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Best Practices in Content Marketing for the Travel Industry
How to Create Content Travelers Love
Caitlin Domke @NewsCred – Brand Strategist
@caitlindomke
It’s clear that traditional advertising methodologies are no longer working.
70% of consumers prefer getting to know a company through content vs. ads
72% of marketers think branded content is more effective than advertising
Source: Content Marketing Institute
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Source: Custom Content Council
@CaitlinDomke
of millennials said that a compelling advertisement
would make them trust a brand more.
1%
*Forbes/Elite Daily study, Jan. 2015.
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Banners? You are more likely to . . .
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“Rather than talk at consumers, we’re shifting to speaking with them using attention-grabbing content that adds value to consumers’ lives by
providing them with information and entertainment at the right time
and in the right context.”
– David Beebe, head of Marriott International Content Studio
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Why build your house on rented land?
Publish on your own Content Hub.
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NewsCred is dedicated to helping brands connect with their audiences
through great content.
Software Services Content
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Today
• What is content marketing
• How to build a successful content marketing strategy • Utilizing content across the traveler’s buyer journey
• Content distribution + amplification
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What is Content Marketing? How to Build a Successful Content Strategy
Content Distribution + Amplification
Utilizing Content Across the Traveler Journey
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”
-Content Marketing Institute
• Not advertising or PR
• It is continuous
• Customer, not brand-focused
• Seeks to answer customer questions across the buyer journey
• Owned media = An Asset for your business with ROI
Content Marketing Defined
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The Promise of Content Marketing:
To earn your audience . . .
. . . versus buying it!
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Unique Point of View Trap
Too easy to become consumed with your story, not your customers.
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“Content marketing is like a first date. If all you do is talk
about yourself, there won’t be a second date.”
– David Beebe
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Ann Handley: “Take your brand out of the story. . . . . .Make your customers the hero.”
Our Natural Instinct
Content Marketing
Brand Purpose
What Customers
Want
Charity
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Content Marketing Success
How to Build a Successful Content Strategy
Content Distribution + Amplification
Utilizing Content Across the Traveler Journey
Steps to achieve content marketing success:
1. Start with a strategy. 2. Create great content aligned with the buyer’s
journey.
3. Share strategically.
4. Track ROI
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18
Determine and document your content strategy.
Why is it important to have a documented content marketing strategy?
Source: CMI
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• Thinking and acting like a publisher
• Delivering content your audience wants
• Managing content as an asset (with an ROI)
What is a Content Marketing Strategy?
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Content Marketing Roadmap
Discovery Destination Team Topic Models Customer Journey
KPIs / Reporting Optimization
• Audience insights
• Business Case
• Current State
• Budget
• Branding/Design
• Platform
• Firm Integration
• Who does what?
• Agency
• NewsCred
• Distribution
• Structure
• Topics
• Types
• Content by Stage
• Conversions
• Subscriptions
• Define report
• Who / when?
• Content
• Platform
• Distribution
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YOUR BRAND PURPOSE
Content Marketing
Brand Purpose
What Customers
Want
KEY AUDIENCE INSIGHTS
YOUR MISSION
STATEMENT
Developing your mission statement
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Follow this template:
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [content marketing goals]
• Earn your audience’s attention vs. just buying it • Reach, engage and convert NEW buyers
NewsCred Example: Become a destination for marketers interested in content marketing. To help them be better at their jobs and achieve marketing success. This will help us reach, engage, and convert new buyers and engage with existing customers.
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Key responsibilities
Content Marketer /
Editor Strategizes, writes,
and oversees
content projects to
ensure brand
consistency and
alignment with
business
objectives.
Community Manager
Distributes content
across social
channels, engages
online communities,
and contributes to
content projects.
Designer Brings content to life
through the user
experience and rich
visuals.
Contributors Any content creator-
blogger,
photographer,
designer — who
contributes to your
project.
SEO / Paid Specialist
Manages the paid
distribution of
content online.
Analytics Defines best/ worst
performers,
conversion
optimization and
measurement
communications.
Curation Fines and re-
purposes the best
content from your
business and from
around the web.
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Key factors to content marketing success: 1. Documented content strategy and mission statement
2. Have someone accountable for content
3. Consistently publish quality content
4. Map content to consumer journey
5. Balance Paid, Owned, and Earned Media
6. Track Content Marketing ROI
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Give yourself a grade!
Best Practice R Y G
Have a documented content strategy?
Have someone managing content
Content maps to the buyer journey
Publishing quality, volume and variety
Social activation of content
Measurement template / ROI defined
Overall:
?
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Content Marketing Success
Building a Successful Content Strategy
Content Distribution + Amplification
Utilizing Content Across the Traveler Journey
Licensed Content Custom Content Social Content
Utilize the Right Mix of Content
Licensed Content Boost credibility, publishing cadence and
direct traffic with a high-volume of fully-
licensed, compliant content.
Custom Content Share on-brand stories and recipes which
are created specifically for your brand.
Social Content Leverage snackable content through UGC
that engages your target audience.
Custom Content Share on-brand stories which are created specifically
for your brand.
Community Content Leverage content from customers, employees,
influencers that grows and engages your community.
