1. Content Marketing in Travel Industry

2. Today’s Workshop 1.What is Content Marketing 2.Steps to Creating Your Strategy 3.Generating Content Ideas 4.Working With Influencers 5.Why it Works 6.A Day in Newcastle 7.Recap @nialtoner @TheTomorrowLab

3. What You Will Learn How to create a content marketing strategy How to create 100 content ideas in 30 minutes Identifying and working with influencers Getting a return from your investment in content @nialtoner @TheTomorrowLab

4. About Me By day The Tomorrow Lab By night Pikalily Write about food and travel Enjoy all sports Married @nialtoner @TheTomorrowLab

5. What is Content Marketing?

6. Content Marketing @nialtoner @TheTomorrowLab Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly- defined audience — and, ultimately, to drive profitable customer action.

7. Google Trends – Content Marketing @nialtoner @TheTomorrowLab

8. Why The Growth? @nialtoner @TheTomorrowLab

9. Google Trends – Content Marketing @nialtoner @TheTomorrowLab

10. Creating A Content Strategy

11. Creating Content Marketing Strategy @nialtoner @TheTomorrowLab ObjectivesResearchIdeationCreationPlanPromotionReview

12. Objectives

13. Setting Your Objectives What are your objectives? –Sales / Lead Generation –Brand Awareness –Traffic to Website –Traffic to Location What do you want from your content? –SMART objectives What channel(s) do you want to focus on? @nialtoner @TheTomorrowLab

14. Research

15. Doing Your Research Who are your customers? –Create personas How do they digest content? –What channels do they use? –What devices do they use? What is the customer journey? What is your competition doing? @nialtoner @TheTomorrowLab

16. Focus on Your Customers @nialtoner @TheTomorrowLab ProblemNeed Help Understan d Solution Consider Options Choose Solution

17. Map Out Their Journey @nialtoner @TheTomorrowLab Seeking Activity Compare Options Research Activity Things To Do Make Booking

18. How can you help them along their journey? How will you answer the questions they have? @nialtoner @TheTomorrowLab

19. Map Out Their Journey @nialtoner @TheTomorrowLab Seeking Activity Compare Options Research Activity Things To Do Make Booking Outdoor Holidays Northern Ireland Newcastle Bike Trails Hotels in Newcastle Reasons to visit Newcastle Places to eat in Newcastle

20. Take time to do the research to create the content your customers want. @nialtoner @TheTomorrowLab

21. Idea Generation

22. “I want a blog” “I want an infographic” “I want a cool video” “I want something viral” @nialtoner @TheTomorrowLab

24. Get your idea first! @nialtoner @TheTomorrowLab

25. Focus on Your Customers @nialtoner @TheTomorrowLab ProblemNeed Help Understan d Solution Consider Options Choose Solution

26. Map Out Their Journey @nialtoner @TheTomorrowLab Seeking Activity Compare Options Research Activity Things To Do Make Booking Outdoor Holidays Northern Ireland Newcastle Bike Trails Hotels in Newcastle Reasons to visit Newcastle Places to eat in Newcastle

27. Idea Generation @nialtoner @TheTomorrowLab 100+ ideas in 30 minutes!

28. 100 Ideas 30 Minutes 6 People 3 Ideas 5 Minute intervals 100+ ideas http://635.tecmark.co.uk/ @nialtoner @TheTomorrowLab

29. No idea is a bad idea

30. 100 Ideas 30 Minutes Collate your ideas Start to identify strongest ideas Plan what research needs done and find your hook Now decide the form of content to best suit your best ideas @nialtoner @TheTomorrowLab

31. Help With Ideas @nialtoner @TheTomorrowLab

32. Answer The Public @nialtoner @TheTomorrowLab

33. Content Creation

34. Types of Content Blog Article Video Images Infographic Downloadable Guide Podcast Press Release eBook email Social Content @nialtoner @TheTomorrowLab

35. Popular Content in Travel @nialtoner @TheTomorrowLab

36. Article Length - Travel @nialtoner @TheTomorrowLab

37. Repurpose Content Ensure your content is unique Tell a story to your audience Good content can take many forms –Article –Video –Press release –Infographic –Social content @nialtoner @TheTomorrowLab

38. Involve Customers / Influencers @nialtoner @TheTomorrowLab

39. Reach Your Audience SeekersJoinersInfluencersBuyers @nialtoner @TheTomorrowLab Looking for information Return to see new content Help to promote and share your content The group we spend most time targeting

40. Create Your Plan

41. Create Content Plan Identify your content channels Set timescale for content campaigns Create content calendar Assign ownership of content Set project deadlines Create promotional plan Monitor and review @nialtoner @TheTomorrowLab

42. Promotion

43. @nialtoner @TheTomorrowLab Treat your content like a product.

