content to the rescue - theresa overby
DESCRIPTION
Today's skeptical travelers aren't swayed by traditional advertising. Inspire, engage and inform travelers through content marketing.TRANSCRIPT
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Content to the Rescue Louisiana Travel Theresa Overby Content Director | Miles
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Our #1 goal is to inspire the visitor to add Louisiana to their consideration set for vacation travel
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Producing content experiences that inform and inspire creates one of the most
powerful customer states: anticipation.
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Web Print Email Social SEO
Destination Marketing 4 Years Ago
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LouisianaTravel.com
Content Marketing 2014
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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
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Content on the Fly • Be helpful/add value • Repurpose content • Update outdated blogs & repost • Numbered lists are gold • Arm yourself with analytics • Crowdsource
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http://onlylouisiana.vscampaign.com
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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
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Useful x Enjoyable x Inspired = Great Content via @AnnHandley
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