Content Marketing, The Strategic Shift Loudscout.co

Destination Marketing

The DMO Disruption Today, the destination decision of the modern traveller is influenced by a variety of sources, both online and off. The effectiveness of the traditional tourism boards to attract and engage the prospective traveller is under challenge. Travellers are shifting their context of influence towards Social Media, Influencers and Online Travel Agencies and turning dark to traditional media. And the influence of those new spheres have over the traveller is dramatic and disproportional as their content production and cadence clearly out paces the output of other, tourism advertising. We are losing our place in the path purchase, pushed out by relevant and relentless content streams. If we can not form a relationship with the traveller and become a trusted source of information and inspiration, our value to the tourism industry will be greatly diminished.

What do consumer behaviours look like today? Peoplewanttobeincontrolofthecontenttheyreceive:86%ofpeopleskipTVcommercials.44%ofdirectmailisneveropened.91%ofemailusershaveunsubscribedfromacompanyemailtheypreviouslyoptedinto. 70%ofconsumersprefergeEngtoknowacompanyviaarFclesoverads. 90% of users listen to recommendations shared from friends. People spend more than 50% of their time online with content and an additional 30% of their time on social channels where content can be shared. 90%ofconsumersfindcustomcontentusefuland78%believethatorganizaFonsprovidingcustomcontentareinterestedinbuildinggoodrelaFonshipswiththem. AOL NIEISLON (2012) CONTENT MARKETING INSTITUTE THE CONTENT COUNCIL (2011)

Our competitive scan criteria has been crafted to find examples of best in class content marketing to take note of and incorporate into future planning: 1.  Inspires travel and creates a sense of urgency to

visit and delivers tangible, inspirational experiences.

2.  Engages with global travelers by connecting with them emotionally.

3.  Converges bought, owned and earned channels through content.

4.  Optimized for mobile consumption.

5.  Presents a seamless cross-channel transition and experience.

Tourism category competitive scan (from a Tourism Board perspective) United States Oregon Europe Finland

The Competitive Landscape – Best in Class

Competitive Scan: Oregon

Competitive Scan: Oregon Content Marketing Review

The brand and content experience presented by Travel Oregon is extensive. The brand campaign – Seven Wonders of Oregon – is strategically integrated across all digital and offline channels. The campaign is foundational to their content marketing efforts from which all other content elements fall. Inspiration through emotion, not utility: Whether it’s through the brand campaign content elements, strong imagery, story telling or consistent messaging such as ‘We’re in love with Oregon’, the traveller is inspired through emotion. Examples of this are present across all channels – their site, Pinterest, Instagram, Facebook, Google Plus, Twitter and their Travel Guides (available both online and in print). Open and supportive dialogue with the traveller: Multiple touch points with the traveller are made throughout all channels. Travel Oregon asks the potential visitor to connect through any platform they wish – Facebook, Twitter, Ask an Expert, standard contact form, telephone and email. They want to know who their guests are and start a conversation with them.

Consistency in messages across all channels: Brand identity is built through consistency across every channel used. Travel Oregon actively contributes to how the traveller envisions an experience in Oregon no matter what channel they are being introduced to the brand through. Visual and key content elements are consistent across all channels. Orchestrates bought, owned and earned media seamlessly: Travel Oregon is clear on how to guide a potential visitor through their brand and content experience. Pathways for the traveller to consume Travel Oregon content are present from Search results, to their site, to their very well established social platforms as well as guiding the offline experience with travel brochures. Each path that a guest goes down delivers them to other content opportunities through multiple channels. They consistently offer the traveller support in their discovery shown through innovative tools such as oregon.roadtrippers.com.

Competitive Scan: BEST IN CLASS Seamless integration: Oregon’s content is based around their love of the state and communicating the wondrous experiences they have on offer. Oregon knows that images are the clearest path to inspiration and engaging with the potential traveller. Oregon is best in class in their ability to harness the power of photography, communicate their message (wonder and passion) and keep the experience seamless across all channels. Throughout every channel, whether its their site, social platforms or travel brochures, their content experience is immersive through the strategic use of photography complimented by simple headlines communicating the wonders of the state.

Wintercation Inspires travel and creates a sense of urgency to visit and delivers tangible, inspiration experiences.

