Cool Content | Content-led Destination Marketing

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Jon will be talking to us about his experience at Visit Wales in using digital content to get more people to come to Wales on holiday. He’ll share what he’s learnt and explore how Cornwall could share in Wales’ success!

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Cool Content | Content-led Destination Marketing

  1. 1. Source | Flickr | TFDuesing Content-led Destination Marketing Jon Munro | Visit Wales
  2. 2. Source | Flickr | lucyparry1Of course Wales isbetter than Cornwall!
  3. 3. Source | Flickr | lucyparry1But, actually it’s not!(at least in the eyes of the consumer)Wales is less front of mind than the West CountryOur target market loves the West Country more than WalesThey are more likely to recommend the West CountryAnd the West Country attracts a higher spending visitor L
  4. 4. Maybe Wales is a true “challenger” brand?
  5. 5. The content a brand creates is everything A world where the content a brand creates is everything
  6. 6. Content is all we have and have ever had!
  7. 7. Targets, Objectives and Strategy Influencing £150 million in additional value Big focus is improving reputation Awareness, consideration and advocacy“Those people who have not yet considered Wales”
  8. 8. Source | Flickr | lucyparry1So, what works?
  9. 9. Thinking beyond paid mediaSource | iCrossing| Slideshare
  10. 10. Develop themes and tell a story
  11. 11. Source | Flickr | Interbeat Right content Right person Right device Right time Right action
  12. 12. Strategy Social SEO Paid PR UX Data ContentAdapted | Brilliant Noise (2012)
  13. 13. We watch search like a hawkSource | Visit Wales | Tracked search terms and volume (Log10)
  14. 14. Little presence either directly or indirectly
  15. 15. Develop creative and credible contentCreate useful and engagingcontent on our own site Get our engaged users involved Reach out and place Maintain content and widgets momentum in the run up to Valentines Develop relationships with key partners
  16. 16. Improving search visibility 45 40 35 30 25 20 15 10Romantic BreakSection Live 5 0 Positions 1-1: Widget creation Long Tail Analysis and placements and Optimisation Positions 2-5: started Adjustments Positions 6-10:
  17. 17. Increasing share of relevant traffic 2500 500 450 2000 400 350 Search Interest 1500 300 Visits 250 1000 200 150 500 100 50 0 0 Search Interest vs Organic Traffic (around target terms)
  18. 18. But, there are challengesTrustControlScale
  19. 19. So, what about paid media? Targeted engagement Awareness Advocacy Scale The Big Idea Crowd sourcing Creative Content development and paid mediaCommunity development amplification
  20. 20. 196 video invites19,000 facebook followers128,000 views of video content11,500 subscribers, 37,000 brochures
  21. 21. 34 million UK adults reached
  22. 22. Source | Flickr | lucyparry1Of course, there are challenges
  23. 23. Source | travel2dot0.com | Focussing on your content strategy
  24. 24. Where to investour effort andacross whatplatforms?
  25. 25. Content governance and managementSource | Flickr | Bruce R
  26. 26. Become more content “mature” From ToUnderstanding Superficial DeepCommunication Monologue DialogueMarketing Campaigns ProgrammesBudgeting Channel-led Conversation-ledOrganisation Product-centric Customer-centricResults Random Sustainable Source | ariad.ca
  27. 27. Source | Flickr | lucyparry1But, what’s the big opportunity?
  28. 28. Piloting an approach on Flickr
  29. 29. #sharewales #wales
  30. 30. A platform forcurating anddistributingthird party andsocial content
  31. 31. But one where we invest in adding content value
  32. 32. And built on a data driven content specification But one where we invest in adding content value
  33. 33. Final thought “Collaboration is increasingly becoming thebusiness model of the future. Whilst notimpossible, it is going to become increasinglydifficult to achieve things on your own. Thesmartest stuff is often proudly found elsewhere”Gerd Leonhard, Media FuturistShare it. Embrace it. Add to it. Make it better
  34. 34. Source | Flickr | TFDuesing Content-led Destination Marketing Thanks J

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