Content to Convert - TMI Tourism Presentation | Cheltenham May 14

Content to Convert

RECOMMENDEDUNTIL AUG 201

AWARD WINNER

// Introducing Strategy into your Content creation

It’s not the size that matters. It’s what you do with it that counts.

// Seth Godin

content marketing is the only marketing left“

So People of Tourism.Are you publishing content without a plan?

{SERIOUSLY }

So People of Tourism.Are you publishing content without a plan?

what we call:Scattergun

STOPCollaborate & Listen

You Need:

You Need:// a Plan

You Need:// a Plan// a Reason to Publish

You Need:// a Plan// a Reason to Publish// a Strategy

// an e-Strategy... ?

// an e-Strategy... ?Only shameless brand drop. Sorry Robin! No more I promise :)

What do we want? ... Good Content.When do we want it? ... Now.

You need an Audience, not Traffic

Be aCurator

You don’t make a great museum by putting all the art in the world into a single room...

You don’t make a great museum by putting all the art in the world into a single room...

That’s a Warehouse

Don’t dilute your content offering.

Qualitynot Quantity

Audience 1stSearch engines 2nd

Good Contentwill build an audience faster than anything else

Okay okay... So, what should I actually do?

// Put your feet up and let your content do the talking

THE 7 STEPS TO CONTENT KARMA

Step1. THE PLAN

Build the fundamentals of your plan.

// What do you want to achieve?

// State the Business case.

(MD’s are a sucker for a good business case!)

AUDIENCE Understand your core audiences.Continually engage people for long term success.

However, continually engaging people in this manner will earn you a reputation >

Build yourBuyer Persona(s)Do your researchFictional representations of your ideal customer. Based on data about:

// Demographics // Online behavior

// Educated speculation about their histories, motivations & concerns.

Using these you can focus in on exactly where your buyers

will spend their time, what publications they will read, which

websites they will use and who is likely to influence them.

I’ll even help you out! Grab me later & pinch a copy of my ‘Persona Survey Questions’!

Identify yourBuying Cyclesnot to be confusedwith bi-cycles >

Certain types of content play particularly important roles at specific stages of the decision-making process.

MapYourContent

AWARENESS

RESEARCH

COMPARISON

PURCHASE

BUYING

BLOG POSTS,

SOCIAL MEDIA UPDATES

EBOOKS, WEBINARS,

INDUSTRY REPORTS

CASE STUDIES, DEMOS,

CUSTOMER TESTIMONIALS

ANALYST REPORTS,

DETAILED PRODUCT INFO

Strangely enough...The internet has 101 amazinginfographics on the subject...

Print one off...use it as funky wallpaper

Tourism folks.Google has already done the hard work for you :)

isnt that nice!

Chillax

Google has identified 5 stages of travel.Shock Horror... Breaking NewsResearch and Booking: Just a fraction of the Travel Cycle

think.withgoogle.com/insights/embeds/five-stages-of-travel/index.html

Google’s take on how we travel

5

Stage 1 | DreamAs a traveller, you’ve got to start with a dream.

49% research online after viewing an online ad.Put a dream in their head.

• Email marketing

• Variety of social media

• Blogs

Stage 2 | Planning62% of leisure travellers research using the internetUsing over 20 different travel websites Over 9 separate research sessions • Diversify & Clean Up: Trip Advisor, OTAs, Blog, Soc Med etc

• Fine Tune & Optimise your website content

• Optimize your local listings: Google Maps / Bing Maps

• Set Google Alerts to monitor online buzz

• Respond to Social Media & Reviews (good and bad)

Stage 3 | BookingWill you be found though your official website, OTA, Social Media?

• Don’t make people think: ‘Your Special Day’ instead of ‘Weddings’

• Don’t clutter with unnecessary ‘stuff’ overshadowing the content.

• Optimize for your brand - People aren’t being generic anymore.

Stage 4 | ExperienceYou’ve got the customer right where you want them!

The greatest impact happens on siteThis influences decisions to return & share in Stage 5.

• Presentation is everything. People will share it.

• Promote your social media channels offline

Stage 5 | SharingPlant the seed for someone else’s ‘Dream’ at stage 1 of the 5 stages of travel.

53% say they share pictures of their vacations online

49% enjoy reading about others’ online experiences

All you have to do is ask

• User Reviews

• Great Photos

• A tweet / facebook post

• Tell them where to share

• Present this on your front line

• Make your URL’s easy to use

• Collect contact info

• Reward user-generated content

the ContentMachine

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Persona B(eg: Woman in her 40’s)

Persona C(eg: Woman with 2 Kids)

Other Marketing

RESEARCHThe following tools are great ways to find out the terms your potential customers are using to find you.