Licensed Content Boost credibility, publishing cadence, and direct traffic
with a high-volume of fully-licensed, compliant content.
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Licensed Content Custom Content Social Content
Utilize the Right Mix of Content
Licensed Content Boost credibility, publishing cadence and
direct traffic with a high-volume of fully-
licensed, compliant content.
Custom Content Share on-brand stories and recipes which
are created specifically for your brand.
Social Content Leverage snackable content through UGC
that engages your target audience.
Custom Content Share on-brand stories which are created specifically
for your brand.
Community Content Leverage content from customers, employees,
influencers that grows and engages your community.
Licensed Content Boost credibility, publishing cadence, and direct traffic
with a high-volume of fully-licensed, compliant content.
+28%
brand engagement
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According to Google, travelers visit 22
different sites over an average of 9.5 sessions
before booking.
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Content across the traveler’s buyer journey • Broader, shareable content that inspires travel • Aim to start long relationships, don’t over-emphasize your brand or push
for conversions yet (but make sure to have CTA) • Channels: social/video/photo sites; search engines; email
• Help your customers plan with destination-specific content • Don’t pressure towards bookings (but make sure to have CTA)
• What makes your brand/company unique? Tell those stories. • Consider UGC (user reviews, testimonials and brand advocates) to
speak for you.
• Keep the conversation going with a consistent cadence of TOFU/MOFU content
• Email and social are great channels for this
Inspiration
Retain
Research & Discovery
Booking & Preference
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Reach, Engage and Convert the Right People.
Early-‐stage Searches
Middle-‐stage
Brand Searches
Search / Social Volume
“What are the world’s best beaches?” (10-‐3000 X)
“What should I do in Bali?” (2-‐10 X)
“Four Seasons in Bali”
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INSPIRATION + AWARENESS STAGE
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of people don’t know where they want to go when first
looking into booking a trip.
70%
*Google/Ipsos MediaCT
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Many leisure travelers go into planning undecided on a brand.
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RESEARCH + DISCOVERY STAGE
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Search terms that travelers use in planning
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BOOKING STAGE
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Content directly influences purchase decisions.
85% of consumers regularly seek out trusted content when considering a purchase.
Source: Nielsen
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Information sources used by U.S. travelers while planning/booking their most recent trip
40%
38%
38%
25%
19%
18%
16%
13%
Hotel sites
Online travel agencies
Airline sites
Search engines
Travel publications/sites
Family/Friend
Rental car sites
Search engine travel sites
Source: eMarketer/
Expedia Media Solutions
conducted by comScore Nov
2014
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User-Generated Content during Booking Stage
of travel planning study respondents report
reading travel reviews prior to booking
95%
Source: New York University and TrustYou; 2015
of millennials post on social networks and
share experiences with friends while traveling
97%
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Source: Chase Card Services Study, 2014
To what extent do you trust the following forms of advertising?
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Some tips: • Make sure to obtain legally!
• Ask for testimonials from notable or loyal clients
• Show off UGC photos via rights-cleared photo companies
• Compile the best UGC, like Warby Parker
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Case Study:
Four Seasons Magazine
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Four Seasons Magazine
• Mission statement: “providing interesting and evocative content about some of the world’s most fascinating travel destinations”
• Reads like a high-quality travel magazine • Beautiful imagery • Frequently publish • Clear site architecture
• Content pillars: Travel, Food, Style, Weddings
.
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SAMPLE INSPIRATION STAGE CONTENT
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SAMPLE INSPIRATION STAGE CONTENT
SAMPLE RESEARCH AND DISCOVERY STAGE CONTENT
SAMPLE BOOKING AND PREFERENCE STAGE CONTENT
SUBSCRIPTION
SAMPLE RETAIN STAGE CONTENT (NEWSLETTER)
Case Study:
Mr. and Mrs. Smith blog
SAMPLE INSPIRATION STAGE CONTENT
SAMPLE RESEARCH AND DISCOVERY STAGE CONTENT
SAMPLE BOOKING STAGE CONTENT
SAMPLE RETAIN STAGE CONTENT (NEWSLETTER)
Content Marketing Success
Content Distribution + Amplification
Utilizing Content Across the Traveler Journey
Content Distribution + Amplification
Building a Successful Content Strategy
Share your stories. Even great content needs a push.
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Average Hollywood movie splits 40-50% production with 50-60% distribution
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Maximizing the Reach of Your Content We believe in a “converged media” approach utilizing paid, owned, and earned media to deliver content the audience wants and maximizing the reach of that content.
Paid Social Influencer/ movable media
Leverage your owned content and channels
Maximize organic buzz, social engagement,
and PR
Organic Traffic & SEO
Quickly grow your audience & jumpstart
engagement
Converged
Native Ads (Nativo) Paid Content Distribution (Outbrain, Sharethrough)
Earned Paid
Owned
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In conclusion…
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Key factors to content marketing success: 1. Documented content strategy and mission statement
2. Have someone accountable for content
3. Consistently publish quality content
4. Map content to consumer journey
5. Balance Paid, Owned, and Earned Media
6. Track Content Marketing ROI
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Hope you’re excited to create amazing content!
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