A presentation on how to create better blog and video content for travel and destination marketers.

1. Creating Killer
Content
for blogs & video
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2. Mike Henderson
•i’m a marketer
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3. Mike Henderson
•i’m a blogger
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4. My other blog is a blog
•Are you a blogger or a marketer?
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5. Blogger Marketer
Tells Stories Posts Press Releases
Reports news Announces new products
Reviews restaurants Highlights partner products
Loves travel Loves travel data
Finds awesome photos Asks readers to post photos
Develops a readership Develops an email list
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6. 5 Steps to Blogging
1. (optional) Hire (or rent) a blogger
2. Create content and build an audience for
that content
3. Leverage destination brand messages
against that content
4. (something... something...)
5. PROFIT!
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7. Advertising is
the new black
•Advertising buys eyeballs
•Good content buys likes & shares
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8. Advertising is
the new black
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9. Killer Content
•Be creative
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10. Targeted Sections
•Mechanical Monday
•Time Lapse Tuesday
•Wordless Wednesday
•Photo of The Day
•Video of The Day
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11. Post Every Day
•This slide intentionally left blank
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12. Cover The Bases
•Stories from visitors
•Tips: Travel, Ski, Ride, golf, etc...
•History
•Video/Photo Contests
•Trivia
Source: Slopfillers.com
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13. What’s Interesting?
Source: http://www.parkcitymountain.com/site/blog/authors/travis/we-mow
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14. Rent-A-Blogger
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15. User Focused
•Focus on the searcher, not the
search term
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16. McDonalds
(Canada)
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17. Work The Long Tail
•Search drives visits for content sites
•High # of low value terms drive high traffic
•People WILL click past the first page
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18. Work The Long Tail
•Content ideas...
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19. Work The Long Tail
Source: http://www.xotels.com/en/marketing/destination-internet-marketing
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20. Google Webmaster Tools
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21. Expand Your Reach
•Guest Blogging
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22. Guest Blogging
•Good for SEO
•Good for Authority
•Taps into new audience
•Free [killer] Content
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23. Guest Blogging?
•Because it’s off topic (content)
•Builds community (interaction)
•Builds social credibility (link bait)
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24. Guest Blogging?
What a guest blogger wants
•Mention of their name
•Bump in traffic
•Long term link
•A freebie (sometimes)
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25. Guest Blogging
Where to look
•Other DMOs
•Enthusiast blogs
•Daddy/Mommy blogs
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26. Image Content
Photo galleries Easy consumption
Instagrams Effortless sharing
Social photos Highly viral
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27. If This Then That
•Collect your content in one place
•ifttt.com
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28. Memes
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29. Memes?
•When 1 million people have the
same stupid idea at the same time
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30. Memes
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31. Cross the Streams
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32. Read a Lot
(on your iPad)
•Flip Board (major brands & journals)
•Mr. Reader (Blogs and RSS feeds)
•Feedly (Blogs and RSS feeds)
•Instapaper
•StumbleUpon
•Reddit (600 lb Twinkie)
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33. Comment A Lot
•Disqus
•WordPress
•Blogger
•Intense Debate
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34. Write a Lot
(on your iPad)
•Evernote
•IA Writer
•Google Docs
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35. Blog Anywhere
(on your iPad)
•Blogsy
•WordPress App
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36. Link Your Media
•IFTTT: Instagram > Flickr > Facebook
> Dropbox > Blog
•Buffer: Share to Facebook or Twitter
some time later
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37. Video
•Everyone’s doing it
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38. DIY Video
(yes you can)
1. Dedicated Staff
2. Trained Staff
3. Central Editorial Control
4. Time
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39. DIY Video
Do It Right
Don’t Do
Shoot Vertical Video Shoot in Landscape
Rely on camera mic Monitor your audio
Hand-hold shaky footage Use a tripod
Post unedited video Use video editing software
Just throw it together Make a plan
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40. DIY Video Gear
Photography & Cinema Shark Clip
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41. DIY Video Gear
Photography & Cinema Pistol Grip
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42. DIY Video Gear
Mini Ball Head
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43. DIY Video Gear
Zoom h1 Recorder
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44. DIY Video Gear
iMovie & Adobe Premiere Elements 11
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45. Go Beyond
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46. McDonalds
(Canada)
•Video FAQ
•Transparency
•Great content
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47. McDonalds
(USA)
•Commercials
•(people hate commercials)
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48. Video Content
(Scenic)
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49. Video Content
(Time Lapse)
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50. Video Content
(Tilt Shift)
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51. Video Content
(Copywriting)
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52. Video Content
(Stoke)
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53. Video Content
(Inspire)
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54. Video Content
(Entertain)
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55. Better Video
(Titles)
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56. Better Video
(Poster Frame)
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57. Content
•Kill it.
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58. Thank You
www.arbor-glyph.com
mike@arbor-glyph.com
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