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Content Marketing in Travel Industry
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Today’s Workshop
1. What is Content Marketing2. Steps to Creating Your Strategy3. Generating Content Ideas4. Working With Influencers5. Why it Works6. A Day in Newcastle7. Recap
@nialtoner @TheTomorrowLab
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What You Will Learn
• How to create a content marketing strategy
• How to create 100 content ideas in 30 minutes
• Identifying and working with influencers
• Getting a return from your investment in content
@nialtoner @TheTomorrowLab
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About Me
• By day The Tomorrow Lab• By night Pikalily• Write about food and travel• Enjoy all sports• Married
@nialtoner @TheTomorrowLab
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What is Content Marketing?
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Content Marketing
@nialtoner @TheTomorrowLab
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
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Google Trends – Content Marketing
@nialtoner @TheTomorrowLab
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Why The Growth?
@nialtoner @TheTomorrowLab
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Google Trends – Content Marketing
@nialtoner @TheTomorrowLab
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Creating A Content Strategy
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Creating Content Marketing Strategy
@nialtoner @TheTomorrowLab
Objectives
Research
Ideation
CreationPlan
Promotion
Review
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Objectives
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Setting Your Objectives
• What are your objectives?– Sales / Lead Generation– Brand Awareness– Traffic to Website– Traffic to Location
• What do you want from your content?– SMART objectives
• What channel(s) do you want to focus on?
@nialtoner @TheTomorrowLab
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Research
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Doing Your Research
• Who are your customers?– Create personas
• How do they digest content?– What channels do they use?– What devices do they use?
• What is the customer journey?
• What is your competition doing?
@nialtoner @TheTomorrowLab
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Focus on Your Customers
@nialtoner @TheTomorrowLab
Problem Need Help
Understand
SolutionConsider Options
Choose Solution
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Map Out Their Journey
@nialtoner @TheTomorrowLab
Seeking
Activity
Compare
Options
Research
Activity
Things To Do
Make Bookin
g
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How can you help them along their journey?
How will you answer the questions they have?
@nialtoner @TheTomorrowLab
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Map Out Their Journey
@nialtoner @TheTomorrowLab
Seeking
Activity
Compare
Options
Research
Activity
Things To Do
Make Bookin
g
Outdoor Holidays Northern Ireland
Newcastle Bike Trails
Hotels in Newcastle
Reasons to visit
Newcastle
Places to eat in Newcastle
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Take time to do the research to create the content your customers want.
@nialtoner @TheTomorrowLab
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Idea Generation
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“I want a blog”
“I want an infographic”
“I want a cool video”
“I want something viral”
@nialtoner @TheTomorrowLab
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@nialtoner @TheTomorrowLab
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Get your idea first!
@nialtoner @TheTomorrowLab
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Focus on Your Customers
@nialtoner @TheTomorrowLab
Problem Need Help
Understand
SolutionConsider Options
Choose Solution
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Map Out Their Journey
@nialtoner @TheTomorrowLab
Seeking
Activity
Compare
Options
Research
Activity
Things To Do
Make Bookin
g
Outdoor Holidays Northern Ireland
Newcastle Bike Trails
Hotels in Newcastle
Reasons to visit
Newcastle
Places to eat in Newcastle
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Idea Generation
@nialtoner @TheTomorrowLab
100+ ideas in 30 minutes!
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100 Ideas 30 Minutes
• 6 People• 3 Ideas• 5 Minute intervals• 100+ ideas
• http://635.tecmark.co.uk/
@nialtoner @TheTomorrowLab
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@nialtoner @TheTomorrowLab
No idea is a bad idea
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100 Ideas 30 Minutes
• Collate your ideas• Start to identify strongest ideas• Plan what research needs done and
find your hook
• Now decide the form of content to best suit your best ideas
@nialtoner @TheTomorrowLab
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Help With Ideas
@nialtoner @TheTomorrowLab
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Answer The Public
@nialtoner @TheTomorrowLab
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Content Creation
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Types of Content• Blog Article• Video• Images• Infographic• Downloadable Guide• Podcast• Press Release• eBook• email• Social Content
@nialtoner @TheTomorrowLab
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Popular Content in Travel
@nialtoner @TheTomorrowLab
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Article Length - Travel
@nialtoner @TheTomorrowLab
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Repurpose Content
• Ensure your content is unique• Tell a story to your audience• Good content can take many forms– Article– Video– Press release– Infographic– Social content
@nialtoner @TheTomorrowLab
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Involve Customers / Influencers
@nialtoner @TheTomorrowLab
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Reach Your Audience
Seekers
Joiners
Influencers
Buyers
@nialtoner @TheTomorrowLab
Looking for information
Return to see new content
Help to promote andshare your content
The group we spendmost time targeting
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Create Your Plan
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Create Content Plan
• Identify your content channels• Set timescale for content campaigns• Create content calendar• Assign ownership of content• Set project deadlines• Create promotional plan• Monitor and review
@nialtoner @TheTomorrowLab
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Promotion
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@nialtoner @TheTomorrowLab
Treat your content like a product.
