Content presentation - Bangkok Conference 2012

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A presentation written for the franchise network at focused on how to make your content work harder for your business. Includes sections on: …

A presentation written for the franchise network at focused on how to make your content work harder for your business. Includes sections on:
- How to engage users
- Knowing your audience
- Understand influence
- Implementing an Editorial Strategy
- SEO & Content

More in: Technology , Business
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  • *First things first, we need to define what exactly we mean by ‘content’. Well, put simply, content is anything and everything you post to your website; it’s not just what you write. Here at My Destination, this includes:*Varied content, presented beautifully, is one of the things that make us stand out. We want to offer the most complete user experience with written text, photos, video and user interaction through social media platforms. The variety of content we offer is key to engaging our readers and keeping us ahead of the game. This means that every single thing that is posted to your site needs to be of the highest quality possible. No excuses!
  • Help make your destination stand out from the crowd: Create an in-depth feature on an area specific and important to your destination. USE STAT ABOUT TRAVEL ARTICLES PAGE BEING SECOND MOST VISITED ON THE SITE
  • Travel article section – how to pick what to write aboutWhy write a travel article? THIS FITS IN WELL AFTER THIS SLIDE (also combined with stat)Can’t put all eggs in one basket – have to have all areas good
  • Big drive to increase the quantity AND quality of company profiles.Again, it comes down to trust. Need to show your audience you know what you are talking about.
  • Versus Frommers, Yahoo Travel, GogoBot, Lonely Planet, TripAdvisor and TimeoutWe produce great contentI MAKE NO APOLOGIES FOR THE CHEESEY POWERPOINT ANIMATION – the buttons just begged me to use them – ADRIAN’S ANIMATION!!!Here are the examples Neil users regular.========CLICK, CLICK, CLICK++++++++It is clear to see, that our content looks better.Ours is not purely database driven. Laid out better, So working on Google and friends finding it all, building our AUTHORITY.These guys are still working even though they are not as good, due to their brand and history.We need to make our own history!!!      My Destination –·         Frommers –·         Yahoo Travel -·         Yelp –·         Gogobot –·         Lonely Planet –·         Trip Advisor –·         Time Out –
  • Obviously they can also ask us to produce profiles if they like.Content Creation Service
  • I know they know how to write – this is obvious in the content they produce so the focus is now on how to make that content engaging and how to get it read / shared and working for you.Going to show them examples – chevrolet, wish and the valentines / zombie shopping mall experience
  • Can’t make something go viral – society has to embrace a trend for it to go viral and you can’t predict this. However, there are things you can do to help yourself.
  • … and understand that TARGET AUDIENCE.How old are they?What do they like?How do they spend their time?Want some ideas on articles that you could write on your site to target THIS audience?Ideas for articles that wouldn’t engage them?Ideas for engagement:Look at the stats on your site, do a survey, some simply market research (ask your friends and family) and work out what you are good at. Try and find your niche. NICHECan’t be everything to everyone and need to find out your TARGET AUDIENCE. WHO is reading your site? When you know what people enjoy and who is on your site TARGET YOUR CONTENT towards them. It’s all travel focused but spin it so you are communicating well enough that your audience is paying attention.This will differ depending on your destination. In Bordeaux your readership might be 30 – 60 year olds clicking on the wine tasting information… write features that appeal to them 70 per cent of your time and the rest focus on widening your audience. Don’t alienate your audience but do use them to help build your readership. Need to build into your content creation a real focus on pushing your articles through social media. Need to know where your audience is and how to reach them. Anna will talk more about the specifics but no good writng a great piece if no one reads it.ENGAGEMENT IS ALL ABOUT GOOD COMMUNICATION – HOW CAN YOU COMMUNICATE WELL IF YOU DON’T KNOW WHO YOU ARE COMMUNICATING TO?!!!!!
