"Content Marketing is one of 2014's hottest marketing phrases. Learn what it is and what its role is in travel and tourism. Learn how to produce viral content that deeply engages consumers in step-by-step, from planning through execution.

1. CONTENT
MARKETING
Planning, Publishing & Measuring
An Educational Presentation

2. Your Presenter:
Ryan Thompson
Chief Executive Officer + Partner, Aria
!
ryan@ariaagency.com!
@ryanathompson

5. Red Bull
• Free events
• Mixed Media

6. #ShipMyPants!
Campaign
Audience Awareness Engagement ROI
12,000,000
views / 10 days
!
21,000,000
views to date
963,434 Shares
!
One post:
39,000 Likes
20,000 Shares
Media value:
$3,800,000
!
(More than a
Super Bowl Ad)
Younger than
prior efforts
!
18-44
demographic

7. Introduction

8. “ – 2014
Content will continue
to reign as king.

10. Content marketing is a
marketing technique of
creating and distributing
valuable, relevant and
consistent content to attract
and acquire a clearly defined
audience – with the objective
of driving profitable customer
action.
CONTENT
MARKETING
DEFINED
Content Marketing Institute

11. Educational,
Entertaining,
Valuable,
Exclusive,
Endearing,
Non-sales
CONTENT
MARKETING IS

12. CONTENT
MARKETING IS STORYTELLING
+ PROMOTION

15. The Brand with the
Best Story Wins

18. SO STORY ISABSOLUTELY!
INCREDIBLY!
IMPORTANT?

19. LET’S BE HONEST WITH OURSELVES!
CONSUMERS ARE IN
CONTROL AND THEIR
CONTROL IS INCREASING !

20. LET’S BE HONEST WITH OURSELVES!
MOST CONSUMERS DON’T
WANT TO SEE OUR
ADVERTISING !

21. LET’S BE HONEST WITH OURSELVES!
TRAVELERS TRUST
REVIEWS FROM
COMPLETE STRANGERS
MORE THAN BRAND
ADVERTISING
!

22. “ – 2014
Millennials are driving
meteoric demand for
new travel content

23. “ – 2013 Demand Metrics
78% of CMOs see
custom content as the
future of marketing

24. “ – 2014
Content Marketing
delivers 54% more leads
than traditional efforts

31. Washington, D.C. (August 25, 2014) — As of
Monday, August 25, The ALS Association has
received $79.7 million in donations compared
to $2.5 million during the same time period last
year (July 29 to August 25).
!
These donations have come from existing
donors and 1.7 million new donors to The
Association.

32. 2013
2014
$0 $20,000,000 $40,000,000 $60,000,000 $80,000,000

33. “Television advertising won’t be
replaced any time soon, but an
increasing amount of many brands’
marketing resources are going
toward alternative Internet-based
videos, which will never make it past
the computer screen.

34. “As they push the boundaries
of the Internet video format
ever further they are
becoming entertainment in
their own right.

35. Content delivered
socially will continue
to outpace other forms
THIS IS THE
NEW NORMAL

36. Planning & Publishing

37. PEOPLE [WRONGLY] CALL
CONTENT MARKETING
BRAND JOURNALISM

38. IT IS BRAND PUBLISHING

39. AND IT STARTS WITH
BRAND

44. MATCH YOUR BRAND TO
CURRENT & PROSPECTIVE
AUDIENCES

47. BUILD YOUR CALENDAR
AND RUN IT LIKE A
MAGAZINE

50. CREATE!
BUT ALSO CURATE

51. WITH STORY DONE, !
THINK ABOUT CHANNELS

52. `

54. THIS IS THE
MISSION
AND ITS A
LONG ONE

55. OLD DAYS:
PUMP ALL
DOLLARS INTO
PAID MEDIA

57. TODAY: !
FOCUS ON
CONTENT AND
ELEVATE WITH
MEDIA

58. Measuring

59. THIS IS A
MARATHON
NOT A SPRINT

60. Define your objectives
We think they should be:
1) Awareness!
2) Engagement!
3) Conversion

61. Objective:!
Awareness{‣ Website traffic volume
‣ Website traffic referrals
‣ Inbound links from third-parties
‣ Inbound search volume
‣ Email subscriber database growth
‣ Social friends, followers, fan volume
‣ Social share of voice / Influence
‣ Earned media coverage

62. Objective:!
Engagement{‣ Website time on site
‣ Website repeat visits
‣ Website bounce rate
‣ Social friends engagement
‣ Social sharing
‣ Recommendations
‣ Reviews
‣ Email opens / clicks

63. Objective:!
Conversion {‣ Ecommerce Sale
‣ Website inquiries
‣ Third-party hotel booking
‣ Visitor guide download
‣ Website goal conversions
‣ Contest entries

64. Take Action

65. TAKE ACTION
!
1 KNOW THYSELF.
Your value proposition must simply answer two questions: Why do I
exist and what difference does it make to my audience’s life? This
must be the beginning of your effort because without it, you could
be improperly positioned. Its ok to be aspirational but be sure you
are realistic enough to fulfill those aspirations.

66. TAKE ACTION
!
TAKE 2 A CONTENT FIRST APPROACH
Content must never be the afterthought in marketing. Following
your value proposition, define the messaging and topics that are
relevant to your initiatives.

67. TAKE ACTION
!
3 TELL STORIES
We’ve all heard debates about “the greatest story ever told”.
The best stories do in fact have a beginning, middle and end.
Your job must be to frame compelling stories within the realm of
your campaigns.

68. TAKE ACTION
!
4 ACCEPT AUDIENCE CONTROL
Unlike classic storytelling, modern brand stories delivered digitally
will not (and should not) be fully within our control. Our audience
interaction will take the story to new, different and perhaps
unimagined places. We must accept this reality if we accept that 2-
way interaction is important.

69. TAKE ACTION
!
MEDIA SUPPORTS THE CONTENT.
PERIOD. 5
Paid Media is simple one of a number of distribution channels
for our content stories. Concept your campaign, get the story
right and then determine how to distribute it.

70. TAKE ACTION
DEMAND MEANINGFUL
OBJECTIVE-BASED REPORTING!
6
5,000,000 impressions for $5,000! What a deal, right? The reality
is that impressions alone are as worthless as the junk mail in your
mailbox. Impressions are not a signal of positive ROI. Meaningful
engagement metrics are monumentally more important.

71. Giveaway
According to marketing experts, when
was the first piece of content marketing
published by a brand?

72. In 1895, John Deere began publishing The Furrow

73. Giveaway
Today (8/27/2014), Instagram released
another game changer called _______?

75. DisruptionBook.com
Disruption: Destination Marketing in the
Post-Advertising Age by Aria Founder &
CEO, Ryan Thompson

76. Q&A
w
t
ariaagency.com
@ariaagency
Aria is an award winning Dallas-based independent full service agency with more
than a decade in destination, real estate and economic development marketing

77. Music!
!
Daft Punk - Tron Legacy - Overture
Daft Punk - Tron Legacy Reconfigured - The Son of Flynn
Daft Punk - Tron Legacy Reconfigured - End Titles
Get our Story Marketing !
Thought Paper
via email by Photography sending & a Videomessage !
to:
!
Ryan@AriaAgency.Flickr.com
Wikipedia Commons
com
Pond5.com
FastCompany.com
!
!
!
Aria, the Aria logo, and all design elements are the servicemarks, trademarks, or registered trademarks owned by AriaMedia
Corporation. All other servicemarks and trademarks are the property of their respective owner.
!
Copyright © 2014 AriaMedia Corporation. All rights reserved.
An Educational Presentation