Locally informed, globally inspired
Taking Your Content to the Next Level
My Destination
Kirsty Brown, Head of Content
Kir...
Session Plan
• Intro - What is Content?
• Editorial: Producing Content to Engage Users:
- Knowing your Audience
- Understa...
What is Content?
• Articles
• Company Profiles
• Regional Information
• Useful Information
• Events
• Multimedia – Photos,...
Main Content Areas
Regional Info: How to inspire and encourage people to
visit your destination.
Useful Info: Giving pract...
Why Should I Write Travel Articles?
To inspire
readers to your
destination.
To entice
visitors to your
site!
To make your
...
“The Travel Articles Page
and Travel Blog are the 1st
and 3rd pages site-users visit
after the homepage”
Did You Know?
The Travel Decision Cycle
Inspiration
Decision
Purchase
Experience
The Travel Decision Cycle
Key Elements of a Company Profile
Comprehensive
written text
Practical Details Map
Social Media
Links
Cross Links
Local Ti...
Company ProfilesA Good Company Profile has ALL the Elements:
MyD Science Centre, Amsterdam Vs *NEMO Science Centre Amsterdam
What would YOU want to know?
Profile Text: What it should include:
Location
Bit about it’s history /
owners
Overview of the exact
service it offers
Ope...
Making an Engaging Company Profile
(in less than an hour…)
10 mins –
research
business
20 mins – write
150 to 250
words
5 ...
Absolute BEST way
to get a flavour for
a business
This is what will make
your profiles stand
out and help grab
peoples att...
“Engagement
is communicating
well enough that the
audience pays
attention…”
Absorb, understand
and possibly even
remember your
content.
Converse,
comment, share or
like what they see.
Continue their...
… But HOW do I get an audience’s attention?
1. Know your Audience
2. Know Yourself
• Inspirational
• Collaborative
• Progressive
• Keep it Simple
• Go the extra mile
My Destination Brand Values:
• Passionate
• Globally Aware
• Supportive
• Agile
• Creative
• Fun
“Locally
informed, globally
inspired”
My Destination B...
3. Be Original
1. Curiosity
2. Highlight the Benefit
3. Elicit Excitement / Emotion
4. Make it Tangible
5. Appearance and Length
6. Sound...
4. Be An Authority
LOYALTY
… then you will build:
Your content needs to
resonate with your
audience and you need to
become an authority
Understanding Influence
Authority gives you the power of INFLUENCE
5. Create an Editorial Strategy
Content is King
“If people are to put up with
turning on a computer to read a
screen they must be rewarded
with deep and e...
Headline Story
Additional Stories and Features
Imagery
Expert Tips and Local Knowledge
Nod to economic climate
Inspiration...
What You Can DoWhat You Can Do
“Good content takes time
and effort to create and
maintain. So content on high
quality pages should be
edited, reviewed, a...
Taking Your Travel Articles to the Next Level…
Easy Travel Articles to Write
1. Top 10’s / Top 5’s / Top 50’s.
2. 24 Hours in XXX / 48 Hours in XXX.
3. A review of an at...
• Be Original
• Use catchy titles & taglines
• Use your local knowledge
• Check spellings and grammar
• Use keywords and c...
1. More in-depth topics. E.g. local history.
2. Tackle controversial topics in your local area.
3. Develop your storytelli...
GOOD CONTENT isn’t cheap
Tell Stories: Use Narrative
“People respond
to stories”
“Make the
story relevant
to your
business”
“We are hard-wired to r...
Narrative in Advertising
“Appeal to their
emotions not their
rationality”
The Perfect Formula for Content:
Surprise
Emotional
response
A little bit of
happiness
The Perfect Formula For Content:
Brand
Story
Customer
Story
Using Narrative
Pick your online medium
- TEXT, PHOTOS, VIDEO:
Understand them all but
pick your favourite and
go ahead and excel…
Pick yo...
• Does your content cover what YOU would want
to know?
• Ensure ‘Evergreen’ content is updated.
• To engage your audience ...
PART 2: Using Content to
Drive Traffic
(…with a little help from SEO)
How to Drive Traffic:
• Commercially: Special offers, great
value deals.
• PR / Marketing: Raising awareness
(incl. social...
Your Content Should Be…
UNIQUE
ENGAGING
HIGH
QUALITY
Your Content Should Be…
“High quality, original,
engaging content is the
key to any web-based
business”.
(Bill Gates)
How Does Google Define Quality
Content?
“High-quality content is
anything that is very
satisfying, useful, or helpful
for its purpose.”
1. Would You Trust The Information
Provided in This Article?
