Digital DNA - Content Marketing in Travel Industry
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The document outlines steps for developing an effective content marketing strategy for the travel industry. It discusses defining objectives, researching target audiences, generating content ideas, creating a content plan and calendar, promoting content through blogs and influencers, and reviewing performance. Specific tips include brainstorming 100 ideas in 30 minutes, finding influencers on Twitter and LinkedIn, making initial contact respectfully, and repurposing content across multiple channels. Examples from campaigns in Ireland demonstrate how user-generated content and influencer partnerships can boost traffic, social shares and brand awareness.
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Digital DNA - Content Marketing in Travel Industry
- 2. Today’s Workshop 1. What is Content Marketing 2. Steps to Creating Your Strategy 3. Generating Content Ideas 4. Working With Influencers 5. Why it Works 6. A Day in Newcastle 7. Recap @nialtoner @TheTomorrowLab
- 3. What YouWill Learn • How to create a content marketing strategy • How to create 100 content ideas in 30 minutes • Identifying and working with influencers • Getting a return from your investment in content @nialtoner @TheTomorrowLab
- 4. About Me • By day TheTomorrow Lab • By night Pikalily • Write about food and travel • Enjoy all sports • Married @nialtoner @TheTomorrowLab
- 5. What is Content Marketing?
- 6. Content Marketing @nialtoner @TheTomorrowLab Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
- 7. Google Trends – Content Marketing @nialtoner @TheTomorrowLab
- 9. Google Trends – Content Marketing @nialtoner @TheTomorrowLab
- 11. Creating Content Marketing Strategy @nialtoner @TheTomorrowLab Objectives Research Ideation CreationPlan Promotion Review
- 12. Objectives
- 13. SettingYour Objectives • What are your objectives? – Sales / Lead Generation – Brand Awareness – Traffic to Website – Traffic to Location • What do you want from your content? – SMART objectives • What channel(s) do you want to focus on? @nialtoner @TheTomorrowLab
- 14. Research
- 15. Doing Your Research • Who are your customers? – Create personas • How do they digest content? – What channels do they use? – What devices do they use? • What is the customer journey? • What is your competition doing? @nialtoner @TheTomorrowLab
- 16. Focus on Your Customers @nialtoner @TheTomorrowLab Problem Need Help Understand Solution Consider Options Choose Solution
- 17. Map OutTheir Journey @nialtoner @TheTomorrowLab Seeking Activity Compare Options Research Activity Things To Do Make Booking
- 18. Howcanyou help them alongtheir journey? Howwillyou answer the questions they have? @nialtoner @TheTomorrowLab
- 19. Map OutTheir Journey @nialtoner @TheTomorrowLab Seeking Activity Compare Options Research Activity Things To Do Make Booking Outdoor Holidays Northern Ireland Newcastle Bike Trails Hotels in Newcastle Reasons to visit Newcastle Places to eat in Newcastle
- 20. Take time to do theresearch to create the contentyour customers want. @nialtoner @TheTomorrowLab
- 21. IdeaGeneration
- 22. “I wanta blog” “I wantaninfographic” “I wanta coolvideo” “I wantsomething viral” @nialtoner @TheTomorrowLab
- 24. Get your idea first! @nialtoner @TheTomorrowLab
- 25. Focus on Your Customers @nialtoner @TheTomorrowLab Problem Need Help Understand Solution Consider Options Choose Solution
- 26. Map OutTheir Journey @nialtoner @TheTomorrowLab Seeking Activity Compare Options Research Activity Things To Do Make Booking Outdoor Holidays Northern Ireland Newcastle Bike Trails Hotels in Newcastle Reasons to visit Newcastle Places to eat in Newcastle
- 27. Idea Generation @nialtoner @TheTomorrowLab 100+ ideas in 30 minutes!
