cool content | content-led destination marketing
TRANSCRIPT
Source | Flickr | lucyparry1
Wales is less front of mind than the West Country Our target market loves the West Country more than Wales They are more likely to recommend the West Country And the West Country attracts a higher spending visitor L
But, actually it’s not! (at least in the eyes of the consumer)
Targets, Objectives and Strategy Influencing £150 million in additional value Big focus is improving reputation Awareness, consideration and advocacy
“Those people who have not yet considered Wales”
Create useful and engaging content on our own site
Get our engaged users involved
Reach out and place content and widgets
Develop relationships with key partners
Develop creative and credible content
Maintain momentum in the run up to Valentines
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Positions 1-1:
Positions 2-5:
Positions 6-10:
Long Tail Analysis and Optimisation Adjustments
Romantic Break Section Live
Widget creation and placements started
Improving search visibility
Increasing share of relevant traffic
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Sear
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Search Interest vs Organic Traffic (around target terms)
The Big Idea
Awareness Advocacy
Scale
Targeted engagement
Crowd sourcing
Content development Community development
Creative and paid media amplification
So, what about paid media?
196 video invites
19,000 facebook followers
128,000 views of video content
11,500 subscribers, 37,000 brochures
Become more content “mature” From To
Understanding Superficial Deep Communication Monologue Dialogue Marketing Campaigns Programmes Budgeting Channel-led Conversation-led Organisation Product-centric Customer-centric Results Random Sustainable
Source | ariad.ca
Final thought
“Collaboration is increasingly becoming the business model of the future. Whilst not impossible, it is going to become increasingly difficult to achieve things on your own. The smartest stuff is often proudly found elsewhere”
Gerd Leonhard, Media Futurist Share it. Embrace it. Add to it. Make it better