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The path to great content: Host Saskatchewan Conference 2017

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As a tourism provider, it is easy to talk about what you do. But is that really what your audience wants to hear? Does it inspire your customers to spend their vacation time with you? In this presentation, Kathy Wagner shares five simple questions to ask your customers that will help you target content to their needs, and some easy tools for keeping your messaging focused on your customer. She also shares a quick trick for improving the odds that customers will provide positive online reviews. Throughout the presentation, Kathy share's illustrative examples from Tourism Saskatchewan’s recently adopted consumer-focused content framework.

This presentation was part of the 2017 HOST Saskatchewan Conference for tourism providers.

Published in: Marketing
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The path to great content: Host Saskatchewan Conference 2017

  1. 1. The path to great content Kathy Wagner Founder & Principal Strategist Content Strategy Inc Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  2. 2. • Grew up reading and daydreaming • Past careers in technical comms & customer experience • Have been doing content strategy my entire life Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017 A bit about me
  3. 3. Today I change the way companies make content by shining a light in dark corners and cleaning out content cobwebs. A bit about me Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  4. 4. What is content, anyways? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  5. 5. Content is meaningful information created for any audience. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  6. 6. It’s all content. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  7. 7. Content is used by your audience, not by you. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  8. 8. Great content will… ©Kaizen Consulting Services Inc Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  9. 9. Avoid this path. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  10. 10. Take their perspective. Clarify their gain. Build trust & confidence. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  11. 11. 1. Take their perspective. Commit to understanding your audience. Make sure your content meets their needs. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  12. 12. 2. Clarify their gain. Not what you think they want. Find out what’s really important to them. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  13. 13. 3. Build trust & confidence. Reflect your real, authentic self. Don’t over sell. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  14. 14. The path to great content Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  15. 15. But how? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  16. 16. Get to know them. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  17. 17. There’s market research Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  18. 18. No research team is closer to your customers than you are. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  19. 19. Just talk to them Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  20. 20. 5 simple questions to ask your customers Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  21. 21. 1. Why this type of experience? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  22. 22. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  23. 23. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  24. 24. To connect with nature? To get away from it all? To have fun? To relax? To indulgence myself? To create family memories? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  25. 25. Keep asking “Why?” Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  26. 26. To feel accomplished To feel recharged To feel connected To feel at peace To feel invigorated To feel interesting Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  27. 27. Target your message. OK, but how does this help me? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  28. 28. 2. How did you find out about us? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  29. 29. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  30. 30. 2. How did you find out about us? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  31. 31. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  32. 32. So what? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  33. 33. Think about your customer’s journey, and how your content can shift to accommodate. Discover Consider Book Travel Advocate Different information at different times. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  34. 34. Different places for different information. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  35. 35. Different places for different information. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  36. 36. 3. Why did you choose us? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  37. 37. What made us stand out? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  38. 38. What about after your visit? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  39. 39. Ask for specifics. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  40. 40. Communicate your differentiators. Use that information! Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  41. 41. 4. Where do you hang out online? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  42. 42. Of people who are interested in traveling to or within Saskatchewan: • 48% prefer mostly or only online content. • 40% prefer equally online and print content. • 12% prefer mostly or only print content. From a January 2017 Tourism Saskatchewan survey of over 1600 respondents. And the survey says... Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  43. 43. Twitter @kathy_cs_inc HOST Saskatchewan Conference 2017
  44. 44. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  45. 45. But how does that help me? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  46. 46. Be part of their world. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  47. 47. Find common: • Travel or tourism topics • Experiential topics • Region or location topics Where there’s also value for you Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  48. 48. 5. What inspires you to share your experiences? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  49. 49. And the survey says... 51% of SK travelers share their experiences online through social media or reviews. From a January 2017 Tourism Saskatchewan survey of over 1600 respondents. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  50. 50. • To share with family and friends (73%) • To share a positive review of a place I visited (62%) • To share my story or photos with the public (32%) • To share a negative review of a place I visited (30%) • To show people that I do things / my life is interesting (21%) • To win something (8%) From a January 2017 Tourism Saskatchewan survey of over 1600 respondents. Reasons for sharing travel experiences: Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  51. 51. Ask for specifics. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  52. 52. Provide more “Kodak moments” Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  53. 53. Five questions: 1. Why this type of experience? 2. How did you find out about us? 3. Why did you choose us? 4. Where do you spend your time online? 5. What experiences do you share online? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  54. 54. Five tips for great content: 1. Use motivational messaging. 2. Get content where your audience is. 3. Showcase your unique differentiators. 4. Be online where your audience is. 5. Give people content to share. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  55. 55. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017 Make it easy on yourself.
  56. 56. Tip for getting positive online reviews Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  57. 57. Just ask for one in the right way, at the right time. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  58. 58. 1. When they arrive. 2. When they leave. 3. In your online thank-you follow up. Mention the importance of reviews: Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  59. 59. It’s for “above and beyond” experiences. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  60. 60. Make it personal. Make it easy. Be respectful. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  61. 61. Avoid this path. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  62. 62. Take their perspective. Clarify their gain. Build trust & confidence. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  63. 63. Ask questions Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
  64. 64. Kathy Wagner Founder and principal strategist Content Strategy Inc ContentStrategyInc.com Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017 Kathy@ContentStrategyInc.com @Kathy_CS_Inc https://www.slideshare.net/Content_Strategy_Inc/the-path- to-great-content-host-saskatchewan-conference-2017

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