How Any Destination Marketer (DMO) Can Discover Hundreds of Powerful Content Ideas

How Any Destination Marketer Can

Discover 100s of Powerful Content IdeasMike Huber, Director of Business Strategy, Vertical Measures

#WACVBTechSummit

● Vertical Measures is a 50 person search,

social & content marketing agency

in Phoenix

● Our clients range from a local HVAC

company to brands known world-wide

● Digital Marketer since late ‘90s

● Former Director of Marketing for Online

Hotel Booking Company (Groups)

About Your Presenter@mjhuber

Mike Huber

2009 2011 2013 2015

“Content Marketing”@mjhuber

Google Trends

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@mjhuber

www.verticalmeasures.com

IMPACT OF MONTHLY BLOGARTICLES ON INBOUND LEADS

-HubSpot

NEW

LEADS

INDEX

MONTHLY BLOG POSTS

www.verticalmeasures.com

TRAFFIC

INDEX

TOTAL BLOG POSTS-HubSpot

IMPACT OF TOTAL PUBLISHED BLOGPOSTS ON INBOUND TRAFFIC

“NOW, RELATIONSHIPS

ARE CREATED WITH

INFORMATION,

NOT PEOPLE.”

-YoutilityBook.com

● Content marketing is the art of providing relevant, useful contentto your customers without selling or interrupting them.

● Instead of pitching your products or services, you are delivering information that makes your customers more informed before they buy.

● If you deliver consistent, ongoing valuable information to your customers, they ultimately reward you with their business and loyalty.

What is Content Marketing?@mjhuber

What is Content Marketing?@mjhuber

Self Serve Information

Complete Transparency

Real-Time Relevance

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GREAT CONTENT works on its own behalf. It can spread,

persuade and convert people without your help, just by

virtue of being RELEVANT AND USEFUL.

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http://tomfishburne.com/2013/10/cmo-of-the-month.html

But The Long-Term

Payoffs Can Be Huge

This is not a 30 day R.O.I.

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Courtesy of The Sales Lion

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Zero Moment of Truth@mjhuber

Stimulus – Advertising

Buy

Experience

Consulting –

10.4 sources before making their buying decision

“Zero Moment of Truth.” Coined by Google in their 2011 eBook “ZMOT”,

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What are People Searching For?…

93% of all consumers

use search prior to

making a purchase

86% of searchers

conduct non-branded

queries

80%+ of buyers click

on organic links vs. the

sponsored ads

@mjhuber

93% 86% 80%86%

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Buyers are searching for

information that helps them

make an informed decision.

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@mjhuber

Businesses that provide

that information - will win.

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@mjhuber

@mjhuber

Sources of Research: US Travel Association (Impact of Travel on State Economies 2013, Domestic Travel Market

Report 2013, International Top 20 Report 2008 – 2013), Destination Analysts (State of the American Traveler

2006 - 2014), Brand USA & PhocusWright (International Market Profiles 2014)

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As we talk with leads they

say that coming up with

ideas is one of the most

difficult parts of content

marketing.

@mjhuber

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Achieving Success is a Continuous Process@mjhuber

Note: Strategy will evolve through the whole process

● Why are you creating the content you are creating?

● Who is your audience?

● Who are you? – Determine your “voice”

● What types of content will you create?

● How will you develop your content?

● When will you develop your content?

● What does success look like?

● What is different a year from now?

Develop Your Strategy – 1st Things 1st@mjhuber

@mjhuber

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Share of spend

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http://www.upcloseandpersona.com/gender.html

What should we write about?@mjhuber

• Answer questions

• Write about your expertise

• Interview your customers

• Ask your staff

How are you being found? Keywords

Google Keyword Suggest

Related

Searches

@mjhuber

Research Tools – Google Alerts@mjhuber

Research Tools – Google Trends@mjhuber

YouTube Related Searches

Research Tools - YouTube@mjhuber

Research Tools - KeywordTool.io@mjhuber

Research Tools – SerpStat.com@mjhuber

Research Tools – Answers.Yahoo.com@mjhuber

4,067 results

Research Tools – Ubersuggest.org@mjhuber

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Research Tools – SocialMention.com@mjhuber

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http://builtvisible.com/content-strategy-generator-tool-v2-update

Content Strategy Generator V2

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Put Together An Editorial Calendar

VerticalMeasures.com/calendar

@mjhuber

Create Useful Content

Blogs

eBooks

Curation

Podcasts

Interviews

White Papers

Webcasts/Webinars

Community Forums

Online Quizzes

eNewsletters

Case Studies

Infographics

Contests

Videos

@mjhuber

@mjhuber

Address Pricing / Cost@mjhuber

Showcase your destination and services then compare and contrast to others.

Comparisons@mjhuber

38 links to this page111 links to this page

Resource pages@mjhuber

Curation or Aggregation@mjhuber

● Lead generator

● Lead nuture

● Link attractor

● Long life span

Free Guides, Case Studies & White Papers@mjhuber

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Lists People Still Love Them@mjhuber

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Videos – They’re Not That Hard@mjhuber

Interviews Fun

Behind the scenes Demos

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Videos – Transcribe Them@mjhuber

Hub & Spoke Model@mjhuber

Hub & Spoke Model@mjhuber

Press Releases@mjhuber

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Sharing New Content Can Be Very Simple@mjhuber

Source: CMI & MarketingProfs

Distribute or Repurpose Your Content@mjhuber

● Essential Elements– Visually appealing and branded– Incorporate into editorial calendar: plan frequency– Segmenting: targeted messaging– Plan out segmented drip or follow up campaigns– Stay brief: Read More, Get More Details– Great subject line!

● Distribution Services– Exact Target– Constant Contact– Vertical Response– Mail Chimp

E-mail Campaigns@mjhuber

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www.verticalmeasures.com

An SEO expert walks into a bar, bars,

pub, tavern, saloon, inn, club, hostelry,

watering hole, public house, cocktail

lounge, nightclub, speakeasy,

roadhouse, beer hall, cantina, bodega,

rathskeller, gin mill, dive, nineteenth

hole, irish pub, ale house, drinks, beer,

alcohol, etc.

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5 SEO Factors That Matter

Titles

Meta Descriptions

Photos

Internal Linking

Earning links with great content

Social Media – Sharing and Promoting

FB, G+, Pinterest, LI, others

Mark-up

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Google Priorities@mjhuber

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Screaming Frog@mjhuber

● It takes courage to give away something of value without the expectation of immediate return

● It takes courage to trust that your customers and prospective customers will reward you with attention and sales and loyalty at some point in the future

● It takes courage to play the long game, not the short game

Hat tip to Jay Baer of Convince and Covert

It Takes Courage…@mjhuber

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It’s Like Working Out

You have to get started

You have to be dedicated

You have to set goals

You have to persevere

You have to keep going

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#WACVBTechSummit

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“I just can’t get our

management to see the

potential in this. Getting buy-in

seems to be impossible…”

The most common thing we

hear after our workshops…

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Free on our site -

or print and Kindle on Amazon

vert.ms/cmworks

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