Content Marketing for Destination Marketing Organizations (DMOs)

Content Marketing 10+ Killer Ideas for DMOs Joe Pulizzi Executive Director, Content Marketing Institute Co-Author, Get Content Get Customers

About Joe Pulizzi (@juntajoe) September 6-8, 2011

Today’s Goal
Take at least one actionable thing with you (two is a bonus).
Think about your marketing a bit differently.
Lots of ideas and some fun and skip around
Answer questions!

How Do You Acquire and Retain More Visitors Effectively and Efficiently?

http://www.flickr.com/photos/joriel/2994549358/

Club Meetings @Stores Email Newsletter Custom Magazine Versions On Demand TV Channel Social Network Game Videos Music Website

Are You a Publisher?

Publishing:
Publishing is the process of production and dissemination of information – the activity of making information available for public view.
http://en.wikipedia.org/wiki/Publisher

Former Barriers to Entry
Content Acceptance
Talent
Technology
Databases

The Difference? Marketers Publishers

Content Marketing

Marketers as Publishers
Owning the media, not Renting the media
Attract and/or retain customers by creating /curating valuable and compelling content on a consistent basis to maintain or change a behavior.
Content Marketing is…

Courtesy Miles Media

Search Engine Optimization Lead Generation Social Media STORYTELLING

Who is your Buyer? Webinknow.com Rightnow Technologies

One Buyer Persona For Every Group
Job title, Vertical, Purchase Power
It’s the WHO you are marketing to
Developing Buyer Personas

Jeremy
Mid 30’s – Coffee lover
Works at a bank
Responds to email, phone not so much.
Loves to get away on weekends with his girlfriend
Jeremy The Weekly Escape Artist

Put your Journalist hat on:
WHO is the persona… emotionally attached
WHAT does she do? What does his day look like? WHERE is the gap in his needs/wants?
WHEN does he need to close this gap?
WHY does he care about us?
Buyer Persona Profiles

What is your unique story?

No Story = Not Found = No WOM

Shutterstock

10+ Killer Content Marketing Ideas for DMOs

HUB+BLOG Content Marketing

Travel content is so widespread and diverse, you need a hub – just like a media company would have.

EMPLOYEES Leveraging Your

Average 24 posts per week/90% participation.
850% increase in site visitors in last 18 months.
6,200 enewsletter subscribers with 25% open rate.
Over 1,000 published blogs, articles, videos and podcasts.
More Closed Business, Shorter Sales Cycles

NETWORK The Influencer

Target the top 10 – 15 blogs or websites in your niche
Read and get active … start commenting
Where else are your customers online?
Be the LinkedIn/Yahoo! Answers expert
Where are your possible customers HANGING OUT?

Just in case you don’t know…

www.google.com/alerts

Cover Your Area News

SHARING? Listening Yes, But

"I want to make love to the @jetblue terminal," tweeted @meaghano, a.k.a. Meaghan O'Connell of Brooklyn, N.Y.
Three minutes later, @jetblue replied on Twitter: "Goodness...I hope you at least buy the terminal dinner first!"
http://www.clickz.com/clickz/column/1707765/what-businesses-can-learn-from-travel-tweets

Uh oh, it’s June 3rd

No Tools No Sharing

User reviews and social sharing = more traffic

GUEST BLOGGING

Over 100 blogs, Over 100 Webinars

EBOOK SERIES The Ultimate

Build Itineraries, not just activities

Examples
Shoe Lovers Guide to Denver
A Plan for the Day: Lighthouses on Lake Erie
A Flower Lovers Guide to Savannah in Two Days

YOUTUBE Testimonials on

Let Them Tell the Story
Hotel Check-In Incentive for Testimonial.
Record and Collect Email
Send Email to Visitor with Video and Sharing Options (perhaps additional incentive)
Museum Ball Park Any Special Attraction

