Stage 7. Targeting & Distribution
Auditing, development and refining of content targeting and distribution strategy putting data at the core.
Auditing, development and refining of content targeting and distribution strategy putting data at the core.
Our seventh course, Targeting and Distribution, explains how to effectively refine content in order to reach a target audience, alongside how to formulate a strategy to distribute this content. This chapter reveals the essential nature of data as the driving force behind accurate and effective targeting and distribution.
Our seventh course, Targeting and Distribution, explains how to effectively refine content in order to reach a target audience, alongside how to formulate a strategy to distribute this content. This chapter reveals the essential nature of data as the driving force behind accurate and effective targeting and distribution.
Our seventh course, Targeting and Distribution, explains how to effectively refine content in order to reach a target audience, alongside how to formulate a strategy to distribute this content. This chapter reveals the essential nature of data as the driving force behind accurate and effective targeting and distribution.
Data-driven solutions can significantly improve consumer targeting. Chapter seven will elaborate on how to effectively and efficiently analyse data, in order for DMOs to understand the ways in which they are reaching their desired audience. Evaluating data will allow DMOs to assess their potential consumers and their behaviour, enabling them to improve marketing efforts and advertising campaigns.
This course will highlight
In this edition, you will...
We also provide examples from our Case Studies and Talks of
With this pack, you will be able to;
With this sprint, you will be able to kick-off your work on your targeting and distribution strategies. This template is the starting point for any work on targeting and distribution because it’s built as a brainstorming canvas that will help you identify your goals, your actual and future strategies related to the target markets you want to reach, the distribution platforms you want to use, the format of content you want to craft and use and the advertisement you would like to launch to promote the destination.
The template is divided into 4 parts:
A sprint is a great way to rally all your teammates around a big idea or produce great results by concentrating the team on a specific need over a short period.
You'll be pleased with the results when you get everyone thinking collectively.
With this template, we are gonna guide you in the creation of stories for your target audiences and channels.
First, we guide you in the process of creating content ideas for each channel through the use of storyboards. Use the space for each channel to idealise your content concept and drop images, links and text for Instagram, Facebook, Twitter and Snapchat. Then think about the captions or messages for each story and post, the links to your website, the hashtags you want to use and the stickers or filters you want to use or create from scratch to personalise your stories.
Second, you will be able to create story sets: different groups of serialised content that have a logic path and stimulate the audience to know more about the content they see. Think about which ambassadors or influencers might be good for the story sets and how you can use already existing content to create a serialised set of the content without creating it from scratch.
Third, think about the channels you want to use to target your audience and define for each channel which target market you can reach through them, how you can distribute content through them and what are messages you’d like to launch.
This template helps you brainstorm ideas about how to use data to draw useful insights and turning them into smart data. Your data pool is the virtual place where you store all of your data, from consumer demographics and buying behaviour to data about your destination’s stakeholders and any other kind of research you create to support your strategies.
Use the visual pool on the top left corner to list all the data you currently have and define how and where you use that data; which data you don’t have at the moment but would like to have; how you can transform the data you have into smart data. Use the rest of the template to respond to the questions that will guide you in making smarter decisions on the use of data and how this data can help you with your strategies, such as
With this template, you will be able to work on targeting your audience at each stage of their visitor cycle.
Focusing on one of your target audiences, you can map out their visitor journey thinking about their behaviour and what makes them go from one stage to another. Use the first section of the template to make a note of the processes your visitor may be using at each stage.
The second section helps you identify which of the channels your visitors use along the cycle and mark each section off with a number 1-5 to show which platform you think your visitor will use the most at that stage of the visitor journey and which platform they'll use the least.
The third section will make you revisit your target audience's visitor cycle again, this time focusing on what content you are going to create to draw them in and what channels you're going to distribute that content on.
Lastly, you can use the template to think about how you can use data to better understand your target audience’s visitor journey, their conversation points and what content inspires them at each stage of their journey.
With this template, finally, you will be able to storyboard your campaigns based on your target audience and think about how you can collaborate with partners that you can involve in your campaigns.
On the left side of the template use the grids on top to identify the profiles of your target audience based on nationality, age, interests and approximate spending budget.
Choose then the type of campaign that most fits your target audience based on the type of your DMO. We recommend that while for national DMOs it’s good to invest in large international campaigns, smaller DMOs should instead focus on the production of content series because they are more effective with smaller budgets.
In the central area of the template, follow the guidelines to storyboard your campaign for each of your channels: YouTube, DMO website, Instagram, Facebook, Twitter and Snapchat.
