Jon Munro, Visit Wales - Content-led destination marketing
-
Upload
coolcontent -
Category
Business
-
view
357 -
download
2
description
Transcript of Jon Munro, Visit Wales - Content-led destination marketing
![Page 1: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/1.jpg)
Source | Flickr | TFDuesing
Content-led Destination Marketing
Jon Munro | Visit Wales
Thursday, 18 April 13
![Page 2: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/2.jpg)
Source | Flickr | lucyparry1
Of course Wales is better than Cornwall!
Thursday, 18 April 13
![Page 3: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/3.jpg)
Source | Flickr | lucyparry1
Wales is less front of mind than the West Country Our target market loves the West Country more than WalesThey are more likely to recommend the West Country
And the West Country attracts a higher spending visitor
But, actually it’s not!(at least in the eyes of the consumer)
Thursday, 18 April 13
![Page 4: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/4.jpg)
Maybe Wales is a true “challenger” brand?
Thursday, 18 April 13
![Page 5: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/5.jpg)
Thursday, 18 April 13
![Page 6: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/6.jpg)
The content a brand creates is everythingA world where the content a brand creates is everything
Thursday, 18 April 13
![Page 7: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/7.jpg)
Content is all we have and have ever had!
Thursday, 18 April 13
![Page 8: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/8.jpg)
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”
Thursday, 18 April 13
![Page 9: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/9.jpg)
Source | Flickr | lucyparry1
So, what works?
Thursday, 18 April 13
![Page 10: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/10.jpg)
Thinking beyond paid media
Source | iCrossing| Slideshare
Thursday, 18 April 13
![Page 11: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/11.jpg)
Develop themes and tell a story
Thursday, 18 April 13
![Page 12: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/12.jpg)
Right contentRight personRight device Right timeRight action
Source | Flickr | Interbeat
Thursday, 18 April 13
![Page 13: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/13.jpg)
SE
O
Soc
ial
PR
UX
Pai
d
Data
Strategy
Content
Adapted | Brilliant Noise (2012)
Thursday, 18 April 13
![Page 14: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/14.jpg)
Source | Visit Wales | Tracked search terms and volume (Log10)
We watch search like a hawk
Thursday, 18 April 13
![Page 15: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/15.jpg)
Little presence either directly or indirectly
Thursday, 18 April 13
![Page 16: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/16.jpg)
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
Thursday, 18 April 13
![Page 17: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/17.jpg)
Long Tail Analysis and Optimisation Adjustments
Romantic Break Section Live
Widget creation and placements started
Improving search visibility
Thursday, 18 April 13
![Page 18: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/18.jpg)
Increasing share of relevant traffic
Search Interest vs Organic Traffic (around target terms)
Thursday, 18 April 13
![Page 19: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/19.jpg)
TrustControl
Scale
But, there is are challenges
Thursday, 18 April 13
![Page 20: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/20.jpg)
The Big Idea• Awareness Advocacy Scale
Targeted engagement
Crowd sourcingContent development
Community development
Creative and paid media amplification
So, what about paid media?
Thursday, 18 April 13
![Page 21: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/21.jpg)
Thursday, 18 April 13
![Page 22: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/22.jpg)
196 video invites
19,000 facebook followers
128,000 views of video content
11,500 subscribers, 37,000 brochures
Thursday, 18 April 13
![Page 23: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/23.jpg)
34 million UK adults reached
Thursday, 18 April 13
![Page 24: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/24.jpg)
Source | Flickr | lucyparry1
Of course, there are challenges
Thursday, 18 April 13
![Page 25: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/25.jpg)
Source | travel2dot0.com | Focussing on your content strategy
Thursday, 18 April 13
![Page 26: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/26.jpg)
Where to invest our effort and across what platforms?
Thursday, 18 April 13
![Page 27: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/27.jpg)
Content governance and management
Source | Flickr | Bruce R
Thursday, 18 April 13
![Page 28: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/28.jpg)
Become more content “mature” From To
Understanding Superficial DeepCommunication Monologue DialogueMarketing Campaigns ProgrammesBudgeting Channel-led Conversation-ledOrganisation Product-centric Customer-centricResults Random Sustainable
Source | ariad.ca
Thursday, 18 April 13
![Page 29: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/29.jpg)
Source | Flickr | lucyparry1
But, what’s the big opportunity?
Thursday, 18 April 13
![Page 30: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/30.jpg)
Thursday, 18 April 13
![Page 31: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/31.jpg)
Piloting an approach on Flickr
Thursday, 18 April 13
![Page 32: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/32.jpg)
#wales
#sharewales
Thursday, 18 April 13
![Page 33: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/33.jpg)
A platform for curating and distributing third party and social content
Thursday, 18 April 13
![Page 34: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/34.jpg)
But one where we invest in adding content value
Thursday, 18 April 13
![Page 35: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/35.jpg)
But one where we invest in adding content value
And built on a data driven content specification
Thursday, 18 April 13
![Page 36: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/36.jpg)
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
Thursday, 18 April 13
![Page 37: Jon Munro, Visit Wales - Content-led destination marketing](https://reader033.fdocuments.in/reader033/viewer/2022060110/5559e43dd8b42a34498b4da0/html5/thumbnails/37.jpg)
Source | Flickr | TFDuesing
Content-led Destination Marketing
Thanks
Thursday, 18 April 13