Today's skeptical travelers aren't swayed by traditional advertising. Inspire, engage and inform travelers through content marketing.

1. Content to the Rescue
Louisiana Travel
Theresa Overby
Content Director | Miles

2. Our #1 goal is to
inspire the visitor to
add Louisiana to their
consideration set for
vacation travel

3. Producing content experiences that inform
and inspire creates one of the most
powerful customer states: anticipation.

4. Web Print Email Social SEO
Destination Marketing 4 Years Ago

5. LouisianaTravel.com
Content Marketing 2014

6. Start with a PLAN
• Consider your audience
• Examine your analytics
• Establish a team
• Create standards and guidelines for the team and
contributors
• Create a style guide
• Organize photos, logos and creative elements
• Consider content themes
• Think about hub/distribution channels

7. Content on the Fly
• Be helpful/add value
• Repurpose content
• Update outdated blogs & repost
• Numbered lists are gold
• Arm yourself with analytics
• Crowdsource

11. http://onlylouisiana.vscampaign.com

16. Takeaways
1. Plan before jumping in
2. Audit analytics regularly
3. Co-op the content creation process – influencers,
community, stakeholders, hosted writers
4. Create content and share a minimum of 3x
5. Curate content
6. Measure & benchmark
7. Repurpose/recycle

17. Useful x Enjoyable x Inspired = Great Content
via @AnnHandley