Putting content at the centreof your digital marketingJon Munro | Visit WalesSource | Flickr | Discover Carmarthenshire
“So, first of all a little bit about me”                                          30 slides in 20 minutes!Source | Instagr...
Well no, it’s actually about this lot!
Budgets, targets and strategy£10 million per annum and 35 staffDelivering £100 million in additional valueOur big focus is...
The ubiquitous marketing funnel
Complexity and engagement
That which exists in                      related databases –                      product data for sure but              ...
Digital Marketing … in a nutshell                        That’s it … simpleContentDistribution
Source | Flickr | Discover Carmarthenshire  Right content  Right person  Right device  Right time  Right action
Strategy            SocialSEO      PPC                     PR                          UX        Data      Content
Develop themes and tell a story
Romantic Breaks in WalesSo, what was our starting point?Our objectives – search visibility, brand awareness and interestWe...
Our Strategy2. Get our engaged users involved3. Use creative ideas to grab attention4. Reach out to the right places and j...
Getting engaged users involved
Using creative ideas to grab attention
Reach out to the right placesUseful, engaging, sharable and credible content
Find suitable partnersEncourage Interaction with key influencers
Maintain momentum
Content Hub – optimised for search
Some Results
Some learnings      Develop themes in line with the brand 1    story you are trying to tell. It will help you      innovat...
Some learnings      Deliver those themes across multiple 2    channels. Develop conversations and buzz      in the short t...
Some learnings      Leverage existing content assets and 3    repurpose the assets you develop for      delivery across mu...
Some learnings      Commit budget with clear objectives 4    behind it. Think findable, sharable,      engaging but above ...
Some learnings      Success in digital is often about the sum 5    total of many small parts. It requires a      close wor...
Source | Flickr | HuwNeath                             The destination content ecosystem
A simple case study – sharing images      Visit                    Tourism      Wales                    Business         ...
Check out our explainer videosThe Big IdeaPower of tagging and sharingGetting involved via flickrwww.sharewales.com
Final thought“Collaboration is increasingly becoming thebusiness model of the future. Whilst notimpossible, it is going to...
Follow | @flyjonConnect | http://www.linkedin.com/in/jonmunroContact | jon.munro@wales.gsi.gov.ukCall | 0300 061 6124Thank...
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Putting content at the centre of your digital marketing

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My presentation at the Digital Destinations event for the Tourism Management Institute (May 2012)

Published in: Business, Technology

Putting content at the centre of your digital marketing

  1. 1. Putting content at the centreof your digital marketingJon Munro | Visit WalesSource | Flickr | Discover Carmarthenshire
  2. 2. “So, first of all a little bit about me” 30 slides in 20 minutes!Source | Instagram | flyjon
  3. 3. Well no, it’s actually about this lot!
  4. 4. Budgets, targets and strategy£10 million per annum and 35 staffDelivering £100 million in additional valueOur big focus is improving Wales’ reputationAwareness, consideration and advocacy …
  5. 5. The ubiquitous marketing funnel
  6. 6. Complexity and engagement
  7. 7. That which exists in related databases – product data for sure but also things like routes and trailsContent that existson your CMS andsocial platforms –words, picturesand video Source | Flickr | Bryn Llewelyn B&B
  8. 8. Digital Marketing … in a nutshell That’s it … simpleContentDistribution
  9. 9. Source | Flickr | Discover Carmarthenshire Right content Right person Right device Right time Right action
  10. 10. Strategy SocialSEO PPC PR UX Data Content
  11. 11. Develop themes and tell a story
  12. 12. Romantic Breaks in WalesSo, what was our starting point?Our objectives – search visibility, brand awareness and interestWe were ranking poorly for terms around romantic breaks …A joined up approach – SEO, social media, PR, and paid search“Useful, engaging and sharable content placed in the environmentswhere people were already discussing romantic breaks. Linked back topages on the Visit Wales website – providing more in depth informationbut also supporting natural search visibility”
  13. 13. Our Strategy2. Get our engaged users involved3. Use creative ideas to grab attention4. Reach out to the right places and join the conversation5. Find suitable partners and encourage interaction6. Maintain momentum and support Valentines day (Supporting visibility through paid search)
  14. 14. Getting engaged users involved
  15. 15. Using creative ideas to grab attention
  16. 16. Reach out to the right placesUseful, engaging, sharable and credible content
  17. 17. Find suitable partnersEncourage Interaction with key influencers
  18. 18. Maintain momentum
  19. 19. Content Hub – optimised for search
  20. 20. Some Results
  21. 21. Some learnings Develop themes in line with the brand 1 story you are trying to tell. It will help you innovate, deliver more than the sum of the parts and support consistency across your communications
  22. 22. Some learnings Deliver those themes across multiple 2 channels. Develop conversations and buzz in the short term that help support the longer term and associated strategy. Search visibility is a good example.
  23. 23. Some learnings Leverage existing content assets and 3 repurpose the assets you develop for delivery across multiple channels. Create once. Publish everywhere. COPE!
  24. 24. Some learnings Commit budget with clear objectives 4 behind it. Think findable, sharable, engaging but above all useful. Leave a bit aside for experimentation. Continue to test and learn. Take calculated risks.
  25. 25. Some learnings Success in digital is often about the sum 5 total of many small parts. It requires a close working relationship between your internal team, agency teams and anyone else you work with. Create an environment for that to work!
  26. 26. Source | Flickr | HuwNeath The destination content ecosystem
  27. 27. A simple case study – sharing images Visit Tourism Wales Business Tag photos, Create sets/albums Join Groups Share images
  28. 28. Check out our explainer videosThe Big IdeaPower of tagging and sharingGetting involved via flickrwww.sharewales.com
  29. 29. Final thought“Collaboration is increasingly becoming thebusiness model of the future. Whilst notimpossible, it is going to become increasinglydifficult to achieve things on your own. Thesmartest stuff is often proudly found elsewhere”Gerd Leonhard, Media FuturistShare it. Embrace it. Add to it. Make it better
  30. 30. Follow | @flyjonConnect | http://www.linkedin.com/in/jonmunroContact | jon.munro@wales.gsi.gov.ukCall | 0300 061 6124Thanks Source | Flickr | Discover Carmarthenshire

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