On the right side of the template, use the Venn diagram to identify where there are opportunities for collaboration with your current or potential partners and in which area you might collaborate: storytelling, content creation, brand representation and sponsorship. Secondly, think about the campaign you storyboarded and define how you can use the campaign as a starting point to create Hero, Hub and Hygiene content to target your audiences.
Our seventh course, Targeting and Distribution, explains how to effectively refine content in order to reach a target audience, alongside how to formulate a strategy to distribute this content. This chapter reveals the essential nature of data as the driving force behind accurate and effective targeting and distribution.
Our seventh course, Targeting and Distribution, explains how to effectively refine content in order to reach a target audience, alongside how to formulate a strategy to distribute this content. This chapter reveals the essential nature of data as the driving force behind accurate and effective targeting and distribution.
Data-driven solutions can significantly improve consumer targeting. Chapter seven will elaborate on how to effectively and efficiently analyse data, in order for DMOs to understand the ways in which they are reaching their desired audience. Evaluating data will allow DMOs to assess their potential consumers and their behaviour, enabling them to improve marketing efforts and advertising campaigns.
This course will highlight
In this edition, you will...
We also provide examples from our Case Studies and Talks of
With this pack, you will be able to;
With this sprint, you will be able to kick-off your work on your targeting and distribution strategies. This template is the starting point for any work on targeting and distribution because it’s built as a brainstorming canvas that will help you identify your goals, your actual and future strategies related to the target markets you want to reach, the distribution platforms you want to use, the format of content you want to craft and use and the advertisement you would like to launch to promote the destination.
The template is divided into 4 parts:
A sprint is a great way to rally all your teammates around a big idea or produce great results by concentrating the team on a specific need over a short period.
You'll be pleased with the results when you get everyone thinking collectively.
With this template, we are gonna guide you in the creation of stories for your target audiences and channels.
First, we guide you in the process of creating content ideas for each channel through the use of storyboards. Use the space for each channel to idealise your content concept and drop images, links and text for Instagram, Facebook, Twitter and Snapchat. Then think about the captions or messages for each story and post, the links to your website, the hashtags you want to use and the stickers or filters you want to use or create from scratch to personalise your stories.
Second, you will be able to create story sets: different groups of serialised content that have a logic path and stimulate the audience to know more about the content they see. Think about which ambassadors or influencers might be good for the story sets and how you can use already existing content to create a serialised set of the content without creating it from scratch.
Third, think about the channels you want to use to target your audience and define for each channel which target market you can reach through them, how you can distribute content through them and what are messages you’d like to launch.
This template helps you brainstorm ideas about how to use data to draw useful insights and turning them into smart data. Your data pool is the virtual place where you store all of your data, from consumer demographics and buying behaviour to data about your destination’s stakeholders and any other kind of research you create to support your strategies.
Use the visual pool on the top left corner to list all the data you currently have and define how and where you use that data; which data you don’t have at the moment but would like to have; how you can transform the data you have into smart data. Use the rest of the template to respond to the questions that will guide you in making smarter decisions on the use of data and how this data can help you with your strategies, such as
With this template, you will be able to work on targeting your audience at each stage of their visitor cycle.
Focusing on one of your target audiences, you can map out their visitor journey thinking about their behaviour and what makes them go from one stage to another. Use the first section of the template to make a note of the processes your visitor may be using at each stage.
The second section helps you identify which of the channels your visitors use along the cycle and mark each section off with a number 1-5 to show which platform you think your visitor will use the most at that stage of the visitor journey and which platform they'll use the least.
The third section will make you revisit your target audience's visitor cycle again, this time focusing on what content you are going to create to draw them in and what channels you're going to distribute that content on.
Lastly, you can use the template to think about how you can use data to better understand your target audience’s visitor journey, their conversation points and what content inspires them at each stage of their journey.
With this template, finally, you will be able to storyboard your campaigns based on your target audience and think about how you can collaborate with partners that you can involve in your campaigns.
On the left side of the template use the grids on top to identify the profiles of your target audience based on nationality, age, interests and approximate spending budget.
Choose then the type of campaign that most fits your target audience based on the type of your DMO. We recommend that while for national DMOs it’s good to invest in large international campaigns, smaller DMOs should instead focus on the production of content series because they are more effective with smaller budgets.
In the central area of the template, follow the guidelines to storyboard your campaign for each of your channels: YouTube, DMO website, Instagram, Facebook, Twitter and Snapchat.
On the right side of the template, use the Venn diagram to identify where there are opportunities for collaboration with your current or potential partners and in which area you might collaborate: storytelling, content creation, brand representation and sponsorship. Secondly, think about the campaign you storyboarded and define how you can use the campaign as a starting point to create Hero, Hub and Hygiene content to target your audiences.
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