content to the rescue - theresa overby

Content to the Rescue Louisiana Travel Theresa Overby Content Director | Miles

Our #1 goal is to inspire the visitor to add Louisiana to their consideration set for vacation travel

Producing content experiences that inform and inspire creates one of the most

powerful customer states: anticipation.

Web Print Email Social SEO

Destination Marketing 4 Years Ago

LouisianaTravel.com

Content Marketing 2014

Start with a PLAN

• Consider your audience • Examine your analytics • Establish a team • Create standards and guidelines for the team and

contributors • Create a style guide • Organize photos, logos and creative elements • Consider content themes • Think about hub/distribution channels

Content on the Fly • Be helpful/add value • Repurpose content • Update outdated blogs & repost • Numbered lists are gold • Arm yourself with analytics • Crowdsource

http://onlylouisiana.vscampaign.com

Takeaways

1. Plan before jumping in

2. Audit analytics regularly

3. Co-op the content creation process – influencers,

community, stakeholders, hosted writers

4. Create content and share a minimum of 3x

5. Curate content

6. Measure & benchmark

7. Repurpose/recycle

Useful x Enjoyable x Inspired = Great Content via @AnnHandley