Itinerary’s and Story Wintercation is not just a series of local deals strung together with events and big brand sponsors. It’s a theme that is explored through stories and travel itineraries that make the 49 local destinations come to life. However, it is not a perfect story. Many of the local destinations identified under the Wintercation banner do not have integrated creative and content in support of theme.

Focus on Activates and Value: The Wintercation content experience has been smartly curated to bring together travel deals and events from over 49 locations. Wrapping events and deals in a theme, provide a differentiated context from Online Travel Agencies and travel deal aggregators. More importantly, creating a unified, easy to explore content experience enable’s prospects to hunt and removes barriers to sale.

Wintercation is Travel Oregon’s clever content strategy to entice the opportunity or last minute traveller with a promotion, curated events, deals and experiences. This is a best in class example of a Tourism Board providing a macro creative platform and content strategy to make local communities and operators more competitive and compelling. It also a best in class example of content curation/reuse by bringing what would have been disparate content elements under one theme and experience. That experience is then powered across the content ecosystem and integrated into key content pillars such as SEE and DO, ASK OREGON, and TRAVEL DEALS.

Editorial Point of View Engages with global travelers by connecting with them emotionally.

Travel Oregon has captured the essence of story craft by being genuine and talking from a place they honestly understand. It is this emphasis on being authentic and genuine that draws people in and appeals to their emotions. And by ascribing to credible “storytellers”, they let the reader in on a first-person perspective of the Oregon experience. A sense script of the sights, sounds and tastes that build a new perspective of what is possible to experience in such a diverse destination. And the editorial voice places a high value on incorporating utility into the story. With specific recommendations, trip insights and insider secrets the reader is provided a complete spectrum across emotional to utility.

“It was so serene sitting by the fireplace listening to the waves. I couldn’t have pictured a more perfect place.”

“Before this trip I thought of the Oregon Coast as just a summer destination. But as I drove down the coast experiencing all the gorgeous scenery and delicious food, I realized the Oregon Coast is beautiful to visit any time of the year. I’m so happy to have had the opportunity to come here. I’ve met so many amazing people along the way and I can’t wait to come back!”

Overall though, the editorial content is weighted to exploring the activities within Oregon. And as convincing and compelling as these stories are, there is still room for a lifestyle and values driven narrative that would appeal to people emotionally to Travel and not just their activities.

Article Pages Engages with global travelers by connecting with them emotionally.

Travel Oregon is also to be praised for its thoughtful and balanced user experience design of the editorial article page. Though each story is unique, Travel Oregon is making us long scan pages that are embedded with a host of interactive and storytelling elements. Rich photo galleries that are both detailed and iconic in subject matter. Clean, well couched text that flows in concert with visual media. Interactive planning tools that are lite, engaging an intuitive. Related and recommended articles that propel the reader deeper into the content experience. As a reading experience, the page feels complete, connected not just to the emotional mindset but a planning and considered one as well.

The Seven Wonders of Oregon Converges bought, owned and earned channels through content.

Oregon’s cross channel narrative is a brilliant example of harnessing a context that is globally understood, the 7 Wonders, and translating it for the travel Oregon experience. The regions, and each of their wondrous experiences, are branded and wrapped inside a integrated content experience that includes the use of:

•  Narrative video •  Articles •  Social Media Integration •  Sponsorships •  Trip ideas and See and Do •  Expert advice through ask & answer •  Influencers – Guest Authors

“So we see your 7 Wonders, World. And raise you 7 of our own.

And we invite you to not just see them, but experience them. Because our Wonders aren’t just for taking pictures of – to truly say you’ve seen our Wonders, you have to get out of the

car, hike down from the scenic vista and feel them beneath your feet.

Just remember: This is Oregon. So how you go about doing that is entirely up to you.”

*From the traveloregon.com

The Seven Wonders of Oregon Converges bought, owned and earned channels through content.

7 Wonders of Oregon is activated across their social media channels with key creative representation in channel mastheads, such as on Facebook, Instagram, Twitter, Google+ and YouTube. 7 Wonders of Oregon is their content strategy and creative platform, which is made incredibly impactful by being supported with deep content experiences inside traveloregon.com.

The 7 Wonders content extends well into the needs of the traveller to find and plan unique itineraries. The Wonders are detailed extensively through “recent wonders”, an editorial play to bring existing content inside the 7 Wonders program. A very smart and nimble curation strategy. Value add planning content is also provided in the form of See and Do interactive maps.

