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Outreach beyond travel bloggers

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Sheila Scarborough
Sheila Scarborough

The document discusses how tourism organizations can reach niche audiences beyond just travel bloggers by connecting with bloggers in other genres like food, parenting, and crafts. It provides tips for finding these types of bloggers both offline at conferences and online via hashtags and social media. Specific blogger conferences and influencers are mentioned for each niche genre. The goal is to connect with influential bloggers whose audiences align with the tourism organization's target markets.

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The Power of Niche Outreach Beyond Travel Bloggers Sheila Scarborough – Tourism Currents
What We'll Talk About ● First things first ● Why online coverage matters ● Beyond the travel niche ● Food ● Parenting ● Crafters ● How to start connecting @SheilaS @TourismCurrents #NETourCon14
First Things First
The Basics Still Matter ● Social media should support YOUR business plan & marketing goals ● Who are you trying to reach & what do you want them to do? ● How will you measure progress toward your goals? @SheilaS @TourismCurrents #NETourCon14
The online coverage that matters the most? That which best reaches YOUR market(s) @SheilaS @TourismCurrents #NETourCon14
Why Online Coverage Matters
Online Advantages ● SEO boost – links & social signals ● Longevity & staying power ● Reach niche markets more easily ● Online publishers are on multiple channels – more impact ● They bring their audience along with them
Your perfect blogger connects with your perfect visitor @SheilaS @TourismCurrents
The "blogger" who is the best fit may not even have a blog @SheilaS @TourismCurrents #NETourCon14
@SheilaS @TourismCurrents
Just like there is niche online travel media.... @SheilaS @TourismCurrents #NETourCon14
Equestrian destination? Nancy D. Brown / Writing Horseback @SheilaS @TourismCurrents
Middle of the U.S.? Adam Sommer / Visit Flyover Country @SheilaS @TourismCurrents
Boomer travel? Donna Hull / My Itchy Travel Feet
130,000+ downloads of this 30 minute travel podcast
....there is niche online media beyond travel @SheilaS @TourismCurrents #NETourCon14
Food
How To Find Food Bloggers ● Go where they are offline (conferences) ● Go where they are online ● Do your research ● Ask your locals & your network @SheilaS @TourismCurrents #NETourCon14
Food Blogger Conferences ● BlogHer Food ● TechMunch events ● International Food Blogger Conference ● (bonus) Beer Bloggers Conference @SheilaS @TourismCurrents #NETourCon14
Food Bloggers Online ● Conference hashtags & Twitter Speaker Lists ● Twitter Chats - #foodiechats ● Food Blogger Pinterest Boards ●Niche Hashtags - #craftbeer ● Farmers & chefs who blog
Parenting
How To Find Parenting Bloggers ● Go where they are offline (conferences) ● Go where they are online ● Do your research ● Ask your locals & your network @SheilaS @TourismCurrents #NETourCon14
Parenting Blogger Conferences ● Type-A Parent ● Dad 2.0 Summit ● BlogHer ● Mom 2.0 Summit @SheilaS @TourismCurrents #NETourCon14
Parenting Bloggers Online ● Conference hashtags & Twitter Speaker Lists ● Twitter Chats - #gno with Mom it Forward, #DadChat ● Pinterest Boards ● BlogHer network esp Family
Parenting Blogger Research Start with locals, gather recommendations Overwhelming landscape, quality all over the map
Crafting and "Makers"
How To Find Craft Bloggers ● Go where they are offline (conferences) ● Go where they are online ● Do your research ● Ask your locals & your network @SheilaS @TourismCurrents #NETourCon14
Tip to find crafty sorts.... ....start with quilters
Bonus: The VERY Niche
#RacingPigeons #PigeonRacing #birding @SheilaS @TourismCurrents #NETourCon14
Bonus: Chance Opportunities
To start connecting, go where they are @SheilaS @TourismCurrents #NETourCon14
Photo Credits All photos my own except.... ● Bug diversity – Christian Guthier on Flickr CC ● Gumby storm trooper – JD Hancock on Flickr CC ● Nancy D. Brown courtesy Writing Horseback on Facebook ● Child in Cape G courtesy Flyover Country on Facebook ● Donna Hull courtesy My Itchy Travel Feet on Facebook
Thanks very much! Sheila Scarborough Tourism Currents @SheilaS @TourismCurrents

