Jon Munro, Visit Wales - Content-led destination marketing

Source | Flickr | TFDuesing

Content-led Destination Marketing

Jon Munro | Visit Wales

Thursday, 18 April 13

Source | Flickr | lucyparry1

Of course Wales is better than Cornwall!



Wales is less front of mind than the West Country Our target market loves the West Country more than WalesThey are more likely to recommend the West Country

And the West Country attracts a higher spending visitor

But, actually it’s not!(at least in the eyes of the consumer)


Maybe Wales is a true “challenger” brand?



The content a brand creates is everythingA world where the content a brand creates is everything


Content is all we have and have ever had!


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”



So, what works?


Thinking beyond paid media

Source | iCrossing| Slideshare


Develop themes and tell a story


Right contentRight personRight device Right timeRight action

Source | Flickr | Interbeat


SE

O

Soc

ial

PR

UX

Pai

d

Data

Strategy

Content

Adapted | Brilliant Noise (2012)


Source | Visit Wales | Tracked search terms and volume (Log10)

We watch search like a hawk


Little presence either directly or indirectly


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


Long Tail Analysis and Optimisation Adjustments

Romantic Break Section Live

Widget creation and placements started

Improving search visibility


Increasing share of relevant traffic

Search Interest vs Organic Traffic (around target terms)


TrustControl

Scale

But, there is are challenges


The Big Idea• Awareness Advocacy Scale

Targeted engagement

Crowd sourcingContent 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


34 million UK adults reached



Of course, there are challenges


Source | travel2dot0.com | Focussing on your content strategy


Where to invest our effort and across what platforms?


Content governance and management

Source | Flickr | Bruce R


Become more content “mature” From To

Understanding Superficial DeepCommunication Monologue DialogueMarketing Campaigns ProgrammesBudgeting Channel-led Conversation-ledOrganisation Product-centric Customer-centricResults Random Sustainable

Source | ariad.ca



But, what’s the big opportunity?



Piloting an approach on Flickr


#wales

#sharewales


A platform for curating and distributing third party and social content


But one where we invest in adding content value


But one where we invest in adding content value

And built on a data driven content specification


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


http://www.mediafuturist.com/




Source | Flickr | TFDuesing

Content-led Destination Marketing

Thanks


Business

Jon Munro, Visit Wales - Content-led destination marketing