1. Using unique content to build a business

2. What is out there?
DULL, DULL, DULL
With a few exceptions

3. Launching Where2Walk What do I want to achieve? How do I stand out?
What are my skills?
Knowledge of walking
Passion for Walking
A career in marketing
What aren’t my skills!

4. Where2Walk, an information site for walkers
Interesting Content
The personal touch
I had walked it
I wrote about my experience on it
I had written the walk up within 24 hours

5. Fine tuning the walk description
Include key words
Checking for any inaccuracies
Do not change the walk personality
Re-write if it looks rubbish

6. “Walking on the excellent tracks that link Littondale with Upper Wharfedale at Kettlewell I am more and more convinced that Littondale offers some of the best walking territory in the Yorkshire Dales. I climbed directly over the shoulder of Middlesmoor Pasture on an excellent grassy path (anyone would be proud if their lawn looked like this).  Finally I cut under Gate Cote Scar, a fine example of weathering limestone rock, and returning from the shoulder to the River Skirface at Hawkswick.
I am not able to put my finger on any single reason why I enjoy walking in Littondale but it is surely some combination of the following; quietness, great footpath network, unspoilt landscape, smooth grassy slopes with a sprinkling of limestone scars, characteristic dry stone walls and ancient barns and a string of attractive villages and hamlets.”

7. Complete the content job
Categorize the walk
Use social media
Regular updating of the copy
3rd party links

8. Further tips on content
Popular vs Specialist
eg: Ingleborough vs Rogan’s Seat
A few key searches to the top of page 1 better than 100s on page 2 or 3.
Not too long
Interest created in line 1
Header and link address ie: shortwalkinthedales/aysgarth falls
Bad Content: Boring, repetitive, lacks personality, plagiarised

9. Content is more than words
Photography Images on Google search
Mapping on Google Search
Up to date Blogs: News feed on Google search

10. And how successful is good content?
1 MILLION VISITORS
In the last 12 months

11. Content for profit Long Distance Walks Walking Challenges
Self Guided Walking Holidays
Navigation Course
Hire a guide for the day
Advertising opportunities

12. The Dales 30 The 30 mountains in the Dales National Park
Includes many in the extended park
A Reason for people to visit; all year/repeat visits
Becoming a book in early 2017

13. “Walking is the heartbeat of the Yorkshire Dales”
Taking a walking holiday
Good day walks
Take a local stroll
Put a couple of local walks on your site
And….don’t be shy