How to Drive Travel Intent and Purchase with

Content Marketing

PRESENTED BY

Welcome and IntroductionRafat AliCEO / FounderSkift

PRESENTED BY

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

CONTENTMARKETINGFORTRAVEL

ROBERT PATTERSONVICE PRESIDENT OFCONTENT & SOCIAL STRATEGYMMGY GLOBAL

WE INSPIREPEOPLETO GOPLACES.

CONTENTIS THE ESSENCE OF BRAND

CONTENT MARKETINGIS NOT COPYWRITING

ORHAVING A BLOG

CONTENT MARKETINGIS STRATEGIC STORYTELLING

THAT LEVERAGESALL MARKETING CHANNELS

LET ME SHARE A COUPLE OFCAMPAIGN STORIES WITH YOU

THANKYOU!

ROBERT PATTERSONVICE PRESIDENT OFCONTENT & SOCIAL STRATEGYMMGY GLOBAL

EMAIL: RPATTERSON@MMGYGLOBAL.COMTWITTER: @ROBERTPATTERSON

Scott SeversonPresident DreamPlanGosseverson@DreamPlanGo.comTwitter: @scottseversonPhone: 866-833-8791

Fueling the Customer Journey with Content Marketing

DreamPlanGoEngages travelers through content and inspires them to discover and visit new places

Our message is resonating with clients and travelers

“You are more likely to summit Mount Everest than click a banner ad.” (Solve Media)

“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

Tactic: Paid Media

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

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)

Tactic: Leverage Photos

Tactic: Curate Inspirational Photos

Tactic: User Submitted Photos

Tactic: User Submitted Photos

Tactic: User Submitted Photos

Tactic: Owned Media – www.VisitCentralFlorida.com

• 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

Scott SeversonPresident DreamPlanGosseverson@DreamPlanGo.comTwitter: @scottseversonPhone: 866-833-8791

Thank You!

CONTENT MARKETING RESEARCH AND TRENDS

Joe PulizziFounderContent Marketing Institute

HOMEWORK

The Most Famous Content Marketing

Strategy In the World!

38

Show Me the Research!

http://bitly.com/cm-research

Just

4 in 10 marketersbelieve their

content marketing is effective

http://bitly.com/cm-research

Biggest Challenge:

Producing Enough Content

Find Your Why

Enabling Women to Have More Quality Time with

Their Families

Enabling Teen Girls to Be More Confident with

Their Bodies

Helping Men Become Better Men

Why?

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.  

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

THANK YOU!Joe Pulizzi

joe@contentinstitute.com • @JoePulizzi on Twitter

Questions, Answers and Discussion

PRESENTED BY

Rafat AliCEO / FounderSkift

Closing Remarks

PRESENTED BY