"How a Destination Creates Content Without Writing Anything"
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Presented at TACVB Annual Conference. Like most destinations, VisitLEX launched a destination hashtag campaign in 2012 under #ShareTheLex, looking to gather as many photos of the destination as seen through the eyes of the locals and visitors. Capitalizing on that success, VisitLEX launched a content site that serves as a sister site toVisitLEX.com, filled with articles written by locals, past visitors, bloggers and influencers. None of the content written is done by VisitLEX, and that is intentional, because we believe that people trust people more than organizations, so we seek out potential writers for the site to ask for content. In this session, we would cover the following topic areas: - the state of content marketing and consumers in travel - strategies to get community buy-in on destination marketing efforts - tactics that everyone can do to help other market the destination and create brand ambassadors.
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"How a Destination Creates Content Without Writing Anything"
- 1. “HOW A DESTINATION CREATES CONTENT WITHOUT WRITING ANYTHING” TACVB ANNUAL CONFERENCE, AUGUST 2017
- 2. GATHAN D. BORDEN VICE PRESIDENT, MARKETING VISITLEX GBORDEN@VISITLEX.COM @GATHANDBORDEN TACVB ANNUAL CONFERENCE, AUGUST 2017
- 3. SHARE THE TEX TACVB ANNUAL CONFERENCE, AUGUST 2017
- 4. CONSUMER TRUST ISSUES TACVB ANNUAL CONFERENCE, AUGUST 2017 PERSONALIZATION INFLUENCERS WHY DID YOU CREATE SHARETHELEX.COM?
- 5. PEOPLE DON’T TRUST ORGANIZATIONS ANYMORE. PEOPLE TRUST PEOPLE. TACVB ANNUAL CONFERENCE, AUGUST 2017
- 6. WHO CAN I USE AS AN INFLUENCER? TACVB ANNUAL CONFERENCE, AUGUST 2017
- 10. WHAT DO EACH OF THESE HAVE IN COMMON? TACVB ANNUAL CONFERENCE, AUGUST 2017
- 11. PERSONALIZATION TACVB ANNUAL CONFERENCE, AUGUST 2017
- 12. PERSONALIZATION IN MARKETING IS ABOUT DELIVERING INDIVIDUALIZED CONTENT TO YOUR CONSUMER. TACVB ANNUAL CONFERENCE, AUGUST 2017
- 13. CREATING CONTENT IS NOT ROCKET SCIENCE… TACVB ANNUAL CONFERENCE, AUGUST 2017
- 14. YOUR CONTENT STRATEGY NEEDS TO DO 1 OF 4 THINGS… TACVB ANNUAL CONFERENCE, AUGUST 2017
- 15. INFORM TACVB ANNUAL CONFERENCE, AUGUST 2017 ENTERTAIN PERSUADE CONVERT
- 16. THE EASIEST WAY TO PRODUCE CONTENT… TACVB ANNUAL CONFERENCE, AUGUST 2017
- 17. CHOOSE A TOPIC. TACVB ANNUAL CONFERENCE, AUGUST 2017 BREAK IT INTO 5 SUB-TOPICS. SELECT AN AUDIENCE. CHOOSE A FORM OF CONTENT.
