4.1 Exploring the New Destination Narrative

The first step in the creation of a content strategy is a brainstorming Sprint.

Gather your whole team and explore the new narrative, map out content opportunities, weaknesses, needs and ideas for new content as well as brainstorming new themes and opportunities to create always-on content to increase engagement. Think about how to use user-generated content and how to collaborate with a pool of creatives and influencers to build engaging content around your destination.

The first step in the creation of a content strategy is a brainstorming Sprint.

Gather your whole team and explore the new narrative, map out content opportunities, weaknesses, needs and ideas for new content as well as brainstorming new themes and opportunities to create always-on content to increase engagement. Think about how to use user-generated content and how to collaborate with a pool of creatives and influencers to build engaging content around your destination.

Use the sticky notes or write directly on each section of the template to gather data and answer these questions:

Content Opportunities

How can you craft, build and nurture the right content approach around the brand? Which content and formats could be worked within a better way as an opportunity to promote your destination through the website, social media and videos?

Content Weaknesses

Which content on your current channels should be improved or changed? Which content works well for your current audience, and what content doesn't seem to be working so well to reach your audience.

Content Needs

What are the things needed for a content strategy change? Which are the right stories to be told to consumers? What is necessary to create great content for your destination and differentiate it as a destination?

Ideas: Stories, Content, Innovation

Brainstorm and come up with ideas for great and innovative content. What could be the focus of a great destination story? What innovative messages or formats could be used to describe yours as a great tourism destination? How can your destination be more expressive and innovative with its content approach and attract more visitors to the city?

Always-on content planning

How can you plan a long-term communication and content strategy for your channels? Which events and activities could be the starting point for planning an always-on content strategy? How could content related to seasonal events be covered throughout the year to keep the interest alive? In which way is it useful to involve influencers, journalists and other PR channels to create and share effective and interesting content in the long run?

User-generated content

How can you include user-generated content within your storytelling approach? How could you exploit UGC to always have fresh and innovative content for your destination?

Talent Network

How can you work with content creators and influencers to communicate your brand? Are there creatives that could promote and create appealing content for your destination? Do you have a clear mapping of the creatives you could work with or a creative pool you could tap into? Can you foster relationships with influencers who could help build and develop the brand? Do you have a clear view of who could be part of the brand storytelling?

Template material

Gather your whole team and explore the new narrative, map out content opportunities, weaknesses, needs and ideas for new content as well as brainstorming new themes and opportunities to create always-on content to increase engagement. Think about how to use user-generated content and how to collaborate with a pool of creatives and influencers to build engaging content around your destination.