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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)

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

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  • 1. Putting content at the centreof your digital marketingJon Munro | Visit WalesSource | Flickr | Discover Carmarthenshire
  • 2. “So, first of all a little bit about me” 30 slides in 20 minutes!Source | Instagram | flyjon
  • 3. Well no, it’s actually about this lot!
  • 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. The ubiquitous marketing funnel
  • 6. Complexity and engagement
  • 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. Digital Marketing … in a nutshell That’s it … simpleContentDistribution
  • 9. Source | Flickr | Discover Carmarthenshire Right content Right person Right device Right time Right action
  • 10. Strategy SocialSEO PPC PR UX Data Content
  • 11. Develop themes and tell a story
  • 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. 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. Getting engaged users involved
  • 15. Using creative ideas to grab attention
  • 16. Reach out to the right placesUseful, engaging, sharable and credible content
  • 17. Find suitable partnersEncourage Interaction with key influencers
  • 18. Maintain momentum
  • 19. Content Hub – optimised for search
  • 20. Some Results
  • 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. 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. Some learnings Leverage existing content assets and 3 repurpose the assets you develop for delivery across multiple channels. Create once. Publish everywhere. COPE!
  • 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. 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. Source | Flickr | HuwNeath The destination content ecosystem
  • 27. A simple case study – sharing images Visit Tourism Wales Business Tag photos, Create sets/albums Join Groups Share images
  • 28. Check out our explainer videosThe Big IdeaPower of tagging and sharingGetting involved via flickrwww.sharewales.com
  • 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. Follow | @flyjonConnect | http://www.linkedin.com/in/jonmunroContact | jon.munro@wales.gsi.gov.ukCall | 0300 061 6124Thanks Source | Flickr | Discover Carmarthenshire