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Content to the Rescue - Theresa Overby

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Travel Oregon
Travel Oregon

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

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Content to the Rescue Louisiana Travel Theresa Overby Content Director | Miles
Our #1 goal is to inspire the visitor to add Louisiana to their consideration set for vacation travel
Producing content experiences that inform and inspire creates one of the most powerful customer states: anticipation.
Web Print Email Social SEO Destination Marketing 4 Years Ago
LouisianaTravel.com Content Marketing 2014
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
Content on the Fly • Be helpful/add value • Repurpose content • Update outdated blogs & repost • Numbered lists are gold • Arm yourself with analytics • Crowdsource
http://onlylouisiana.vscampaign.com
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
Useful x Enjoyable x Inspired = Great Content via @AnnHandley
Content to the Rescue - Theresa Overby

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Content to the Rescue - Theresa Overby

  • 1. Content to the Rescue Louisiana Travel Theresa Overby Content Director | Miles
  • 2. Our #1 goal is to inspire the visitor to add Louisiana to their consideration set for vacation travel
  • 3. Producing content experiences that inform and inspire creates one of the most powerful customer states: anticipation.
  • 4. Web Print Email Social SEO Destination Marketing 4 Years Ago
  • 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. Content on the Fly • Be helpful/add value • Repurpose content • Update outdated blogs & repost • Numbered lists are gold • Arm yourself with analytics • Crowdsource
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  • 16. 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
  • 17. Useful x Enjoyable x Inspired = Great Content via @AnnHandley