Transitioning to content based marketing

As it takes a certain time for the open innovation system to become a productive content marketing machine, it is necessary to use other marketing strategies along the early stages of the destination model development. These would mainly consist on the following:

  • Partnering with Special Interest tour-operators and travel agents connected to a network of values driven travellers, to become our first brand ambassadors.
  • Invite popular bloggers and journalists to write about the destination’s experiences and stories.
  • Advertising in target related media, co-branding with our channel partners.

In parallel with these marketing strategies, it is necessary to start spotting existing stories to be used for marketing purposes. As many stories are already in the minds of the locals or even written, there has to be carried out some research to identify them. Further, the storytelling  training is also expected to empower and motivate locals to tell their stories and create new ones.

So long as the storytelling facilitation and the content creation contests generate an increasing amount of marketable content, and this manage to create awareness about the destination’s brand and its life-changing experiences, the platform could start reducing the budget for the aforementioned marketing programs, eventually concentrating all the marketing efforts on the “content marketing system”.

Such transition requires accurate monitoring of the social media impact of the stories in contrast with the impact of the other marketing programs. Based upon the results of such tracking, the platform’s marketing executives should decide whether to accelerate or not the transition towards the storytelling system. For such purpose, the marketing plan should have a series of key performance marketing metrics to help the executives visualize the impact of every marketing program.

Therefore, the marketing plan has to be flexible, with marketing goals determining the turning points when to shift the budget allocation from conventional to storytelling marketing.

Would you consider any strategy to accelerate the transition to content based marketing?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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