The Insight Files
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Consumer trends and news curated by Tourism Australia
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Creating engaging content for travellers

Creating engaging content for travellers | The Insight Files | Scoop.it

Customers are becoming increasingly wise to conventional advertising methods. They’ve learned to filter out marketing messages delivered through long-established channels. To remedy this, savvy marketers are turning to content marketing - the practice of creating informative and educational content that potential customers want to read. The immensely popular tactic is being leveraged by brands on a large scale, particularly within the travel industry. Content marketing is all about providing customers with entertaining and useful information; the goal is to build long-lasting and meaningful relationships with your audience. As of 2014, 86% of B2C marketers are using some form of content marketing. This article summarises the key pillars of successful content marketing:


  1. Create content around the buyer journey.
  2. Be your customer's hero.
  3. A picture is worth a thousand words.
  4. Create an effective distribution strategy.


Download the full report.

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Jacques Tang's curator insight, October 30, 2015 1:30 PM

Le marketing de contenu est indispensable à la recherche de nouvelles clientèles dans le tourisme. Il repose sur des propositions d'expérience avec la destination, pour le voyageur ou sa famille. Plus sur ce très bon article.

Panos Fotiadis's curator insight, November 3, 2015 3:45 PM

Content marketing stuff...

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How AirBnb is using content marketing to stay on top

How AirBnb is using content marketing to stay on top | The Insight Files | Scoop.it

In the business of connecting travellers with affordable, memorable and sometimes unusual rooms, Airbnb rules the roost. But for the brand that revolutionised the hospitality industry and kick-started the sharing economy's P2P marketplace model, storytelling is proving to be among its greatest strengths. What started out as AirBedAndBreakfast.com in 2008, which its co-founders rented out air mattresses in the living room of their San Francisco loft, has grown into a multi-billion dollar company with more than 800,000 listings in close to 200 countries - but maintaining a brand community is still paramount. Airbnb may not be supplying the end product but it is selling an experience, and when a brand facilitates a P2P service it has to gain the trust of users on all sides. Its method of choice has been rich, community-centric storytelling. Find out more.

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Tourism Content Marketing webinar

Tourism Content Marketing webinar | The Insight Files | Scoop.it

Join Tourism eSchool's free Content Marketing Webinar on 1st May to learn 5 crucial content marketing tips for tourism businesses in 2015. The webinar will cover the following topics:


  1. Why content is one of the best, low cost marketing tactics for tourism brands to grow bookings and sales.
  2. 3 types of content you need to be sharing to drive bookings and sales.
  3. How to work smarter, not harder when creating and sharing content.
  4. Why your website and email are essential partners in your content marketing strategy.
  5. 3 essential metrics to track your content marketing success.


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Connecting with Millennials

Connecting with Millennials | The Insight Files | Scoop.it

In a recent study, NewsCred surveyed approximately 500 U.S. millennials, finding that 47% open up company communications most, if not all, of the time. Furthermore, 62% of millennials surveyed agreed that the content they read and see online - on websites, social media and the news - from a company makes them feel more connected and loyal to its brand. 64% of millennials respond more positively to brand messages that are tailored to their cultural interests, with 62% feeling similarly about messages that are useful and help them to solve their unique every day problems. The data underscores the importance of developing a relationship early with millennials so that they can grow to know and trust a brand. Authentic relationships come from thoughtfulness and treating millennials the way they want to be perceived: as unique, decisive and authentic. Click here to learn more.

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B2B content marketing trends

In this report, the Content Marketing Institute looks at how the practices of small business marketers in the business-to-business space have changed over the last year. The report also includes insights on how content marketing is structured within organisations, how often marketers are publishing new content, initiatives they're working on, and more. B2B small business marketers are juggling many competing initiatives, feeling more challenged in every area of content marketing. The exceptions are marketers who have a content marketing strategy in place: 60% say they are effective at content marketing and less challenged in every area. View the SlideShare presentation above for more information.

