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Talia Salem

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#DTTT Expert Talia Salem is an experienced and creative professional with a proven record in tourism, social media marketing and content strategy. 

At this year’s DTTTGlobal, content came up in nearly every presentation. It makes sense since content is the lifeblood of digital travel marketing. We learned how different DMOs create, organize, strategize, distribute and evaluate their content, but we rarely focus on the people that make that happen. I am a firm believer that you need to have the right talent to bring the strategies to life, so I was pleasantly surprised to see that VisitDenmark tackled this issue head on while striving to reach their goal of strengthening digital tourism activities.

Nicklas Boie Anvig, Digital Art Director from VisitDenmark, shared how they asked themselves: “How can we take a digital lead—and ensure the most influential, inspiring and effective digital presence in every market?” VisitDenmark did three main things: They assessed where they were and what needed to change; created a core content statement and new strategy; and they hired the right talent to deliver on that strategy. Throughout the process the team worked with management and market offices to get feedback, collaborate and roll out the changes so they would be well received. (Change management was also a big theme of this year’s conference).

Assessment

At the time, each market operated individually with very little cohesion between offices. Local offices worked with agencies to do much of the work in a silo and the head office worked on the big campaigns. There was a lot of redundant work happening at all levels. VisitDenmark knew that they needed to create alignment, more effective processes and synergies between offices, employees and partners. In addition to organizational challenges, online marketing was changing rapidly requiring more content, better content and different content formats. Articles alone no longer sufficed. Videos, images and more immersive content reigned.

The organization was going through a restructuring and decided this was the ideal time to make changes to processes and staff. They also came up with the following global marketing plan to drive demand and help create structure around marketing activities.

 

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New Content Vision

As a result of the assessment, the team developed a new content goals, strategy and core content statement. Their new content strategy aimed to:

  1. Increase the demand for Denmark as a holiday destination,
  2. Collaborate more closely with tourism and non-tourism partners, and
  3. Strengthen the digital transformation of the Danish tourism industry.

To address the problem of cohesion, VisitDenmark adopted a new core content statement. This statement serves as a guide for all activities, regardless of role or office, and aligns marketing activity around the early travel inspiration. This avoids wasting time and resources on lower-funnel travel planning once the traveler has made their destination decision.

At VisitDenmark, we increase the global awareness of and the desire to travel to Denmark by creating, distributing and managing inspirational content that engages the emotions of the international tourist at the beginning of their decision-making process.

 They created a content strategy that focused on a broader approach to content beyond just the message, but how the message will be deployed, what format it will be in, who is involved and more.

Picture2

Staffing Up for Improved Content and Partner Campaigns

With the changing needs of the digital platforms and the various partner campaigns, VisitDenmark knew they that they needed to change the composition of their staff. They worked with the leadership to bring more talent in house. This allowed them to be more nimble, capture real-time activity, and better deliver on partner campaigns with the added bonus of savings in agency fees. They created their centralized digital team, which is made up of:

  • 6 Content Managers
  • Digital Art Director
  • Video Producer
  • Media Planner
  • Digital Insights Manager
  • 5 Digital Platform Specialists

With this new team they are able to develop strategy, create rich content, distribute that content, evaluate its performance and do it all over again. Following these changes, VisitDenmark has become more effective and has created more synergy with their internal and external partners. Looking forward, VisitDenmark will work through becoming an in-house agency, managing workflows with partners, balancing expectations and demands on the creative team, and planning for the future.

How are you managing your content staff? Share your thoughts with us on Twitter

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