Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Thinking Like A Publisher: Your Key to Content Success - Tourism Academy 2018

54 views

Published on

In this rapidly changing digital landscape, organic reach is being throttled by pay-to-play models and big platforms. Find out why leading digital experts are turning clients into content publishers to increase visibility and reach. Discover industry secrets and proven tactics that digital agencies are using for content strategy, information architecture, content production, and more.

Presented by Britt Brouse - Digital Strategy Director - Tempest

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Thinking Like A Publisher: Your Key to Content Success - Tourism Academy 2018

  1. 1. Thinking Like A Publisher: Your Key to Content Success
  2. 2. Presented by: Britt Brouse Digital Strategy Director at Tempest
  3. 3. Organic reach Is dying….
  4. 4. Way back when About 2 years ago...
  5. 5. DMOs were sitting pretty #1 in Google for “Destination Name” #1 in Google for “Things to Do in Destination” #1 in Google for “Events in Destination”
  6. 6. +10% to 40% Typical year-over-year organic gains when DMOs ranked #1 for head terms.
  7. 7. But now… it’s getting crowded.
  8. 8. New search features are competing with organic results: ● Carousel Rankings ● News Results ● Featured Snippets ● Knowledge Graph ● Travel Guide ● Increased Advertising Real Estate ● Event Listings ● Related Questions ● Hotel Booking
  9. 9. Where do you think users will click?
  10. 10. DMO Knowledge Graph Card Travel Guide News
  11. 11. DMO Knowledge Graph
  12. 12. DMO Knowledge Graph Card Travel Guide
  13. 13. -20% In the past 18 months, we have seen an average 20 percent decrease in DMO visibility for head terms.
  14. 14. #Reachpocolypse Ditto on social media. Organic reach on social is getting throttled too.
  15. 15. Platformization The rise of the platform as the dominant infrastructural and economic model of the social web and the consequences of the expansion of platforms into other online spaces.
  16. 16. What now? How will DMOs continue to stay relevant and visible online?
  17. 17. Speaking of Platforms... You have a platform too!
  18. 18. Your website is your platform.
  19. 19. You are a publisher.
  20. 20. Think like a publisher.
  21. 21. Vision or UVP
  22. 22. Zagat cuts through the clutter of available dining choices, and guides you towards the best places, wherever you are. Zagat
  23. 23. As the most discerning, up to the minute voice in all things travel, Condé Naste Traveler is the global citizen’s bible and muse offering both inspiration and vital intel. Condé Naste Traveler
  24. 24. Wired is where tomorrow is realized. It is the essential source of information and ideas that make sense of a world in constant transformation. Wired
  25. 25. DMO Vision or UVP “We are local experts providing the most authoritative and up-to-date content about our destinations. By highlighting must-see attractions and experiences, we inspire visitors to discover our authentic culture.”
  26. 26. 5 Ways to Think Like A Publisher: 1. Promote Your Destination Drivers 2. Build A Healthy Information Architecture 3. Produce Excellent Content 4. Promote Across Channels 5. Monetize Wisely
  27. 27. Destination Drivers What are the top drivers of visitation to your destination?
  28. 28. Types of Destination Drivers Events or Festivals Attractions Hotels Restaurants
  29. 29. Sometimes Destination Drivers are “intangibles.”
  30. 30. Are you “owning” your Destination Drivers?
  31. 31. Destination Driver Audit Takeaways: 1. How visible is my content in search? 2. Who is my competition? 3. Which content already performs? 4. Where can I streamline content?
  32. 32. 5 Ways to Think Like A Publisher: 1. Promote Your Destination Drivers 2. Build A Healthy Information Architecture 3. Produce Excellent Content 4. Promote Across Channels 5. Monetize Wisely
  33. 33. Identify Hub Pages vs. Supporting Pages Hub Supporting Supporting Supporting Supporting Supporting
  34. 34. 5 Ways to Think Like A Publisher: 1. Promote Your Destination Drivers 2. Build A Healthy Information Architecture 3. Produce Excellent Content 4. Promote Across Channels 5. Monetize Wisely
  35. 35. Dig in to your Destination Drivers
  36. 36. Go “Long Tail”
  37. 37. More Long Tail Search
  38. 38. Develop Long Form Content Don’t be afraid to “Go Long” 1,000+ words.
  39. 39. Long Form ContentData about performance Source: SerpIQ
  40. 40. Create the kind of content you want to read or see.
  41. 41. 5 Ways to Think Like A Publisher: 1. Promote Your Destination Drivers 2. Build A Healthy Information Architecture 3. Produce Excellent Content 4. Promote Across Channels 5. Monetize Wisely
  42. 42. Your blog is not a silo.
  43. 43. Get a little click-baity. It actually works.
  44. 44. #trending What’s trending? What’s getting traction? What’s new? Feature that content first.
  45. 45. #trending Trending Content
  46. 46. 5 Ways to Think Like A Publisher: 1. Promote Your Destination Drivers 2. Build A Healthy Information Architecture 3. Produce Excellent Content 4. Promote Across Channels 5. Monetize Wisely
  47. 47. Traditional Ad Native Ad Native Advertising
  48. 48. 4 x’s Increase in click-through rates for native ads compared to display advertising. Source: DoubleClick Publisher Blog
  49. 49. +500 percent Increase in click-through-rates when switching from a traditional to native advertising program. Source: Tempest
  50. 50. 3 Benefits of Native Advertising ● Provide an improved user experience ● Show relevant ads in relevant places ● Drive higher click-through-rates (CTRs)
  51. 51. Your Top Takeaways 1. DMOs are the top local authorities. 2. Own your Destination Drivers. 3. Dig in and create in-depth content.
  52. 52. Your Top Takeaways 4. Go after long tail queries. 5. Always be linking. Cross-promote! 6. Monetize in a relevant, impactful way.
  53. 53. Questions? Britt Brouse Digital Strategy Director - Tempest @brittbrouse

×