 5,000,000 WEB, SOCIAL & UNIQUE SUBSCRIBERS POTENTIAL VISITORS IMPROVED THEIR PERCEPTION OF LOS ANGELES 48,000 INCREMENTAL TRIPS TO LOS ANGELES FOUND THE SITE THROUGH SEARCH & SOCIAL 27,000 ADDITIONAL DAYS IN LOS ANGELES VISITED LOS ANGELES AFTER USING THE WEBSITE $100M VISITOR SPENDING IMPACT FOR LOS ANGELES Source: Destination Analysts Website & Facebook Study

45 Joe Vargo Interactive Marketing Strategist Experience Columbus

46 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

47 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

48 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

49 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

50 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

51 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 report Staff deployment and budgets

52 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

53 Paul Bencivengo Marketing and Communications Director Visit Bucks County Emily Forsha Content and Digital Community Manager Travel Oregon Bill Karz Vice President Digital Marketing Los Angeles Tourism and Convention Board Katie Cook Director of Digital Marketing Austin Convention and Visitors Bureau Kevin Kriehn Group Creative Director BVK (Maine Office of Tourism) Joe Vargo Interactive Marketing Strategist Experience Columbus

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