  • INTERACTIVE SECTION: Do they know the My Destination Values?Understand your audience AND ALSO UNDERSTAND WHO YOU ARE (USE CHARATER HERE SO THEY CAN HAVE THIS IN MIND WHEN WRITING A MD ARTICLE)Have to understand our brand values and reflect thatOk to put their own spin on it (as long as it keeps within our brand framework)WHY are you producing this?What is the purpose?Who is it for?What do you want them to do with it?Do you know who you are? Who are we? Pick a character they can relate to and tell them they have to think of this every time they write. ‘Best writing emerges from topics the writer knows, cares and wonders about and wants to peruse’ Harvey 1998
  • Refer to Anna’s sheet on clickable titles.Google Keyword Selector Tool
  •,r:7,s:0,i:162&biw=1408&bih=733To be taken seriously you have to be an authority on it. As soon as that authority has gone then people lose trust and trust as you know if fundamental to good business.Can be an authority on something without being serious. Corrs Light (old spice these are marketed in a silly way but I’m sure you would all still buy the product. However, key obviously is that the product has to be good enough to stand up to the hype.If you are an authority people trust you (like police).Ask them who they booked their last holiday with – while they might cite price as a reason, trust is also likely to be in there. Why do you trust them? Because they know what they are doing and are PROFESSIONAL.Like These guys – who certainly look the part.Perception is a huge part of your buisness and you need to really ensure all bases are covered when it comes to the publics opinion on your and your business.
  • Like training a dog. You need to show them who is boss to build their loyalty. You need to appraoch your readership / users in the same way.
  • Goes back to understanding your audience and understanding what they want to hear –Understand that you also need to be open to influence and learn from your readers – social media is the ideal way to learn from this.
  •,r:39,s:0,i:210&biw=1296&bih=779Start by asking who in the room thinks they are influential?We are ALL influential.More influenced by the 150 or so people close to us than the 7 billion others in the world combined.Klout – any of you use it?I have no idea of my Klout rating. However, many people think this is becoming increasingly irrelevant – it measured popularity not influence.Who are you more influenced by? Media and others of those close to you?Having great relationships with those close to you rather than shaky ones with supposed ‘influencers’ can be more beneficial. Giving more sustained traffic and shares.THUS need to build on loyalty.USE BARAK OBAMAS CAMPAIGN TO LEARN HOW TO TARGET PEOPLE – Hugely successful (and expensive!!) campaign but they researched to find out where their marginal voters were and then went there to reach them. Mr Obama did a Q&A on Reddit and also a Facebook Campaign.
  • No, really he did – proof that even the President of the USA needs to build on his authority and ensure people have faith he can deliver.Treat your company the same – you need to constantly give the public proof that you are credible, trustworthy and professional – In other words an authority they should be listening to. And don’t be afraid to find new ways of doing it – but Anna will talk more about that….
  • Need to track you’re audience and know what they have been sharing and enjoying.,r:32,s:0,i:168&biw=1454&bih=723
  • I don’t think this just refers to events anymore it also means you need to reflect what your audience is looking for – you need to be on the pulse!In terms of the importance of quality content, nothing has changed since 1996 (except the forms of content). Content is what we, here at My Destination, can do best - using our local knowledge and privileged position right in the heart of the destinations we cover.Good content will draw people in, keep them on our site and ultimately build their trust in our brand, which will keep them coming back. It is this loyalty which we want to encourage and incorrect, incomprehensive, plagiarized or poor content will only serve to send people away to our competitors.In terms of up-to-date this is all relative – it doesn’t mean every day things have to be changed. Magazines publish once a month. It means it has to reflect that’s going on and the situation of the time.
  • Editorial Strategy – produce two types of content. Evergreen and topical. Need to track your audience and know what they have been sharing and enjoying. Do you know who you are? Who are we? Pick a character they can relate to and tell them they have to think of this everytime they write. STEAL EDITORIAL STRATEGY FROM MAGAZINES and NEWSPAPERS.Think about what you want to produce that month. Obviously, not going to be producing this much content but plan ahead. Make sure your articles are varied, the events you push are relevant and what you are shouting about on your social media streams all tie in. Having a clear picture of what that month is all about can also help you track results.
  • Don’t forget to bear in mind the whole cycle of your content.Monitor what you do, analyse what works and what doesn’t and learn from it.
