Make your tourism brand more effective with content marketing.

1. CONTENT MARKETING
FOR TOURISM
By Betsy A. Decillis,
Betsy A. Decillis Consulting, LLC

2. What are we going to accomplish?
• Who am I?
• What is content marketing?
• Creating content
• Organizing content
• Distributing content

3. Betsy A. Decillis is…

4. Betsy A. Decillis is…

5. Image via Ryan Quick

6. What is content marketing?
• Content marketing is demonstrating the value of your
product.
• Content marketing is not talking about how great your
content is.
• Content marketing is not new, and it is not unique to
social.

7. It all starts with one statement…
I want to be the authority on __________.
Consumer: I want to be the authority on
ballet.
Business: I want to be the authority on
meetings.
Personal Brand: I want to be the
authority on tourism and social media.

8. Owned Content vs. Shared Content
• Owned content is any content
that you host. For an example, a
blog.
• Shared content is any content
that lives on a social network.
• You want to strive to have owned
content as your base, since you
control it.

9. Owned Content - Types
A blog does not have to be just one thing.
It can be:
Written word
Images
Video
Podcasts
And more!

10. Content Ideas
• Keep it simple
• Find joy in the
mundane
• Lean on your
community

11. Write about what you love

12. Read blogs

13. Ask your community

14. Use Your Community

15. Check your site’s search history
Via The Bloggess

16. Newsjacking

17. Identify what is missing

18. Results
• Consumer:
• I like performing before a live audience.
• My community wants to know how to do moves and what goes into
a producing a ballet.
• My search results include searches for dance classes and
particular ballets.
• Business:
• I like the architectural details of meeting locations and local food.
• My community wants tips on how to make meeting planning easier.
• Blogs are discussing the latest trends in meeting planning.

19. Results
• Personal Brand:
• My community wants time-saving tips and easy ways to come up
with blog topics.
• I love connecting people.
• I read a blog post that gave bad information on Facebook Ads.
• I noticed there was a lack of cohesiveness in the social and tourism
community.

20. Let’s get organized!

21. Let’s get organized!

22. Let’s Get Organized!

23. Promote your content
The first step in promoting your content is optimizing it.

24. Promote your content
The first step in promoting your content is optimizing it.

25. Promote your content
• Even the best content can
suffer from bad timing.
• Know when your fans will read
your content.
• Know when they are looking for
certain content.
• Be mindful of special days.

26. Promote your content
Don’t let it just sit there.
Move it yourself.
• Ask an open-ended question
when posting the link.
• Tag relevant organizations
and hashtags.
• Put money behind it.

27. Ask an open-ended question
• Commercial: “What dance move would you like to learn?
Here’s how to do a basic lift in pas de deux: <link>”
• Business: “How are you using radiant orchid in your
events? Here are our ideas on how to incorporate the
pantone of the year in your décor: <link>”
• Personal Brand: “Who are you following that is helpful?
Katie Cook is not only helpful, but she is pretty darn
smart. Find out more: <link>”

28. Tags Away!
• Commercial: No relevant organization, #dance, #ballet
#pasdedeux, #letstalkdance, #dancer
• Business: Museum of Awesome, #eventprofs,
#meetingprofs, #mpi
• Personal Brand: Katie Cook, Visit Austin, #tourismchat,
#socialmedia

29. Money! Money! Money!
• Consumer: Goal is to attract people that are likely to
attend a performance. $5 ad buy, people within 50 miles
of town, friends of fans, interests include ballet and dance.
• Business: Goal is to attract associations headquartered in
Columbus. $5 ad buy, people within 10 miles of
Columbus, friends of fans, interests include associations
• Personal Brand: No ad buy. Will rely on organic methods.

30. Promoting your content
• Message interested parties
• Ambassadors
• Partners
• Bloggers
• Make sure it’s relevant and
don’t spray & pray.

31. Promote your content
• Strategic follows and sharing
• There are lots of accounts out there that have the audience you
want. They are not necessarily your direct competition.
• Make the first move by following them, sharing their content and
conversing with them.
• They will be more likely to share your content when you ask.

32. THANK YOU!
Betsy A. Decillis
Betsy A. Decillis Consulting, LLC
betsy@badconsultingllc.com
http://bit.ly/BADRocks