Uncover Your Best Content & Find the Coordinates to a Successful Marketing Strategy

Transcription

1 Uncover Your Best Content & Find the Coordinates to a Successful Marketing Strategy Katie Christof, Lindsay Isaacs, GDEcD #georgiatourism

2 TAKEAWAYS Understand what is (and isn t) content marketing Identify your audience(s) Build a killer content strategy Map your content to the decision-making cycle Distribute your content for maximum impact Identify which KPIs to use to measure success

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4 What IS Content Marketing? What IS NOT Content Marketing? Owned Helpful Search-friendly Shareable Measurable Brand-focused Advertising PR Spray and Pray A campaign

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8 Why Content Marketing? 200+ million people now use ad blockers People are more likely to remember you Drives more quality leads over traditional advertising (1) think with Google

9 YOU ARE

10 112 times more likely to graduate from Navy Seal training

11 THAN YOU ARE TO CLICK ON A BANNER AD (ON PURPOSE)

12 Why Content Marketing? 200+ million people now use ad blockers People are more likely to remember you Drives more quality leads over traditional advertising (1) think with Google

13 WHAT MAKES A GOOD CONTENT STRATEGY?

14 Key Elements Goals Identified audience(s) Content style and voice guide Content mapping Content calendar Distribution plan Measurement template/kpis

15 Goals Increase traffic to the website from social Increase newsletter open rate Identify and fill key content holes

16 Key Elements Goals Identified audience(s) Content style and voice guide Content mapping Content calendar Distribution plan Measurement template/kpis

17 Identified Audience(s) Jennifer BASIC STATS: 18- to 45-year-old woman, with children PRIMARY GEO MARKET: Regional VALUES: Family, affordability, eco-friendly activities TRAVEL PHILOSOPHY: Travel allows our family to explore unique parts of the country together. ROLE IN TRAVEL PLANNING: As C.O.O. of the household, I act as the travel agent. I collect ideas from family and friends, look for the best deals online and manage the budget. INFLUENCES: Friends, family, social media. Matthew BASIC STATS: young men 18-34, without children PRIMARY GEO MARKET: 4+ hour drive from Georgia VALUES: Quality, uniqueness, affordability TRAVEL PHILOSOPHY: I want my friends to see me as ahead of the travel trends. ROLE IN TRAVEL PLANNING: I make the travel plans in my circle. We generally go where the deals are. Reviews and value are important to me. INFLUENCES: Friends, social media, travel deals. Mary BASIC STATS: Female empty nesters 50+ PRIMARY GEO MARKET: National VALUES: Luxury, simplicity, quality TRAVEL PHILOSOPHY: I want to finally relax and indulge while I m on vacation. ROLE IN TRAVEL PLANNING: I m usually the one to organize the travel for my friends or partner so I m looking for something simple. INFLUENCES: Friends, family, customer reviews online.

18 Key Elements Goals Identified audience(s) Content style and voice guide Content mapping Content calendar Distribution plan Measurement template/kpis

19 Coca-Cola

20 Coca-Cola

21 Content Voice & Style Guide Voice Humble expert on all things Georgia Genuinely friendly and welcoming with a warmth only Georgia can deliver Tout our Southern hospitality, but we re not stuck in the past Style Quality over Quantity Common-sense keywords are incorporated Focus on showing, not just telling LOTS of visuals Diverse representation of people is a priority

22 Map Your Content

23 Inspiration

24 Planning

25 Travel/Post-Travel/Inspiration

26 Key Elements Goals Identified audience(s) Content style and voice guide Content mapping Content calendar Distribution plan Measurement template/kpis

27 Seasonality & Timeliness Be relevant! Schedule posts according to seasons, holidays, world events, etc. Plan ahead for events and product launches. This allows you to develop content and strategy for big moments and lets others get involved in the process. On average, Georgia leisure travelers plan their trips 2-3 months in advance. Use this as a guide to plan out when you post specific content for an event or timely topic.

28 Content Calendar

29 Internal Content Calendar

30 Key Elements Goals Identified audience(s) Content style and voice guide Content mapping Content calendar Distribution plan Measurement template/kpis

31 Content Distribution Who is your audience? What content do they want? Where do they engage? What resources do you have?

32 Distribution marketing is targeted Increases brand relationship Shareable Measurable Cost effective

33 Newsletter Sent in August Open rate: 29.08% (vs. July 23, 2015: 23.01%) Click-though rate: 4.85% (vs. June 2016: 3.23%)

34 Social Media Distribution Facebook Instagram Pinterest Twitter YouTube Reddit Stumbleupon Medium Google Plus Tumbler

35 Social Promotion 646,288 people reached Almost 30,000 reactions Over 45,000 clicks to the website

36 Paid Distribution Outbrain Taboola ZergNet Yarpp LinkWithin

37 Key Elements Goals Identified audience(s) Content style and voice guide Content mapping Content calendar Distribution plan Measurement template/kpis

38 Key Performance Indicators

39 Goals Increase traffic to the website from social Went from 500,000 to 800,000 visitors from social to the website Increase newsletter open rate Went from 24.5% in 2016 to 25.7% in We also added over 10,000 new subscribers in FY17 just from social media. Identify and fill key content holes Added and updated close to 300 pieces of content in 2016

40 TAKEAWAYS Understand what is (and isn t) content marketing Identify your audience(s) Map your content to the decision-making cycle Build a killer content strategy Understand content marketing best practices and distribution Identify which KPIs to use to measure success

41 YOU CAN DO THIS, TOO!

42 Key Elements Goals Identified audience(s) Content style and voice guide Content mapping Content calendar Distribution plan Measurement template/kpis