Content to the Rescue - Theresa Overby

384 views

Published on

Today's skeptical travelers aren't swayed by traditional advertising. Inspire, engage and inform travelers through content marketing.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
384
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
8
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Content to the Rescue - Theresa Overby

  1. 1. Content to the Rescue Louisiana Travel Theresa Overby Content Director | Miles
  2. 2. Our #1 goal is to inspire the visitor to add Louisiana to their consideration set for vacation travel
  3. 3. Producing content experiences that inform and inspire creates one of the most powerful customer states: anticipation.
  4. 4. Web Print Email Social SEO Destination Marketing 4 Years Ago
  5. 5. LouisianaTravel.com Content Marketing 2014
  6. 6. Start with a PLAN • Consider your audience • Examine your analytics • Establish a team • Create standards and guidelines for the team and contributors • Create a style guide • Organize photos, logos and creative elements • Consider content themes • Think about hub/distribution channels
  7. 7. Content on the Fly • Be helpful/add value • Repurpose content • Update outdated blogs & repost • Numbered lists are gold • Arm yourself with analytics • Crowdsource
  8. 8. http://onlylouisiana.vscampaign.com
  9. 9. Takeaways 1. Plan before jumping in 2. Audit analytics regularly 3. Co-op the content creation process – influencers, community, stakeholders, hosted writers 4. Create content and share a minimum of 3x 5. Curate content 6. Measure & benchmark 7. Repurpose/recycle
  10. 10. Useful x Enjoyable x Inspired = Great Content via @AnnHandley

×