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From the Cool Content Cornwall event at the Eden Project, Spring 2013
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Source | Flickr | TFDuesing
Content-led Destination Marketing
Jon Munro | Visit Wales
Thursday, 18 April 13
Source | Flickr | lucyparry1
Of course Wales is better than Cornwall!
Thursday, 18 April 13
Source | Flickr | lucyparry1
Wales is less front of mind than the West Country Our target market loves the West Country more than WalesThey are more likely to recommend the West Country
And the West Country attracts a higher spending visitor
But, actually it’s not!(at least in the eyes of the consumer)
Thursday, 18 April 13
Maybe Wales is a true “challenger” brand?
Thursday, 18 April 13
Thursday, 18 April 13
The content a brand creates is everythingA world where the content a brand creates is everything
Thursday, 18 April 13
Content is all we have and have ever had!
Thursday, 18 April 13
Targets, Objectives and Strategy Influencing £150 million in additional value Big focus is improving reputation Awareness, consideration and advocacy
“Those people who have not yet considered Wales”
Thursday, 18 April 13
Source | Flickr | lucyparry1
So, what works?
Thursday, 18 April 13
Thinking beyond paid media
Source | iCrossing| Slideshare
Thursday, 18 April 13
Develop themes and tell a story
Thursday, 18 April 13
Right contentRight personRight device Right timeRight action
Source | Flickr | Interbeat
Thursday, 18 April 13
SE
O
Soc
ial
PR
UX
Pai
d
Data
Strategy
Content
Adapted | Brilliant Noise (2012)
Thursday, 18 April 13
Source | Visit Wales | Tracked search terms and volume (Log10)
We watch search like a hawk
Thursday, 18 April 13
Little presence either directly or indirectly
Thursday, 18 April 13
Create useful and engaging content on our own site
Get our engaged users involved
Reach out and place content and widgets
Develop relationships with key partners
Develop creative and credible content
Maintain momentum in the run up to Valentines
Thursday, 18 April 13
Long Tail Analysis and Optimisation Adjustments
Romantic Break Section Live
Widget creation and placements started
Improving search visibility
Thursday, 18 April 13
Increasing share of relevant traffic
Search Interest vs Organic Traffic (around target terms)
Thursday, 18 April 13
TrustControl
Scale
But, there is are challenges
Thursday, 18 April 13
The Big Idea• Awareness Advocacy Scale
Targeted engagement
Crowd sourcingContent development
Community development
Creative and paid media amplification
So, what about paid media?
Thursday, 18 April 13
Thursday, 18 April 13
196 video invites
19,000 facebook followers
128,000 views of video content
11,500 subscribers, 37,000 brochures
Thursday, 18 April 13
34 million UK adults reached
Thursday, 18 April 13
Source | Flickr | lucyparry1
Of course, there are challenges
Thursday, 18 April 13
Source | travel2dot0.com | Focussing on your content strategy
Thursday, 18 April 13
Where to invest our effort and across what platforms?
Thursday, 18 April 13
Content governance and management
Source | Flickr | Bruce R
Thursday, 18 April 13
Become more content “mature” From To
Understanding Superficial DeepCommunication Monologue DialogueMarketing Campaigns ProgrammesBudgeting Channel-led Conversation-ledOrganisation Product-centric Customer-centricResults Random Sustainable
Source | ariad.ca
Thursday, 18 April 13
Source | Flickr | lucyparry1
But, what’s the big opportunity?
Thursday, 18 April 13
Thursday, 18 April 13
Piloting an approach on Flickr
Thursday, 18 April 13
#wales
#sharewales
Thursday, 18 April 13
A platform for curating and distributing third party and social content
Thursday, 18 April 13
But one where we invest in adding content value
Thursday, 18 April 13
But one where we invest in adding content value
And built on a data driven content specification
Thursday, 18 April 13
Final thought
“Collaboration is increasingly becoming the business model of the future. Whilst not impossible, it is going to become increasingly difficult to achieve things on your own. The smartest stuff is often proudly found elsewhere”
Gerd Leonhard, Media Futurist
Share it. Embrace it. Add to it. Make it better
Thursday, 18 April 13
Source | Flickr | TFDuesing
Content-led Destination Marketing
Thanks
Thursday, 18 April 13