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How to engage in successful content marketing

How to engage in successful content marketing | The Insight Files | Scoop.it

The success of content marketing lies in harnessing the power of your engaged community. Every day, over 2 million blog posts are published and more videos are uploaded to YouTube than all the TV programming around the world. Add the nearly 300 billion emails and billions of posts on Twitter, Facebook, Google+ and other social networks and you have a crowded space where it's difficult to get your content to reach your target audience.


The keys to creating great content on a consistent basis include:


  • Writing great content around trending topics.
  • Crafting a succinct and attention-grabbing headline.
  • Adding a compelling image.
  • Using a content marketing calendar to ensure consistency.
  • Using your community to help create content (e.g. user-generated content).
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Content marketing strategies for hospitality brands

Content marketing strategies for hospitality brands | The Insight Files | Scoop.it

Over the last decade, the world’s most innovative hotels and hotel brands have developed as portals into their destinations’ local communities. To communicate that experience to guests, hotels are developing sophisticated online content marketing that positions the hotel as a character in a traveller’s journey. This professional brand storytelling has an editorial nuance in its delivery that must entertain, enlighten, inspire and/or educate in some way to be effective. Hotel brand marketers and their agencies realise that content with a hard sell and generic execution doesn't engage or motivate consumers to buy. Therefore, there's a rise and reallocation of budgets in hospitality to develop more engaging content, track and measure that engagement, and partner with more types of third-party content creators. Click here to download the full report.

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Balancing the art and science of content marketing

Balancing the art and science of content marketing | The Insight Files | Scoop.it

If you could split marketing into two philosophies, one would entail the art of marketing while the other would entail the science of marketing. 
The art of marketing is all the right-brained creativity that goes into a marketing program. These marketers are focused on emotions, visuals, and telling stories. OmmWriter, Balsamiq, and Storyteller are some of the tools in their toolkit. Outside of using these tools, these marketers can be found trying their hand at design, practicing their copy skills, and reading Seth Godin. The science of marketing is the data and analytics side - the left-brained, logical side of marketing. These types of marketers love analytics, testing and measuring. You'll find these marketers deep into tools like KISSmetrics, Google Analytics, and their preferred A/B testing tool. If you've found yourself some who can combine both of these and do them exceptionally well, you've found yourself a great marketer. The key is striking a balance. Click here to learn more.


Via Brian Yanish - MarketingHits.com, massimo facchinetti, Soraia Ferreira, Ph.D.
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Social media trends in tourism for 2013

Social media trends in tourism for 2013 | The Insight Files | Scoop.it
Before we dive into any thoughts about what’s changing or trending in the future, let’s take a moment to suck in a bunch of head-clearing oxygen with a deep breath, and remember that basic goals for tourism marketing have not changed….

….Make people aware of your destination, spark magical thoughts in their brain of, “Hey, I’d like to go THERE,” convince them to actually visit, spend some money, spend the night and then go home and get their friends and family to visit, too.

We know; it is super-hard to keep the big picture as communications tools change and morph, people squawk about things like Instagram changing rules with Twitter, every day brings new Whack-A-Mole fun about whether anyone sees your Facebook updates and you’re still explaining to a skeptical boss or Board of Directors about Twitter or whether bloggers belong on your press trips.

As your guides and social media personal trainers here at Tourism Currents, let us help you look ahead and prep for the long game, not the quick one-time play.





Read more: http://www.tourismcurrents.com/december-2012-social-media-trends-in-tourism-for-2013
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Seven truths for designing great customer experiences

Seven truths for designing great customer experiences | The Insight Files | Scoop.it

Who owns the customer experience?

 

Brands like Nordstroms, Gemvara, Life is Good, Zipcar, Warby Parker, Boloco and Mt. Hood Meadows answer this question differently.

 

The titles of our customer experience leaders ranged from CEO and CMO, to VP of Customer Experience, and the Chief Customer Officer. One of our speakers ended their marketing department entirely, giving responsibility to every department to create the plan of how they will market their organization through radical service.

