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Content marketing strategy for the adventure travel industry june 2011
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Content marketing strategy for the adventure travel industry june 2011

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Content marketing is the hottest news in the world of marketing today. This month alone Google launched their +1 tool for recommending great content and also announced that they will start tracking …

Content marketing is the hottest news in the world of marketing today. This month alone Google launched their +1 tool for recommending great content and also announced that they will start tracking and will rank individual content creators (not just the web sites). So how does this apply to you and the adventure travel industry? A strategic online content marketing strategy can effectively bring travel experiences to life (using words, as well as video, images and more) and also establish you and your brand as an expert or thought leader in a specific travel niche. Further, unlike traditional marketing tactics, it’s an outlet over which you have complete control.

This webinar, the first in a series on content marketing strategy, will introduce you to the basics of Content Marketing for the Adventure Travel Industry by illustrating how your blog can be the center of your content marketing strategy. Suppliers (properties and operators) and U.S. tour operators can partner to generate outstanding content and the webinar will conclude by offering three tips you can use immediately to start generating outstanding online marketing content.

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  • 1. Content is King!Making the most of your supplier relationships to enhance marketing strategies.
  • 2. First, what is content marketing? Content Marketing ; a marketing technique of 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.
  • 3. Content Marketing 101 for theAdventure Travel Industry Use online marketing outlets to develop your brand and emerge as a thought leader in your particular niche. ie: Ecotourism best practices in a particular destination, best guide training practices, cuisine and development of outstanding culinary elements, curate art and enhancing décor in the property, etc. This applies to both inbound and outbound suppliers, operators and agents. Partnering and collaborating to share this information will enhance both of your brands.
  • 4. 5 important steps to creating acontent marketing strategy1. Know your brand.2. Take a stand.3. How are you going to help your audience?4. Identify objectives.5. Develop the editorial calendar.
  • 5. TIP: Content marketing strategyresources… www.socialmediaexaminer.com, tips from content marketing expert www.junta42.com, great source of content marketing info and access to outsource services for generating content www.copyblogger.com, tips on writing good content “Content Rules” by Ann Handley and C.C. Chapman
  • 6. The blog is the center of thecontent marketing strategy. Hereyou will tell your story, bringingyour company and your brand tolife and attracting ideal businesspartners and consumers.
  • 7. TIP: Marketing is about publishing great content. Great content always has anobjective. These objectives can be tweaked for your organization. Web site: Online “face” of LinkedIn: Connect with the company, establish professional Blog: Center of all online content professionals, build individual professional voice and team personality, house marketing strategy. Identify one main credentials via recommendations, meet case studies, white papers to show how your brand lives in the world. objective and audience. professional contacts via intros, start group conversation eNewsletters: Establish Also identify your “voice” for all online You Tube/Vimeo: regular lines of communication with key audience, offer quick bits of information communications. Enhance online “voice” and spice up content with video to help audience. Goal; 1-3 posts per week (see detailed Batchbook: Track all editorial calendar) communications and house master Twitter: Opportunity to interact database. with broader audience, more “high profile” contacts. Flikr: Online storage of images. The HUB: Interact with Adventure Travel Community, industry thought leaders. Slideshare: Sharing Engagement: Establish presentations, help establish as strategy to follow and engage with Facebook (company page): other industry leaders, trade partners Connectivity and sharing information, high industry thought leader. and consumers online, ignite Focus on interaction conversation, including blog Scribd: Sharing white papers comments, social media comments. Facebook (personal page): and more. Continue to develop individual online voice.
