Slides from our Travel Massive Manchester session looking at the role that bloggers and other content creators can play in the brand publishing/content marketing revolution.

1. Matthew Barker, I&I Travel Media
@hitriddle
Get the slides! http://bit.ly/manchestermassive
What is
brand publishing
and why should
content creators care?

2. Marketing used to be so simple.
Source: Ben Chestnut

3. Now, the customer journey begins long before the bags are packed.

4. Travel companies are trying to act like travel publishers.

5. The problem is, they don’t always know how.

6. How *have* content creators been helping?
Producing
content Blog/press
trips
Advertising
Social media
promotion,
“impressions”
etc...
Link sales &
“SEO”

7. Content
curation
Editorial planning
(and creation)
How *could* content creators be helping?
Audience building
(and sharing)
Audience
insights & data

8. ● Treat content creators as audience builders, not marketers or
salespeople.
● Partnerships should aim to build (and share) targeted, qualified
audiences - not simply promote services/destinations.
● Content creators are also valuable as curators, helping separate
the wheat from the chaff (see also Outbounding.org).
● Go focused and niche. Aim for specialist knowledge and targeted
audiences.
● Go beyond “uniques per month.” Aim to gather (and share) deep
audience data and insights.
How can companies & content creators work together?

9. Thank you!
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