Google Tools : Keyword Planner, Google Analytics & Trends

Autocomplete : Google Suggest & UberSuggest

Social Media : Brand & Topic Search, SocialCrawlytics, Social Mention

Google autocomplete... urm... ok!

aww come on,we have all done that......Haven’t we?

Channels// Determine your Distribution Channels// Dont tie yourself to one channel

<--- Re-evaluate quickly if you are using this channel !

Set Up Your Editorial CalendarGOOGLE CALENDAR A great tool for collaboration Share this with co-workers & content creators.

• Work back from goals to define the content• Include alll specific dates, events & opportunities • Mix of content types, topics & personas • A great platform to repurpose content

#OwnTheMoment Planner from Twitter

Create your content, tell your brand story, be emotional, be real.

Your Story

Optimise the ContentSEO aint dead, it’s just different

Text : Consider title tags, Meta descriptions,

H1 tags, and URL structure.

Image : Relevant alt tags, image tags, and filenames,

while keeping file size in mind, too.

// Copy // Articles // Webpages

// Slideshares // Infographics// Images ... ?

Content isEVERYTHING

What is content.Content is...

• the staff within your business. ‘Hooters’ rely on this!... Be Unique.

• the design of your shop/office. Google for example - & free WiFi lets them share it

• your products and services. Think of Coffee shops and ‘Latte Art’

• things like the menus on your tables. Could you deliver Menus on iPads?

• the branding of your business. Sofa King & “prices that are Sofa King low!”

• your company values. Associations with charities and causes are great.

• your customers. User generated content on experiences via social.

• EVERYTHING. Just understand your goal & what you are trying to achieve.

CONTENT FROM YOUR BRAND

CONTENT FROM YOUR OFFICES

Nothing more needs to be said.

Share, Listen & Respond

ConversationCreate your content & listen...

Storytelling is not intended to be a ‘Selling’ tool

No no No no No no No no No no No no No no No

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No no No no No no No no No no No no No no No no No

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No no No no No no No no No no No no No no No no No

no

Once upon a time, something happened & they all lived happily ever after. The end

“Storytelling is... a method of building strong relationships with your customers and a thriving community of loyalists over time.Your story identifies your passions and serves as the foundation for all your future content developments.

< How much must he have been paid for this ??? :)

MeasurementPROVE THE EFFECTIVENESS

• Long term win - No quick fix

• You will fail... fail quickly & learn

• Build a solid organic foundation to future proof your site against google algorithm changes.

Be Short - Go Direct

Take out theGuess Work

• biggest issues • objections to buying• the goals• the biggest challenges• what does success look like • the metrics they measure by

They hear first-hand, the challenges & issues that your prospects are facing.

They hear the common objections as to why people don’t buy.

Your sales team provide a wealth of insight to the kind of Content to create

Go to yourCustomers// Direct Answers // Case Studies

// Testimonials // Individual Journeys

// Content ideas

& then...

HOW 2 WRITETHE MAGICCONTENT

#Cliffhanger

come back & see me next time for more indepth tips such as:

• Why it’s not all about length

• The Inverted Pyramid

• Why you should use ‘Click Here’

• How to #Win

• Repurposing content

• How to write Great Content

• The Most important part of Content

• How to write the Killer Headline

• Everyone wants to be taught

• Influencers & Influence Ripples

Before I go.You need these in your life...

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Social media is not something that should be solely utilized by any one team within a company. Ideally, the entire

RecruitingSocial channels are the perfect placeto reach new applicants. Peoplesearch for job openings online, andchances are that some of them havealready "liked" you, so why not reachthem where they're already spendingtheir time? Given its interest, yourcommunity will also be more apt toshare these openings with itsnetworks.

Internal social networkingThere are some social networks that are designed to be usedentirely inside an organization. Some people like Yammer.Some prefer Chatter. Heck, some even use Basecamp or Jive.Whatever flavor you pick, social networking tools usedinternally can be incredible for knowledge sharing, building asense of camaraderie, and increasing cross-functionalcollaboration. Internal social networks can also be valuable forgovernance and policy awareness efforts.

Career advancementBeing active and fully aware of the "hows and whats" of socialmedia is quickly becoming a mandatory skill in today'sworkforce. This skill cannot be overlooked, especially for HRprofessionals. Social media can also be used to networkonline and learn about trending topics in a specific field,discovering new areas of opportunity for the business thatmight include niche communities for related professions.

Consistent branding and voice

There are many elements that go into a brand—both visual and otherwise—but ultimately what it becomes is your promise

to your customers. You define their experience of what your product offering tries to fulfill. A "brand" can feel like a very

amorphous concept; but consider the fact that your company's brand helps add tangible value to the organization, and

when managed appropriately, it can help to protect the investments made to the business over time. How one actually

determines the value of a brand is a fairly complicated endeavor.

