distributing content to the omnichannel traveler
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Distributing Content to the Omnichannel Traveler A DMO’s GUIDE TO SUCCESS
Content distribution is evolving into as complex a strategic need as your market and digital planning have become because every prospective traveller needs a roadmap to your content, and few prospects are traveling the same roads. Without a content distribution strategy you run the risk driving a prospective traveller into a frustrating user experience and creating a missed opportunity for conversion. In this guide, we outline a few guiding principles to consider when planning the distribution of your destination’s content for today’s traveler.
3 Steps to Success
Travelers are researching their options 24/7 across multiple devices or screens. A seamless content experience across devices not only helps capture the traveler’s attention, it keeps it locked in and builds confidence in the destination’s brand.
STEP 1.Plan Across Multiple Screens
Here’s what we mean: 1. Develop a responsive design so you can provide a consistent brand
experience across all devices such as desktop, tablet or mobile.
2. Build your site with a scalable architecture emphasizing visual triggers such as video or images. Visual triggers help deliver a stronger ‘first impression moment’ on smaller screens.
3. Social media sites are predominantly used on mobile devices, ensure your content on those platforms is compelling, integrated and inspiring
4. Always view your content from the perspective of the traveler. Make sure your messages and campaigns are consistent across platforms and render well across devices.
STEP 2.Master Navigation
There is no shortage of content in today’s ‘always on’ culture. Strong content marketing means prioritizing the content that matters most to your visitor while guiding them through the volume. Provide smart access to your content and in a way that resonates with your potential guest.
Find ways to do the following: 1. Innovative navigational layouts to support high content volume.
Consider theme based categories to fully express the experiences at your destination.
2. Consider an architecture and design that helps the visitor feel immersed in your content and illustrates the personality of your destination. A cascading format with content elements (copy and images) that are linked and collapsible allows the visitor to digest a large volume of content while still being inspired.
3. Know what makes you unique in the global travel marketplace, present it in the content and use filters or strong headlines to help the guest find that message.
STEP 3. Innovation & Optimization Technology is the ENGINE behind distribution and optimization allows it gain MOMENTUM. Choose the right technology and platforms to guide your guest through your destination’s content ecosystem. Once your content footprint has been made, optimization will be the key driver to meeting visitor needs and delivering on your objectives over the years to come.
Things to think about:
1. Plan how you will manage your content operationally (including the CMS, workflows and team operating model). then put the resources and technology in place to make it happen.
2. Don’t try boil the ocean – select a few channels or platforms that will be remain key areas for technology investment such as your website, blog or social channels and prioritize them
3. A robust tracking framework must be in place from the start with key performance indicators (KPIs) identified and approved. This will aid optimization and help remain responsive to both visitor need and business expectations.
4. It’s never too late to change – being innovative means remaining open to accepting defeat and putting updates in place to make it better. Work from a scalable operating model and processes where change is expected and encouraged.