2. Is this article written by an expert or
enthusiast who kno...
3. Does the site have
duplicate, overlapping, or redundant
articles on the same or similar topics with
slightly different ...
5. Are the topics driven by genuine
interests of readers of the site, or
does the site generate content by
attempting to g...
6. Does the article provide original
content or information, original
reporting, original research, or original
analysis?
...
8. How much quality control is done on
content?
9. Does the article describe both sides of
the story?
10. Is the site a re...
11. Is the content mass-produced
by or outsourced to a large number
of creators, or spread across a
large network of sites...
12. Was the article edited properly or
does it seem sloppy or hastily
produced?
13. Would you recognise this site as an
au...
14. Does this article give a complete or
comprehensive description of the
topic?
15. Does this article contain insightful
...
16. Is this the sort of page you’d want
to bookmark, share with a friend, or
recommend?
17. Does this article have an exce...
18. Would you expect to see this
article in a printed
magazine, encyclopaedia or book?
19. Are the articles
short, unsubst...
20. Are the pages produced with great
care and attention to detail vs. less
attention to detail?
21. Would users complain ...
• So Remember…
Building High-Quality Sites
According to GOOGLE…
“Our advice for publishers continues to
be to focus on delivering the best
possible user experience on your
websites and n...
Still unsure?Still Unsure?
“Search is a complicated and
evolving art and science, so rather
than focusing on specific
algorithmic tweaks, we encourag...
SEO Vs. CONTENT
The SEO Camp:
Remember:
• Over optimising destroys quality content.
• Fixation on keywords and links destroys
quality cont...
The SEO CAMP…The SEO Camp
The Content Camp:
Remember:
• Ignoring keywords and links reduces the
chance of content appearing on SERPs.
• Failing to i...
The Content CampThe Content Camp
…Working TogetherWorking Together
The Solution: Working together
Good Content
• Includes relevant keywords &
links.
• Is engaging and relevant to
your audie...
What You Can Do…
• Go back over LOW QUALITY CONTENT.
• Analyse previous pieces of content.
• Update old content.
• Invest ...
The Future…
The Future…
Remember…Remember…
Content presentation - Bangkok Conference 2012
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Content presentation - Bangkok Conference 2012

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A presentation written for the franchise network at MyDestination.com focused on how to make your content work harder for your business. Includes sections on:
- How to engage users
- Knowing your audience
- Understand influence
- Implementing an Editorial Strategy
- SEO & Content

Published in: Technology, Business
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Content presentation - Bangkok Conference 2012

  1. 1. Locally informed, globally inspired Taking Your Content to the Next Level My Destination Kirsty Brown, Head of Content Kirsty.brown@mydestination.com
  2. 2. Session Plan • Intro - What is Content? • Editorial: Producing Content to Engage Users: - Knowing your Audience - Understanding Influence - Implementing an Editorial Strategy - Using Narrative • SEO & Content: Using Content to Drive Traffic • The Future Session Plan
  3. 3. What is Content? • Articles • Company Profiles • Regional Information • Useful Information • Events • Multimedia – Photos, Videos and Virtual Tours • Social Media feeds: Facebook, Twitter, LinkedIn What is Content?
  4. 4. Main Content Areas Regional Info: How to inspire and encourage people to visit your destination. Useful Info: Giving practical information that users trust. Profiles: How to do an engaging business profile in 30 minutes! Travel Articles: How to write attractive and compelling articles that will get users clicking. Main Content Areas:
  5. 5. Why Should I Write Travel Articles? To inspire readers to your destination. To entice visitors to your site! To make your destination stand out from the crowd! To display your local knowledge. Help build your credibility and authority as a local expert in your field. They are perfect for sharing on Social Media! Why Should I Write Travel Articles?
  6. 6. “The Travel Articles Page and Travel Blog are the 1st and 3rd pages site-users visit after the homepage” Did You Know?
  7. 7. The Travel Decision Cycle Inspiration Decision Purchase Experience The Travel Decision Cycle
  8. 8. Key Elements of a Company Profile Comprehensive written text Practical Details Map Social Media Links Cross Links Local Tip/s & Tagging Images Multimedia Key Elements of a Company Profile:
  9. 9. Company ProfilesA Good Company Profile has ALL the Elements:
  10. 10. MyD Science Centre, Amsterdam Vs *NEMO Science Centre Amsterdam
  11. 11. What would YOU want to know?
  12. 12. Profile Text: What it should include: Location Bit about it’s history / owners Overview of the exact service it offers Opening Times An example of what you can get there (e.g. a dish if a restaurant). Who it’s ideal for Other insider information: When to go, where to sit, special menu’s, theme nights. Profile Text – What Should it Include?
