Learn from the leading digital tourism consultancy in Denmark, their wealth of experience working with both National Tourism Organisations and local destinations and businesses. The steps taught in this workshop will help to understand both the changing content landscape and introduce smart ways to manage content in a socially driven age where mobility is central to everything. Expect to get hands-on as you look at setting up the right team structure and working approach, to planning and launching a tactically smart content strategy from the bottom up, with great examples and best practices from others.

1. Content Marketing
and the Impact on
Organisations and
Processes
Keynote 2016
Digital Tourism Content Campus
Lisa Ingemann
Seismonaut Tourism, March 2016

2. Lisa Ingemann
Head of Seismonaut Tourism
@lisaingemann

3. Agenda
1. Why Content Marketing is Important
2. Content Marketing in 2016
3. The Role of the DMO
4. Content Marketing Strategy
5. Introduction to the workshop: Organising the
process of content creation

4. What is content
marketing?

5. - Definition by Content Marketing Institute
“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.”

6. Turismekonference 2014 - Holstebro
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Why Content
Marketing
is Important

7. http://palloc.com/ios-7-wallpaper-widescreen.html
Source: Google Travel 2011
22 websites
before a vacation
in average
A tourist visits

8. http://palloc.com/ios-7-wallpaper-widescreen.html
Source: TripBarometer by TripAdvisor, September 2013, by StrategyOne
(Edelman Berland)
4 devices
that can go online
An average
group of travelers bring

9. http://palloc.com/ios-7-wallpaper-widescreen.html
72%have used their
smartphone to search
for a product
Source: TripBarometer by TripAdvisor, September 2013, by StrategyOne (Edelman Berland)

10. Shift in trust
Search Engines Other users’ opinions

11. Turismekonference 2014 - Holstebro
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Google SEARCH

12. Turismekonference 2014 - Holstebro
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dssd

13. Turismekonference 2014 - Holstebro
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14. http://palloc.com/ios-7-wallpaper-widescreen.html

15. Turismekonference 2014 - Holstebro
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16. Travellers have changed
their holiday plans due to
influence from social
media
52%
Destination Think!

17. Social Media Week Copenhagen 2014
Social Travel
That’s reality
right now

18. Fragmented
media landscape
- with a lot of impressions

20. Social Media Week Copenhagen 2014
Social Travel
http://palloc.com/ios-7-wallpaper-widescreen.html
refers to the point in the buying cycle
when the consumer researches a
product, often before the seller even
knows that they exist.
Zero Moment of
Truth (ZMoT)

21. Social Media Week Copenhagen 2014
Social Travel
http://palloc.com/ios-7-wallpaper-widescreen.html
“If you’re available at the Zero Moment
of Truth, your customers will find you at
the very moment they’re thinking about
buying, and also when they’re thinking
about thinking about buying.”
Zero Moment of
Truth (ZMoT)
Source: ZMOT, 2011

22. Finding a way into the traveler’s
decision-making process is key to
capturing the consumer’s business.
Source: Skift, The Rise of the Silent Traveler

23. Content
Marketing
in 2016
Trends for this year

24. Access to Content is
Changing

25. People access content in
new ways
• Search engines can now produce instant answers,
and short visits to websites are becoming
unnecessary.

27. How tall is the
Eiffel Tower?
• I don’t need to visit
your tourist site
about the tower -
I just ask my phone.

28. Takeaway: You Need Rich
Content to get Visits
• Because of the increasing flexibility of access, your
content needs to be rich enough to warrant a full
visit - if that is your goal.
• Otherwise, bite size content is efficient for guests.
http://www.forbes.com/sites/jaysondemers/2015/10/01/the-top-7-content-marketing-trends-that-will-dominate-2016/#5137d0fb463d

29. Context and Intent are
becoming increasingly
important

30. - Brian Solis, principal analyst, Altimeter Group
“The entire Web will be re-imagined for a mobile-first and
mobile-only world that is screen, location, context and
intention-aware.
This radically transforms the purpose of the web to become
more dynamic, personal and useful at a time when
people are forcing the end of a traditional
information-broadcast, page/form-based, keyword
world.”
https://www.linkedin.com/pulse/25-disruptive-technology-trends-2016-2019-brian-solis?published=t