  • 8. Why Blogs are more important than ever• Blogs are yours…..they are where you share news, insight, photos and stories with clients and with the world.• They are not static• Blogs offer RSS (real simple syndication) that larger sites and APPS can pick up• Postings on Facebook and twitter should direct people back to your blog
  • 9. Your TripFeedRSS=
  • 10. Why Tablets are ChangingThings• Live Magazine• Content pulled in from sources• Create your own magazine (Readers)
  • 11. Your article with avideo/photo libraryattached.
  • 12. Your Feeds: Google Reader to Magazine Format online ex: Feedly
  • 13. See what your trips look like via a feed
  • 14. TIP: Tap into supplier relationships to createa robust editorial calendar for your blog. #1: Select suppliers that share your brand’s philosophy. Incorporate your supplier’s news and updates into your editorial calendar. Have them guest blog. #2: Use suppliers video and images liberally. Content marketing is not limited to written words. #3: Use content created on tour. Have your suppliers (and guides) as well as clients provide that for you.
  • 15. #1: Select suppliers that shareyour brand’s philosophy.Incorporate your supplier’s newsand updates into your editorialcalendar. Share last minutespecials. Have them guest blog.
  • 16. Develop a Content Strategy for Shared Content Avoid duplicate content When “duplicate content” might be OK? Email newsletters, webinars etc. Places where you are less focused on google ranking and more focused on education and sharing. Add value to re-purposed content: comment, offer insight, aggregate from various sources to offer a theme. Approval and copyright issues (Creative Commons Licensing, Linkbacks, references)If you are repurposing content, know where the“original” content lives and how you are linking,posting, sharing with collaborators.
  • 17. #2: Use supplier’s video andimages liberally. Contentmarketing is not limited to writtenwords.
  • 18. Ask for Videos to be unbranded: Create and sharerelevant videos in one playlist
  • 19. #3: Use content created on tour. Haveyour suppliers (and guides) as well asclients provide that for you. Timely, gets people engaged Work with guide to send photos/videos/text daily “edit/curate” the text to ensure brand quality Post daily to blog/tweet/facebook Make it easy (and fun) for guide Offer guests a place to share photos during their trip (copy an email to your facebook page etc
  • 20. Generate Content OnTour • Timely, gets people engaged • Work with guide to send photos/videos/text daily • “edit/curate” the text to ensure brand quality • Post daily to blog/tweet/facebook • Make it easy (and fun) for guide • Offer guests a place to share photos during their trip (copy an email to your facebook page etc
  • 21. Press Trip/Live TourTips for On the Trail Posting•Set up a platform•Assign Tasks•Offer Tools•Make it Easy•Don’t sacrifice the guest experience!
  • 22. Kathy Dragon’s Photos from the Trail
  • 23. Assign a Blogger ORpost from the officewith on the trailupdates.Tweet and share youposts!
  • 24. Apps to ShareInstagram,iloader
  • 25. Widgets help sharecontentDestination News Tweets Share social content and (trip/blog)feeds in one placefrom other sources
  • 26. Tip: Ways to post content• Blog: Write short, interesting posts• Read and comment on other’s post and photos (be generous)• Take photos and videos (using a mobile phone, flip video or digital camera)• Share photos and videos (on Facebook, Flickr/Picassa)• Tweet short updates and photos on location• Checkin and add tips• Embed Video Playlist relevant to tours (with hotels and activities)• Embed slideshows from photo sites• Embed Widgets onto your site or blog• Distribution sites: using trips and reviews as content
  • 27. Summary: Tap into supplierrelationships to create engaging content. #1: Select suppliers that share your brand’s philosophy. Incorporate your supplier’s news and updates into your editorial calendar. Have them guest blog. #2: Use suppliers video and images liberally. Content marketing is not limited to written words. #3: Use content created on tour. Have your suppliers (and guides) as well as clients provide that for you.
  • 28. 2011 trending: new media and technology how it might effect your company?? New Mobile: smart phones and tablets use in travel-bookings, purchases,updates, positing, connecting New Social: changes in facebook, commenting, questions, groupmessaging, twitters use in global crisis, facebook email addresses New Search: google +1, twitter rankings in google etc. Location CheckIn: safety as well as relevant product upsales and tips Deals: Group Buying/Flash Sales RSS to Email Newsletter Interested in a Webinar?
  • 29. Thank You! Kathy Dragon kathy@travelmarketingworldwide.com Sarah Fazendin Sarah@travelmarketingworldwide.com www.travelmarketingworldwide.com/blog