  • content – How all content needs checking back at - Should keep updating this – The Bra Tree south of Las Vegas, on Christmas Tree Pass
  •,r:21,s:0,i:217&tx=107&ty=62&biw=1296&bih=779The pitch from this slide on depends on groups – A Group miss out next 2 slides (skim over) – B Group I need to explain them.
  • DO NOT PLAGIARISE!!!!!Use Humour- Be honest and avoid clichés & exaggerations
  • It takes time and a quality resources to produce well. Pick your team well and USE THEM!INTERACTIVE SESSION: Get people to talk over their experiences hiring writers.
  • – one way to engage readersWhether it’s a children’s fairy tale or an anecdote from a mate down the pub, people get drawn in by a narrative. We are hard-wired to respond to the ‘beginning, middle, end’ structure because it’s how we understand the world around us
  • Another way to engage readers is to get them involved. Ask questions on FB or Twitter and include their answers in your article. So ‘Top 10 Sights in Singapore’ – include 10 as nominated by people on Facebook. Then at the bottom put ‘Next week we’ll be looking at Top 10 Foods – get involved and post your best bite on FB to be featured next week…Open discussionCreate loyalty of readership through series. ‘Trip of a Lifetime’, ‘Interview with…’ – If a reader likes them and you make it clear at the bottom of the article another is on its way (and make sure it is delivers on time) this will help bring readers back.How Car ad is good at narrative but missed that last point – opening out to the massesIan Humphreys of Caliber argued that creating content in this way makes people comfortable and if they’re comfortable they’re more open to persuasion. He went on to say that the best kinds of stories are the ones that involve the audience. He used the great example of a dinner party – when somebody is telling you a story all you can think about is how you have a better story. Don’t just tell a story, make your audience feel like it is their story.
  • AFTER VIDEO: As people who know how to write content top 4 points here you are all over… the important one now is to try and work out what the 5th is. What is missing in your destination? What niche is there for you to fill? What can you be an authority on? What contacts do you have? It is this final point that will turn good into great, and get your content resonating. here!!!!
  • The written word is an important tool in communicating online. The written word is a fundamental part of the user experience. The better the user experience the more an audience pays attention and engages.Engagement increases the likelihood of interaction, purchase and repeat visits.Engagement is all about GOOD COMMUNICATION.Good written communication is relevant, accurate and interesting. Entertaining, educational – or both.Can’t communicate to your audience if you don’t’ understand them and engaging them is all about getting that communication right.
  • In terms of the importance of quality content, nothing has changed since 1996 (except the forms of content). Content is what we, here at My Destination, can do best - using our local knowledge and privileged position right in the heart of the destinations we cover.Good content will draw people in, keep them on our site and ultimately build their trust in our brand, which will keep them coming back. It is this loyalty which we want to encourage and incorrect, incomprehensive, plagiarized or poor content will only serve to send people away to our competitors.
  • That purpose could be, according to the handbook, to:Share objective, personal, or social informationShare an opinionEntertainShare pictures, videos, or other mediaSell a product or servicePost questions and answersProvide file-sharing or downloads.MOVE ONTO THE LIST OF THINGS GOOGLE RECCOMENDS YOU DO TO PRODUCE HIGH QUALITY CONTENT – PANDA UPDATES…Say they will notice many of these in the article adminThis table is the result of the Panda updatesThis table of requirements can be applied to any content they produce for their site.They just need to remove any points that aren’t relevant. INTERACTIVE SESSION: Ask them to pick an article and go through each of these marking a point for each yes. Out of 21 in total (There are 23 but 2 aren’t relevant). (ignore one about credit card information and one about health related query and would you trust the info)So here goes…
  • Is it credible?Is it accurate?Does the author know what they are talking about?Who is the author?If they have used links are they going to credible sources?Thumbs up / down
  • Friday, May 06, 2011 at 11:22 AM
  •,r:34,s:0,i:279&biw=1431&bih=810In the Battle for driving traffic and pushing up the SERP’s – Who is right?
  • One person out in cold / rain shouting and not being heardTHE SOLUTION?!!!
