ALL ABOUT YOU — BUSINESS ADVICE
MOVERS & SHAKERS
Philippe Germond has been appointed chief executive of the Europcar Group and a member of the board of directors.
He assumes the role on October 1. Germond has been chief executive of French leisure company PMU, which promotes betting on horse racing, since 2009.
António Soveral Padeira has been appointed director of the Portuguese National Tourist Office UK & Ireland. He previously worked as general marketing manager at Turismo de Portugal in Lisbon for seven years.
Reginald Charlot has been promoted from senior director to vice- president, tourism development,
Europe, at NYC & Company. He will be responsible for managing travel trade activity in Europe, including the UK. He has worked for the firm for six years. Makiko Matsuda Healy, previously vice- president, tourism development, has been promoted to senior- vice president, global tourism development, of NYC & Company. She joined the company in 2001.
Bharat Gadhoke has been appointed membership manager of the Association of Independent Tour
Operators. Previously, Bharat was account manager for Beachcomber Hotels. He has also worked for Beachcomber Tours, American Express Travel and Flight Centre.
As traditional marketing methods diminish in impact, travel content marketing is increasingly important. In the third of our five- part cut-out-and-keep monthly series, Melt Content’s Dan Hart guides you through the process of travel content marketing. This month he gives tips on how to devise a content plan.
Define your goal
Regular readers of this column will have determined the need for content, and tasked staff with gathering content. Now we need a plan of execution – and that begins by defining your final objective. This can be done by asking
yourself: what would I like to achieve from my new content? Do I want to build greater awareness for my brand? Would I like to promote a new product or service? Or, am I looking to challenge our customers’ perception of us?
Consider your approach
DEVISING YOUR
CONTENT PLAN
making a video, consider what else you can create around this. You can blog about the story behind the video, or encourage discussions on social media. You could add stills of the video’s production on Facebook or Pinterest, or re-edit the video into a trailer format, and put your video on third-party websites.
Create a calendar
How do you ensure all of this content is released at the right time? The answer: by
Advice from Dan Hart
managing director,
meltcontent.com
If your goal is to increase the flow of traffic to your website, your approach may incorporate three steps: 1. Conducting keyword research to ascertain the competitiveness of likely search terms, your current levels of optimisation and the search terms you wish to promote; 2. Determining where the content will land visitors and what this page(s) should achieve (will it be a refresh of your landing page, a new landing page or a microsite? What is the call to action?); 3. Deciding how content can complement your current and existing campaigns, like search engine optimisation tactics, pay per click, social media and public relations.
Support your content
Now you have clarified your goals and put a strategy in place, it’s time to make sure everything goes to plan. Great content is made even greater by surrounding it with other content, so if you are
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travelweekly.co.uk — 18 September 2014
creating a content calendar. This means coming up with a schedule for what content will be produced, when and by whom, followed by how and when it will be distributed. Calendars allow you to plan content around specific events (such as your seasonal sales cycle, promotional activities and upcoming events) and to consider the most effective channel for content (blog, video or social media) far in advance. Communicate your ideas clearly throughout the content
production chain to ensure you achieve consistency, style and quality assurance across all content.
Measure your success
Make the most of paid-for and free statistics and analytics systems to measure the success of your content. You can do this by using increased search visibility, detailed web metrics (including demographics, page views, click-throughs, session duration and bounce rates), social media engagement and shares, sales performance (from page hits and sign-ups to measurable increases in income) and even elusive long-term outcomes such as search ranking progress.
Next time...
Find out how to devise effective on and off-site content campaigns.
MIND YOUR OWN BUSINESS!
YOUR CUT-OUT-AND-KEEP GUIDE PART THREE
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