With digital technologies quickly emerging and consumers taking advantage of the opportunity to go online on a daily basis, consumers also change the way in which content is consumed. It is no secret, that content is evolving. For tourism, this is very interesting but at the same time also a challenge, as marketers need to continuously rethink their content, reassess the performance of the content on website and social channels. Therefore, it is essential for marketers and tourism businesses to understand the future of content and potential implications for the individual tourism business (Moz Blog 2013).
Competition on the web is increasing. For tourism destination and businesses it is a very hard job to market their offerings and experiences consumers can have when visiting. National, regional and city tourism organisations are competing for consumers’ attention on a daily basis. This means that when new and unique content is posted onto a website, it is unfortunately not enough anymore. Every day, thousands and thousand of new content pieces are being posted online, increasing the content competition. However, there are only a limited amount of articles and pieces that consumers can actually read in their spare time.
WHAT IS THE SOLUTION?
Marketers need to work heavily on a content strategy that ensures that content can differentiate itself from the sheer volume of other articles available. If your destination or tourism business is positioning itself as THE knowledge source by positioning your brand as the authority for the topic, you will win. Appealing to emotions and ways to connect with consumers are essential parts of a successful content strategy leading to marketer’s success online when promoting content.
Besides providing content that is appealing to consumers and “wins” consumers’ attention from other content available, it is also crucial to ensure the success of content. Traditionally, marketers set key metrics to measure content success by looking at traffic and page views. However, these key metrics are now considered rather misleading for most marketers when looking at the most successful content. Depending on the content’s goal, key metrics need to be determined.
There is an increased interest in content integration meaning that content is being produced for multiple channels. Marketers also do experiment a lot more with content in new mediums. When new trends and technologies are developing, marketers too need to quickly adapt to the new content as it is critical to maintain online success.
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