31. Screen, location, context
and intention-aware
• Content needs to take context into account. What do
your guests need and where / when do they need it?
• Mobile platforms are changing the way content is
consumed - your content needs to anticipate the
intention of the guest. Why are they reading / watching /
listening to you?
• See United Airlines, who make sure their mobile
surveys can be completed one-handed because
travellers have their carry-on luggage in the other hand.
*http://marketingland.com/mean-mobile-first-marketers-care-133650 https://www.flickr.com/photos/barmala/1341738635

32. New publishing methods
• Another part of the context-discussion:
Load times and ease of access.
• Facebook Instant Articles allows
publishers to show instantly
loadable rich content directly in
peoples Facebook-feed on phones.
• It’s a good user experience!
• Google has recently launched their
version called AMP. Expect the
alternative “middle-layer” publishing
platforms to gain traction.
http://fortune.com/2016/02/24/google-amp-search/

33. A new context:
Interactivity
• You probably seen the 360-videos
on Facebook and YouTube. They
are just the beginning.
• Virtual tourism is coming.
• Virtual Reality headsets will be out in
April and are giving publishers new
opportunities never seen before.
• Users will begin to demand content
that responds to their input and can
be customized.
http://www.forbes.com/sites/jaysondemers/2015/10/01/the-top-7-content-marketing-trends-that-will-dominate-2016/#5137d0fb463d

34. Virtual Buckingham Palace
• Try it yourself: http://bit.ly/vrbuckingham

35. Takeaways: It’s all
about the user
experience
• Context and intention
aware content delivers
more targeted content.
• New publishing methods
are faster, easier, better.
• Interactive content provides
a new and exciting
experience.

36. = The user experience is
becoming an increasingly
important part of content
marketing!

37. The proper balance
between the elements
Your toolbox when creating content:
• User Experience design
• SEO and SEM
• Social + Paid Social
• Analytics
Treat them as one and combine insights!

38. Other people’s stories
(visitors, bloggers, etc.)
Your
stories
Source: Destination Think!

39. Share their travel plans
on Facebook
2/3
Destination Think!

40. Update their Facebook
profile while on vacation
> 70%
Destination Think!

41. VisitAustralia
• After five years of effort, users now send
more than 1000 images to VisitAustralia
every day.
• 6 million+ Facebook-fans.
• 95 % of content shared on social media
is created by users.
• “The Holy Grail is when you can create
something where other people tell your
story for you. […] it won’t be 100%
perfect all the time, but I’d rather have
this huge conversation, which is mostly
on brand, than have have nothing at all.”
- Jesse Desjardins, Global Manager,
Social & Content, VisitAustralia

43. “Finally I can
make content
for the big
brands!”

44. … said nobody
ever.
“Finally I can
make content
for the big
brands!”

45. Advice on getting UGC started
• Create a platform that invites participation
from users - something they can build on.
• Make fans ambassadors and make them the hero
of you story (see Australia).
• Test, learn and challenge your traditional ways of
working.
• Make sure you discuss UGC across you
organisation - what can you use it for?

46. Also…
• Make sure to have a clear value proposition -
why should users take part? What’s in it for
them?
• Use hashtags that people are likely to actually use.

47. Be appreciative!
• If guests send you ideas,
use them.
• If they send you images,
show them.
• If they send you product
ideas, build them.
• … or at least
acknowledge and thank
them!
Thank you!

48. The role
of DMOs

49. - Adobe CMO.com 2015
http://www.cmo.com/articles/2016/1/29/digital-trends-2016-sees-marketers-focusing-on-
customer-experience.html
Technology changes organizations:
“The reality is that it has become very
difficult to distinguish between marketing
and other core business functions when it
comes to technology and innovation
conversations.“

50. = The user experience is
becoming an increasingly
important part of content
marketing!

