The document outlines steps for developing an effective content marketing strategy for the travel industry. It discusses defining objectives, researching target audiences, generating content ideas, creating a content plan and calendar, promoting content through blogs and influencers, and reviewing performance. Specific tips include brainstorming 100 ideas in 30 minutes, finding influencers on Twitter and LinkedIn, making initial contact respectfully, and repurposing content across multiple channels. Examples from campaigns in Ireland demonstrate how user-generated content and influencer partnerships can boost traffic, social shares and brand awareness.
2. Today’s Workshop
1. What is Content Marketing
2. Steps to Creating Your Strategy
3. Generating Content Ideas
4. Working With Influencers
5. Why it Works
6. A Day in Newcastle
7. Recap
@nialtoner @TheTomorrowLab
3. What YouWill Learn
• How to create a content marketing strategy
• How to create 100 content ideas in 30 minutes
• Identifying and working with influencers
• Getting a return from your investment in content
@nialtoner @TheTomorrowLab
4. About Me
• By day TheTomorrow Lab
• By night Pikalily
• Write about food and travel
• Enjoy all sports
• Married
@nialtoner @TheTomorrowLab
6. Content Marketing
@nialtoner @TheTomorrowLab
Content marketing is a strategic marketing approach focused on
creating and distributing valuable, relevant, and consistent content to
attract and retain a clearly-defined audience — and, ultimately, to drive
profitable customer action.
13. SettingYour Objectives
• What are your objectives?
– Sales / Lead Generation
– Brand Awareness
– Traffic to Website
– Traffic to Location
• What do you want from your content?
– SMART objectives
• What channel(s) do you want to focus on?
@nialtoner @TheTomorrowLab
15. Doing Your Research
• Who are your customers?
– Create personas
• How do they digest content?
– What channels do they use?
– What devices do they use?
• What is the customer journey?
• What is your competition doing?
@nialtoner @TheTomorrowLab
16. Focus on Your Customers
@nialtoner @TheTomorrowLab
Problem Need Help Understand
Solution
Consider
Options
Choose
Solution
17. Map OutTheir Journey
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Seeking
Activity
Compare
Options
Research
Activity
Things
To Do
Make
Booking
18. Howcanyou help them alongtheir journey?
Howwillyou answer the questions they have?
@nialtoner @TheTomorrowLab
19. Map OutTheir Journey
@nialtoner @TheTomorrowLab
Seeking
Activity
Compare
Options
Research
Activity
Things
To Do
Make
Booking
Outdoor Holidays
Northern Ireland
Newcastle Bike
Trails
Hotels in
Newcastle
Reasons to visit
Newcastle
Places to eat in
Newcastle
20. Take time to do theresearch to create the contentyour
customers want.
@nialtoner @TheTomorrowLab
25. Focus on Your Customers
@nialtoner @TheTomorrowLab
Problem Need Help Understand
Solution
Consider
Options
Choose
Solution
26. Map OutTheir Journey
@nialtoner @TheTomorrowLab
Seeking
Activity
Compare
Options
Research
Activity
Things
To Do
Make
Booking
Outdoor Holidays
Northern Ireland
Newcastle Bike
Trails
Hotels in
Newcastle
Reasons to visit
Newcastle
Places to eat in
Newcastle
30. 100 Ideas 30 Minutes
• Collate your ideas
• Start to identify strongest ideas
• Plan what research needs done and find your hook
• Now decide the form of content to best suit your
best ideas
@nialtoner @TheTomorrowLab
37. Repurpose Content
• Ensure your content is unique
• Tell a story to your audience
• Good content can take many forms
– Article
– Video
– Press release
– Infographic
– Social content
@nialtoner @TheTomorrowLab
41. Create Content Plan
• Identify your content channels
• Set timescale for content campaigns
• Create content calendar
• Assign ownership of content
• Set project deadlines
• Create promotional plan
• Monitor and review
@nialtoner @TheTomorrowLab
66. Making Contact
• Read their blog!!
• Interact on Twitter
• Find a name – make it personal
• Have an idea that will interest them
• Take time to make the contact
• Be memorable
• It’s all about the RELATIONSHIP
@nialtoner @TheTomorrowLab
72. MonitorPerformance
• Review content performance
– What types work best with your audience
• Did you achieve objective
• How can you improve next time
• Use your analytics tools
– Google
– Facebook
– Twitter
@nialtoner @TheTomorrowLab
79. Why Content Works
• #ExpediaExplores
• 16 Weeks travelling around NI and ROI
• 30+ towns and cities
• Social media interaction
• UK and Irish travel bloggers
@nialtoner @TheTomorrowLab
Best use of social in search campaign.
97. Recap
• Define your objectives
• Develop content ideas
• Identify best form of content
• Create, repurpose and promote content
• Work with bloggers and influencers
• Monitor and review
• Remember your objectives!
@nialtoner @TheTomorrowLab