44. Channels To Promote Content @nialtoner @TheTomorrowLab

45. Find Influencers

46. Finding Influencers @nialtoner @TheTomorrowLab

47. Finding Travel Bloggers @nialtoner @TheTomorrowLab

48. Twitter Bios @nialtoner @TheTomorrowLab

49. Twitter is Your Friend @nialtoner @TheTomorrowLab

50. Twitter Lists @nialtoner @TheTomorrowLab

51. Travel Lists on Twitter @nialtoner @TheTomorrowLab

52. Travel Lists on Twitter @nialtoner @TheTomorrowLab

53. Travel Lists on Twitter @nialtoner @TheTomorrowLab

54. Google @nialtoner @TheTomorrowLab

55. Lists @nialtoner @TheTomorrowLab 1 1 2 2 3 3 4 4 5 5 6 6 7 7 1 1 2 2 3 3 4 4 5 5 6 6 7 7

56. Search Smarter @nialtoner @TheTomorrowLab

57. Find Journalists on LinkedIn @nialtoner @TheTomorrowLab

58. Working With Influencers

59. Getting Contact Info @nialtoner @TheTomorrowLab

60. Getting Contact Info @nialtoner @TheTomorrowLab

61. Who To Work With

62. Social Shares @nialtoner @TheTomorrowLab

63. Blog Comments @nialtoner @TheTomorrowLab

64. Newsletter Signup @nialtoner @TheTomorrowLab

65. Contacting Influencers

66. Making Contact Read their blog!! Interact on Twitter Find a name – make it personal Have an idea that will interest them Take time to make the contact Be memorable It’s all about the RELATIONSHIP @nialtoner @TheTomorrowLab

67. Good Example @nialtoner @TheTomorrowLab

68. And Another @nialtoner @TheTomorrowLab

69. Bad Example @nialtoner @TheTomorrowLab Software?? WTF!

70. And Another @nialtoner @TheTomorrowLab Please give me this great piece with a link for you. You’ve worked so hard drafting this email!

71. Review

72. Monitor Performance Review content performance –What types work best with your audience Did you achieve objective How can you improve next time Use your analytics tools –Google –Facebook –Twitter @nialtoner @TheTomorrowLab

73. Why Content Works

74. Good Content Delivers Traffic @nialtoner @TheTomorrowLab

75. Irish Open Food Guide

76. @nialtoner @TheTomorrowLab

77. Results @nialtoner @TheTomorrowLab Social Shares Web Visits Web Visits 250+1200

78. #ExpediaExplores

79. Why Content Works #ExpediaExplores 16 Weeks travelling around NI and ROI 30+ towns and cities Social media interaction UK and Irish travel bloggers @nialtoner @TheTomorrowLab Best use of social in search campaign.

80. Social Engagement @nialtoner @TheTomorrowLab

81. Influencers @nialtoner @TheTomorrowLab

82. Shareable Content @nialtoner @TheTomorrowLab

83. Local Websites @nialtoner @TheTomorrowLab

84. Results @nialtoner @TheTomorrowLab Transactio ns Web Traffic Increase 51%Increase 18%

85. And This Year

86. Sporting Experiences @nialtoner @TheTomorrowLab

87. Sporting Experiences @nialtoner @TheTomorrowLab

88. A Day in Newcastle

89. 1 Phone 3 Hours Content that connects with audience! @nialtoner @TheTomorrowLab

90. The Video @nialtoner @TheTomorrowLab

91. The Results

92. Over 60,000 Reached @nialtoner @TheTomorrowLab

93. Results @nialtoner @TheTomorrowLab 69,00032,000 Reach Views Shares 500+

94. Other Channels @nialtoner @TheTomorrowLab

95. Recap

96. Sporting Experiences Define your objectives Develop content ideas Identify best form of content Create, repurpose and promote content Work with bloggers and influencers Monitor and review Remember your objectives! @nialtoner @TheTomorrowLab

97. www.thetomorrowlab.com Thank you! Email: nial@thetomorrowlab.comnial@thetomorrowlab.com Twitter: @nialtoner | @thetomorrowlab