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Channels To Promote Content
@nialtoner @TheTomorrowLab
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Find Influencers
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Finding Influencers
@nialtoner @TheTomorrowLab
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Finding Travel Bloggers
@nialtoner @TheTomorrowLab
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Twitter Bios
@nialtoner @TheTomorrowLab
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Twitter is Your Friend
@nialtoner @TheTomorrowLab
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Twitter Lists
@nialtoner @TheTomorrowLab
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Travel Lists on Twitter
@nialtoner @TheTomorrowLab
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Travel Lists on Twitter
@nialtoner @TheTomorrowLab
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Travel Lists on Twitter
@nialtoner @TheTomorrowLab
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@nialtoner @TheTomorrowLab
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Lists
@nialtoner @TheTomorrowLab
1
2
3
4
5
6
7
1
2
3
4
5
6
7
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Search Smarter
@nialtoner @TheTomorrowLab
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Find Journalists on LinkedIn
@nialtoner @TheTomorrowLab
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Working With Influencers
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Getting Contact Info
@nialtoner @TheTomorrowLab
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Getting Contact Info
@nialtoner @TheTomorrowLab
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Who To Work With
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Social Shares
@nialtoner @TheTomorrowLab
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Blog Comments
@nialtoner @TheTomorrowLab
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Newsletter Signup
@nialtoner @TheTomorrowLab
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Contacting Influencers
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Making Contact
• Read their blog!!• Interact on Twitter• Find a name – make it personal• Have an idea that will interest
them• Take time to make the contact• Be memorable• It’s all about the RELATIONSHIP
@nialtoner @TheTomorrowLab
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Good Example
@nialtoner @TheTomorrowLab
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And Another
@nialtoner @TheTomorrowLab
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Bad Example
@nialtoner @TheTomorrowLab
Software?? WTF!
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And Another
@nialtoner @TheTomorrowLab
Please give me this great piece with a link for you. You’ve worked so hard drafting this email!
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Review
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Monitor Performance
• Review content performance–What types work best with your audience
• Did you achieve objective• How can you improve next time• Use your analytics tools– Google– Facebook– Twitter
@nialtoner @TheTomorrowLab
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Why Content Works
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Good Content Delivers Traffic
@nialtoner @TheTomorrowLab
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Irish Open Food Guide
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Irish Open Food Guide
@nialtoner @TheTomorrowLab
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Results
@nialtoner @TheTomorrowLab
Social Share
sWebVisits
250+ 1200
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#ExpediaExplores
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Why Content Works
• #ExpediaExplores• 16 Weeks travelling around NI and
ROI• 30+ towns and cities• Social media interaction• UK and Irish travel bloggers
@nialtoner @TheTomorrowLab
Best use of social in search campaign.
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Social Engagement
@nialtoner @TheTomorrowLab
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Influencers
@nialtoner @TheTomorrowLab
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Shareable Content
@nialtoner @TheTomorrowLab
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Local Websites
@nialtoner @TheTomorrowLab
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And This Year
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Sporting Experiences
@nialtoner @TheTomorrowLab
Video link - https://www.youtube.com/watch?v=iyi-fulDxEA
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Sporting Experiences
@nialtoner @TheTomorrowLab
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A Day in Newcastle
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1 Phone
3 Hours
Content that connects with audience!
@nialtoner @TheTomorrowLab
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The Video
@nialtoner @TheTomorrowLab
Video link - https://www.youtube.com/watch?v=tOHjWXc8EHI
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The Results
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Over 60,000 Reached
@nialtoner @TheTomorrowLab
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Results
@nialtoner @TheTomorrowLab
69,000 32,000
Reach Views Shares
500+
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Follow Up Blog
@nialtoner @TheTomorrowLab
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Repurpose
@nialtoner @TheTomorrowLab
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First Hour Live
@nialtoner @TheTomorrowLab
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Recap
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Recap
• Define your objectives• Develop content ideas• Identify best form of content• Create, repurpose and promote
content• Work with bloggers and influencers• Monitor and review• Remember your objectives!
@nialtoner @TheTomorrowLab