The document discusses digital marketing strategies used by Visit Wales to promote romantic breaks in Wales. It outlines an approach involving SEO, social media, PR, and paid search to raise search visibility, brand awareness, and interest. Key aspects included developing themes around romantic breaks, creating engaging content across multiple channels, leveraging existing assets, committing budget to clear objectives, and collaborating across teams. The strategy led to increased visibility and results. The presentation emphasizes developing themes, delivering them across channels, repurposing content, committing budget to objectives, and collaborating in digital marketing.

1. Putting content at the centre
of your digital marketing
Jon Munro | Visit Wales
Source | Flickr | Discover Carmarthenshire

2. “So, first of all a little bit about me”
30 slides in 20 minutes!
Source | Instagram | flyjon

3. Well no, it’s actually about this lot!

4. Budgets, targets and strategy
£10 million per annum and 35 staff
Delivering £100 million in additional value
Our big focus is improving Wales’ reputation
Awareness, consideration and advocacy …

5. The ubiquitous marketing funnel

6. Complexity and engagement

7. That which exists in
related databases –
product data for sure but
also things like routes
and trails
Content that exists
on your CMS and
social platforms –
words, pictures
and video Source | Flickr | Bryn Llewelyn B&B

8. Digital Marketing … in a nutshell
That’s it … simple
Content
Distribution

9. Source | Flickr | Discover Carmarthenshire
Right content
Right person
Right device
Right time
Right action

10. Strategy
Social
SEO
PPC
PR
UX
Data
Content

11. Develop themes and tell a story

12. Romantic Breaks in Wales
So, what was our starting point?
Our objectives – search visibility, brand awareness and interest
We were ranking poorly for terms around romantic breaks …
A joined up approach – SEO, social media, PR, and paid search
“Useful, engaging and sharable content placed in the environments
where people were already discussing romantic breaks. Linked back to
pages on the Visit Wales website – providing more in depth information
but also supporting natural search visibility”

13. Our Strategy
2. Get our engaged users involved
3. Use creative ideas to grab attention
4. Reach out to the right places and join the conversation
5. Find suitable partners and encourage interaction
6. Maintain momentum and support Valentines day
(Supporting visibility through paid search)

14. Getting engaged users involved

15. Using creative ideas to grab attention

16. Reach out to the right places
Useful, engaging, sharable and credible content

17. Find suitable partners
Encourage Interaction with key influencers

18. Maintain momentum

19. Content Hub – optimised for search

20. Some Results

21. Some learnings
Develop themes in line with the brand
1 story you are trying to tell. It will help you
innovate, deliver more than the sum of
the parts and support consistency across
your communications

22. Some learnings
Deliver those themes across multiple
2 channels. Develop conversations and buzz
in the short term that help support the
longer term and associated strategy.
Search visibility is a good example.

23. Some learnings
Leverage existing content assets and
3 repurpose the assets you develop for
delivery across multiple channels.
Create once. Publish everywhere. COPE!

24. Some learnings
Commit budget with clear objectives
4 behind it. Think findable, sharable,
engaging but above all useful. Leave a bit
aside for experimentation. Continue to
test and learn. Take calculated risks.

25. Some learnings
Success in digital is often about the sum
5 total of many small parts. It requires a
close working relationship between your
internal team, agency teams and anyone
else you work with.
Create an environment for that to work!

26. Source | Flickr | HuwNeath
The destination content ecosystem

28. A simple case study – sharing images
Visit Tourism
Wales Business
Tag photos,
Create
sets/albums
Join Groups
Share images

29. Check out our explainer videos
The Big Idea
Power of tagging and sharing
Getting involved via flickr
www.sharewales.com

30. Final thought
“Collaboration is increasingly becoming the
business model of the future. Whilst not
impossible, it is going to become increasingly
difficult to achieve things on your own. The
smartest stuff is often proudly found elsewhere”
Gerd Leonhard, Media Futurist
Share it. Embrace it. Add to it. Make it better

31. Follow | @flyjon
Connect | http://www.linkedin.com/in/jonmunro
Contact | jon.munro@wales.gsi.gov.uk
Call | 0300 061 6124
Thanks 
Source | Flickr | Discover Carmarthenshire