51. http://palloc.com/ios-7-wallpaper-widescreen.html
Visitors expect the same
quality, information and
services through all
channels and personal
touchpoints.
- And it is the modern
DMO’s task to ensure that
everyone is prepared for
the job.
Kilde: Caitlinator på Flickr

52. The DMO’s digital team

53. Destination Reporter
Finds the inspirations stories and creates content for the destination
1
http://www.slideshare.net/jlbmonsegur/what-strategies-to-digitally-dynamyze-destination

54. Tourist Advisor
Cross-channel visitor service – both physical and digital touchpoints
2
http://www.slideshare.net/jlbmonsegur/what-strategies-to-digitally-dynamyze-destination

55. Local Digital Officer
Helps the tourism businesses enhance their digital skills
3
http://www.slideshare.net/jlbmonsegur/what-strategies-to-digitally-dynamyze-destination

56. Online visibility

57. Professional TripAdvisor presence

58. Engagement in content strategy

59. The DMO has to have a good sense of the
tourism businesses' skills and what
competences need upgrading.

60. From the beginner
who would rather
deny everything that
rhymes with digital

61. For the experienced
who see digital as a
natural part of his
business.

62. 2 tasks for DMOs:
1. Create a digital strategy that involves the tourism
businesses
2. Provide actionable visitor insights for the
businesses

63. Content
Marketing
Strategy
Who do you want to engage
with your content? And
what is your purpose/goal?

64. A good content strategy
• Based on the organisation's strategic goals and direction
• Based on the target audience / target groups
• Grounded in the organisation's brand and values
• Can be customized for multiple platforms, formats and periods
• Sets the direction for content
• Is realizable in everyday life
• Also think out of the box / is creative
• Involves measuring results

65. Tactics vs Strategy?
• The headless chicken vs
the track dog
• “We need to go on
Facebook” vs “We would
like to be able to talk directly
with customers and get
their feedback on our
products”.

66. Know your target audience.
- really know them.

67. Traditional tagets groups
• Markets
• Germany
• Norway
• UK
• Demographics
• Families
• Empty Nesters
• Young Couples
• Interests
• Outdoor activities
• Wellness &
relaxation
• Culture & Events
Difficult to create relevant content!

68. Empathic approach
as a guiding principle

69. Take a walk in your
audience’s shoes

70. - Joe Pulizzi, Epic Content Marketing
“Your customers don’t
care about you, your
products, or your
services. They care
about themselves, their
wants, and their
needs.”

71. Desk research
Stay updated on your target
groups’ interests.

72. Interviews
Meet your visitors in person
- learn their motives and needs

73. - Barbara Messing, Chief Marketing
Officer, TripAdvisor
”I would tell myself to
always understand the
customer you're
targeting. What do they
need? What are their
motivations? What are
their fears and pain
points that you can
overcome?”

74. Example: Top travel motivations
for Millennials
• Experience everyday life in another country
• Increase their knowledge
Source: WYSE Trave Conferderation Millennial Traveller Report
What kind of content ideas come in mind?

75. What’s in it for the
audience?
3 main ways to add value to an audience:
• INSPIRE the audience with emotional and relatable
stories
• EDUCATE the audience with useful information
• ENTERTAIN the audience by surprising them,
making them laugh or sharing spectacular content
Youtubeplaybook https://www.thinkwithgoogle.com/playbooks/build-a-content-plan.html

76. Personas
- your most valuable tool til content marketing

78. 5 key personas

79. Organising the
Process of
Content Creation

80. 1. Session 1: Target Audience and Strategy
2. Session 2: Team and Organisation
3. Session 3: Planning and the ongoing work with content
marketing
Workshop agenda:

81. Maria Schwarz
Chief Consultant, Seismonaut Tourism
@mariaschwarz

82. Turismekonference 2014 - Holstebro
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www.seismonaut.com/tourism
twitter.com/seismotourismfacebook.com/SeismonautTourism
Thank you!
Let’s talk
lisa@seismonaut.com