- 28. 100 Ideas 30 Minutes • 6 People • 3 Ideas • 5 Minute intervals • 100+ ideas • http://635.tecmark.co.uk/ @nialtoner @TheTomorrowLab
- 29. @nialtoner @TheTomorrowLab No ideais a badidea
- 30. 100 Ideas 30 Minutes • Collate your ideas • Start to identify strongest ideas • Plan what research needs done and find your hook • Now decide the form of content to best suit your best ideas @nialtoner @TheTomorrowLab
- 32. Answer The Public @nialtoner @TheTomorrowLab
- 33. Content Creation
- 34. Types of Content • Blog Article • Video • Images • Infographic • Downloadable Guide • Podcast • Press Release • eBook • email • Social Content @nialtoner @TheTomorrowLab
- 35. Popular Content in Travel @nialtoner @TheTomorrowLab
- 36. Article Length - Travel @nialtoner @TheTomorrowLab
- 37. Repurpose Content • Ensure your content is unique • Tell a story to your audience • Good content can take many forms – Article – Video – Press release – Infographic – Social content @nialtoner @TheTomorrowLab
- 38. Involve Customers / Influencers @nialtoner @TheTomorrowLab
- 39. Reach Your Audience Seekers Joiners Influencers Buyers @nialtoner @TheTomorrowLab Looking for information Return to see new content Help to promote and share your content The group we spend most time targeting
- 40. Create YourPlan
- 41. Create Content Plan • Identify your content channels • Set timescale for content campaigns • Create content calendar • Assign ownership of content • Set project deadlines • Create promotional plan • Monitor and review @nialtoner @TheTomorrowLab
- 42. Promotion
- 43. @nialtoner @TheTomorrowLab Treat your content like a product.
- 44. ChannelsTo Promote Content @nialtoner @TheTomorrowLab
- 45. Find Influencers
- 49. Twitteris Your Friend @nialtoner @TheTomorrowLab
- 57. Find Journalists on LinkedIn @nialtoner @TheTomorrowLab
- 61. Who ToWork With
- 66. Making Contact • Read their blog!! • Interact on Twitter • Find a name – make it personal • Have an idea that will interest them • Take time to make the contact • Be memorable • It’s all about the RELATIONSHIP @nialtoner @TheTomorrowLab
- 70. And Another @nialtoner @TheTomorrowLab Please give me this great piece with a link for you. You’ve worked so hard drafting this email!
- 71. Review
- 72. MonitorPerformance • Review content performance – What types work best with your audience • Did you achieve objective • How can you improve next time • Use your analytics tools – Google – Facebook – Twitter @nialtoner @TheTomorrowLab
- 73. WhyContent Works
- 74. Good Content Delivers Traffic @nialtoner @TheTomorrowLab
- 76. Irish Open FoodGuide @nialtoner @TheTomorrowLab
- 78. #ExpediaExplores
- 79. Why Content Works • #ExpediaExplores • 16 Weeks travelling around NI and ROI • 30+ towns and cities • Social media interaction • UK and Irish travel bloggers @nialtoner @TheTomorrowLab Best use of social in search campaign.
- 84. And This Year
- 85. SportingExperiences @nialtoner @TheTomorrowLab Video link - https://www.youtube.com/watch?v=iyi-fulDxEA
- 88. 1 Phone 3 Hours Content that connects with audience! @nialtoner @TheTomorrowLab
- 89. The Video @nialtoner @TheTomorrowLab Video link - https://www.youtube.com/watch?v=tOHjWXc8EHI
- 90. The Results
- 91. Over 60,000 Reached @nialtoner @TheTomorrowLab
- 92. Results @nialtoner @TheTomorrowLab 69,000 32,000 Reach Views Shares 500+
- 95. First Hour Live @nialtoner @TheTomorrowLab
- 96. Recap
- 97. Recap • Define your objectives • Develop content ideas • Identify best form of content • Create, repurpose and promote content • Work with bloggers and influencers • Monitor and review • Remember your objectives! @nialtoner @TheTomorrowLab
- 98. www.thetomorrowlab.com Thank you! Email: nial@thetomorrowlab.com Twitter: @nialtoner | @thetomorrowlab