A look at how content marketing strategy can be used to grow a tourism business. The talk focused on knowing what your business is passionate about, setting content marketing goals, creating personas and developing content ideas that take your idea customer from not knowing who you are through to be a loyal long term customer and advocate for your business.

1. Care Immensely or
Die
Workshop with Dean from the Web Bureau

2. WHAT’S AHEAD?
• Content Marketing – The Quick Version
• Content Case Studies
• Applying the thinking to tourism
• Knowing yourself and knowing your
customer
• Next steps

3. Content Marketing – The quick
version

10. Youtility is
marketing
so useful,
people
would pay
for it

15. 1.6 Million Facebook fans – 65% of traffic comes from Facebook
3.2 million visits a month to their blog
Post 6 times a day on Facebook, 7 Days – 99% of it driving traffic back to health hub
Syndicate content to partners – creating content that’s also useful for
partners to share on their websites
They don’t share all content on all channels
Instead choose right channel and time for the audiences engaging with
particular content
Bring back content repeatedly – refreshed -Make most of every piece

18. Purina Puppy Chow – Puppyhood.com
Purina – Puppy Chow

21. Applying the thinking

22. Know Yourself

23. Why are you
creating any
content in the first
place?

24. Is your Content
Marketing going to
increase
awareness?

25. Is your Content
Marketing going to
increase sales?

26. Is Content Marketing going to
increase loyalty? Repeat,
long term customers or
ambassadors?

27. Thinking deeply about your
customer

28. Personas
• Web analytics (popular content)
• Search analytics (popular search terms)
• Social listening (buzz sumo)
• Sales / Customer Service
• Customer interviews / Surveys
• Focus Groups
• Sales team feedback

29. 10 ways to make money while you
chill out in your caravan
Top 10 watersports to learn with
your kids
5 ways to be able to take every summer off
work and spend it with the kids
How to be present with the kids when
you’ve had a hard week
Ideas for making most of the time you
spend with the kids
Ways to convince your kids to give
up the screens
10 ways to make your caravan trip
romantic
Our guide to kids protection online
10 tips to financial freedom and
longer caravan breaks
10 ways to discover yourself on your
caravan
2017 caravan accessory must
haves
The ultimate guide to making the
most of your caravan holiday
Review of caravan gadgets
100 games to play during your
caravan trip
Host a parenting, camping skills for
dads & sons (daughters), wilderness
survival event at the campsite
Create an ‘I love Caravanning in NI’
Facebook group
Unpack Caravan kit
Facebook live – take viewers on
different potential excursions
Guide to being the most organised
dad in the caravan site
10 things you can teach your child on
a caravan holiday without seeming
like you’re teaching

32. Content Mission Statement

33. For example, Inc Magazine’s
Content Mission Statement
is as follows:
Welcome to Inc.com, the
place where
entrepreneurs and
business owners can find
useful information,
advice, insights,
resources and inspiration
for running and growing
their businesses.
The core audience target: entrepreneurs and business owners
What will be delivered to the audience: useful information,
advice, insights, resources, and inspiration
The outcome for the audience: growing their businesses

34. Next Steps

35. Because of content
marketing, our customers will
_ _ _ _ _ _ , our prospective
customers will _ _ _ _ _ _ ,
and our business will _ _ _ _
_ _ .
Document this:

36. Document this:
The audiences for our
content marketing are
described by this persona _
_ _ _ _ ,this persona _ _ _ _
_ and this persona _ _ _ _ _.

37. Document this:
People will care about our
content because of _ _ _ .
Our content will inspire and
motivate them because of _
_ _ _ _.

38. Document this:
Our buying stages are _ _ _ _ _,
_ _ _ _ _ and _ _ _ _ _. We have
listed all the questions our
personas need to move through
each stage here: _______

39. Document this:
For each audience need, we
will create content in one or
more ways, and will create a
worksheet to organise
content, timelines, and calls-
to-actions.

40. Employee’s Social
Customer’s social
Email (internal and external)
Organic search
Paid Search
Display Ads
Organic Social
Paid social
Guest Posts
Blogger Outreach
Earned Media (PR)
Offline ads
Amplification options

41. Document this:
For this piece of
content, we will amplify
it with _____, _______
and ______.

42. Document this:
The 4
categories of
Content
Marketing
Metrics

43. Document this:
We will know our
content is working
because we will track _
_ _ _ _ ,_ _ _ _ _ and _
_ _ _ _.

44. 100 Ideas

45. 100 Ideas – Group exercise
Discuss a persona for one business in the
room. Everyone in the room must think of 3
ideas for content that would help, inspire,
move or educate that persona in some way
and keep the business on the mind of that
persona in a positive way or get them to take
positive action towards becoming a customer.
Then…

46. Thank you
@thewebbureau
@deanlangasco