Recently Google made a huge change to its search algorithm. The update which was dubbed Hummingbird was in essence the company’s attempt to make finding information with their search engine a great user experience. Many people use Google not only to locate plain information, but consumers use their search engine to find “content” that excites and salivates the senses. The old wisdom Content is King not only holds still true nowadays, but it is the lifeblood of our knowledge web that is driven by social networking and other social media.
After the rise of Facebook as a mainstream channel, for some time marketers became distracted by it. However soon they realised that chasing likes and building a follower base will only get the halfway there and that adding awesome content was need as a key tactic in their marketing arsenal. This was the birth of an online trend that revolves around the curation and creation of content; namely content marketing. Content marketing and content strategies are now becoming the cornerstone of successful digital marketing. This is particularly true for travel and tourism, where customers show high involvement in purchase decision making and the product only exists in the consumers mind until the point of consumption. Therefore it is not easy to get your content marketing right (Jeffbullas.com).
THE KEY PRINCIPLES OF CONTENT MARKETING
Jeff Bullas therefore had a closer look at the key principles of content marketing. At the heart of course lies memorable and engaging content. This is not easy to produce but successful guiding principles include simplicity, unexpectedness, credibility, emotions and stories. Headlines are extremely important in todays fast paced media consumption landscape. If the headline and the first couple of lines are not touching, than consumers move on to the next free source of information. Since customers are more demanding it is important to be absolutely focussed on the needs of your audience. Always put yourself in their shoes and ask the questions “Is this something my customer needs to know?” or “Would they find this information fascinating?“. Additionally it is important to give the content a good and daily digestible structure: Keep it short and simple, down to the point and avoid by any means walls of text without structure.
DISTRIBUTION OF CONTENT
A good content marketing strategy is of course not only about creating the right content, but also making sure it reaches the right audiences. Therefore social sharing buttons attached to each piece of content are a must. Secondly it is important to search-engine-optimise the content. Luckily there are free tools available (e.g. Yoast) that help you optimise your site for search engines. Subsequent distribution onto multiple platforms is also a given.
In conclusion, content marketing is about more than just producing engaging content, but is ask about reaching out to your audiences. It doesn’t matter if you are are focused on social media marketing or search marketing, contagious content needs to be woven into your overall marketing strategy.
Discussioncomments powered by Disqus
More from #DTTT
In June we present:How we Champion Remote Design
Here at the #DTTT, we used the last year to slowly change the way we work with our #DTTT Experts and destinations by embracing remote design as an integral part of how we deliver ideation workshops, audits, plans and frameworks across a range of topics. For many destinations, the remote design concept is fairly new, so […]#remote design #remote #collaboration #Destinations #workshop
In May we present:Snapchat Spectacles: The Verdict for Tourism
In the run up to Content | Campus we managed to get our hands on a pair of Spectacles, the latest ‘must have’ piece of wearable tech from Snapchat, currently only available in the US. First of all just to clarify, ‘must have’ refers to agencies and opportune eBay resellers to whom we paid over […]#snapchat spectacles #Snapchat #social media #social media marketing
In May we present:Destination Marketing in a Climate of Fear
Between looming travel bans, terrorist attacks and passengers forcibly being removed from planes, destination marketing has become increasingly difficult. “There is a fear factor of travelling,” says Peter Greenberg, CBS News Travel Editor. Travellers are more anxious than ever before to travel. What does this mean for the industry? How do you as a DMO […]#crisis management #communication #crisis #destination #destination marketing #partners #social
In May we present:Why Nuuk Holds the Key to Greenland’s Tourism Industry
In the world of entrepreneurship, founders are regarded as role models, leaders, ambitious, successful, highly driven and uniquely adept at identifying opportunities overlooked by others. This admiration is well deserved, considering 90% of start-ups fail within the first year, but a recent visit from to Nuuk reveals a richer side to earning a living as […]#Nuuk #tourism development #training #business #destination #Greenland #SME
In May we present:Sojern’s Global Travel Insights
Sojern is travel’s leading performance marketing engine. With 350M global traveler profiles and billions of predictive purchase signals including search and booking data from partners across the industry, we deliver billions of dollars in revenue and put more heads in beds and travelers in seats for our clients worldwide. From global enterprise brands to independent […]#traveler #consumer #data #Insights #Sojern #travel #traveller
In April we present:13 Tips for Forging Successful Tourism Marketing Partnerships
As part of this year’s Content | Campus in Copenhagen, a group of tourism marketers gathered in the chic offices of Visit Denmark to discuss fruitful content partnerships. On Day 2 of the Content | Campus, we were buzzing with the ideas from the previous day’s sessions and excited to begin the Content Partnerships Workshop. […]#brand collaboration #content partnerships #brand #content #tourism marketing