  13. 13. Making an Engaging Company Profile (in less than an hour…) 10 mins – research business 20 mins – write 150 to 250 words 5 mins – upload photos 1 min – plot it on a map 5 mins – add the social media links 5 mins – add cross-links 5 mins – write your local tip and tag 3 mins – to proofread it TOTAL: 54 mins Making an Engaging Company Profile (in less than an hour…)
  14. 14. Absolute BEST way to get a flavour for a business This is what will make your profiles stand out and help grab peoples attention… Multimedia: The Piece de Resistance…
  15. 15. “Engagement is communicating well enough that the audience pays attention…”
  16. 16. Absorb, understand and possibly even remember your content. Converse, comment, share or like what they see. Continue their journey with you. Click through more pages. Come back! Convert their browsing into a commercial action. An Audience that pays attention is more likely to…
  17. 17. … But HOW do I get an audience’s attention?
  18. 18. 1. Know your Audience
  19. 19. 2. Know Yourself
  20. 20. • Inspirational • Collaborative • Progressive • Keep it Simple • Go the extra mile My Destination Brand Values:
  21. 21. • Passionate • Globally Aware • Supportive • Agile • Creative • Fun “Locally informed, globally inspired” My Destination Brand Personality:
  22. 22. 3. Be Original
  23. 23. 1. Curiosity 2. Highlight the Benefit 3. Elicit Excitement / Emotion 4. Make it Tangible 5. Appearance and Length 6. Sound 7. Expectations 7 Step Recipe to Seductively Clickable Titles
  24. 24. 4. Be An Authority
  25. 25. LOYALTY … then you will build:
  26. 26. Your content needs to resonate with your audience and you need to become an authority Understanding Influence
  27. 27. Authority gives you the power of INFLUENCE
  28. 28. 5. Create an Editorial Strategy
  29. 29. Content is King “If people are to put up with turning on a computer to read a screen they must be rewarded with deep and extremely up-to- date information” Bill Gates, Content is King, 1996 Content Is King
  30. 30. Headline Story Additional Stories and Features Imagery Expert Tips and Local Knowledge Nod to economic climate Inspirational Variety and depth
  31. 31. What You Can DoWhat You Can Do
  32. 32. “Good content takes time and effort to create and maintain. So content on high quality pages should be edited, reviewed, and updated.” (Search Engine Watch) Producing the Best Content
  33. 33. Taking Your Travel Articles to the Next Level…
  34. 34. Easy Travel Articles to Write 1. Top 10’s / Top 5’s / Top 50’s. 2. 24 Hours in XXX / 48 Hours in XXX. 3. A review of an attraction or event that you have just been to. 4. Seasonal Events. 5. Luxury / Budget travel in XXX. 6. Be traveller specific. E.g. what to do with the family in XXX, Romantic weekend away in XXX. EASY TRAVEL ARTICLES TO WRITE
  35. 35. • Be Original • Use catchy titles & taglines • Use your local knowledge • Check spellings and grammar • Use keywords and cross-links sensibly • Include QUALITY images • Be Engaging! Tips For Article Writing
  36. 36. 1. More in-depth topics. E.g. local history. 2. Tackle controversial topics in your local area. 3. Develop your storytelling abilities. Entertain your readers. 4. Start article ‘Series’ 5. Interview local characters. 6. Increase your multimedia and / or make the photos a talking point. More Adventurous Article Ideas
  37. 37. GOOD CONTENT isn’t cheap
  38. 38. Tell Stories: Use Narrative “People respond to stories” “Make the story relevant to your business” “We are hard-wired to respond to the ‘beginning, middle, end’ structure because it’s how we understand the world around us”
  39. 39. Narrative in Advertising “Appeal to their emotions not their rationality”
  40. 40. The Perfect Formula for Content: Surprise Emotional response A little bit of happiness The Perfect Formula For Content:
  41. 41. Brand Story Customer Story Using Narrative
  42. 42. Pick your online medium - TEXT, PHOTOS, VIDEO: Understand them all but pick your favourite and go ahead and excel… Pick your topic - YOUR DESTINATION! Share your stories – LOCAL KNOWLEDGE! Speak to What’s Broken – FILLING IN THE GAPS! WHAT’S MISSING IN YOUR DESTINATION? Finally… Dig Inside and BRING SOME PASSION! You have the ingredients for highly sharable online content – the rest is up to you… How to Create Engaging Online Content:
  43. 43. • Does your content cover what YOU would want to know? • Ensure ‘Evergreen’ content is updated. • To engage your audience you need to understand them. • You need to be original, build authority and have a strategy. • Use narrative & draw on emotion to sell your content. PART 1 - In Summary
  44. 44. PART 2: Using Content to Drive Traffic (…with a little help from SEO)
  45. 45. How to Drive Traffic: • Commercially: Special offers, great value deals. • PR / Marketing: Raising awareness (incl. social media) • SEO: Getting pages appearing on SERPs • Content: Inspiring and engaging content - articles How to Drive Traffic
  46. 46. Your Content Should Be… UNIQUE ENGAGING HIGH QUALITY Your Content Should Be…
  47. 47. “High quality, original, engaging content is the key to any web-based business”. (Bill Gates)
  48. 48. How Does Google Define Quality Content?
