how any destination marketer (dmo) can discover hundreds of powerful content ideas
TRANSCRIPT
How Any Destination Marketer Can
Discover 100s of Powerful Content IdeasMike Huber, Director of Business Strategy, Vertical Measures
#WACVBTechSummit
● Vertical Measures is a 50 person search,
social & content marketing agency
in Phoenix
● Our clients range from a local HVAC
company to brands known world-wide
● Digital Marketer since late ‘90s
● Former Director of Marketing for Online
Hotel Booking Company (Groups)
About Your Presenter@mjhuber
Mike Huber
www.verticalmeasures.com
IMPACT OF MONTHLY BLOGARTICLES ON INBOUND LEADS
-HubSpot
NEW
LEADS
INDEX
MONTHLY BLOG POSTS
www.verticalmeasures.com
TRAFFIC
INDEX
TOTAL BLOG POSTS-HubSpot
IMPACT OF TOTAL PUBLISHED BLOGPOSTS ON INBOUND TRAFFIC
● Content marketing is the art of providing relevant, useful contentto your customers without selling or interrupting them.
● Instead of pitching your products or services, you are delivering information that makes your customers more informed before they buy.
● If you deliver consistent, ongoing valuable information to your customers, they ultimately reward you with their business and loyalty.
What is Content Marketing?@mjhuber
@mjhuber
GREAT CONTENT works on its own behalf. It can spread,
persuade and convert people without your help, just by
virtue of being RELEVANT AND USEFUL.
@mjhuber
http://tomfishburne.com/2013/10/cmo-of-the-month.html
#WACVBTechSummit
Zero Moment of Truth@mjhuber
Stimulus – Advertising
Buy
Experience
Consulting –
10.4 sources before making their buying decision
“Zero Moment of Truth.” Coined by Google in their 2011 eBook “ZMOT”,
#WACVBTechSummit
What are People Searching For?…
93% of all consumers
use search prior to
making a purchase
86% of searchers
conduct non-branded
queries
80%+ of buyers click
on organic links vs. the
sponsored ads
@mjhuber
93% 86% 80%86%
#WACVBTechSummit
@mjhuber
Buyers are searching for
information that helps them
make an informed decision.
@mjhuber
Sources of Research: US Travel Association (Impact of Travel on State Economies 2013, Domestic Travel Market
Report 2013, International Top 20 Report 2008 – 2013), Destination Analysts (State of the American Traveler
2006 - 2014), Brand USA & PhocusWright (International Market Profiles 2014)
#WACVBTechSummit
As we talk with leads they
say that coming up with
ideas is one of the most
difficult parts of content
marketing.
@mjhuber
Note: Strategy will evolve through the whole process
● Why are you creating the content you are creating?
● Who is your audience?
● Who are you? – Determine your “voice”
● What types of content will you create?
● How will you develop your content?
● When will you develop your content?
● What does success look like?
● What is different a year from now?
Develop Your Strategy – 1st Things 1st@mjhuber
What should we write about?@mjhuber
• Answer questions
• Write about your expertise
• Interview your customers
• Ask your staff
Research Tools – Ubersuggest.org@mjhuber
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@mjhuber
http://builtvisible.com/content-strategy-generator-tool-v2-update
Content Strategy Generator V2
Create Useful Content
Blogs
eBooks
Curation
Podcasts
Interviews
White Papers
Webcasts/Webinars
Community Forums
Online Quizzes
eNewsletters
Case Studies
Infographics
Contests
Videos
@mjhuber
● Lead generator
● Lead nuture
● Link attractor
● Long life span
Free Guides, Case Studies & White Papers@mjhuber
● Essential Elements– Visually appealing and branded– Incorporate into editorial calendar: plan frequency– Segmenting: targeted messaging– Plan out segmented drip or follow up campaigns– Stay brief: Read More, Get More Details– Great subject line!
● Distribution Services– Exact Target– Constant Contact– Vertical Response– Mail Chimp
E-mail Campaigns@mjhuber
www.verticalmeasures.com
An SEO expert walks into a bar, bars,
pub, tavern, saloon, inn, club, hostelry,
watering hole, public house, cocktail
lounge, nightclub, speakeasy,
roadhouse, beer hall, cantina, bodega,
rathskeller, gin mill, dive, nineteenth
hole, irish pub, ale house, drinks, beer,
alcohol, etc.
#WACVBTechSummit
5 SEO Factors That Matter
Titles
Meta Descriptions
Photos
Internal Linking
Earning links with great content
Social Media – Sharing and Promoting
FB, G+, Pinterest, LI, others
Mark-up
@mjhuber
● It takes courage to give away something of value without the expectation of immediate return
● It takes courage to trust that your customers and prospective customers will reward you with attention and sales and loyalty at some point in the future
● It takes courage to play the long game, not the short game
Hat tip to Jay Baer of Convince and Covert
It Takes Courage…@mjhuber
#WACVBTechSummit
It’s Like Working Out
You have to get started
You have to be dedicated
You have to set goals
You have to persevere
You have to keep going
@mjhuber
#WACVBTechSummit
@mjhuber
“I just can’t get our
management to see the
potential in this. Getting buy-in
seems to be impossible…”
The most common thing we
hear after our workshops…