4.2 Identifying Stories that Resonate

Content teams are spending significant time and resources on, to produce content for the destination website, blog & social media channels.

Developing stories is something that many content teams are spending significant time and resources on, to produce content for the destination website, blog and social media channels. However, with the wealth of destination information being available online, it is critical for destinations to think in line with what stories consumers are actually interested in, enabling the destination to stand out with its story-based content.

Developing stories is something that many content teams are spending significant time and resources on, to produce content for the destination website, blog and social media channels. However, with the wealth of destination information being available online, it is critical for destinations to think in line with what stories consumers are actually interested in, enabling the destination to stand out with its story-based content. This is often easier said than done, as destination ambassadors and your competitors are also communicating great stories online. So what is it that makes your destination unique, what are some of the authentic and untold stories that show the beauty of your destination in times of uncertainty?

Developing Stories that Resonate

Our template is designed to provide a blank canvas for your team when developing stories. Think about how your destination could develop a story hub carefully considering what content and stories need to be developed and produced in the future. It is absolutely critical to interlink stories and to think about where the stories will live on your website and social channels. Consider also how these stories can drive engagement and what stories are worth investing in.

The idea is to brainstorm ideas on what shareable moments and experiences have standout value in your destination. It is important to highlight those unique experiences, events or moments that you think are authentic to the destination and also unique when going through a challenging and uncertain time. While it is good to collect a range of story ideas, it is important to focus on quality rather than quantity when developing unique moments into stories. Outline how key moments can be developed into stories and how stories and experiences interlink. Once a story concept is mapped out, consider how you will market the stories and what you should consider when producing the story content. This is an important step, as you are considering all aspects of marketing the story, ensuring the story works for you and delivers results.

Developing stories is something that many content teams are spending significant time and resources on, to produce content for the destination website, blog and social media channels. However, with the wealth of destination information being available online, it is critical for destinations to think in line with what stories consumers are actually interested in, enabling the destination to stand out with its story-based content.