1. Spring 2016 content call out Visitengland.com content

2. Why do we need your content? For each of our 12 themes we have optimised our landing pages to compete in search engines on key break types and tourism related keywords We need the best content from you to encourage our users to read further, engage and click through to find out more

3. VisitEngland role in search engines to capture & convert users at the top of the search funnel

4. DIGITAL CONTENT PLAN Focus on users who forward plan

5. Content plan in action

6. WHAT DO WE NEED? Spring 2016 content requirements

7. General content requirements Seasonality – The content needs to be relevant for the season – It should highlight the best ideas of things to do and stay that make the most of the season and events happening at that time Great imagery – Stand out imagery that has good colour contrast and doesn’t look outdated – Images that showcase the sort of break or trip your copy is describing Relevant to keywords – Use our keywords in your copy and in your image filenames – Include your destination name, England or UK to reinforce the place PR’able content – Submit the content to us that your PR team would use to sell your destination to the media

8. SPRING CAMPAIGN THEMES Your destination in March – May 2016

9. Romantic breaks in Spring Key search terms that we are targeting of which your content should feature or be relevant – Romantic weekend breaks – Rural retreats – Weekend Country breaks – Romantic things to do

10. City breaks in Spring Key search terms that we are targeting of which your content should feature or be relevant – City breaks – Sunday markets – Cities to visit in England – English Cities – Neighbourhoods

11. Foodie breaks in Spring Key search terms that we are targeting of which your content should feature or be relevant – best food – best restaurants – places to eat – quirky restaurants – Traditional English food

12. Family breaks in Spring Key search terms that we are targeting of which your content should feature or be relevant – family holidays – child friendly holidays – theme park breaks – things to do with kids – places to go with kids – attractions in England – pet friendly holidays – dog friendly holidays – UK school holidays

13. Lifestyle in Spring Key search terms that we are targeting of which your content should feature or be relevant – group holidays – relaxing holidays – indulgent escapes – luxury holidays – working holidays – volunteering holidays – conservation holidays

14. Events in Spring Key search terms that we are targeting of which your content should feature or be relevant – events in March – festivals in March – events in April – festivals in April – events in May – festivals in May

15. Cultural breaks in Spring Key search terms that we are targeting of which your content should feature or be relevant – cultural holidays – cultural activities – theatre trips – weekend theatre breaks – museums – best nights out in UK – public art – sculpture gardens

16. Rural Escapes in Spring Key search terms that we are targeting of which your content should feature or be relevant – English countryside or England countryside – Best villages in UK, places to visit in UK – canal boat holidays or boating holidays – English wildlife – national nature reserves – country parks – English gardens

17. Coastal breaks in Spring Key search terms that we are targeting of which your content should feature or be relevant – Seaside – seaside holidays or coastal holidays – beaches in England or English beaches – sandy beaches in England – English islands – coastal towns or English coastal towns – coastal villages – fishing villages in England – seaside resorts or seaside resorts in England or English seaside resorts

18. Activity holidays in Spring Key search terms that we are targeting of which your content should feature or be relevant – activity holidays – adventure holidays – outdoor activities – boating holidays or narrowboat holidays – Hiking, walking holidays – mountain biking, cycling holidays or cycle touring – horse riding holidays – country pursuits or country sports – water sports, kitesurfing, water sports holidays – rock climbing, extreme sports, indoor activities for kids, rainy day activities, wet weather activities

19. Budget breaks in Spring Key search terms that we are targeting of which your content should feature or be relevant – cheap weekend breaks – cheap holidays in uk – cheap uk breaks – free things to do – free museums – cheap things to do

20. Heritage breaks in Spring Key search terms that we are targeting of which your content should feature or be relevant – heritage attractions / historic england / historic towns in england – steam railways / transport museums / industrial heritage – myths and legends / famous myths – english castles / historic houses / castle breaks – royal family / military museums / english cathedrals – monasteries / archaeological sites / roman sites in england – famous monuments / national treasures / historic sites – world heritage sites / unesco sites in england