It is that time of the year when you are looking at the year ahead and need to ensure that your content strategy is helping you to achieve results. Your destination's content strategy needs to help your DMO to deliver relevant and interesting content for your website across channels and platforms. Ensuring your content strategy is fit for purpose is critical, checking existing content is delivering results by auditing and reviewing your current content strategy. Making small changes can make a big difference and with any strategies, in the digital age, they are evolving all the time.
Destinations should carefully think about their content strategy, focusing on four areas: content plan, content inventory, content distribution and content performance. This covers the most important areas, from the current content plan and targets to look at what content the destinations has in its content pool. While both of these build the foundation for a destination working with content, thinking about how content is distributed strategically and how content performance is measured is equally important.
Organising your Content Strategy Review
Our approach to reviewing your content strategy focuses on these four areas to simplify the process of being able to review your current strategy. To make your content strategy review a success, ensure that you and the team are focused on critically reviewing what you are doing currently and where there are improvements that could help your destination to succeed in the future.
A content strategy review is useful for your destination and should be something that your content team works on together, ensuring you are critically reviewing all aspects of your existing content strategy in view of making small changes that can help you succeed in the future. Make sure you block time in everyone's calendar and go through all four areas of the content strategy review worksheet. While there might be more areas that are part of your strategy, the worksheet is a good starting point to review the strategy holistically and agree on the most important changes to make your content strategy future ready.
Review your current channel plan, especially with regards to content priorities and messages on the different channels and platforms. Take into consideration and review your current personas and target audience, refining what content they are most interested in. Based on your content performance and routine analysis, outline what content resonates best with key personas to also define the needs for future content being created. It is important to outline and discuss improvements for your channel plan and how content messages should be adapted.
Based on your current content calendar, content mix and production, discuss as a team what content you might need in the future and the impact of that your current content inventory. Note down all content that needs to be produced to be able to tell the destination story in a rich and immersive way across channels and platforms. Discuss also how you can produce and aggregate this content in a smart way, ensuring that your content resources are used in an efficient way.
Content distribution is another very important area, building on a solid content infrastructure and foundation. Review your current content distribution across owned, earned and paid media, looking at all strategic options you are currently taking advantage of. Discuss how you need to adapt your strategy in the future and what ROI you are seeing with paid activities, ensuring that your content performs well consistently rather than focusing on content boosts to drive engagement and then seeing dips in performance.
Getting a good overview of how your content is performing is critical, looking at your channel by channel content performance as well as differences between formats. Especially when it comes to video content, it is essential to see what video length and message is delivering results and how you can boost your overall content success. Take also into consideration how you can actively drive content success, both in reach and engagement and how content performance and ROI is measured.