  • Google Keyword FinderDon’t separate columns – God Content and SEO together
  • “One other specific piece of guidance we've offered is that low-quality content on some parts of a website can impact the whole site’s rankings, and thus removing low quality pages, merging or improving the content of individual shallow pages into more useful pages, or moving low quality pages to a different domain could eventually help the rankings of your higher-quality content.” Google
  • (explain what this is [use the transport in London example and going on holiday example with hand, coat and house] and how this is only going to reward quality content further).Thus, to conclude if you want to use your content to drive traffic make sure you focus on QUALITY and the SEO will help itself.*zue5S6AyDxBi5U*XqESsQPi1HW8IauUqq03Zw6tOOZzS8RFD2/SearchGooglepacocalvino.jpg&w=1024&h=1024&ei=9_a0ULaQLOLM0QWGmYGwDw&zoom=1&iact=hc&vpx=970&vpy=360&dur=582&hovh=226&hovw=226&tx=162&ty=157&sig=107774995789352759684&page=1&tbnh=145&tbnw=146&start=0&ndsp=23&ved=1t:429,r:17,s:0,i:136&biw=1233&bih=694


  • 1. Locally informed, globally inspired Taking Your Content to the Next Level My Destination Kirsty Brown, Head of Content
  • 2. Session Plan • Intro - What is Content? • Editorial: Producing Content to Engage Users: - Knowing your Audience - Understanding Influence - Implementing an Editorial Strategy - Using Narrative • SEO & Content: Using Content to Drive Traffic • The Future Session Plan
  • 3. What is Content? • Articles • Company Profiles • Regional Information • Useful Information • Events • Multimedia – Photos, Videos and Virtual Tours • Social Media feeds: Facebook, Twitter, LinkedIn What is Content?
  • 4. Main Content Areas Regional Info: How to inspire and encourage people to visit your destination. Useful Info: Giving practical information that users trust. Profiles: How to do an engaging business profile in 30 minutes! Travel Articles: How to write attractive and compelling articles that will get users clicking. Main Content Areas:
  • 5. Why Should I Write Travel Articles? To inspire readers to your destination. To entice visitors to your site! To make your destination stand out from the crowd! To display your local knowledge. Help build your credibility and authority as a local expert in your field. They are perfect for sharing on Social Media! Why Should I Write Travel Articles?
  • 6. “The Travel Articles Page and Travel Blog are the 1st and 3rd pages site-users visit after the homepage” Did You Know?
  • 7. The Travel Decision Cycle Inspiration Decision Purchase Experience The Travel Decision Cycle
  • 8. Key Elements of a Company Profile Comprehensive written text Practical Details Map Social Media Links Cross Links Local Tip/s & Tagging Images Multimedia Key Elements of a Company Profile:
  • 9. Company ProfilesA Good Company Profile has ALL the Elements:
  • 10. MyD Science Centre, Amsterdam Vs *NEMO Science Centre Amsterdam
  • 11. What would YOU want to know?
  • 12. Profile Text: What it should include: Location Bit about it’s history / owners Overview of the exact service it offers Opening Times An example of what you can get there (e.g. a dish if a restaurant). Who it’s ideal for Other insider information: When to go, where to sit, special menu’s, theme nights. Profile Text – What Should it Include?
  • 13. Making an Engaging Company Profile (in less than an hour…) 10 mins – research business 20 mins – write 150 to 250 words 5 mins – upload photos 1 min – plot it on a map 5 mins – add the social media links 5 mins – add cross-links 5 mins – write your local tip and tag 3 mins – to proofread it TOTAL: 54 mins Making an Engaging Company Profile (in less than an hour…)
  • 14. Absolute BEST way to get a flavour for a business This is what will make your profiles stand out and help grab peoples attention… Multimedia: The Piece de Resistance…
  • 15. “Engagement is communicating well enough that the audience pays attention…”
  • 16. Absorb, understand and possibly even remember your content. Converse, comment, share or like what they see. Continue their journey with you. Click through more pages. Come back! Convert their browsing into a commercial action. An Audience that pays attention is more likely to…
  • 17. … But HOW do I get an audience’s attention?