With such a distributed yet, convergent content experience program, it’s easy to see how sponsors would be prepared to invest and support the program with incentives and content of their own. Travel Oregon is aggregating an audience and making them available directly to sponsors, through well integrated and compelling content.

#traveloregon

ROADTRIPPERS Presents a seamless cross-channel transition and experience.

ROADTRIPPERS https://oregon.roadtrippers.com/ Roadtrippers is Travel Oregon’s web based trip plan service that powers a surprising complex planning and discovery experience. User can move freely between the mobile optimized, desktop or IOS version of the service At its core, are hundreds of geo tagged places within Oregon that users can discover, add to and build out a trip plan with. It’s a map based interface, very common to most users now, wherein users can plot a start and finish point and see their trip plotted out with “places” derived from: Accommodations, Attractions, Entertainment, Food & Drink, History, Nature, Shopping, Sports, Scenic Drives.

Seamless Integration Roadtrippers is a best in class example of thinking with the One Web mindset. The user experience is seamless between web and app, and a user can choose to further integrate the service into their lives by using their Facebook account as their Roadtrippers account. There are additional subscription services within a users profile for Best of Roadtrippers weekly, Product Updates, and Notifications. Additional auto-publishing settings to Facebook can be managed here as well. Trips can be shared via Facebook, Twitter and email. At this level, the Trips and Places become targeted messages within the users’ network of influence.

Crowd Source Listings Why is this great content marketing? Underneath the personal planning tool, Roadtrippers gives Travel Oregon the ability to crowd source the value add to its “listings”, by capturing thousands of new data points, created by travellers, that later be used for content personalization and targeting. Roadtrippers is a relevancy engine that is collecting all the individual interactions and selections users make. That data can then be mined to optimize either personalized messages or future remarketing efforts. Taken at scale, the data can be extremely compelling for plotting out future campaigns in terms of creative decisions, suggested itineraries and destination recommendations.

One Web Design Optimized for mobile consumption.

Travel Oregon has taken a One Web design approach to their digital product with their digital hub, traveloregon.com, being mobile web ready. Moving between the desktop version of the site and mobile one is fluid, unobstructed and clearly the product of careful design consideration. With particular attention given to image sizing, typography, navigation and overall colours and design treatments of blocks of content. Their mobile strategy is also fueling their capabilities social CRM, content marketing and the ever important Android and IOS platforms, specifically with: Google Field Trip: Travel Oregon content is integrated directly into Google location and geo tag driven destination discovery tool. The content is then available to anyone using the Field Trip App on Android, and IOS. More importantly Google has integrated Field Trip into the Google Now service, an entirely new audience who may have never discovered Traveloregon.com or its mobile services. Facebook Login: Travel Oregon has made a very progressive decision in allowing users to choose either Facebook or their email address for the basis of their traveloregon.com account. Integrating with Facebook will power a host new capabilities to directly target, mine activity interest date and optimize creative and ad remarketing.

Competitive Scan: Finland

Competitive Scan: Finland Content Marketing Review Finland knows what makes them special. They use their content marketing efforts and platforms to communicate that message. The extent of their channels (eg. Weibo, Vkontakte) is reflective of their global audience and their awareness of how to engage them. Discovery through story telling: Each of their content platforms is set up to tell a story whether it’s their site, Instagram, Twitter or Weibo. They leverage the strength of each channel to tell their stories through snippets of content and imagery. It is very clear that they want to take their visitors on a journey both in their content discovery and when they arrive in person. A dynamic responsive design: Finland’s content experience is very well optimized for mobile through a responsive site design. This is a key strength in their content marketing efforts ensuring a seamless visitor experience across all devices. Visitors can consume their content any time, on any device and with the same consistent quality.

Engages and encourages a global discussion: Finland asks travellers to help tell the country’s story through their own content. This is shown clearly on channels such as Twitter as well as Pinterest where visitors are asked to share their images. They position Finland as a place to be experienced by everyone around the world. They provide utility style content, such as how to get there, from a global perspective and in a welcoming tone. Content is easily consumable: This is done through design but also in the way they organize their content types through seasonal and theme based categories. They know what makes them unique in the global travel marketplace and they use filters within the content to communicate that. For example, content is presented around a theme of ‘Silence Please’ where they showcase all the places to provide a ‘place to breathe’. Tranquility is often a sought out factor in travel and potential visitors understand quickly and easily that Finland can offer them this. Other unique and accessible content formats are also used to create interest such as ‘Find your Finn name’ or ‘The Wise Puppy’. Both are centered around introducing characteristics of Finland in an entertaining way.