STORIES Similar Situation

© 2010 Compendium, All Rights Reserved Maui on a Budget Maui Travel Tips Hawaii Honeymoon Hotel Hawaii Hotel Honeymoon Hotel in Big Island Lahaina Cheap Hotels Map Honolulu Hotels Maui Family Resorts Maui Hotel Package Oahu Discount Hotels Oahu Motels Where to Stay in Kauai Cheap Flight Maui Cheap Maui Flight Los Angeles to Maui Maui Airfare Deals Packages to Honolulu Sacramento to Hawaii All Inclusive Hawaiian Vacation Packages Best Maui Vacation Big Island Honeymoon Cheap Hawaiian Packages Cheap Maui Deals Discount Maui Vacation Hawaii Travel Tourism Hawaii Vacation Tour Hawaiian Family Vacation Hawaiian Islands Maui Hawaiian Islands Vacation Honolulu Hawaii Activities Kailua Kona Big Island Hawaii Kauai Golf Deals Maui Golf Packages Maui Package Deals Romantic Hawaii Honeymoon Cheap Hotels Maui Hawaii Cheap Hotels Oahu Hawaii Kona Hawaii Lodging Oahu Hotels And Resorts Airline Tickets to Honolulu Cheapest Flights to Honolulu Direct Flights to Honolulu Flights to Hawaii from California Travel to Kona Hawaii Cheap Cruises to Hawaii Cheap Hawaiian Vacation Packages Discount Hawaiian Vacation Honolulu Travel Tips Last Minute Maui Deals Oahu Specials Vacation Spots in Hawaii Vacations Packages to Hawaii Downtown Honolulu Hotels Family Hotels in Hawaii Hawaii Hotel Suites Maui Hotels Reviews Maui Vacation Resorts Best Flights to Hawaii Cheapest Flights to Maui Flights to Hawaii from Los Angeles Flights to Hawaii from San Francisco Flights to Hawaii from Seattle Honolulu Air Tickets Maui Plane Tickets Sacramento to Maui Activities in Honolulu Hawaii Activities in Maui Hawaii Cheap Maui Packages Hawaii Honeymoon Destinations Hawaii Package Tours Honeymoon Destinations Hawaii Honolulu Vacation Deals Maui Family Activities Maui Island Tours Maui Travel Info Maui Vacations Packages Vacation in Honolulu Hawaii Cheap Motel Hawaii Honolulu All Inclusive Hotels Honolulu Boutique Hotels Maui Honeymoon Resorts Air Ticket to Hawaii Air Travel to Honolulu California to Maui Cheap Hawaiian Airfares Cheap Ticket to Honolulu Discount Maui Airfare Hawaiian Air Tickets Honolulu Airfare Deals Sacramento to Honolulu All Inclusive Hawaiian Honeymoon Cheap Hawaii Travel Packages Hawaii Big Island Honeymoon Hawaii Budget Vacations Hawaii Islands Vacation Hawaii Vacation Activities Honolulu Package Deals Honolulu Tourist Information Honolulu Travel Package Kahana Reef Maui Kauai Honeymoon Package Kauai Travel Packages Accommodations in Kauai Cheapest Honolulu Hotels Kauai Vacation Resorts Kona Hawaii Accommodations Kona Resort Big Island Hawaii Maui Honeymoon Hotel Motel in Hawaii Where to Stay in Oahu Air Flights to Honolulu Direct Flights to Kauai Kauai Airfares Phoenix to Maui Big Island Hawaii Vacation Packages Cheap Maui Activities Cheapest Hawaii Vacations Cruising to Hawaii Hawaii Travel Reviews Hawaii Vacation Reviews Honolulu Hawaii Vacation Packages Kauai Honeymoon Vacation Last Minute Hawaii Vacation Packages Maui Honeymoon Vacations Maui Vacation Guide Oahu Hawaii Honeymoon Romantic Hawaii Vacations Honolulu Package Deals Honolulu Tourist Information Honolulu Travel Package Kahana Reef Maui Kauai Honeymoon Package Kauai Travel Packages Accommodations in Kauai Cheapest Honolulu Hotels Kauai Vacation Resorts Kona Hawaii Accommodations Kona Resort Big Island Hawaii Maui Honeymoon Hotel Motel in Hawaii Targeting 17,065,560 Monthly Searches

Expedia began Receiving stories from customers within 1 minute of sending email. Customer is taken to a landing page where they can share their story

An email is sent, notifying the customer that their story is publishing. The customer is then encouraged to share the good news on Facebook.

Here is a great example of content that drives SEO and gets shared by the people in the photo

Average Click Through Rate of 16%

Add on Bonus: Customers also posted on Trip Advisor

SEARCH First Think

Headline Tips
Think about the Problem
Focus on a Keyword Search (Google External Search)
Numbers Rule
Be VERY Specific
Ways to Learn about Miami’s Greatness 10 Ways to Find Miami’s Latino Soul Traveling in the Summer

CALL TO ACTION Think first about your

Always Forget???
Call to Action
Blog to What???

From Debbie Weil
Download our white paper
Join us on Twitter, Facebook, LinkedIn, YouTube, etc.
Ask us a question
Download our e-book
Sign up for our free webinar
Request our visitor’s guide
Sign up for our e-newsletter
Request a virtual demo

ADJUST Measure What’s Working &

MAGAZINES Don’t Forget

Opportunity in Print

Last Example: iFly Magazine - KLM

KLM has found that iFly is the best marketing tool they have EVER used to sell repeat tickets.
The average reader spends 20 minutes with the magazine.
Half read more than five pages.
20% read the entire magazine.
Frequent flyers are heavy users of the magazine.
The click-through rate of iFly is higher than any other online campaign from KLM.
iFly Magazine

CHIEF EDITOR Story/Reader Focused Not Tool Focused

THE LAST SLIDE: THINKING LIKE A PUBLISHER
What does your audience really need to know? (pain points)
Share awesome stuff (the best in your industry).
Find a Chief Content Officer!
Hire journalists.

Joe Pulizzi
[email_address] • @juntajoe on Twitter
THANK YOU! September 6-8, 2011

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Content Marketing for Destination Marketing Organizations (DMOs)

by Joe Pulizzi on Jun 21, 2011

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Content Marketing for Destination Marketing Organizations (DMOs) — Presentation Transcript