Content Marketing is Just Telling Stories

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Stop freaking out about social media; learn how to tell the stories you already know, but online. Opening keynote for the Heartland Byways conference April 2014 in Manhattan, Kansas.

My Tourism Currents team and I do online and in-person training in social media for tourism and hospitality - http://www.tourismcurrents.com

Published in: Marketing, Technology, Business
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Content Marketing is Just Telling Stories

  1. 1. Stop Freaking Out! Just Tell Stories Sheila Scarborough - @SheilaS Tourism Currents - @TourismCurrents
  2. 2. Have a story to tell? @SheilaS @TourismCurrents
  3. 3. You have stories ….
  4. 4. Amazing stories!
  5. 5. 1-to-1 @SheilaS @TourismCurrents
  6. 6. 1-to-many
  7. 7. The Social Web
  8. 8. @SheilaS @TourismCurrents
  9. 9. Your stories here can....
  10. 10. 1 Get people's attention
  11. 11. 2 Convince people to visit
  12. 12. Individual Collective
  13. 13. 1 Get people's attention
  14. 14. People have to know you exist before they'll decide to visit
  15. 15. How? Word of mouth social sharing Google & other search Online media coverage Ads
  16. 16. Getting attention through Google & other search
  17. 17. Search is not just Google
  18. 18. Yelp results near this hotel
  19. 19. Foursquare results near this hotel
  20. 20. Field Trip results near this hotel
  21. 21. Getting attention through online media coverage @SheilaS @TourismCurrents
  22. 22. Getting attention through ads @SheilaS @TourismCurrents
  23. 23. 2 Convince people to visit
  24. 24. Convincing social storytelling includes: 1) Publishing on social media 2) Actively connecting with visitors Note: 1 + 2 = better SEO
  25. 25. Congratulations, you're one of these!
  26. 26. Creating social media content that tells a compelling story
  27. 27. TV is not a magazine is not radio is not a billboard @SheilaS @TourismCurrents
  28. 28. Facebook is not Twitter is not LinkedIn is not a blog @SheilaS @TourismCurrents
  29. 29. Tell the stories you already know, but tell them like an online publisher
  30. 30. Finger Lakes Cheese Trail
  31. 31. Make these social
  32. 32. Take this ….
  33. 33. …. & make lots of these
  34. 34. Small, short content Tweet Instagram photo
  35. 35. Medium-sized content Facebook update Pinterest Board pin LinkedIn Company Page update Google+ update
  36. 36. "Long form," lasting content Blog post Podcast Video
  37. 37. Your handiest publishing machine is.... @SheilaS @TourismCurrents
  38. 38. Individual Collective
  39. 39. Convincing social storytelling includes: 1) Publishing on social media 2) Actively connecting with visitors Note: 1 + 2 = better SEO
  40. 40. Become a digital concierge
  41. 41. Listen and respond @SheilaS @TourismCurrents
  42. 42. When the social media phone rings …. answer it!
  43. 43. Individual Collective
  44. 44. Convincing social storytelling includes: 1) Publishing on social media 2) Actively connecting with visitors Note: 1 + 2 = better SEO
  45. 45. Takeaways Publish online Respond & Connect Make it easy to find you
  46. 46. Photo Credits (my own except....) ● Utah highway courtesy Wolfgang Staudt, Flickr CC ● Blue Ridge Parkway courtesy Matthew Paulson, Flickr CC ● Sunken Trace courtesy National Parks Explorer, Flickr CC ● The social web courtesy Wayne Dixon Flickr CC ● Free kitten with beer courtesy pinguino k at Flickr CC
  47. 47. Thanks very much! Sheila Scarborough Tourism Currents @SheilaS @TourismCurrents

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