Content marketing is one of the areas a lot of tourism organisations spend a lot of their time on. In travel, content is becoming increasingly important but also increasingly versatile. This often requires more sophisticated approaches when it comes to content marketing. Many marketers in tourism are still working very hard on their content marketing and often brands are still reviewing their content marketing strategies quite critically. Budget cuts and overall budget constraints can put extra pressure on tourism organisations when it comes to delivering through content marketing. Below are some points that are worth thinking of and worth discussing, as big companies such as Intel see these as key content rules (iMedia 2013).
Random acts of marketing are something most tourism organisations cannot afford to do. However, sometimes random acts of marketing do not happen on purpose. Content pieces should always be fitting together and not just be one-offs, as this might have a destructive effect on consumers actually being confused rather than engaging with content. Great images or videos going viral is good but this should not result in disjointed content marketed by any tourism organisation. Creating a coherent marketing strategy is essential, as it ensures that there is a clear editorial line behind all content being marketed. This clear line will also be picked up and appreciated by consumers, as quality and consistency are ultimately much more important for an organisations overall content marketing strategy.
Every tourism organisation faces a lot of competition when it comes to content marketing, which is another good reason why content marketing should be approached very strategically and very much in a thought through way. Tourism businesses that have a great content marketing strategy will be able to achieve superiority over their competitors in the digital space. However, it is also important not to start a content battle with other tourism organisations. Therefore, innovative ideas and approaches towards content and content marketing are needed. The good news is that small or limited budgets and human resources are a good thing, as it forces organisations to be more creative and for content, this can have a very positive impact on the organisation’s overall content marketing.
Innovations and creativity will eventually win over large scale content investments and it will also make an organisation gain respect and authority in the tourism industry. So think creative when it comes to content marketing!
Discussioncomments powered by Disqus
More from #DTTT
In June we present:Live: #DTTTCampus
#DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]
In May we present:Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board
Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo