MACVB Education Summit - Media One

The Art & Science of Creating
and Delivering Quality Content

Questions we’ll try to answer
What does a content strategy look like?
What is content?
What do I write about?
How can I be a resource to travelers?
Why is content important?
Why do I need fresh content?
How do I get people to read my content?
How often do we need new content?
How do we measure our campaigns?
How do I get started or take it up a level?

Uniquely
Qualified
Excellent
Qualified
Overload –
not qualified

Content Objectives
Be more engaging than other forms of advertising
Build your SEO over the long haul
Get traffic to your site
Have people share your content like word of mouth
advertising

Content
Strategy
Create
Content
Promote
Content
Measure
Content
Adjust based
on Analytics
Continuous
Feedback
Loop

Content Strategy
Think like a publisher
Know your audience – build style guide
Develop topics in advance on a content calendar
Learn SEO best practices
Determine how content will work with other marketing
channels
Build your plan to distribute content
Measure and be malleable - learn from what you are doing
and adjust on the fly

Susan Barnes - A Little About Me
• 16 years of writing, editing, marketing and
public relations experience (APR)
• started with AAA Auto Club South -
Going Places Magazine

Susan Barnes - A Little About Me
• Current and recent content development clients:

What is content?
Written
words like
blogs, posts,
articles, etc.
Videos &
podcasts
Images &
infographics
Social
posts
The original:
visitor guides

Sample one-page plan
Objectives:
1 Increase visitation to AllThat, Minnesota over the next 12 months
2 Position AllThat, Minnesota as the place to visit in the midwest
Goals:
1 Increase hotel revenue by 3% in 2017
2 Build visitor awareness to 35%
Strategy:
1 Become the best source of information on visiting AllThat, Minnesota
2 Deliver useful information and thought-provoking insights
3 Educate visitors on:
What is new in AllThat, Minnesota
How to best experience AllThat, Minnesota, depending on the type of visitors they are
Metrics:
1 Increase website traffic +25% year over year
2 Increase social media interactions +50% year over year
4 Generate revenue of $1 million

Content Strategy
Determine frequency of content
Define messages to convey
Define why those messages are important

Content Strategy
Define
audiences
Determine
voices to
appeal to each
audience

Content Strategy
Determine where audiences are

Content Creation
Develop an editorial calendar
Develop a style guide
Determine who will create content
Repurpose content
Additional Content

Content Topics
Itinerary or
niche things
to do
Experiential
FAQs
What are people
asking about?
Reviews
Real-time
trends

Content Calendar
Content Calendar
Content
Content Subject
Matter Due Date
Content First
Draft (M1 to
client)
Images & video
due date
Social sharing
headlines & images
Final version
on website
Paid Media
Start Date
Paid Media
End Date
Budget
Paid
Channels
Blog Network sites
Content 1 6/8/2017 6/14/2017 6/20/2017 6/23/2017 6/29/2017 7/1/2017 8/31/2017 $ 30,000
Native,
Display
LifesMustDos.com,
SecondChanceTravels.co
m,
TravelForGrownups.com
Content 2 6/22/2017 6/28/2017 6/30/2017 7/7/2017 7/13/2017 7/15/2017 9/14/2017
Native,
search,
social
Content 3 n/a n/a
No Media
for this post
Content 4

Style Guide Overview
Holistic set of standards that define your
company’s branding.
GrammarTone
Logo Usage ColorsVisuals
Word Usage
Point of
View

Style Guide
Put all of your stylistic
nuances in one document
Distribute to everyone
who will work on
messaging on your
behalf

Create
Freelance Writers,
Bloggers
Photographers/
Videographers
Content Marketing
Professionals

Sharing is caring
Shared 14 times in one month

Three Takeaways
1. Determine who will manage content creation in
your office
2. Develop a one-page strategy, editorial calendar and
style guide
3. Partner with content creators

Science of Content
Distribution & Measurement

Why content is important
Google loves it and sends you over
42% of traffic
Frequently updated content that supplies
a demand is what Google is looking for
Much higher engagement than other
channels
The growth of your website depends
upon the content within it
42%
2.5x
SEO

What We’ll Cover
Distribution
Working on
SEO
Measurement
Tactics &
Tools
Page Layout
& Testing

Goal of Content:
Getting found by consumers
and used as a resource
Source: comScore Media Metrix Multi-Platform Media Trend Reporting, January 2015 – April 2016 data, Total Minutes.

Competition or Complimentary
Content?

