Digital DNA - Content Marketing in Travel Industry
Post on 08-Feb-2017
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Content Marketing in Travel Industry
Today’s Workshop
1. What is Content Marketing2. Steps to Creating Your Strategy3. Generating Content Ideas4. Working With Influencers5. Why it Works6. A Day in Newcastle7. Recap
@nialtoner @TheTomorrowLab
What You Will Learn
• How to create a content marketing strategy
• How to create 100 content ideas in 30 minutes
• Identifying and working with influencers
• Getting a return from your investment in content
@nialtoner @TheTomorrowLab
About Me
• By day The Tomorrow Lab• By night Pikalily• Write about food and travel• Enjoy all sports• Married
@nialtoner @TheTomorrowLab
What is Content Marketing?
Content Marketing
@nialtoner @TheTomorrowLab
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.
Google Trends – Content Marketing
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Why The Growth?
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Google Trends – Content Marketing
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Creating A Content Strategy
Creating Content Marketing Strategy
@nialtoner @TheTomorrowLab
Objectives
Research
Ideation
CreationPlan
Promotion
Review
Objectives
Setting Your Objectives
• What are your objectives?– Sales / Lead Generation– Brand Awareness– Traffic to Website– Traffic to Location
• What do you want from your content?– SMART objectives
• What channel(s) do you want to focus on?
@nialtoner @TheTomorrowLab
Research
Doing Your Research
• Who are your customers?– Create personas
• How do they digest content?– What channels do they use?– What devices do they use?
• What is the customer journey?
• What is your competition doing?
@nialtoner @TheTomorrowLab
Focus on Your Customers
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Problem Need Help
Understand
SolutionConsider Options
Choose Solution
Map Out Their Journey
@nialtoner @TheTomorrowLab
Seeking
Activity
Compare
Options
Research
Activity
Things To Do
Make Bookin
g
How can you help them along their journey?
How will you answer the questions they have?
@nialtoner @TheTomorrowLab
Map Out Their Journey
@nialtoner @TheTomorrowLab
Seeking
Activity
Compare
Options
Research
Activity
Things To Do
Make Bookin
g
Outdoor Holidays Northern Ireland
Newcastle Bike Trails
Hotels in Newcastle
Reasons to visit
Newcastle
Places to eat in Newcastle
Take time to do the research to create the content your customers want.
@nialtoner @TheTomorrowLab
Idea Generation
“I want a blog”
“I want an infographic”
“I want a cool video”
“I want something viral”
@nialtoner @TheTomorrowLab
@nialtoner @TheTomorrowLab
Get your idea first!
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Focus on Your Customers
@nialtoner @TheTomorrowLab
Problem Need Help
Understand
SolutionConsider Options
Choose Solution
Map Out Their Journey
@nialtoner @TheTomorrowLab
Seeking
Activity
Compare
Options
Research
Activity
Things To Do
Make Bookin
g
Outdoor Holidays Northern Ireland
Newcastle Bike Trails
Hotels in Newcastle
Reasons to visit
Newcastle
Places to eat in Newcastle
Idea Generation
@nialtoner @TheTomorrowLab
100+ ideas in 30 minutes!
100 Ideas 30 Minutes
• 6 People• 3 Ideas• 5 Minute intervals• 100+ ideas
• http://635.tecmark.co.uk/
@nialtoner @TheTomorrowLab
@nialtoner @TheTomorrowLab
No idea is a bad idea
100 Ideas 30 Minutes
• Collate your ideas• Start to identify strongest ideas• Plan what research needs done and
find your hook
• Now decide the form of content to best suit your best ideas
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Help With Ideas
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Answer The Public
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Content Creation
Types of Content• Blog Article• Video• Images• Infographic• Downloadable Guide• Podcast• Press Release• eBook• email• Social Content
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Popular Content in Travel
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Article Length - Travel
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Repurpose Content
• Ensure your content is unique• Tell a story to your audience• Good content can take many forms– Article– Video– Press release– Infographic– Social content
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Involve Customers / Influencers
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Reach Your Audience
Seekers
Joiners
Influencers
Buyers
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Looking for information
Return to see new content
Help to promote andshare your content
The group we spendmost time targeting
Create Your Plan
Create Content Plan
• Identify your content channels• Set timescale for content campaigns• Create content calendar• Assign ownership of content• Set project deadlines• Create promotional plan• Monitor and review
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Promotion
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Treat your content like a product.
Channels To Promote Content
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Find Influencers
Finding Influencers
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Finding Travel Bloggers
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Twitter Bios
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Twitter is Your Friend
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Twitter Lists
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Travel Lists on Twitter
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Travel Lists on Twitter
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Travel Lists on Twitter
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Lists
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1
2
3
4
5
6
7
1
2
3
4
5
6
7
Search Smarter
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Find Journalists on LinkedIn
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Working With Influencers
Getting Contact Info
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Getting Contact Info
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Who To Work With
Social Shares
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Blog Comments
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Newsletter Signup
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Contacting Influencers
Making Contact
• Read their blog!!• Interact on Twitter• Find a name – make it personal• Have an idea that will interest
them• Take time to make the contact• Be memorable• It’s all about the RELATIONSHIP
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Good Example
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And Another
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Bad Example
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Software?? WTF!
And Another
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Please give me this great piece with a link for you. You’ve worked so hard drafting this email!
Review
Monitor Performance
• Review content performance–What types work best with your audience
• Did you achieve objective• How can you improve next time• Use your analytics tools– Google– Facebook– Twitter
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Why Content Works
Good Content Delivers Traffic
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Irish Open Food Guide
Irish Open Food Guide
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Results
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Social Share
sWebVisits
250+ 1200
#ExpediaExplores
Why Content Works
• #ExpediaExplores• 16 Weeks travelling around NI and
ROI• 30+ towns and cities• Social media interaction• UK and Irish travel bloggers
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Best use of social in search campaign.
Social Engagement
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Influencers
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Shareable Content
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Local Websites
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And This Year
Sporting Experiences
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Video link - https://www.youtube.com/watch?v=iyi-fulDxEA
Sporting Experiences
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A Day in Newcastle
1 Phone
3 Hours
Content that connects with audience!
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The Video
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Video link - https://www.youtube.com/watch?v=tOHjWXc8EHI
The Results
Over 60,000 Reached
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Results
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69,000 32,000
Reach Views Shares
500+
Follow Up Blog
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Repurpose
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First Hour Live
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Recap
Recap
• Define your objectives• Develop content ideas• Identify best form of content• Create, repurpose and promote
content• Work with bloggers and influencers• Monitor and review• Remember your objectives!
@nialtoner @TheTomorrowLab
www.thetomorrowlab.com
Thank you!
Email: nial@thetomorrowlab.com Twitter: @nialtoner | @thetomorrowlab
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