Did you know consumers spend 8.7 billion minutes every year consuming digital travel content?
Yes, we were amazed by that statistic too. Content has and will continue to be king for the foreseeable future. What’s changing, however, is that today’s destination marketer needs to adapt to a new landscape that’s focused on the psychology of the user. The most successful campaigns include optimized content that serves as micro moments designed to drive a user to a destination. And the development of conversion-worthy webpages, advertising copy and emails and relies on studying your audience and getting creative.
One medium we left out? Social media. We hope you don’t do the same in your content marketing efforts. For the digitization of travel content has resulted in a much more engaged and participatory audience, one that’s shifted from being a recipient of your destination marketing’s messaging to an accelerant.
These consumers’ influence doesn’t stop there, however. They’re not only amplifying your messaging, they’re creating their own. Now more than ever, consumers are sharing their thoughts and opinions of their travel experience and your destination across a multitude of social media platforms. Which means for DMOs like yours, consumer perceptions of your destination play a vital role in influencing travel behavior.
What they’re saying can also play a critical role in your content marketing. Leveraged properly, social media can be your DMO’s best friend. Facebook, Instagram and Twitter are great places to mine for inspirational content and engage with your audiences across many stages of the customer journey, including:
- Consideration stage. What are your local partners hotels, restaurants and attractions talking about? Make sure you’re following and engaging with your most popular local partners on social media.
- Experience stage. It’s imperative you’re listening to what’s being said about your destinations by those who’ve experienced it. We all love positive feedback, but how you deal with negative comments can make or break your destination brand. A host of social listening tools can help with your brand sentiment analysis efforts.
- Advocacy stage. Social media content is generally trusted by your audience because it’s provided by the consumer. List a few social media profiles and influencers that often feature content about your destination and discover what they’re talking about.
Researching your audience on social media is part of the first step of Simpleview’s Digital Marketing Cycle. The creation, amplification, optimization and measuring of your content in subsequent cycle steps will ensure your content continues to be successful as the needs of your audience evolve.
So, are you ready to elevate your content marketing game? If so, then join us Thursday, October 10, 2:00-3:00 p.m. ET for our webinar, “Crafting Content Like a Boss: Content Development for Every Step of the Customer Journey.” In this session, experts from Simpleview’s award-winning digital marketing team will review solutions for crafting content designed to convert. By the end of this session you will be ready to take your web, email, video, and social strategies to the next level from campaign conception to conversion completion...like a BOSS!
Leave with these key takeaways:
- Learn how to craft the right message for each of the five stages of travel.
- Discover new techniques for content research.
- Get inspired with real-world examples.
To learn more about Simpleview’s full suite of digital marketing services that can help connect travelers to your destination, please visit www.simpleviewinc.com.