“…in recent years, we’ve
seen a shift away from
keyword-focused content
towards more relevant
content written in natural
language.”
- Andrey Lipattsev
Search Quality Senior Strategist
at Google

Content Ecosphere
3rd Party
Earned
Content
Email
Paid
AdsOwned
Content
Social media
Organic traffic
from search
engines
Revenue

Free’ish traffic
• SEO
• Employees
share
• Press/PR
• Earned sharing

Organic Traffic Growth
5,904 6,054
8,686
5,926
8,723
5,741 5,783 7,944
11,257
14,999
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Organic Traffic 2016 vs 2017
2016 Organic Sessions 2017 Organic Sessions

Google Algorithm & Content
15 Changes
in 2016-17

SEO Factors
1
4
3
2
5
Brand Searches
Content
Backlinks
Mobile-first user
experience
Other technical
factors

Encourage Employees to Share
Make sure it clicks to your site
with a tracking URL
Provide template to employees
with image and copy or have
them share the original

PR
• Share with influencers and news
organizations
• Distribution via a custom list, newswire
service (PR Newswire/PR Web) or media
database (Cision/Meltwater).
• Leverage memberships in organizations
like Society of American Travel Writers,
Midwest Travel Writers Association, etc.

Real-Time
Trending
Content for
more
earned
sharing

Paid Distribution Channels
Native ads
Paid search
Display & video ads
Sponsored posts
Email

Testing Images
Landscape
People
Colorful/Interesting

Testing Headlines
Family Getaway Ideas
in Smithville
10 Things For Families
To Do in Smithville

• Text copy
• Images/infographics
• Videos embedded
• Social sharing icons
• Internal/external
links
• Native headline links
• Email collection
Title and subtitle
Copy. Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Donec
lectus quam, imperdiet non
sodales vel, venenatis id arcu.
Copy. Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Donec lectus quam, imperdiet non sodales vel, venenatis
id arcu.
The Best
Destination
Content Layout Variable Elements
Native headline linking to
another section Email collection in story

Title and subtitle
id arcu.
The Best
Destination

Title and subtitle
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Donec lectus quam, imperdiet non sodales vel, venenatis id
arcu.
id arcu.
The Best
Destination
Click to
see more
about Jeep
excursions

64% of people watch videos
to make decisions. Only 14%
of those are from brands.
Source: Google/Ipsos MediaCT, “The 2015 Traveler's Road to Decision,” base: U.S.
leisure and business travelers, leisure n=1,230, business n=87, Aug. 2015

Title and subtitle
Lorem ipsum dolor sit amet,
Copy. Lorem ipsum keyword
link amet, consectetur
adipiscing elit. Donec lectus
quam, imperdiet.
The Best
Destination
Click to
see more
about Jeep
excursions

At a glance – what to look at
• Traffic
• Top Pages
• Geos
• Traffic by Device
• Events
• Goals

Source/Medium report
Adding a secondary
dimension
Google Analytics - Traffic by Source

Google Analytics – Site Content

Avg Session Duration vs Time on Page

Google Analytics – Geos by Metro

Scroll
Click
Watch video
Share
Title and subtitle
id arcu.
The Best
Destination
What do people do on page?

Video Views –
YouTube
Analytics
Website Traffic –
Google Analytics

Google Webmaster Tool
Are you using Google Webmaster?
Free Organic
keywords &
avg ranking
Links to
your site Technical
errors

Curate content on your website
Key takeaway:
Ensure content
can be found &
is a resource

Google SERP Tagging
Title tag can be custom
along with meta
description

Properly Naming Image Files
Lake in Minnesota with great
fishing for walleye and great view
Header image 1

Which gets more organic traffic?
• Refreshes content 2x per month
• Knows how they rank on many keywords
• Actively searches for partner links (475 links
from other sites)
• Promotes fresh content on social channels and
in email
• Written to best practices
Website
A
Website
B
• Few pages with content
• Updated rarely
• Has a bunch of listings some haven’t
been updated for a couple years
• No fresh content or very rarely posts
• Not sure how many sites link to mine

✓ Be a resource for travelers and their FAQs
✓ Create more content
✓ Have a strategy and a plan… and a
calendar
✓ Distribute content in multiple ways
✓ Learn the basics of SEO and
measurement
✓ When in doubt, work with a professional
company you can trust
Key Takeaways

Thank you!
Jim Reagan
jreagan@mediaonena.com
770.329.2118
Josh Sherwood
jsherwood@mediaonena.com
850.445.7899

MACVB Education Summit - Media One

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