 

1. Delight isn’t a tagline – it’s the bottom line

2. Delight isn’t an ideal – it’s a pragmatic everyday activity, and its built on failure

3. Get clear about the value of your brand to customers

4. Rethink the role of customers for your company

5. Rethink content: Less story telling – More story living

6. Technology is nothing without humanity

7. The age of miracles is not past

 

Read more: http://econsultancy.com/au/blog/11079-seven-truths-for-designing-great-customer-experiences

 

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Social Signals, Quality Content, And Search Marketing will Merge in 2013 | Social Media Today

Social Signals, Quality Content, And Search Marketing will Merge in 2013 | Social Media Today | The Insight Files | Scoop.it

In May, 2010, Matt Cutts denied that social signals had an effect on search rankings. In December of the same year, he declared that they were actually starting to work in the buzz and signals they were able to get through social media into the site authority factor of their ranking algorithm. Six months later, Google+ was born.

 

The Penguin Update and subsequent tweaks to it have changed the way that search engine marketers approach aggressive optimization. The days of running rampant and blasting out bulk links are gone. Today, quality finally trumps quantity and the playing field has been leveled in a way that in essence puts a "governor" on how quickly they can ramp up the rankings on their domains.

 

Or has it?

 

As social signals grow in their effects on search rankings for both Google and Bing, the ability to create amazing content and promote it on social media is quickly becoming the most important technique that internet marketers have in their arsenal. In 2013, it will likely eclipse link-building as a ranking factor. Here are three things you must understand to make it work for you today and to be ready for what lies ahead.

 

Read more: http://socialmediatoday.com/jd-rucker/954046/social-signals-quality-content-and-search-marketing-will-merge-2013

 

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Digital storytelling: How to tell a story that stands out in the digital age? | The Museum of the Future

Digital storytelling: How to tell a story that stands out in the digital age? | The Museum of the Future | The Insight Files | Scoop.it

Yesterday I gave two ‘interactive sessions’ in probably the most beautiful room I ever worked in. Wall-high Sol LeWitt murals and wide windows with a view over central Leuven formed the backdrop for a lively discussion on digital storytelling in cultural and heritage institutions on occasion of the Mediation in Transition conference in M-Leuven.

 

To address the most important issue first: there is no such thing as digital storytelling. There’s only storytelling in the digital age, and frankly speaking this isn’t much different from storytelling in the age of hunters, gatherers, dinosaurs and ICQ. This doesn’t mean it cannot be challenging to tell a story people react upon online. On any given moment, hundreds of stories are unfolding around you, on Facebook, Twitter, and in niche social spaces. Many of them are much more interesting than anything a museum can possibly offer, at least, in the right here right now (because Justin Bieber might have really died this time, and you don’t want to be the last person to retweet that, do you?).

 

So, how do you tell a story in the digital age that stands out, captures people’s attention and gets them to act, engage with your institution?

 

Read more: http://themuseumofthefuture.com/2012/10/11/digital-storytelling-how-to-tell-a-story-that-stands-out-in-the-digital-age/

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How to Create More Powerful Content Marketing Stories

How to Create More Powerful Content Marketing Stories | The Insight Files | Scoop.it

These days, we hear a lot about the fact that content marketers need to be storytellers. That sounds great in theory, but what does it really mean in practice?

 

Stories have always been around, but they haven’t always been a big part of the marketer’s tool kit. As more of us are creating content, the importance of finding a way to stand out from the crowd increases exponentially. Telling a personal story is a great way to do this.

 

A story helps you explain what makes your brand, company, product, or service unique, and do so in a compelling way. Humans are wired to appreciate a good story. We have been telling them for thousands of years — as spoken words, acted out at campfires, drawn on cave walls, carved into stone, painted on canvas… you get the idea.

 

Read more: http://www.contentmarketinginstitute.com/2012/10/create-powerful-content-marketing-stories/

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What travel brands need to know about content marketing

What travel brands need to know about content marketing | The Insight Files | Scoop.it

Expedia research suggests that customers visit travel websites 38 times before booking. Unlike companies which are selling vacuum cleaners or mortgages, travel brands have the luxury of talking directly about what they are selling and finding an audience that wants to listen to what they have to say. In this article, Travel Weekly has collated a few things every travel company needs to know before they plunge into content marketing. These include:


  • Understanding how you will inspire your audience - 70% of people don't know where they want to go when they start researching a trip.
  • Providing the tools for planning a trip - as your potential customer moves along the travel consumer journey, you need to help them plan their trip with destination-specific content.
  • Don't underestimate the power of human beings - TripAdvisor receives more than 250 million unique visitors a month.


