And exhaaaaale, time and resource-challenged friends. Your DMO (big or small) can tackle their important business goals through this effective, three-step content strategy. ‘Tis uncomplicated and gobbledygook-free.
1. Determine the top-level business goals of your DMO.
2. Implement cross-department communication.
3. Strategize for content based on goals and insights.
It can be easy to oversimplify a goal into a single, analytical measurement (like pageviews, for example), causing your true objective to fall by the wayside.
What Are the Top-Level Goals? Some Might Include:
• Driving destination awareness.
• Driving online form generation or more hotel bookings.
• Building attendance at special events.
• Educating users on specific attributes of your destination—attributes that will add value to their experience when they visit.
Take your most straightforward goals and begin to strategize for content ideation on a deeper level.
Communicate With Your Team.
This step might seem easy, but it can be one of the most overlooked and challenging for DMOs. When your marketing and sales teams talk about common objections, FAQ’s or even how the destination’s assets are positioned, they provide goal-defining gold for your content strategy. No need to rely on formal meetings for this step either; sometimes, just stopping by a colleague’s desk or chatting with someone informally at the coffee machine can get these valuable conversations started.
Also, the staff at your destination’s visitor center often has the most communication with visitors. Talk to them! Pick their brains … the questions they get asked most make for valuable content topics.
Turn Goals & Insights Into Strategies.
If a goal of your DMO is to target and engage affluent visitors to spend more time on your website, then create content topics on your editorial calendar that go beyond the luxury product.
Luxury travelers visit a destination for a variety of reasons. Talk with your teams to get insights on what activities these travelers are engaging in most. Show how your destination can create more meaningful, more exclusive experiences for them (maybe through content targeted to empty-nesters, visitors seeking a romantic getaway, etc.).
“Andrew is the resident Wild Card at Digital Edge, lending his hand to general jobbing that includes pre and post production for film, motion graphics, interactive media and, when he’s feeling spritely, copywriting for the Digital Edge blog.”