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Creative and Impactful Content

Gain an understanding of how graphics and better organizing information can have a positive impact on target audiences. Hear case studies from your own backyard about marketing challenges organizations faced and how they were solved in a creative manner with the use of re-purposing content.

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Creative and Impactful Content
» Overview of content marketing
» Early content marketing successes
» Why content marketing is effective
» Best practices
» Travel-related content marketing campaigns
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.
Creative and Impactful Content
“Rather than talking to consumers, we’re shifting to
speaking with them using attention grabbing content
that adds value to their lives by providing them
information at the right time in the right context. “
-Davide Beebee
Head of Marriot Hotels Content Marketing Studios
Objectives Audience Story Distribution Metrics

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Creative and Impactful Content

  • 2. » Overview of content marketing » Early content marketing successes » Why content marketing is effective » Best practices » Travel-related content marketing campaigns
  • 3. 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.
  • 5. “Rather than talking to consumers, we’re shifting to speaking with them using attention grabbing content that adds value to their lives by providing them information at the right time in the right context. “ -Davide Beebee Head of Marriot Hotels Content Marketing Studios
  • 6. Objectives Audience Story Distribution Metrics
  • 7. » Solidify Mayo’s brand position as experts » Keep Mayo’s brand top-of-mind » Generate leads for newly opened Mayo Sports Medicine Clinic in downtown Minneapolis » Familiarity: Want to increase consumer perceptions of being “familiar” with the Mayo Clinic
  • 8. » Find a way to demystify the Mayo Clinic – to share their expertise in an approachable way » Establish a consistent presence – make the Mayo Clinic seem more familiar » Use our reader panel to establish baseline brand metrics – compare every 6 months
  • 9. » Content Marketing Strategy: Introduce readers to Mayo’s expertise in an approachable way » Weekly infographic in the newspaper and on StarTribune.com
  • 10. 66% of readers find “it” valuable 569k “Health Highlights” readers /week 2min spent on Microsite pages 79 Infographics completed
  • 11. Drive memberships for Your Boat Club » Essentially a boating timeshare » Offers its members the fun of boating without the hassles of owning and maintaining a boat. » Members have access to boats on 7 Minnesota lakes » Each lake offers a variety of different boats (ski boats, pontoons, etc.) » Only 30% of our readers new Your Boat Club
  • 12. » Quick education – did not have the budget for frequency » Use our reader panel to see how readers respond to the content » Pixel-tag Your Boat Club’s Web site to see how campaign impacts traffic
  • 13. 47 47 47 70 41 48 0 10 20 30 40 50 60 70 80 All Men Women 18-34 35-54 55-99 Did you like the ad? (Strongly Agree) 54 53 56 87 54 52 0 10 20 30 40 50 60 70 80 90 100 All Men Women 18-34 35-54 55-99 Ad makes me feel more positive about the advertiser? 57 59 55 70 55 58 0 10 20 30 40 50 60 70 80 All Men Women 18-34 35-54 55-99 The ad is interesting 0 500 1000 1500 2000 2500 4/28 4/30 5/2 5/4 5/6 5/8 5/10 5/12 5/14 5/16 5/18 5/20 5/22 5/24 5/26 » 30k readers planned on visiting their Web site » 10k readers said they would make a purchase
  • 15. Engages consumers in a crowded media environment Millenials respond to recommendations from experts and friends Rapid proliferation of marketing data allows precise audience targeting Effective at marketing to consumers throughout sales funnel
  • 16. » Hyper-media environment makes it difficult to capture consumer’s attention » Content Marketing is designed to engage a reader - not sell them
  • 17. 85% of Americans divide their attention between television and the internet
  • 18. Media Dynamics, 2014 Consumers are exposed to 5,000 brands per day. They see 362 ads.
  • 19. Only 86 are noticed by consumers Media Dynamics, 2014
  • 21. » Hyper-media environment makes it difficult to capture consumer’s attention » Content Marketing is designed to engage a reader - not sell them
  • 22. RESPOND TO EXPERTS » Millennials are 45 percent more likely to respond to experts than past generations. » 70 percent look for endorsements from key influencers
  • 23. RESPOND TO PEERS 54 percent of millennials say user-generated content influences their purchases
  • 24. RESPOND TO FRIENDS 95 percent of millennials find their friends to be the most credible source
  • 25. REQUIRE AUTHENTICITY Having grown up in the media age, millennials sense authenticity. When they find a source to be in authentic, they tune it out
  • 26. CONSUMERS WANT TO BE INFORMED, ENTERTAINED, AND INSPIRED, NOT SOLD.
  • 27. » Data collection increases at an exponential pace » Allows for increasingly precise targeting
  • 28. INCREASINGLY PRECISE TARGETING » Precise display ad targeting » Audience targeting on social networks » Retargeting – particularly search retargeting
  • 30. MORE DATA WILL BE CREATED IN 2017 THAN THE FIRST 5,000 YEARS OF HUMANITY App Developer Magazine. December, 2016.
  • 31. » Content marketing can be tailored to multiple levels of the buying funnel
  • 32. DREAMING » Engage consumers who dream of travel » Broadly targeted to probable demographics » Native ad positions, social networks » Be part of the conversation
  • 33. PLANNING Targeted to people who are actively planning their vacation. Besides SEM, search retargeting, content benefits SEO
  • 34. BOOKING Retarget users who have visited your site with testimonials and special offers » The average traveler visits 20+ travel websites before booking Expedia, 2016
  • 35. Solicit testimonials, get visitors to relive their vacation: » Content for swaying new guests » Tempers any cognitive dissonance POST VISIT
  • 36. » Let the content guide the story type. Be visua. » Grab attention – surprise and delight » Leverage human interest » Be subtle » Don’t be a wonk! Write for your audience. » Provide value
  • 37. Increase bookings by being part of the conversation
  • 39. From Pyramid Falls to Mount Robson: What’s Waiting in the Canadian Rockies? A Town Called Banff… and Why It’s So Special Multi-generational Vacations Worth Sharing Finally, a Must-Take Vacation List That Doesn’t Include Paris… Road Trip or Train Ride? What’s the Best Way to Experience The Canadian Rockies?
  • 40. »Best performing content in the nation »On average, readers spent over 2 min on page
  • 46. Objective: Draw tourists from Norther California to Sun Valley, Idaho