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Outreach beyond travel bloggers

  • 1. The Power of Niche Outreach Beyond Travel Bloggers Sheila Scarborough – Tourism Currents
  • 2. What We'll Talk About ● First things first ● Why online coverage matters ● Beyond the travel niche ● Food ● Parenting ● Crafters ● How to start connecting @SheilaS @TourismCurrents #NETourCon14
  • 4.
  • 5. The Basics Still Matter ● Social media should support YOUR business plan & marketing goals ● Who are you trying to reach & what do you want them to do? ● How will you measure progress toward your goals? @SheilaS @TourismCurrents #NETourCon14
  • 6. The online coverage that matters the most? That which best reaches YOUR market(s) @SheilaS @TourismCurrents #NETourCon14
  • 7.
  • 9.
  • 10. Online Advantages ● SEO boost – links & social signals ● Longevity & staying power ● Reach niche markets more easily ● Online publishers are on multiple channels – more impact ● They bring their audience along with them
  • 11. Your perfect blogger connects with your perfect visitor @SheilaS @TourismCurrents
  • 12. The "blogger" who is the best fit may not even have a blog @SheilaS @TourismCurrents #NETourCon14
  • 13.
  • 15. Just like there is niche online travel media.... @SheilaS @TourismCurrents #NETourCon14
  • 16. Equestrian destination? Nancy D. Brown / Writing Horseback @SheilaS @TourismCurrents
  • 17. Middle of the U.S.? Adam Sommer / Visit Flyover Country @SheilaS @TourismCurrents
  • 18. Boomer travel? Donna Hull / My Itchy Travel Feet
  • 19. 130,000+ downloads of this 30 minute travel podcast
  • 20. ....there is niche online media beyond travel @SheilaS @TourismCurrents #NETourCon14
  • 21. Food
  • 22.
  • 23. How To Find Food Bloggers ● Go where they are offline (conferences) ● Go where they are online ● Do your research ● Ask your locals & your network @SheilaS @TourismCurrents #NETourCon14
  • 24. Food Blogger Conferences ● BlogHer Food ● TechMunch events ● International Food Blogger Conference ● (bonus) Beer Bloggers Conference @SheilaS @TourismCurrents #NETourCon14
  • 25. Food Bloggers Online ● Conference hashtags & Twitter Speaker Lists ● Twitter Chats - #foodiechats ● Food Blogger Pinterest Boards ●Niche Hashtags - #craftbeer ● Farmers & chefs who blog
  • 26.
  • 27.
  • 29. How To Find Parenting Bloggers ● Go where they are offline (conferences) ● Go where they are online ● Do your research ● Ask your locals & your network @SheilaS @TourismCurrents #NETourCon14
  • 30. Parenting Blogger Conferences ● Type-A Parent ● Dad 2.0 Summit ● BlogHer ● Mom 2.0 Summit @SheilaS @TourismCurrents #NETourCon14
  • 31. Parenting Bloggers Online ● Conference hashtags & Twitter Speaker Lists ● Twitter Chats - #gno with Mom it Forward, #DadChat ● Pinterest Boards ● BlogHer network esp Family
  • 32. Parenting Blogger Research Start with locals, gather recommendations Overwhelming landscape, quality all over the map
  • 34.
  • 35.
  • 36. How To Find Craft Bloggers ● Go where they are offline (conferences) ● Go where they are online ● Do your research ● Ask your locals & your network @SheilaS @TourismCurrents #NETourCon14
  • 37. Tip to find crafty sorts.... ....start with quilters
  • 39. #RacingPigeons #PigeonRacing #birding @SheilaS @TourismCurrents #NETourCon14
  • 41.
  • 42. To start connecting, go where they are @SheilaS @TourismCurrents #NETourCon14
  • 43. Photo Credits All photos my own except.... ● Bug diversity – Christian Guthier on Flickr CC ● Gumby storm trooper – JD Hancock on Flickr CC ● Nancy D. Brown courtesy Writing Horseback on Facebook ● Child in Cape G courtesy Flyover Country on Facebook ● Donna Hull courtesy My Itchy Travel Feet on Facebook
  • 44. Thanks very much! Sheila Scarborough Tourism Currents @SheilaS @TourismCurrents