Opinions: 

Travel Tech

With content more important in marketing than ever before, does your content have what it takes to succeed?

No matter what type of products or services you're marketing, the strategies to produce good content are not so different from each other.

According to research by Curata, there is an ideal mix of elements involved in producing good content to maximise audience engagement and produce winning results. We will examine these in more detail here.

Examine Your Content

The first step is to take a look at your content to get a better sense of what you're working with. On average, 87% of curated content are third party articles, while just 13% is original material. Are your best pieces of content getting the attention they deserve? Adding images to your content is a winning strategy, as research has shown that articles with pictures generate 47% more click through activity than those without. And articles snippet length is important too, as articles with medium sized snippets generate 20% more click through activity than those with small snippets.

Be Ruthless

Be discriminating with your content, and ruthlessly screen out anything that doesn't make the grade. Figure out which pieces are the stars, and which are simply supporting the stars. Taking this picky approach is more likely to help you grow a strong and engaged audience. On average, 17% of the articles in a website's curation line-up are published, while 83% are not.

When looking at  email newsletters we can see that they have an average of 12% list growth quarter over quarter when content curators publish less than 50% of the articles they receive, compared to 5% growth when curators publish more than 50% of articles. Your audience is discriminating, and you should be too.

So what type of content is the most effective at getting the highest number of page views? Is there a magic formula?

Mix Things Up

Analysis from Curata revealed that small snippets of content, published on a daily basis, contribute to the highest number of pageviews on a curated site. Original content is great, but it sometimes needs some assistance to get the job done. which is where third-party curated content can shine. On sites where original content and curated content are mixed together, original content receives approximately 17% more click through activity than curated content receives.

But nevertheless, curated content from third parties is critical for helping content marketers to fill gaps in the stream of original content. Ultimately, using original and third-party content in combination yields better results. According to Curata's analysis, on average curated sites with 16-30% original content generate more pageviews.

Sharing is Caring

As most content marketers are well aware, good content can only be appreciated when it’s viewed by the intended audience. In addition to sharing content on sites, many marketers choose to distribute content via email newsletters and social media.

To achieve the greatest success with each piece of content, it's important to know what the audience wants, and what makes them really excited. On average, medium-sized content snippets generated 9% more click through activity than small snippets for the average newsletter and 106% more click through activity than large snippets.

Discussion

comments powered by Disqus

More from #DTTT

  • 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 […]

  • designing signature experiences
    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
  • influencer experiences
    In May we present:
    Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm

    Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.

    #influencer experiences #storybase #influencer marketing #influencer
Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge