It’s no secret: We are living in the age of mass content. Destination marketers need to create and manage an exponential number of photos, videos, articles, ads, social media posts and campaigns on a daily basis. They also need to manage multiple channels while creating effective big data marketing strategies that get real results. It’s a lot to handle and requires content management procedures and systems that are smart, organized and efficient.
Celebrity actors and sports stars used to be the go-to endorsers for big-budget advertisements—but oh, how the times have changed. Influencers are shifting the marketing game in our modern era, and their reach, power and authority have the ability to create impressive success stories for travel brands. In fact, according to a report by Burst Media, marketers who implement influencer marketing programs can receive, on average, $6.85 in earned media value for every $1.00 of paid media.
Airbnb, for example, has leveraged influencers with great success rates. In particular, their engagement rate has been 4% due to 37 sponsored posts by various influencers. The posts have received 18 million likes and over 510,000 comments. The combined reach of the brand’s Instagram initiatives has been 966 million, according to Grin.co.
Over the past few years we’ve heard many sayings about content and its role in marketing: From ‘content is king’ to ‘video is king,’ to ‘content marketing is (gasp!) dead.’ While there is truth in all of these sayings, the reality lies somewhere in between; content is neither dead nor still king, but it remains essential for any modern company and requires tweaking with the times. With that said, here are 3 trends we think you should add to your content strategy to keep you ahead of the rapidly changing curve.
In Part One of our blog, How DMOs Are Making the Most of the 2017 Solar Eclipse, we discussed how states and cities in Oregon are preparing for the big show. In Part Two, we’ve got more insights from our friends in South Carolina—another area directly in the path of totality.