Source | Flickr | TFDuesing

Content-led Destination Marketing

Jon Munro | Visit Wales

Source | Flickr | lucyparry1

Of course Wales is better than Cornwall!

Source | Flickr | lucyparry1

Wales is less front of mind than the West Country Our target market loves the West Country more than Wales They are more likely to recommend the West Country And the West Country attracts a higher spending visitor L

But, actually it’s not! (at least in the eyes of the consumer)

Maybe Wales is a true “challenger” brand?

The content a brand creates is everything A world where

the content a brand creates is everything

Content is all we have and have ever had!

Targets, Objectives and Strategy Influencing £150 million in additional value Big focus is improving reputation Awareness, consideration and advocacy

“Those people who have not yet considered Wales”

Source | Flickr | lucyparry1

So, what works?

Thinking beyond paid media

Source | iCrossing| Slideshare

Develop themes and tell a story

Right content Right person Right device Right time Right action

Source | Flickr | Interbeat

SE

O

Soc

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PR

UX

Pai

d

Data

Strategy

Content

Adapted | Brilliant Noise (2012)

Source | Visit Wales | Tracked search terms and volume (Log10)

We watch search like a hawk

Little presence either directly or indirectly

Create useful and engaging content on our own site

Get our engaged users involved

Reach out and place content and widgets

Develop relationships with key partners

Develop creative and credible content

Maintain momentum in the run up to Valentines

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Positions 1-1:

Positions 2-5:

Positions 6-10:

Long Tail Analysis and Optimisation Adjustments

Romantic Break Section Live

Widget creation and placements started

Improving search visibility

Increasing share of relevant traffic

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Sear

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Search Interest vs Organic Traffic (around target terms)

Trust Control

Scale

But, there are challenges

The Big Idea

Awareness Advocacy

Scale

Targeted engagement

Crowd sourcing

Content development Community development

Creative and paid media amplification

So, what about paid media?

196 video invites

19,000 facebook followers

128,000 views of video content

11,500 subscribers, 37,000 brochures

34 million UK adults reached

Source | Flickr | lucyparry1

Of course, there are challenges

Source | travel2dot0.com | Focussing on your content strategy

Where to invest our effort and across what platforms?

Content governance and management

Source | Flickr | Bruce R

Become more content “mature” From To

Understanding Superficial Deep Communication Monologue Dialogue Marketing Campaigns Programmes Budgeting Channel-led Conversation-led Organisation Product-centric Customer-centric Results Random Sustainable

Source | ariad.ca

Source | Flickr | lucyparry1

But, what’s the big opportunity?

Piloting an approach on Flickr

#wales

#sharewales

A platform for curating and distributing third party and social content

But one where we invest in adding content value

But one where we invest in adding content value

And built on a data driven content specification

Final thought

 “Collaboration is increasingly becoming the business model of the future. Whilst not impossible, it is going to become increasingly difficult to achieve things on your own. The smartest stuff is often proudly found elsewhere”

Gerd Leonhard, Media Futurist Share it. Embrace it. Add to it. Make it better

Source | Flickr | TFDuesing

Content-led Destination Marketing

Thanks J