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Vagabond Lifestyles's curator insight, October 15, 2015 11:16 AM

Not just travel brands, but ALL brands and biz!  What do you think?

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Measuring content from some of the world's best brands

Tourism Australia 's insight:

Content marketing is one of the highest priorities for today's marketers, with growth rates for content development and distribution skyrocketing. According to the Content Marketing Institute, 70% of marketers are investing more in content marketing, but most aren't satisfied with the effectiveness of their content. It was against this backdrop that Acrolinx launched this research initiative focused on measuring content quality. For this report, the company used its linguistic analysis software to evaluate the content from 340 companies spanning a variety of  industries, evaluating and scoring the content based on its quality and clarity, establishing benchmark targets based on best practices. Creating this index is the organisation's way of casting a light on a very important yet under-appreciated aspect of content marketing: the value of creating engaging, impactful content.

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Switzerland Tourism's grand content marketing plan with National Geographic

Switzerland Tourism's grand content marketing plan with National Geographic | The Insight Files | Scoop.it

Switzerland Tourism has teamed up with National Geographic Traveller to develop a content platform on the National Geographic website highlighting the newly created Switzerland Grand Tour. The Grand Tour consists of 1,000 miles of railroad and highway journeys connecting both well-known and lesser visited destinations throughout the country. Switzerland is hoping to direct more long-haul customers to lesser known destinations in an effort to extend room nights and drive new business to traditionally underserved regions. In preparation for the unveiling of the Grand Tour, the tourism board developed traditional online and print marketing materials to promote the initiative, in addition to selecting National Geographic Traveller to promote the tour to Americans. This represents the largest destination sponsored content project for both the client and agency to date. Skift sat down with the director of the Americas for Switzerland Tourism for a little more background behind this content marketing partnership.

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What types of content perform best on social media?

What types of content perform best on social media? | The Insight Files | Scoop.it

For content to do well in social media, businesses need to be strategic about what they publish and when they publish it. Fractl recently partnered with BuzzStream to analyse 220,000 articles from 11 verticals published during June 2014 to November 2014. Across the six-month period of analysis, lists and why-posts were shown to have the most reliable social traction, averaging around 21,000 shares per month with a variance of less than 2.5%. Interestingly, October emerged as the month with the highest social traction for each content type. The greatest takeaway from the research is that timing and relevancy are key, especially if businesses want to hit the ever-desired mark of going viral. Click here for more information.

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The state of content marketing 2015

The state of content marketing 2015 | The Insight Files | Scoop.it

Close to one-third of marketers believe that content marketing will be the most commercially important digital marketing trend for 2015, and half expect their budgets to increase accordingly, reveals a new study. Smart Insights polled over 600 readers about their marketing activity for 2015, with 29.6% of respondents citing content marketing as their top digital tool for the year, ahead of big data (14.6%) and marketing automation (12.8%). Social media marketing (8.9%) came in 5th position. Marketers stated that improving customer relationship/loyalty, boosting engagement and raising brand awareness were their top content marketing goals for the year, with approximately one-third having a content marketing strategy in place. Click here to learn more.

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12 digital content creation tools

12 digital content creation tools | The Insight Files | Scoop.it

The central ethos of content marketing is the persistent creation of great content on a regular basis. This content could span from a simple blog post to an extremely complex interactive graphic. As with everything else, you can maximise your productivity by equipping your business with the right tools to tackle all kinds of digital content creation. Click here to view a selection of 12 popular digital content creation tools. 

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A 10-Step Blueprint to Content Marketing Success

58% of content marketers plan to increase their budgets to create more content over the next year. If you're one of those marketers that's great, but do you know where to start? How do you create a team, plan to create great content, and scale it efficiently? Click here to view a presentation that details the ten steps to content marketing success for marketers considering a content strategy as well as those who already have a content marketing system in place but are struggling with the strategy and process.


