From the Cool Content Cornwall event at the Eden Project, Spring 2013

1. Source | Flickr | TFDuesing
Content-led Destination Marketing
Jon Munro | Visit Wales
Thursday, 18 April 13

2. Source | Flickr | lucyparry1
Of course Wales is
better than Cornwall!
Thursday, 18 April 13

3. Source | Flickr | lucyparry1
Wales is less front of mind than the West Country
Our target market loves the West Country more than Wales
They are more likely to recommend the West Country
And the West Country attracts a higher spending visitor 
But, actually it’s not!
(at least in the eyes of the consumer)
Thursday, 18 April 13

4. Maybe Wales is a true
“challenger” brand?
Thursday, 18 April 13

5. Thursday, 18 April 13

6. The content a brand creates is everything
A world where the
content a brand
creates is
everything
Thursday, 18 April 13

7. Content is all we have and have ever had!
Thursday, 18 April 13

8. Targets, Objectives and Strategy
Influencing £150 million in additional value
Big focus is improving reputation
Awareness, consideration and advocacy
“Those people who have not yet considered Wales”
Thursday, 18 April 13

9. Source | Flickr | lucyparry1
So, what works?
Thursday, 18 April 13

10. Thinking beyond paid media
Source | iCrossing| Slideshare
Thursday, 18 April 13

11. Develop themes and tell a story
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12. Right content
Right person
Right device
Right time
Right action
Source | Flickr | Interbeat
Thursday, 18 April 13

13. SEO
Social
PR
UX
Paid
Data
Strategy
Content
Adapted | Brilliant Noise (2012)
Thursday, 18 April 13

14. Source | Visit Wales | Tracked search terms and volume (Log10)
We watch search like a hawk
Thursday, 18 April 13

15. Little presence either directly or indirectly
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16. Create useful and engaging
content on our own site
Get our engaged users involved
Reach out and place
content and widgets
Develop relationships
with key partners
Develop creative and
credible content
Maintain
momentum in
the run up to
Valentines
Thursday, 18 April 13

17. Long Tail Analysis
and Optimisation
Adjustments
Romantic Break
Section Live
Widget creation
and placements
started
Improving search visibility
Thursday, 18 April 13

18. Increasing share of relevant traffic
Search Interest vs Organic Traffic (around target terms)
Thursday, 18 April 13

19. Trust
Control
Scale
But, there is are challenges
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20. The Big Idea
• Awareness
Advocacy Scale
Targeted
engagement
Crowd sourcing
Content development
Community development
Creative
and paid media
amplification
So, what about paid media?
Thursday, 18 April 13

21. Thursday, 18 April 13

22. 196 video invites
19,000 facebook followers
128,000 views of video content
11,500 subscribers, 37,000 brochures
Thursday, 18 April 13

23. 34 million UK adults reached
Thursday, 18 April 13

24. Source | Flickr | lucyparry1
Of course, there are challenges
Thursday, 18 April 13

25. Source | travel2dot0.com | Focussing on your content strategy
Thursday, 18 April 13

26. Where to invest
our effort and
across what
platforms?
Thursday, 18 April 13

27. Content governance and management
Source | Flickr | Bruce R
Thursday, 18 April 13

28. Become more content “mature”
From To
Understanding Superficial Deep
Communication Monologue Dialogue
Marketing Campaigns Programmes
Budgeting Channel-led Conversation-led
Organisation Product-centric Customer-centric
Results Random Sustainable
Source | ariad.ca
Thursday, 18 April 13

29. Source | Flickr | lucyparry1
But, what’s the big opportunity?
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30. Thursday, 18 April 13

31. Piloting an approach on Flickr
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32. #wales
#sharewales
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33. A platform for
curating and
distributing third
party and social
content
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34. But one where we invest in adding content value
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35. But one where we invest in adding content value
And built on a data driven content specification
Thursday, 18 April 13

36. Final thought
“Collaboration is increasingly becoming the
business model of the future. Whilst not
impossible, it is going to become increasingly
difficult to achieve things on your own. The
smartest stuff is often proudly found elsewhere”
Gerd Leonhard, Media Futurist
Share it. Embrace it. Add to it. Make it better
Thursday, 18 April 13

37. Source | Flickr | TFDuesing
Content-led Destination Marketing
Thanks 
Thursday, 18 April 13