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Content Marketing for Destination Marketing Organizations (DMOs)
 

Content Marketing for Destination Marketing Organizations (DMOs)

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Presentation from Joe Pulizzi to Destination Marketing Organizations and CVBs at the California Travel Summit in Pasadena, California 2011. Covers why DMOs need to be publishers and leverage content ...

Presentation from Joe Pulizzi to Destination Marketing Organizations and CVBs at the California Travel Summit in Pasadena, California 2011. Covers why DMOs need to be publishers and leverage content marketing, and 10+ ideas on how to do so.

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  • So… developing our Buyer Personas…. Now, before we get started here just know that there’s not just one way to skin this cat… There are a number of great methodologies out there for developing buyer or target personas… I’m going to show you one quick way to do this today – but there are others out there as well…. Just find what works for you… So, let’s start by understanding that You need one persona for every group you are marketing to.  For instance, and just to keep this simple… Let’s stay with our WIMPY Technology solution…. We’re the marketing manager in charge of marketing for a technology company – oh and by the way our WIMPY solution stands for Widget-Integration-Management-Program (or WIMP)…. That acronym was there when you joined the company…. So… okay the Solution is marketed to the Director of IT and the CFO at financial service companies, you would have two WIMP buyer personas: a Director of IT at a Regional Bank, and the CFO at that bank. Of course as I’ve said, if you have multiple products or more personas you would identify them separately…. To keep things simple for this lesson we’ll keep it to one product with two buyer personas…
  • We have Two Buyer personas here – our Director of IT and The CFO at Financial Services companies… We want to really understand these people… Let’s draw a bit of a personality profile… You can do this by interviewing customers… Or, by interviewing sales people, or talking with prospective customers – or usually some combination of all of that…. So, through that process we might determine that: Our Director of IT – his name is Jeremy – and he’s young (mid 30’s) and he works at an Insurance company. He comes in every day and supports the organization through desktop support – working on their computers and he’s the typical geeky IT guy… Responds well to Email, but not so much on the phone… He’s frustrated because he can’t tie all his office computers together into one dashboard… With his company growing so quickly – he seems to continually be chasing his tail and behind in fixing computers… So, he could see BEFORE a computer crashes that it’s going to crash… That’s where your WIMP solution comes in…. If he could just have that – he’d know BEFORE there were problems and could fix or replace broken computers… So, what’s the GAP with Jeremy – well he doesn’t really know how to build a business case for this. He’s not a business guy – and while he’s seen the Web site for the WIMP solution – he doesn’t really know much about it. So, the USP (or our Unique Selling Proposition) to Jeremy is that our WIMP solution will uniquely enable him to save more than 10 hours per week in saved calls, repair time and waiting for replacement parts. That means we can make Jeremy look like a rock star (his personal win) to his colleagues while we enable him to be 25% more effective at his job…
  • Okay, that’s quick – but you get the idea… What we’re identifying in building a Persona is the following… And the way I do it is to remember my old Journalism rules of Who What where When and WHY WHO is the persona – let’s get emotionally attached by giving him a name and making him real. WHAT does he do. What does his day look like – W hat is his normal routine WHERE is his Insight Gap – in other word where’s the gap with our target with and without our solution. How would our solution close that gap WHEN does he he need to close this gap… Is this immediate or is this not a critical piece to what he needs to live his life…. WHY does he care… This is the USP to this target. What can we uniquely to help this person out.
  • We have to focus on what would make us interesting to our customers. Clearly, not our products and services (for the most part). In order to create a magnet to attract customers and prospects to us, we have to market differently than we have in the past.
  • And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • Identify where your customers are hanging out at…
  • Google Alerts is a free tool. The first thing you need to do is create a gmail (or google mail account), which is also free. Once you have a Gmail account, go to www.google.com/alerts. Then, just type in your keywords. In this screen, you can see I typed in content marketing, which will search for the words content and marketing being in close proximity of one another, and send you an alert as google picks it up, once a day or once a week. You can set up as many words as you want.
  • And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.

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

  • 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/
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  • 1987
  • Club Meetings @Stores Email Newsletter Custom Magazine Versions On Demand TV Channel Social Network Game Videos Music Website
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  • Are You a Publisher?
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  • 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
  • The Difference? Marketers Publishers
  • Content Marketing
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    • 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
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  • 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
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  • 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.
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  • EMPLOYEES Leveraging Your
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    • 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
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  • LISTS
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    • 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
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  • 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
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  • Uh oh, it’s June 3rd
  • No Tools No Sharing
  • User reviews and social sharing = more traffic
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  • GUEST BLOGGING
    • Over 100 blogs, Over 100 Webinars
  • EBOOK SERIES The Ultimate
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  • 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
  • © 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
  • © 2010 Compendium, All Rights Reserved
  • 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
  • © 2010 Compendium, All Rights Reserved The story is published to Expedia’s Organic Landing Page Network.
  • An email is sent, notifying the customer that their story is publishing. The customer is then encouraged to share the good news on Facebook.
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  • Here is a great example of content that drives SEO and gets shared by the people in the photo
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  • Average Click Through Rate of 16%
  • Add on Bonus: Customers also posted on Trip Advisor
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  • SEARCH First Think
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  • 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 &
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  • MAGAZINES Don’t Forget
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  • 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
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  • 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