creating a destination content strategy in 5 steps€¦ · loudscout’s mission is to transform...

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CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS. LOUDSCOUT.CO

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Page 1: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS.

LOUDSCOUT.CO

Page 2: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

Loudscout’s mission is to transform DMO’s from being advertisers into publishers and

ultimately into media entities.

Page 3: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

That reads like a big mission, and it is, but there’s a lot of small steps along the way.

Page 4: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

And the most important step is creating a destination content strategy.Developing a destination content strategy is going to transform the way you tell and share stories with travellers, trade, media and industry. By bringing your teams together and defining a process to plan, create, curate and distribute content, for all channels and markets, you will be stepping on the launch pad to transformation.

Page 5: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

What is a destination content strategy? A destination content strategy is a plan and a roadmap to deliver content as a differentiated service to the consumer, industry, trade and travel media. Think of it as really exciting stuff like:

v  The mechanics of building a publishing capability v  Uniform processes, guidelines, tools and governance v  Organizational alignment of goals and objectives v  Coordinated measurement and performance optimization

Page 6: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

Why should I care? We’re getting things done, aren’t we?

Page 7: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

Because you’re working in silos and it’s making your team ineffective and miserable. And..

Page 8: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

%OFPEOPLEWHOSKIPTVADS

%OFDIGITALBANNERCLICKTHROUGHRATE

86 0.10 198MILLION

%OFPEOPLE,GLOBALLY,BLOCKINGADS

Sources:TheGuardianAugust2010;DoubleClickJuly2012;March2009;EPA.GOVNovember2010The2015AdBlockingReport-PageFair

Your media is most likely delivering declining results. Year, after year.

Page 9: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

So let’s look at 5 steps to change everything about your content.

Page 10: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

Follow these steps in sequence to get your destination content strategy up on the launch pad.

1.Content Vision

2.Audience Profile

3. Content Pillars

4. Content Planning

5. Operating Model

Page 11: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

STEP 1. Content VisionIs a clear and concise expression of the role and impact content will have for your destination and industry partners. Your content vision tells people, all kinds of people, who you are, what you believe in and how you will make that relevant to them personally. You’re creating a touchstone to guide content creation moving forward.

Page 12: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

We aspire to tell the stories of personal transformation through the emotions that revitalize the spirit when in contact with nature. We are advocates for the adventurous spirit and we believe in the power of our destination to remind people of the true nature of beauty and freedom. Our stories are created by those who experience us first hand and shared across the world in story, film and practical wisdom.

Page 13: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

We aspire to tell the stories of personal transformation through the emotions that revitalize the spirit when in contact with nature. We are advocates for the adventurous spirit and we believe in the power of our destination to remind people of the true nature of beauty and freedom. Our stories are created by those who experience us first hand and shared across the world in story, film and practical wisdom.

We have something personal, emotional and extraordinary to share with you.

We are not corporate or group travel. But we sure are passionate.

We are going to showcase our destination through the people that have experienced it.

The vision helps us focus.

Page 14: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

Understanding how prospective travellers think, relate and what they aspire to in life, not just in travel, is fundamental to nurturing the capability to build, engage and influence them as an audience. You are also drowning in so much clinical, cold research that you need a way to bring the humanity back into your audience segmentation.

STEP 2. Audience Profiles

Page 15: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

SEGMENT

Point of View (How they see

the world)

TRIGGERS

Interests (What they want

from travel)

INSIGHTS

Barriers (Where do you

win & lose them?)

+ +

Audience Profiling is about creating a mindset to augment travel research.

It’s a simple formula to build a mindset and it will help you brief better creative and develop more relevant content plans because you’re thinking

about the traveller as a person, not just a decile in research.

Page 16: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

Step 3. Content PillarsContent pillars have come to mean a lot of things over the last 2 years, but we see them as the top levels of your content plan. Content pillars are for planning and organizing your teams. They are not always traveller facing, nor are they always the navigation of your website. A working criteria for content pillars: •  They can be destination experiences or traveller centric passions

or based on your marketing calendar •  They are easily broken down into sections or themes that speak to

the audience points of view, such as, adventure, luxury, or time in nature.

•  And inside the sections or themes are the relevant triggers that inspire travel.

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Page 17: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

So, it could look like this.

THE UNPLUGGED FAMILY

BEACH LIFERUSTIC LIVING LUXURY

Content Pillar

Themes

WILDLIFE VIEWING

NATURE TRAILS

NATURAL WONDERS

WATER SPORTS

BOATING

OCEAN EXPLORING

DAY TRIPS

EVENT DINING

GUIDED TOURS

Triggers

Page 18: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

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CONTENT PLANNING

STEP 4. Content PlanWhat are the fundamental building blocks of a content plan? When is enough, enough and you should just start creating content? Well, when you feel you’ve gotten a good handle on: •  Getting on the same page with content priorities •  A process to stayed aligned through planning and into execution •  Being transparent with who is doing what and when with content

Page 19: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

CONTENTCALENDAR

CONTENT LIFECYCLE

+

Let’s keep this simple and say there are 2 building blocks.

This is where your operating model and all the business processes live. The ways and means of getting content planned, produced and distributed.

These are the shared planning deliverables that foster alignment, transparency and integration.

Page 20: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

CONTENT LIFECYCLE

Business Processes

Roles & Responsibilities

Standards & Guidelines

Me in a nutshell.

Page 21: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

CONTENT CALENDAR

Content Pillars

Editorial Calendar

Distribution Plan

Me at a glance.

Page 22: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

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CONTENT PLANNING

STEP 5. Operating ModelsThere are more important questions in the world then, “who is going to pay for content?” Such as, who is going to approve it, publish it, be subject matter experts or just be informed as to what the plan is. Your operating model is the way you will orchestrate who owns what, who does what and who is accountable. Both inside the DMO and within your agencies and partners. The operating model makes roles and responsibilities clear, which is really important when you think about how we are all trying to do more with less and get to scale with limited resources.

Page 23: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

Here’s what a content operating model can look like.

MANAGING EDITOR

DIGITAL EDITOR PRODUCER

CONTENT DIRECTOR (Head of Content)

DIGITAL MEDIA

WEB PLATFORMS

ANALYTICS PLATFORMS

CONTENT STRATEGY

CHANNEL STRATEGY

MEASUREMENT

CONTENT STRATEGIST

DIGITAL (Head of Digital)

MEASUREMENT ANALYST CREATIVE CONTENT CREATORS

ART DIRECTOR WRITERS

DESIGNER PHOTOGRAPHY

PHOTO EDITOR VIDEO

MARKET MANAGERS GSA

CMO, EXECUTIVE DIRECTORS, DIRECTORS

DMO RESOURCE

AGENCY

Page 24: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

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Who owns what? Who does what? Who is accountable?

Remember, your operating model is all about clarifying roles and responsibilities:

Page 25: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

But wait. Isn’t there more to

a content strategy?

Page 26: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

Yes, yes there is. But you may not be ready for it.

Page 27: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

You need to get started. You need to worry about alignment and planning

first.

Like, right now.

Page 28: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

This is the ocean. Do not boil it.

Page 29: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

SEO, taxonomies, platform and engagement strategies can be done in your digital strategy.

As you’ll most likely be rethinking your digital

capabilities as well.

Page 30: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

Start with these 5 steps and within 3 months you can be creating and

distributing content like a pro.

Good luck, call us if you need us!

Page 31: CREATING A DESTINATION CONTENT STRATEGY IN 5 STEPS€¦ · Loudscout’s mission is to transform DMO’s from being advertisers into publishers and ultimately into media entities

Loudscout.co [email protected]

1.855.675.2857