TBEX Business: How Destinations and Brands Can Work with Blogger to Create Content

2. Working with bloggers to create
content for destinations
Dileep Mudadeniya- Head Brand Marketing & Vice President John
Keells Group

4. How do we overcome the resistance to click on
adds?

5. Answer is CONTENT MARKETING

6. • Leading brands like Coca Cola, Redbull, Marriott, PG and
IBM integrating disruptive content which produce viral
results
• 86% B2C marketers are using content marketing-Source- Content
marketing inestate
• $118 million is spent on content marketing-Source 2013- Emarketing
Report

7. What is Content Marketing?
Content marketing is creating and distributing
strategies in order to attract, acquire and engage a
target audience with the objective of driving
customer action

8. It is not … It is…
Copywriting Something useful
A blog Entertaining-no
disturbance to the
consumer
Writing a post on social
media
Shareable
Inspiring

9. • Frequent use of the internet by consumers
• In 2013 it was said that 3.5 hours spent daily on the web by
travellers
• Content travels with us- 52% internet population engage with travel
content across mobile devices- Source-Expedite and Com Score
• Content is how consumers research
• 22 different sites with 9.5 sessions before an actual booking-
Source- Google Travel Report
• It extends into every channel
Why Content Marketing?

10. •How consumers research
•22 different sites with 9.5 sessions before an actual
booking-Source-Google Travel Report
•Extends into every channel
Why Content Marketing?

11. •Not all about the brand
•Conversational
•Diverse- 37% that bookings are based on images
•Authentic
•Search friendly and shareable
•Expert advice
•Cross promoted, reused and repurposed
•Integrated
•Meaningful
Content in Content Marketing

12. •56% marketing create within a plan
•Content goal
•Target audience
•Brand style
•Content platform
Building a travel focused content strategy

13. 1. Content audit
2. Style guide
3. Key consumer interest point/ emerging trends
4. Content ideation
5. Editorial calendar
6. Distribution plan
Steps for Content Strategy

14. • Content drilldowns
which pieces of content are generating the most interest, sales opportunities,
most likes, shares or other engagement
• Traffic source analysis
which traffic sources are increasing traffic(i.e, video, social media, articles,
infographics etc.?)
• Viewing metrics
How far down a page are your readers viewing? How much time are they
spending with each piece of content?
Measurement requirements

15. • Conversion funnel analysis
What paths of conversions are visitors taking? Where is the first and last click
• Conversion reports
what type of revenue- generating actions are coming from your content? How
much revenue has your content generates?
• Social media
what type of social media activity does your brand have? How many people
are engaging with your content( sharing, commenting, liking etc.)? How has
your audience grown?
Measurement requirements

16. • Virtual video tours of hotel
• Virtual video tours of area
• Photos of Hotel/Resort facilities
• User generated reviews
• Digital Guidebooks
• Distribution of content- (sharing of photographs,
social media integrations)
Role of Bloggers in content marketing

17. • Creation of entertaining and non-disturbing content
• Conversational content
• Authentic and credible content
Role of Bloggers in content marketing

20. TBCasia 2014-Impact
created
Social Media Report

21. Facebook
-TBCasia Event Page
-Continuous Updates Pre, During and Post Event
-Dedicated Album Created - #tbcasia with over 500 photos
Twitter
-#tbcasia was trending in Sri Lanka, while #cinnamonhotels receiving prominence as well
-Over 150 twitter followers in two weeks
Instagram
-#tbcasia has currently over 1000 photos
-Accumulated likes would surpass 100,000 collectively
YouTube
-Pre – Tour Video Uploaded with over 350 views
-Event Video – 250 views
General Information

22. Facebook
Facebook TBCasia Album
-TBCasia – 551 Photos on #tbcasia dedicated album
-Over 1000 likes and photoviews on album.
1000 Page Likes from 13th November – 20th November
Event Attendees - 212 Attendees on Facebook Event

23. Twitter

25. Instagram
• 1054 posts on #tbcasia
YouTube
• Live Stream went online on the 18th of November
2014
•We had around 50 unique viewers throughout the
conference.