  • 18. 1. Know your Audience
  • 19. 2. Know Yourself
  • 20. • Inspirational • Collaborative • Progressive • Keep it Simple • Go the extra mile My Destination Brand Values:
  • 21. • Passionate • Globally Aware • Supportive • Agile • Creative • Fun “Locally informed, globally inspired” My Destination Brand Personality:
  • 22. 3. Be Original
  • 23. 1. Curiosity 2. Highlight the Benefit 3. Elicit Excitement / Emotion 4. Make it Tangible 5. Appearance and Length 6. Sound 7. Expectations 7 Step Recipe to Seductively Clickable Titles
  • 24. 4. Be An Authority
  • 25. LOYALTY … then you will build:
  • 26. Your content needs to resonate with your audience and you need to become an authority Understanding Influence
  • 27. Authority gives you the power of INFLUENCE
  • 28. 5. Create an Editorial Strategy
  • 29. Content is King “If people are to put up with turning on a computer to read a screen they must be rewarded with deep and extremely up-to- date information” Bill Gates, Content is King, 1996 Content Is King
  • 30. Headline Story Additional Stories and Features Imagery Expert Tips and Local Knowledge Nod to economic climate Inspirational Variety and depth
  • 31. What You Can DoWhat You Can Do
  • 32. “Good content takes time and effort to create and maintain. So content on high quality pages should be edited, reviewed, and updated.” (Search Engine Watch) Producing the Best Content
  • 33. Taking Your Travel Articles to the Next Level…
  • 34. Easy Travel Articles to Write 1. Top 10’s / Top 5’s / Top 50’s. 2. 24 Hours in XXX / 48 Hours in XXX. 3. A review of an attraction or event that you have just been to. 4. Seasonal Events. 5. Luxury / Budget travel in XXX. 6. Be traveller specific. E.g. what to do with the family in XXX, Romantic weekend away in XXX. EASY TRAVEL ARTICLES TO WRITE
  • 35. • Be Original • Use catchy titles & taglines • Use your local knowledge • Check spellings and grammar • Use keywords and cross-links sensibly • Include QUALITY images • Be Engaging! Tips For Article Writing
  • 36. 1. More in-depth topics. E.g. local history. 2. Tackle controversial topics in your local area. 3. Develop your storytelling abilities. Entertain your readers. 4. Start article ‘Series’ 5. Interview local characters. 6. Increase your multimedia and / or make the photos a talking point. More Adventurous Article Ideas
  • 37. GOOD CONTENT isn’t cheap
  • 38. Tell Stories: Use Narrative “People respond to stories” “Make the story relevant to your business” “We are hard-wired to respond to the ‘beginning, middle, end’ structure because it’s how we understand the world around us”
  • 39. Narrative in Advertising “Appeal to their emotions not their rationality”
  • 40. The Perfect Formula for Content: Surprise Emotional response A little bit of happiness The Perfect Formula For Content:
  • 41. Brand Story Customer Story Using Narrative
  • 42. Pick your online medium - TEXT, PHOTOS, VIDEO: Understand them all but pick your favourite and go ahead and excel… Pick your topic - YOUR DESTINATION! Share your stories – LOCAL KNOWLEDGE! Speak to What’s Broken – FILLING IN THE GAPS! WHAT’S MISSING IN YOUR DESTINATION? Finally… Dig Inside and BRING SOME PASSION! You have the ingredients for highly sharable online content – the rest is up to you… How to Create Engaging Online Content:
  • 43. • Does your content cover what YOU would want to know? • Ensure ‘Evergreen’ content is updated. • To engage your audience you need to understand them. • You need to be original, build authority and have a strategy. • Use narrative & draw on emotion to sell your content. PART 1 - In Summary
  • 44. PART 2: Using Content to Drive Traffic (…with a little help from SEO)
  • 45. How to Drive Traffic: • Commercially: Special offers, great value deals. • PR / Marketing: Raising awareness (incl. social media) • SEO: Getting pages appearing on SERPs • Content: Inspiring and engaging content - articles How to Drive Traffic
  • 46. Your Content Should Be… UNIQUE ENGAGING HIGH QUALITY Your Content Should Be…
  • 47. “High quality, original, engaging content is the key to any web-based business”. (Bill Gates)
  • 48. How Does Google Define Quality Content?
