how to drive travel intent and purchase with content marketing
DESCRIPTION
Today’s traveler isn’t looking to be “sold.” She’s looking for engaging, reliable online content to gather travel ideas and inspiration, sort out the options, and make travel purchase decisions. That means today’s travel marketer has to be there offering quality digital content on a consistent basis. With Google’s recent “Hummingbird” search algorithm update, fresh, original content is, more than ever, the key to attracting website traffic … and the quality of that material will drive engagement. This webcast explains the concept of content marketing for the travel marketer, and explores hands-on strategies, tips, guidelines and insights for driving awareness, engagement and purchase intent … using the power of travel content. Speakers include: Robert Patterson - MMGY Scott Severson - DreamPlanGo Joe Pulizzi - Content Marketing InstituteTRANSCRIPT
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How to Drive Travel Intent and Purchase with
Content Marketing
PRESENTED BY
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Welcome and IntroductionRafat AliCEO / FounderSkift
PRESENTED BY
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Today’s Webcast
CONTENT MARKETING FOR TRAVELRobert PattersonMMGY Global
FUELING THE CUSTOMER JOURNEY WITH CONTENT MARKETINGScott SeversonDreamPlanGo
CONTENT MARKETING RESEARCH AND TRENDSJoe PulizziContent Marketing Institute
QUESTIONS, ANSWERS AND DISCUSSION: Panel
PRESENTED BY
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CONTENTMARKETINGFORTRAVEL
ROBERT PATTERSONVICE PRESIDENT OFCONTENT & SOCIAL STRATEGYMMGY GLOBAL
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WE INSPIREPEOPLETO GOPLACES.
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CONTENTIS THE ESSENCE OF BRAND
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CONTENT MARKETINGIS NOT COPYWRITING
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ORHAVING A BLOG
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CONTENT MARKETINGIS STRATEGIC STORYTELLING
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THAT LEVERAGESALL MARKETING CHANNELS
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LET ME SHARE A COUPLE OFCAMPAIGN STORIES WITH YOU
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THANKYOU!
ROBERT PATTERSONVICE PRESIDENT OFCONTENT & SOCIAL STRATEGYMMGY GLOBAL
EMAIL: [email protected]: @ROBERTPATTERSON
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Scott SeversonPresident [email protected]: @scottseversonPhone: 866-833-8791
Fueling the Customer Journey with Content Marketing
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DreamPlanGoEngages travelers through content and inspires them to discover and visit new places
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Our message is resonating with clients and travelers
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“You are more likely to summit Mount Everest than click a banner ad.” (Solve Media)
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“Today, in the divide between content creation and content distribution, it is distribution/amplification that commands 70%-80% of the budget. This is not surprising, really, branded content may be great, but if it doesn’t reach an audience, it is merely wasted resources.” (MediaPost)
Tactic: Paid Media
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Tactic: Paid Media
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Geo Targeting+
Contextual Targeting+
Self-Selection
Destination Showcase PageOuter Banks Website
DPG Site
Social Media
DPG Travel Newsletter
DPG Media Network
Paid Media Case Study: Outer Banks, North Carolina
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Campaign Results/Outcomes13,500 Targeted People
Engaged with Outer Banks Content on DreamPlanGo
for 2.23 minutes
Video Plays: 2,261
Photos Viewed: 5,385
Clicks: 2,135 (to client’s lead
generation landing page)
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Tactic: Leverage Photos
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Tactic: Curate Inspirational Photos
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Tactic: User Submitted Photos
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Tactic: User Submitted Photos
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Tactic: User Submitted Photos
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Tactic: Owned Media – www.VisitCentralFlorida.com
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• To increase your bottom line - Focus on the top of your funnel
• Use a combination of paid, earned, shared and owned media to add new people to your funnel
• Leverage photos to create inspiration and engagement
• Ensure your owned media offers useful content and is designed for subscription
Key Takeaways
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CONTENT MARKETING RESEARCH AND TRENDS
Joe PulizziFounderContent Marketing Institute
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HOMEWORK
The Most Famous Content Marketing
Strategy In the World!
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38
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Show Me the Research!
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http://bitly.com/cm-research
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Just
4 in 10 marketersbelieve their
content marketing is effective
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http://bitly.com/cm-research
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Biggest Challenge:
Producing Enough Content
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Find Your Why
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Enabling Women to Have More Quality Time with
Their Families
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Enabling Teen Girls to Be More Confident with
Their Bodies
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Helping Men Become Better Men
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Why?
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Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
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Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
1. Core Target Audience2. What Will Be Delivered3. The Outcome for the
Audience
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Questions, Answers and Discussion
PRESENTED BY
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Rafat AliCEO / FounderSkift
Closing Remarks
PRESENTED BY