- 18. CONTENT IS KING. DISTRIBUTION IS QUEEN. AND SHE WEARS THE PANTS! TACVB ANNUAL CONFERENCE, AUGUST 2017
- 19. TACVB ANNUAL CONFERENCE, AUGUST 2017
- 20. INSERT Screen Recording of ShareTheLex.com http://www.sharethelex.com/olivia-rinks-lexington-city-guide/
- 21. INSERT Screen Recording of ShareTheLex.com http://sharethelex.com/ashland-park/
- 22. INSERT Screen Recording of ShareTheLex.com http://sharethelex.com/how-to-taste-bourbon/
- 23. HOW WELL DID IT PERFORM? TACVB ANNUAL CONFERENCE, AUGUST 2017
- 24. 3 KPIs TACVB ANNUAL CONFERENCE, AUGUST 2017 TIME ON SITE AVG. PAGES PER VISIT SITE REFERRALS
- 25. PLANNING PHASE TACVB ANNUAL CONFERENCE, AUGUST 2017 15MM+ IMPRESSIONS 164K+ CLICKS $0.95 CPC
- 26. BOOKING PHASE TACVB ANNUAL CONFERENCE, AUGUST 2017 1.4K+ SITE REFERRALS 3.14 PAGES PER VISIT
- 27. KEY TAKEAWAYS TACVB ANNUAL CONFERENCE, AUGUST 2017 STOP TRYING TO OWN EVERYTHING. GET PERSONAL. PEOPLE DON’T TRUST YOU.
- 28. THANK YOU, TEXAS! TACVB ANNUAL CONFERENCE, AUGUST 2017
- 29. GATHAN D. BORDEN VICE PRESIDENT, MARKETING VISITLEX GBORDEN@VISITLEX.COM @GATHANDBORDEN TACVB ANNUAL CONFERENCE, AUGUST 2017
Editor's Notes
- Make mention of TX Tourism friends and connections Elizabeth Eddins Katie Cook, Sheila Scarborough, Sarah Page, Ryan Callison, Wesley and Jake, Daniel Horsch, Jordan, Ashley White, Stephanie, Carla…and countless others! Thank you for your friendship and your support! Texas A&M lost to UL baseball in the CWS
- I want to cover 4 areas today that will hopefully shed some light on consumers and marketing and how we’ve taken this information and directly applied it to our efforts in Lexington, KY
- If you been in any of my presentations before you, you’ve seen this slide time and time again. It’s one that I have been preaching for at least 5 years, if not longer. Dan Edelman Online survey in 28 countries, 33K respondents The 2017 Edelman Trust Barometer reveals that trust is in crisis around the world. The general population’s trust in all four key institutions — business, government, NGOs, and media — has declined broadly, a phenomenon not reported since Edelman began tracking trust among this segment in 2012. There is a paradigm shift where the masses now have influence and authority, not the institutions. Trust is in crisis mode. 92% of consumers trust peer recommendations over advertising 89% of millennials trust recommendations from friends and family more than claims by the brand. – Kissmetrics 75% of American distrust the White House!!!
- The idea of influencers, be it all the rage right now…is nothing new. The message is still the same, but the platforms have changed. How many of you remember this? --- Show Michael Jordan Wheaties commercial, followed by LeBron James and then Marshall, TX’s own George Foreman
- There is a fundamental shift in marketing now. Consumers can spot an advertisement a mile away. So, now not only do we as organizations have to deal with trust issues, we also now have to make our messages more personal.
- We’ve all heard the term of getting your message in front of the right audience at the right time. The only way you can get personal is to know the data. And allow the data to make your marketing decisions transparent. Most organizations miss the boat in creating targeted content. They do produce evergreen content, but how can you take your listicals and segment it to a particular market segment? For example, we know you probably have a list of the best burgers in town. But what about a list for the best places to grab a burger to watch the Dallas Cowboys game? Businesses that personalize web experiences see an average 19% increase in sales. (MarketingProfs) Make mention of Hulu ad selector
- At the end of the day, we all know this…
- 5 sub-topics of who, what, where, when, why and how Choose multiple perspectives for each sub-topic. Will your content be a video, blog, photo, whitepaper, etc. All content preforms differently on all channels.
- Talk about #sharethelex on Instagram Share key KPIs: page views and time on site --- reference retail as the inspiration behind this web experience (Target) The main goal is to share stories about Lexington to increase the brand awareness of the destination.
- KPIs Time on site Page visits Conversions/site referrals for booking to VisitLEX.com
- KPIs Time on site Page visits Conversions/site referrals for booking to VisitLEX.com
- KPIs Time on site Page visits Conversions/site referrals for booking to VisitLEX.com