  • 49. “High-quality content is anything that is very satisfying, useful, or helpful for its purpose.”
  • 50. 1. Would You Trust The Information Provided in This Article? 2. Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature? Ask yourself:
  • 51. 3. Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations? 4. Does this article have spelling, stylistic or factual errors? Ask Yourself:
  • 52. 5. Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in the search engines? Ask Yourself:
  • 53. 6. Does the article provide original content or information, original reporting, original research, or original analysis? 7. Does the page provide substantial value when compared to other pages in search results? Ask Yourself:
  • 54. 8. How much quality control is done on content? 9. Does the article describe both sides of the story? 10. Is the site a recognised authority on its topic? Ask Yourself:
  • 55. 11. Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don’t get much attention or care? Ask Yourself:
  • 56. 12. Was the article edited properly or does it seem sloppy or hastily produced? 13. Would you recognise this site as an authoritative source when mentioned by name? Ask Yourself:
  • 57. 14. Does this article give a complete or comprehensive description of the topic? 15. Does this article contain insightful analysis or interesting information that is beyond obvious? Ask Yourself:
  • 58. 16. Is this the sort of page you’d want to bookmark, share with a friend, or recommend? 17. Does this article have an excessive amount of ads that distract from or interfere with the main content? Ask Yourself:
  • 59. 18. Would you expect to see this article in a printed magazine, encyclopaedia or book? 19. Are the articles short, unsubstantial, or otherwise lacking in helpful specifics? Ask Yourself:
  • 60. 20. Are the pages produced with great care and attention to detail vs. less attention to detail? 21. Would users complain when they see pages from this site? Ask Yourself:
  • 61. • So Remember…
  • 62. Building High-Quality Sites According to GOOGLE…
  • 63. “Our advice for publishers continues to be to focus on delivering the best possible user experience on your websites and not to focus too much on what they think are Google’s current ranking algorithms or signals. ”
  • 64. Still unsure?Still Unsure?
  • 65. “Search is a complicated and evolving art and science, so rather than focusing on specific algorithmic tweaks, we encourage you to focus on delivering the best possible experience for users”.
  • 66. SEO Vs. CONTENT
  • 67. The SEO Camp: Remember: • Over optimising destroys quality content. • Fixation on keywords and links destroys quality content. • Being motivated by one link to write 500 words is never going to be a good recipe for engaging content. • Google penalises those playing the system… The Die-Hard SEO Camp
  • 68. The SEO CAMP…The SEO Camp
  • 69. The Content Camp: Remember: • Ignoring keywords and links reduces the chance of content appearing on SERPs. • Failing to include any links reduces the usability of your content. • Ignoring popular topics that people are clicking on makes you less relevant. • Failing to use Social Media to promote content reduces it’s chance of success. The Die-Hard Content Camp
  • 70. The Content CampThe Content Camp
  • 71. …Working TogetherWorking Together
  • 72. The Solution: Working together Good Content • Includes relevant keywords & links. • Is engaging and relevant to your audience. • Is well-written, original and of a high quality. • Informs or entertains. • Contains excellent spelling and grammar. • Is creditable. • Is promoted and shared!!!! Good SEO • Optimises content to get it seen on the SERPs but not at the detriment of usability. • Includes a sensible number of keywords and links. • Doesn’t try to outplay the system, i.e. GOOGLE. • Enhances your content (instead of destroying it!!!) Working Together, The Result:
  • 73. What You Can Do… • Go back over LOW QUALITY CONTENT. • Analyse previous pieces of content. • Update old content. • Invest in a good writer. • Build credibility and authority. • Provide opinion. • Keep up to date and topical. What You Can Do
  • 74. The Future…
  • 75. The Future…
  • 76. Remember…Remember…