Try this simple thought experiment. If you could only choose one, would you rather have: 1,000,000 followers who are connected to your tourism destination or 10,000 followers who talk about you every week? Think about it this way: your most engaged visitors and residents are your best marketers. They have the experiences that turn into stories […]
Topic: Always-on Content
Perpetual advocacy: See how Campbell River guides visitors through 6 stages of the customer journey
As you read this, people are boarding planes, trains, or taxicabs to visit your destination. Why are they travelling? How did they plan the trip? What experiences await them? How will they relive the adventure? What stories will they tell, good or bad, and to whom? These questions describe the customer journey. Your destination marketing […]
90% engagement? Passionate kiteboarders show what’s truly possible in winter Bermuda campaign
There are nice vacations, and then there are life-altering trips that you can’t resist because they activate your greatest passions. This story is about the latter. This is also a story about marketing dollars well spent. In 2018, a group of destination marketers and professional kiteboarders joined forces to give a specific group of people […]
Why you can’t depend on viral stories to achieve your DMO’s goals
500,000 people saw this viral dolphin story on Facebook, but did it help the DMOs? Let’s be honest. Some days, we marketers look to the sky for that perfect lightning strike of media attention that gets everyone talking about the place we love – the kind of sizzling story that spreads virally online and delights […]
3 content marketing trends to take your DMO into 2019
Don’t worry, this isn’t another list of New Year’s resolutions. But times are changing. Since our business is 100% focused on tourism destinations, it’s our job to stay on top of the most effective ways to build engaging advocacy and positive word of mouth. Our elite squad of content marketers gathered to reflect on some […]
Why the hero-hub-hygiene content marketing strategy still wins for DMOs
Every organization needs an easily understood content strategy to act as a roadmap for always-on activity and broader content goals. In 2014, YouTube and Google put forth the hero-hub-hygiene (H-H-H) strategy to help digital marketers get the greatest impact from their efforts. It allows teams to diversify content to build audience loyalty and longevity, rather […]
Why emoji are a ? for your DMO’s content marketing
Jing Ge is a postdoctoral research fellow in the Anthropology Department and Co-Chair of the Tourism Studies Working Group at University of California, Berkeley. She received her Ph.D. in marketing and communication from the UQ Business School at the University of Queensland, Australia and has close to 10 years of online communication industry experience. Her […]
2 content marketing principles that transcend algorithms and boost word of mouth
BREAKING: Posts beginning with the letter Q will now rank highest in Facebook’s News Feed. Marketers using L, S and T will pay higher ad rates to gain reach. In response, big brands are developing a 27th letter to beat the new algorithm. Full story at 11. Not really. But recent (real) changes to Facebook’s […]
Survive the Facebook algorithm and thrive with timeless destination marketing strategy
“… you can expect to see more from your friends, family and groups. As we roll this out, you’ll see less public content like posts from businesses, brands, and media.” -Mark Zuckerberg, Founder and CEO at Facebook In January 2018, Facebook announced a significant change to its News Feed algorithm. The social media company says […]
8 tips for a brilliant DMO website and our Hall of Fame
We’re way beyond tourism brochures. Today’s digital marketing ecosystem continues to expand, providing visitors with the inspiration and information they need through endless platforms and channels. In an era saturated with social media, how can destination marketing organizations (DMOs) find the right role for their website? Let’s talk to an expert. Self-professed “website geek” Katie […]
Earned vs. paid media: Should DMOs pay to promote third-party content?
Imagine it’s Wednesday afternoon, and you’re at the office. The New York Times has just published an article featuring one of the newest and most popular restaurants in your destination. The story makes the restaurant look good, it makes the chef look good, and it makes the chocolate mousse look even better. Though it’s a […]
Enter the Content Cave to help your stories connect
Content marketing is as old as storytelling; in other words, it’s ancient. Storytelling mediums have evolved from cave paintings, to printed books, to Snapchat stories, to virtual reality, but the human need for compelling stories (i.e. content) remains constant. The content cave continues to inspire us today, because stories are at the core of […]
Win your destination’s content marketing battle: Webinar recording and highlights
“Content marketing isn’t convincing people that they need what you have. Content marketing is informing the right people that you have what they need.” Looking for better results from your content marketing? Marketing Manager John Freeman gave a webinar presentation outlining strategies and tactics that your destination can use right away to connect the right […]
Want to improve visitor experience? Serve your guests by listening online
Your destination will host a major event next month and thousands of visitors are expected to arrive. Given the short-term influx of guests – many who are likely first-time visitors – how can your destination marketing organization (DMO) ensure they experience the best of your destination? Content or community managers can be proactive and create […]
Connecting with communities: Amsterdam Marketing’s approach to using emotion in social content
What makes a community tick? During a presentation at a Social Media Tourism Symposium event in Amsterdam, Colleen Geske, head of social media marketing at Amsterdam Marketing and bestselling author of the book Stuff Dutch People Like (based on her popular blog that has 250,000 fans) talked about the power of emotional connections in social […]
Your content manager is your DMO’s most important hire
Content managers or community managers (CMs) have an enormous effect on the success of your marketing efforts. Destination marketing organizations (DMOs) should invest the time and resources to make this crucial position a top priority, because the stakes are too high to do otherwise. Consider this scenario: You are running for President. It’s an incredibly […]
Incremental gains: If your content manager isn’t making them, your destination is losing.
Did you know that the Tour de France was created over 100 years ago as a piece of content marketing? Short on stories to write about over the summer in the early 1900s, French newspaper L’Auto created a grueling, sweltering bike race over and around the nation’s soaring mountains. Curious spectators lined the streets, riders […]
Nine criteria for selecting the right people for your next influencer campaign
Online travel influencers understand the benefits they offer a destination through authentic coverage and passionate, niche communities, but it has taken DMOs a little longer to grasp the value of working with them. Thankfully, that’s changing, as many DMOs now work with influencers as a key part of their marketing strategies and programs. Unfortunately, many […]