Competitive Scan: Finland BEST IN CLASS

Craft your story: Finland is exceptional in their ability to structure the technology needed to deliver their content experience but they also excel in how they display content. They deliver a strong narrative combined with beautiful photography and present it in a fluid format. Consumable content elements are linked in a cascading style so the traveller can digest the information effortless while still being inspired. Every level of their content is built around telling a story whether it is about an experience or utility.

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Competitive Scan: Finland Inspirestravelandcreatesasenseofurgencytovisitanddeliverstangible,inspiraFonalexperiences.

With story telling at the foundation of their content marketing, each channel uses copy, images and video cleverly laid out to tell a visual, simplistic and inspiring story. It’s the story of what it means to experience Finland leaving the traveller aspiring to visit. On their main site, they use compelling images as the back drop, over lay consumable content pieces and deliver tangible information on how to get there or experience it for yourself. Utility style content stays inspirational with the cascading template style and its multifunctional use of slideshows (see example). The experience guides the potential traveller through a vast amount of details but they do it with simplicity and elegance. Where Finland excels is how they categorize their content and create themes around what makes them unique. They use those themes to tell their story and use emotive headlines to engage and create a sense of urgency.

Facebook:‘IwishIwasinFinland’

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Competitive Scan: Finland EngageswithglobaltravellersbyconnecFngwiththememoFonally.

Across all of their channels they acknowledge the global audience. Finland recognizes their visitors are from all over the world by having an established presence on all social platforms – both English and Non-English speaking (e.g. Weibo, Vkontakte). They go to where their potential guests are discussing Finland and open up the conversation with them. Their tone and perspective is very open and inviting by positioning images shared as a way to illustrate ‘Our Finland’ (see example). In many ways, Finland is certain of it’s strengths and what it can offer the global audience. They make this very clear in the way their present their content as well how they ask their visitor to engage. For example, the Northern Lights is a world renowned experience and most likely once in a life time. They know this and they set up numerous instances through their content to ignite emotional responses and camaraderie over having experienced it (see Instagram example).

‘OurFinland’foreveryonetocontributetoInstagram:”HaveyouseentheNorthernLights?Howdidyoufeelaboutit?”

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Competitive Scan: Finland Op9mizedformobileconsumpFon.

The Finland mobile experience is exceptional. The movement from the desktop version of the site to mobile is seamless and clearly the result of careful audience consideration, planning and design. Their desktop experience is best in class with the ability to navigate in multiple directions and create the feeling of being immersed in the content while still maintaining simplicity. Their mobile experience is no different. Potential visitors can consume Finland’s content across every device and every channel with the same quality of content, design and integration. The sheer nature of how they present their content across devices shows their strength against many of the criteria to which we assessed them – inspiring, tangible, connects emotionally, shareable and seamless.

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Competitive Scan: Summary of Findings

Inspiring Travel Now Macro creative platforms and content strategy can make local communities and operators more competitive and compelling. Content curation and re-use can bring what would have been disparate content elements under one theme and experience. This can drive inspiration, tangibility and urgency.

Seamless Experience Delivering a seamless experience means harnessing the power of photography while simultaneously communicating your message and keeping the experience clearly integrated across all channels. Lead travel content marketers are providing an immersive experience through strategic use of photography complimented by simple headlines communicating the wonder of the destination.

Connecting Emotionally The essence of story craft is about being genuine and talking from a place the audience honestly understands and can connect with emotionally. Travel content marketers excel when they incorporate first person perspectives and lead with editorial content that is story driven. Stories should have a weighting of emotion, exploration and utility. That weight is not always equal but the presence of content types for each, make a story whole.

Mobile Optimization Moving between the desktop content experience through to the mobile version needs to be fluid, unobstructed and based on careful design and audience consideration. Presenting content well across all devices creates a powerful integrated content experience and helps content marketers achieve their goals through inspiration, tangibility, emotion, being shareable and delivering seamlessly.

Loudscout is a customer experience agency led by a group of content strategists, user experience and digital consultants who, over the last fifteen years, have been at the forefront of experience disruption. We’re helping some of the world’s leading DMO change, everything.

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