View all posts: Content Marketing
In this new environment of social distancing, travel restrictions and stay-at-home orders, social media usage spikes. For brands, this is the time to build community across your social channels. Those that inform, communicate and evolve will be better positioned to advance during the recovery period. The best practices and recommendations below serve as guiding principles on how destinations can approach social media in this unprecedented time.
- Ensure that you have the necessary data, context and benchmarks set up to inform your social media strategy.
- Set up alerts for updates across your location in order to stay up-to-date on news, guidelines and restrictions.
- Monitor sentiment for your brand and utilize social listening tools to understand conversations taking place online...
I’m a Colorado native, born and raised in a small town called Basalt. Being a “native” (that is a very proud label to carry in Colorado), I feel safe to say that I have explored the majority of the areas of my home state; however, my recent trip to Durango reminded me that so many exciting travel experiences are so close.
Taking this inspiration from my own travels, I re-asked myself (this question comes up frequently), “How do ‘we,’ as travel destination marketers, tap into this charge of inspirational energy and translate it to our audiences to get them up and out the door?” The answer is the way we engage potential travelers.
Inspiration Through Visuals
The human brain is absolutely fueled by visuals. Show them before you tell them. First, offer the best imagery to engage potential travelers,...
When creating a content marketing plan, it’s important to make sure you’re focused on producing content people are actually looking for — all of the on-page optimization (good meta descriptions, H1s, image tags, etc.) in the world won’t slice you off a piece of the search pie if no one wants what you’re serving. You might rank in first place for “best destination for underwater basketweaving,” but if only one person a month searches for that, you’re not making a big impact on your site’s organic traffic and engagement.
These quick tips can start you in the right direction toward creating articles, videos and slideshows people want to see:
1. Let your own site tell you what’s popular
Dig around in your reporting to see what pages get the most visits for any kind of content (a listing, a landing page, an article, a video, etc.)....
Just when you thought you’d gotten comfortable with Web 2.0*, some forward-thinkers have already starting talking about the era of Web 3.0. The truth is that the lines between the two are a little blurry, and we’re already straddling the two phases of development whether we know it or not.
Several of us in Miles’ Colorado office trekked to the University of Colorado’s annual Conference on World Affairs to hear four of tech’s thoughtful voices talk about what they think the next phase of the internet might be. They all have different thoughts about how things will evolve (see below for each one’s specific takes), but essentially think there will be a lot more automation requiring less thinking or action by users.
For marketers, I think it means we need to be prepared to collect more data and...