Your marketing plan needs to include a content marketing strategy. The days of just posting on Social Media are over, as are the days of just refreshing your website. Whether you are a destination marketing organization (also known as a CVB (convention and visitors bureau)) or a small business, it is critical to generate content on your site. Success is having a plan behind what you publish and the right team, and brand advocates, to execute the plan.
What I have noticed in the tourism world, is that many destination marketing organizations do not have a blog where they are generating content or enough content on their website. Basically, their websites look like a phone book directory, with the name of their partner business name, address, phone number and a brief description. Tell the consumer more instead of listing all of your restaurants. What makes your dining different than my hometown? What is your area famous for? What your popular local restaurant?Also, instead of making the consumer sort through all of your restaurants, separate them out into different types of food categories, to make it easier for them to find what they are looking for. If you are a small business, tell your story. What makes you the best xyz in your industry, tell me a little bit more about you, show me when upcoming events are happening at your business. Basically, you want to keep the consumer coming back to your website. Here are several reasons why you need a content strategy for your business.
When I first joined Twitter back in 2007, it was a different time. Twitter was in it’s infancy, ad agencies didn’t see the value, but us marketers did. It was a way for people to connect with people, learn from others who they may never have met and interact with brands. It was a place where the early adapters would have conversations with brands, reporters other folks in their industry, etc. I have met some amazing, awesome, smart people on Twitter that I still connect with today.
It’s that time of year. When marketers send out e-newsletters in droves, announcing Black Friday deals, store hours, when Santa will be at their location, flights to get home for the holidays, etc. My inbox gets filled up more this time of year, than any other time. The holiday season is upon us.
I was recently asked if I would be a conversation starter for the Social Media Roundtable discussion at the PR Council of Lake County meeting this upcoming Thursday. I use to be the chair of this amazing group of people, so it is always a privilege to share my knowledge with the group and learn what they are working on and how we can help each other. Anytime I start a topic on Social Media, marketing, blogging, etc, I always start by asking, who in attendance has a Content Strategy.