Via Frank Delmelle, massimo facchinetti, Soraia Ferreira, Ph.D.
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Travel content marketing across the funnel: Moving from IF to HOW

Travel content marketing across the funnel: Moving from IF to HOW | The Insight Files | Scoop.it

Here we go again: yet more nagging about SEO and keeping up to date with the almighty G’s latest industry-wrecking whims? Well, almost but not quite – hopefully.

 

Read more: http://www.tnooz.com/2013/05/14/news/travel-content-marketing-across-the-funnel-moving-from-if-to-how/

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6 Tips on Marketing Your Online Content | Jeffbullas's Blog

6 Tips on Marketing Your Online Content | Jeffbullas's Blog | The Insight Files | Scoop.it

Content marketing is a simple phrase. It involves just two key elements.


“Content” which can be articles, videos and images in all their various multi-media formats.


“Marketing” which means taking that content and letting the online world knows it exists. In essence it is implementing strategies and tactics of making your ideas spread.


Marketing your content though is a challenge in a world where there are over 2 billion internet users who are bombarded with emails, streams of tweets and banner ads.


The process of content marketing involves the creation of material that is informative but is also written on a perspective which shows your business in a positive light. Good content marketing will create interest in your business, attracting traffic to your website and hopefully, sales or conversations as well.


Great content will position your business as a thought leader in its industry and it will also educate, inform, entertain and inspire.


There are many ways of doing content marketing but not all methods yield the positive results! Here are six tips to get you started on marketing your own content:

 

Tip 1: Drip feed your content

Tip 2: Monitor old content

Tip 3: Make use of social media

Tip 4: Aim for quality not quantity

Tip 5: Incorporate the right amount of SEO

Tip 6: Inform rather than sell

 

Read more: http://www.jeffbullas.com/2012/11/26/6-tips-on-marketing-your-online-content/

 

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Online travel content - now is the time to take it REALLY seriously | Tnooz

Online travel content - now is the time to take it REALLY seriously | Tnooz | The Insight Files | Scoop.it

I’ll admit it: I’ve got an axe to grind. A big and rather shiny axe, one that has been resting against the cupboard called Lazy Travel Marketing for quite a while.

 

For those of you that don’t know me, my history is pretty much all organic SEO – I’ve worked in some of the toughest most competitive industries there are, from online gaming to entertainment, and now find myself in travel.

 

What’s bothering me is that things have moved on.

 

Really, they have – up until about a year ago I would have told anyone that you could get away with having distinctly average content, as long as it was propped up with a large amount of links, irrespective of the quality of each individual one.

 

It is fair to say that a lot of companies have got away with employing strategies, tactics, or even search agencies that simply depended on a volume of links and little else to rank in organic search.

Heck, a large percentage of every major industry relied on that strategy to rank well, leaving those with great content but limited link-building budgets at the bottom of the pile.

 

What happened?

 

Well, things have changed.

 

Read more: http://www.tnooz.com/2012/10/26/news/online-travel-content-now-is-the-time-to-take-it-really-seriously-with-bloggers-please/#vQyX38KjAX215GiR.99

 

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Why Content Marketing is the New SEO

Why Content Marketing is the New SEO | The Insight Files | Scoop.it

SEO isn’t the same as what it used to be. You can’t just popup an ugly website, throw up mediocre content, and build a few links and expect to rank well. These days you actually have to build a good website, write high quality content that solves peoples’ problems, build thousands of links, and get thousands of social shares.

 

Building thousands of high quality links manually is really expensive and even if you have the money, it will take months if not years to build those links. And if you don’t have anything worth sharing on the social web, you won’t get social shares unless you buy them from spammy accounts.

 

Find Out More: http://www.quicksprout.com/2012/10/22/why-content-marketing-is-the-new-seo/

 


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Social Media vs. Branding: Which One's Losing and Why?

Social Media vs. Branding: Which One's Losing and Why? | The Insight Files | Scoop.it

Ever notice how facts get in the way of what people say? Well, Google reveals key insights to social media vs. branding and which one rules in business.

 

Read more: http://www.risingabovethenoise.com/social-media-vs-branding-the-ultimate-business-smack-down/


Via Helder Gonçalves, Wendy Forbes
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