CONTENT MARKETING FOR TOURISMBy Betsy A. Decillis,

Betsy A. Decillis Consulting, LLC

What are we going to accomplish?

• Who am I?

• What is content marketing?

• Creating content

• Organizing content

• Distributing content

Betsy A. Decillis is…

Betsy A. Decillis is…

Image via Ryan Quick

What is content marketing?

• Content marketing is demonstrating the value of your product.

• Content marketing is not talking about how great your content is.

• Content marketing is not new, and it is not unique to social.

It all starts with one statement…

I want to be the authority on __________.

Consumer: I want to be the authority on ballet.

Business: I want to be the authority on meetings.

Personal Brand: I want to be the authority on tourism and social media.

Owned Content vs. Shared Content

• Owned content is any content that you host. For an example, a blog.

• Shared content is any content that lives on a social network.

• You want to strive to have owned content as your base, since you control it.

Owned Content - Types

A blog does not have to be just one thing.

It can be:

Written word

Images

Video

Podcasts

And more!

Content Ideas• Keep it simple

• Find joy in the mundane

• Lean on your community

Write about what you love

Read blogs

Ask your community

Use Your Community

Check your site’s search history

Via The Bloggess

Newsjacking

Identify what is missing

Results

• Consumer:• I like performing before a live audience.• My community wants to know how to do moves and what goes into

a producing a ballet.• My search results include searches for dance classes and

particular ballets.

• Business:• I like the architectural details of meeting locations and local food.• My community wants tips on how to make meeting planning easier.• Blogs are discussing the latest trends in meeting planning.

Results• Personal Brand:

• My community wants time-saving tips and easy ways to come up with blog topics.

• I love connecting people.• I read a blog post that gave bad information on Facebook Ads. • I noticed there was a lack of cohesiveness in the social and tourism

community.

Let’s get organized!

Let’s get organized!

Let’s Get Organized!

Promote your contentThe first step in promoting your content is optimizing it.

Promote your content

The first step in promoting your content is optimizing it.

Promote your content• Even the best content can

suffer from bad timing.

• Know when your fans will read your content.

• Know when they are looking for certain content.

• Be mindful of special days.

Promote your content

Don’t let it just sit there. Move it yourself.

• Ask an open-ended question when posting the link.

• Tag relevant organizations and hashtags.

• Put money behind it.

Ask an open-ended question• Commercial: “What dance move would you like to learn?

Here’s how to do a basic lift in pas de deux: <link>”

• Business: “How are you using radiant orchid in your events? Here are our ideas on how to incorporate the pantone of the year in your décor: <link>”

• Personal Brand: “Who are you following that is helpful? Katie Cook is not only helpful, but she is pretty darn smart. Find out more: <link>”

Tags Away!• Commercial: No relevant organization, #dance, #ballet

#pasdedeux, #letstalkdance, #dancer

• Business: Museum of Awesome, #eventprofs, #meetingprofs, #mpi

• Personal Brand: Katie Cook, Visit Austin, #tourismchat, #socialmedia

Money! Money! Money!• Consumer: Goal is to attract people that are likely to

attend a performance. $5 ad buy, people within 50 miles of town, friends of fans, interests include ballet and dance.

• Business: Goal is to attract associations headquartered in Columbus. $5 ad buy, people within 10 miles of Columbus, friends of fans, interests include associations

• Personal Brand: No ad buy. Will rely on organic methods.

Promoting your content

• Message interested parties

• Ambassadors

• Partners

• Bloggers

• Make sure it’s relevant and don’t spray & pray.

Promote your content• Strategic follows and sharing

• There are lots of accounts out there that have the audience you want. They are not necessarily your direct competition.

• Make the first move by following them, sharing their content and conversing with them.

• They will be more likely to share your content when you ask.

THANK YOU!

Betsy A. DecillisBetsy A. Decillis Consulting, LLC

betsy@badconsultingllc.com

http://bit.ly/BADRocks