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The beginning of a new year always leaves time for companies to review their performance in the previous year. As 2013 was another year in which content marketing and its ROI was considered absolutely crucial for companies to crack, it is no surprise that Forbes is now looking into this matter. For 2014 it is recommended to master editorial planning, editorial calendar and get content marketing to the next level. Many tourism businesses and destinations are aware of its importance and are actively planning editorial planning. However, only a few tourism businesses are actually sophisticating their approach towards content marketing ROI in 2014 (Forbes 2014).

DEADLINES

Any goal a company sets also needs to include a timeline with it. This is very important especially with regards to setting exact deadlines and timelines in which certain things need to be achieved. Although content marketing is one of the essential parts of digital marketing for all tourism businesses, there is still an issue with regards to prioritising certain tasks. Very often, tasks are being pushed back from being priorities towards an item on a to do list for which there is never enough time. Things on the content marketing list without a clear deadline will not get done and this also applies to items without a strict accountability due to the lack of incentives for getting it done. This is a problem many tourism businesses face, however, knowing the problem and what keeps companies from achieving all goals in content marketing is the first step towards getting it right in 2014 and not making the same errors.

EDITORIAL CALENDAR

Having an editorial calendar is the foundation of creating an effective content marketing strategy. In tourism, companies do need an editorial calendar, as it can help businesses and destinations to be more organised by listing and putting in order all the different activities that need to happen during the calendar year and its easy to track and monitor current and future activities each month to track progress. According to Forbes some of the key parts that need to be included into an editorial calendar are: date, writer or content producer, working title, your target keywords, content format, call to action and status.

ROI

For any business, it is important to monitor ROI of content marketing in order to see whether the content marketing strategy results in growth and progression. Tourism businesses and destinations should therefore look at whether the story told through content marketing is interesting, effective and compelling for the audience. It is also essential to be a thought leader in the market and to see whether the perception or expertise that the company or destination has is deepening and consumers are seeing the tourism business or destination as the clear expert. Smarter ways of producing content will also help to decrease the burden of effective content marketing through the creation of a body of assets that can used to achieve certain goals. It is important to check that content marketing ROI is on track and as desired along the way, as checking activities and goals achieved are sometimes not enough. If some of the points are not achieved, a re-think of the content marketing strategy is a good step to identify where the problem is and work on solving it to move towards growing marketing capabilities.

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