Most of us aren't trying to compete with the most valuable global brands. That being

said, there sure is a lot you can learn from them:

Your social presence is just an extension of your brand, allowing that brand to reach many more people through networked

experiences. This can be both a risk and an opportunity, so it’s important to spend the time it takes to decide and define

what your brand will be in the social environment, as inconsistency in this area can lead to a disjointed customer experience

(or even a negative impact). Key questions to answer include:

Sample Guidelines

1. How your logo is to be represented

2. What fonts and colors can be used

and in what manner

3. A full brand description and what it

stands for

4. Situations in which the brand can and

cannot be used

5. Tone, voice, and manner guidelines

6. Other topographical and structural

elements (primarily for advertisers)

If you do not already have brand

guidelines developed, you'll

want to start there with your

marketing team. Once you have

those finished, you'll want to

address how they translate to social

media. Most of the visual

components (logos, colors, etc.) will

remain the same, though you'll want

to make sure the users setting up

your social profiles have access to

any relevant creative assets. For

more inspiration, take a look at the and

. For most small and medium businesses, these will likely feel

overzealous (they probably are), but you can glean inspiration for the parts that make

sense for you. If you have a graphic design team, they should be able to help you with

a lot of this as well.

Know your audience. Be on-brand, but also be relevant to the environment in

which you're working. Your audience, or the social platform you are engaging on, may

slightly change your tone and voice from your brand guidelines. This is where it's

important to have a really solid understanding so you can adapt as necessary. It's not

vital to be absolutely consistent between platforms, but it is vital to demonstrate

cohesiveness.

Be human. It probably sounds obvious, but this is the goal of social media. Human

engagement is where the magic is, and keeping that in mind as you're developing your

brand will help you craft a voice that's not only solid and cohesive, but also one that

users can relate to and build relationships with. You know, like people. :)

Integrate your campaigns. Integrating your campaigns across all of your social

profiles can help solidify your brand and amplify your efforts. Using similar visual

elements across all of your profiles will help ingrain your messaging and drive home the

point in ways that are relevant and customized to the platform.

Cambridge Identity Guidelines

MailChimp's guidelines

Is social media just a fad?

Over the last several years, there has been an explosion of growth in popular social media platforms like Facebook, Twitter,Google+, LinkedIn, YouTube, Pinterest, and many others. It's safe to say that the era of social media is just getting started,and the need for social media in business will only become stronger over time. The whole world has seen the impact of theexpansion and adoption of social media tactics, and the rising stats speak for themselves.

When Facebook started in 2004, it was a bare-bones social network focused on connecting college students. Nine years

and more than 1 billion active users later, Facebook has become the most widely-used social network to date and has

shaped online interaction as we know it. From connecting distant friends and family members, to bridging the gap between

brands and their communities, Facebook has taken the way we interact online to a whole new level.Key stats and demographics

Looking for sources? Click on any of the stats above!

How are people using Facebook?

Since its inception, Facebook has become an integral component of people's online social presence. For many, Facebook is

the only online social network in which they participate, though the level of engagement varies across the user spectrum.

From those that check the network periodically throughout the week to those who are almost compulsively active, the core

driving force to participation is connection: connecting with colleagues, friends old and new, alumni networks, and for an

increasing percentage of users, even professional connections.

The network itself has transformed into one with highly customizable privacy and visibility settings. Users can dial down their

Chapter 6Facebook

Welcome to The Beginner's Guide to Social Media!

Welcome to The Beginner's Guide to Social Media! Whether you're new to social media or just looking to close a fewknowledge gaps, we're glad you stopped by. By now, we've all heard how valuable—even essential—social media can be.Whether your current sentiment leans more toward enthusiasm or trepidation, there's no way around the fact that socialmedia is a far more complex field than it first seems. Diving in without a sense for what it's like can be overwhelming, andbuilding a network that provides real value takes both savvy and hard work, but fear not—we're here to help! We hope you'llfind this to be one of the most comprehensive social media resources available, and that no matter what your skill level is,there's plenty in here to help you improve your social presence. What are we waiting for? Let's dive in!

Chapters

Introduction

1

The Value ofSocial Media

2

Social MediaBest Practices

3

Social MediaMetrics and ROI

4

Find the RightNetwork for You

5

Facebook

6

Twitter

7

Google+

8

LinkedIn

9

YouTube andPinterest

10

Blogging

11

Social Doesn'tStop There

12

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Content.

Content.Keep it real

DEVELOPING & ENHANCING THE DIGITAL CUSTOMER JOURNEY & EXPERIENCE

email [email protected]

linkedin deanbreyley

twitter @deanbreyley

@estrategyltd

dog&bone 07709 576 499

01803 203311 [email protected] Byre. Berry Pomeroy. Devon. TQ9 6LH

Content to Convert - TMI Tourism Presentation | Cheltenham May 14

Marketing

Transcript of Content to Convert - TMI Tourism Presentation | Cheltenham May 14