  49. 49. “High-quality content is anything that is very satisfying, useful, or helpful for its purpose.”
  50. 50. 1. Would You Trust The Information Provided in This Article? 2. Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature? Ask yourself:
  51. 51. 3. Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations? 4. Does this article have spelling, stylistic or factual errors? Ask Yourself:
  52. 52. 5. Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in the search engines? Ask Yourself:
  53. 53. 6. Does the article provide original content or information, original reporting, original research, or original analysis? 7. Does the page provide substantial value when compared to other pages in search results? Ask Yourself:
  54. 54. 8. How much quality control is done on content? 9. Does the article describe both sides of the story? 10. Is the site a recognised authority on its topic? Ask Yourself:
  55. 55. 11. Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don’t get much attention or care? Ask Yourself:
  56. 56. 12. Was the article edited properly or does it seem sloppy or hastily produced? 13. Would you recognise this site as an authoritative source when mentioned by name? Ask Yourself:
  57. 57. 14. Does this article give a complete or comprehensive description of the topic? 15. Does this article contain insightful analysis or interesting information that is beyond obvious? Ask Yourself:
  58. 58. 16. Is this the sort of page you’d want to bookmark, share with a friend, or recommend? 17. Does this article have an excessive amount of ads that distract from or interfere with the main content? Ask Yourself:
  59. 59. 18. Would you expect to see this article in a printed magazine, encyclopaedia or book? 19. Are the articles short, unsubstantial, or otherwise lacking in helpful specifics? Ask Yourself:
  60. 60. 20. Are the pages produced with great care and attention to detail vs. less attention to detail? 21. Would users complain when they see pages from this site? Ask Yourself:
  61. 61. • So Remember…
  62. 62. Building High-Quality Sites According to GOOGLE…
  63. 63. “Our advice for publishers continues to be to focus on delivering the best possible user experience on your websites and not to focus too much on what they think are Google’s current ranking algorithms or signals. ”
  64. 64. Still unsure?Still Unsure?
  65. 65. “Search is a complicated and evolving art and science, so rather than focusing on specific algorithmic tweaks, we encourage you to focus on delivering the best possible experience for users”.
  66. 66. SEO Vs. CONTENT
  67. 67. The SEO Camp: Remember: • Over optimising destroys quality content. • Fixation on keywords and links destroys quality content. • Being motivated by one link to write 500 words is never going to be a good recipe for engaging content. • Google penalises those playing the system… The Die-Hard SEO Camp
  68. 68. The SEO CAMP…The SEO Camp
  69. 69. The Content Camp: Remember: • Ignoring keywords and links reduces the chance of content appearing on SERPs. • Failing to include any links reduces the usability of your content. • Ignoring popular topics that people are clicking on makes you less relevant. • Failing to use Social Media to promote content reduces it’s chance of success. The Die-Hard Content Camp
  70. 70. The Content CampThe Content Camp
  71. 71. …Working TogetherWorking Together
  72. 72. The Solution: Working together Good Content • Includes relevant keywords & links. • Is engaging and relevant to your audience. • Is well-written, original and of a high quality. • Informs or entertains. • Contains excellent spelling and grammar. • Is creditable. • Is promoted and shared!!!! Good SEO • Optimises content to get it seen on the SERPs but not at the detriment of usability. • Includes a sensible number of keywords and links. • Doesn’t try to outplay the system, i.e. GOOGLE. • Enhances your content (instead of destroying it!!!) Working Together, The Result:
  73. 73. What You Can Do… • Go back over LOW QUALITY CONTENT. • Analyse previous pieces of content. • Update old content. • Invest in a good writer. • Build credibility and authority. • Provide opinion. • Keep up to date and topical. What You Can Do
  74. 74. The Future…
  75. 75. The Future…
  76. 76. Remember…Remember…

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