In this rapidly changing digital landscape, organic reach is being throttled by pay-to-play models and big platforms. Find out why leading digital experts are turning clients into content publishers to increase visibility and reach. Discover industry secrets and proven tactics that digital agencies are using for content strategy, information architecture, content production, and more. Presented by Britt Brouse - Digital Strategy Director - Tempest

1. Thinking Like A Publisher:
Your Key to Content Success

2. Presented by: Britt Brouse
Digital Strategy Director at Tempest

3. Organic reach
Is dying….

4. Way back when
About 2 years ago...

5. DMOs were
sitting pretty
#1 in Google for “Destination Name”
#1 in Google for “Things to Do in Destination”
#1 in Google for “Events in Destination”

6. +10% to 40%
Typical year-over-year organic gains when
DMOs ranked #1 for head terms.

8. But now… it’s getting
crowded.

9. New search features are competing
with organic results:
● Carousel Rankings
● News Results
● Featured Snippets
● Knowledge Graph
● Travel Guide
● Increased Advertising
Real Estate
● Event Listings
● Related Questions
● Hotel Booking

10. Where do you think
users will click?

11. DMO
Knowledge Graph Card
Travel Guide
News

12. DMO
Knowledge Graph

13. DMO
Knowledge Graph Card
Travel Guide

14. -20%
In the past 18 months, we have seen an
average 20 percent decrease in DMO visibility
for head terms.

15. #Reachpocolypse
Ditto on social media. Organic reach on
social is getting throttled too.

16. Platformization
The rise of the platform as the dominant infrastructural
and economic model of the social web and the
consequences of the expansion of platforms into other
online spaces.

18. What now?
How will DMOs continue to stay relevant
and visible online?

19. Speaking of
Platforms...
You have a platform too!

20. Your website is
your platform.

21. You are a
publisher.

22. Think like a
publisher.

23. Vision or
UVP

24. Zagat cuts through the clutter of
available dining choices, and guides
you towards the best places,
wherever you are.
Zagat

25. As the most discerning, up to the
minute voice in all things travel,
Condé Naste Traveler is the global
citizen’s bible and muse offering both
inspiration and vital intel.
Condé Naste Traveler

26. Wired is where tomorrow is
realized. It is the essential source of
information and ideas that make
sense of a world in constant
transformation.
Wired

27. DMO Vision or UVP
“We are local experts providing the most
authoritative and up-to-date content
about our destinations. By highlighting
must-see attractions and experiences, we
inspire visitors to discover our authentic
culture.”

29. 5 Ways to Think Like A Publisher:
1. Promote Your Destination Drivers
2. Build A Healthy Information Architecture
3. Produce Excellent Content
4. Promote Across Channels
5. Monetize Wisely

30. Destination Drivers
What are the top drivers of visitation
to your destination?

31. Types of Destination Drivers
Events or
Festivals
Attractions Hotels Restaurants

32. Sometimes Destination
Drivers are
“intangibles.”

36. Are you “owning”
your Destination
Drivers?

37. Destination Driver
Audit Takeaways:
1. How visible is my content in
search?
2. Who is my competition?
3. Which content already performs?
4. Where can I streamline content?

38. 5 Ways to Think Like A Publisher:
1. Promote Your Destination Drivers
2. Build A Healthy Information Architecture
3. Produce Excellent Content
4. Promote Across Channels
5. Monetize Wisely

40. Identify Hub Pages vs.
Supporting Pages
Hub
Supporting
Supporting
Supporting Supporting
Supporting

43. 5 Ways to Think Like A Publisher:
1. Promote Your Destination Drivers
2. Build A Healthy Information Architecture
3. Produce Excellent Content
4. Promote Across Channels
5. Monetize Wisely

44. Dig in to your
Destination Drivers

45. Go “Long Tail”

46. More Long
Tail Search

47. Develop Long
Form Content
Don’t be afraid to “Go Long”
1,000+ words.

48. Long Form
ContentData about performance
Source: SerpIQ

49. Create the kind of content
you want to read or see.

51. 5 Ways to Think Like A Publisher:
1. Promote Your Destination Drivers
2. Build A Healthy Information Architecture
3. Produce Excellent Content
4. Promote Across Channels
5. Monetize Wisely

52. Your blog is not a silo.

54. Get a little
click-baity.
It actually works.

56. #trending
What’s trending? What’s getting traction?
What’s new? Feature that content first.

57. #trending
Trending
Content

58. 5 Ways to Think Like A Publisher:
1. Promote Your Destination Drivers
2. Build A Healthy Information Architecture
3. Produce Excellent Content
4. Promote Across Channels
5. Monetize Wisely

59. Traditional
Ad
Native
Ad
Native Advertising

61. 4 x’s
Increase in click-through rates for
native ads compared to display
advertising.
Source: DoubleClick Publisher Blog

62. +500 percent
Increase in click-through-rates when
switching from a traditional to native
advertising program.
Source: Tempest

63. 3 Benefits of
Native Advertising
● Provide an improved user experience
● Show relevant ads in relevant places
● Drive higher click-through-rates (CTRs)

64. Your Top Takeaways
1. DMOs are the top local authorities.
2. Own your Destination Drivers.
3. Dig in and create in-depth content.

65. Your Top Takeaways
4. Go after long tail queries.
5. Always be linking. Cross-promote!
6. Monetize in a relevant, impactful way.

66. Questions?
Britt Brouse
Digital Strategy Director - Tempest
@brittbrouse