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Content Marketing10+ Killer Ideas for DMOs
Joe PulizziExecutive Director, Content Marketing InstituteCo-Author, Get Content Get Customers
About Joe Pulizzi (@juntajoe)
September 6-8, 2011
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Today’s Goal
• Take at least one actionable thing with you (two is a bonus).
• Think about your marketing a bit differently.
• Lots of ideas and some fun and skip around
• Answer questions!
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How Do You Acquire and Retain More Visitors
Effectively and Efficiently?
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Club Meetings @Stores
Email Newsletter
Custom Magazine Versions
On Demand TV Channel Social Network GameVideos
Music
Website
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Are You aPublisher?
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Publishing:
• Publishing is the process of production and dissemination of information – the activity of making information available for public view.
http://en.wikipedia.org/wiki/Publisher
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Former Barriers to Entry
• Content Acceptance
• Talent
• Technology
• Databases
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The Difference?Marketers Publishers
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The Difference?Marketers Publishers
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Content Marketing
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Marketers as Publishers
Owning the media, not Renting the media
Attract and/or retain customers by creating /curating valuable and compelling content on a
consistent basis to maintain or change a behavior.
Content Marketing is…
@juntajoeCourtesy Miles Media
@juntajoeCourtesy Miles Media
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Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING
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Who is your Buyer?
Webinknow.comRightnow Technologies
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One Buyer Persona For Every Group
• Job title, Vertical, Purchase Power
• It’s the WHO you are marketing to
Developing Buyer Personas
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Jeremy• Mid 30’s – Coffee lover• Works at a bank • Responds to email, phone
not so much.• Loves to get away on
weekends with hisgirlfriend
Jeremy The Weekly Escape Artist
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Put your Journalist hat on:• WHO is the persona… emotionally
attached• WHAT does she do? What does
his day look like?WHERE is the gap in his needs/wants?
• WHEN does he need to close this gap?• WHY does he care about us?
Buyer Persona Profiles
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What is your
unique story?
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No Story = Not Found = No WOM
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10+ KillerContent Marketing
Ideas for DMOs
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HUB+BLOGContent Marketing
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Travel content is so widespread and diverse, you
need a hub – just like a media company would have.
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EMPLOYEESLeveraging Your
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Average 24 posts per week/90%
participation.
850% increase in site visitors in last 18
months.
6,200 enewsletter subscribers with 25%
open rate.
Over 1,000 published blogs, articles,
videos and podcasts.
More Closed Business, Shorter Sales Cycles
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NETWORKThe Influencer
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LISTS
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Target the top 10 – 15 blogs or websites in your niche
Read and get active…start commentingWhere else are your customers online?Be the LinkedIn/Yahoo! Answers expert
Where are your possible customers
HANGING OUT?
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Just in case you don’t know…
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• www.google.com/alerts
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Cover Your Area News
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SHARING?Listening Yes, But
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• "I want to make love to the @jetblue terminal," tweeted @meaghano, a.k.a. Meaghan O'Connell of Brooklyn, N.Y.
• Three minutes later, @jetblue replied on Twitter: "Goodness...I hope you at least buy the terminal dinner first!"
http://www.clickz.com/clickz/column/1707765/what-businesses-can-learn-from-travel-tweets
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Uh oh, it’s June 3rd
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No Tools No Sharing
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User reviews and social sharing = more traffic
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GUEST BLOGGING
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• Over 100 blogs, Over 100 Webinars
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EBOOK SERIESThe Ultimate
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Build Itineraries,
not just activities
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Examples
• Shoe Lovers Guide to Denver
• A Plan for the Day: Lighthouses on Lake Erie
• A Flower Lovers Guide to Savannah in Two Days
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YOUTUBETestimonials on
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Let Them Tell the Story
1. Hotel Check-In Incentive for Testimonial.
2. Record and Collect Email
3. Send Email to Visitor with Video and Sharing Options (perhaps additional incentive)
MuseumBall ParkAny Special Attraction
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STORIESSimilar Situation
© 2010 Compendium, All Rights Reserved
© 2010 Compendium, All Rights Reserved
Honolulu Package DealsHonolulu Tourist InformationHonolulu Travel PackageKahana Reef MauiKauai Honeymoon PackageKauai Travel PackagesAccommodations in KauaiCheapest Honolulu HotelsKauai Vacation ResortsKona Hawaii AccommodationsKona Resort Big Island HawaiiMaui Honeymoon HotelMotel in HawaiiWhere to Stay in OahuAir Flights to HonoluluDirect Flights to KauaiKauai AirfaresPhoenix to MauiBig Island Hawaii Vacation PackagesCheap Maui ActivitiesCheapest Hawaii VacationsCruising to Hawaii
Hawaii Travel ReviewsHawaii Vacation ReviewsHonolulu Hawaii Vacation PackagesKauai Honeymoon VacationLast Minute Hawaii Vacation PackagesMaui Honeymoon VacationsMaui Vacation GuideOahu Hawaii HoneymoonRomantic Hawaii VacationsHonolulu Package DealsHonolulu Tourist InformationHonolulu Travel PackageKahana Reef MauiKauai Honeymoon PackageKauai Travel PackagesAccommodations in KauaiCheapest Honolulu HotelsKauai Vacation ResortsKona Hawaii AccommodationsKona Resort Big Island HawaiiMaui Honeymoon HotelMotel in Hawaii
Targeting 17,065,560 Monthly Searches
© 2010 Compendium, All Rights Reserved
Expedia beganReceiving storiesfrom customerswithin 1 minuteof sending email.
Customer is taken to a landing page where they can share their story
© 2010 Compendium, All Rights Reserved
The story is published to Expedia’s Organic Landing Page Network.
An email is sent, notifying the customer that their story is publishing. The customer is then encouraged to share the good news on Facebook.
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Here is a great example of content that drives SEO and gets shared by the people in the photo
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Average Click Through Rate of 16%
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Add on Bonus: Customers also posted on Trip Advisor
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SEARCHFirst Think
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Headline Tips
• Think about the Problem
• Focus on a Keyword Search (Google External Search)
• Numbers Rule
• Be VERY Specific
Ways to Learn about Miami’s Greatness
10 Ways to Find Miami’s Latino Soul Traveling in the Summer
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CALL TO ACTIONThink first about your
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Always Forget???
• Call to Action
• Blog to What???
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From Debbie Weil• Download our white paper• Join us on Twitter, Facebook, LinkedIn,
YouTube, etc.• Ask us a question• Download our e-book• Sign up for our free webinar• Request our visitor’s guide• Sign up for our e-newsletter• Request a virtual demo
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ADJUSTMeasure What’s Working &
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MAGAZINESDon’t Forget
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Opportunity in Print
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Last Example:iFly Magazine - KLM
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• KLM has found that iFly is the best marketing tool they have EVER used to sell repeat tickets.
• The average reader spends 20 minutes with the magazine.
• Half read more than five pages.• 20% read the entire magazine.• Frequent flyers are heavy users of the magazine.• The click-through rate of iFly is higher than any other
online campaign from KLM.
iFly Magazine
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CHIEF EDITOR
Story/Reader FocusedNot Tool Focused
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THE LAST SLIDE:THINKING LIKE A PUBLISHER
• What does your audience really need to know? (pain points)
• Share awesome stuff (the best in your industry).
• Find a Chief Content Officer!
• Hire journalists.
