The content marketing system entails four cyclic phases:

  • Create, refine and deliver. Set content creation goals and guidelines, fuel your sources to produce high quality content; control its adequacy and readiness for delivery and give feedback on the necessary changes to make it suitable. Adapt to different formats or cultural contexts, and translate into different languages if necessary. Then, once the content is ready, organize the delivery according to the established calendar for each type of content and deliver accordingly.
  • Converse and listen. Encourage your audience to comment by stimulating debate to ultimately engage them in a conversation. Then, figure out what they think about the destination, its mission purpose, its stories, life-changing experiences and the content pieces. Get all the possible customer insights and find out about possible misconceptions that they might have about the destination activities or that you may have about their habits, concerns, motivations and aspirations.
  • Measure and learn. Track the results of the content delivery in terms of virality, generated discussion, likeability, conversion and other parameters, and learn about what content features are more effective in relation to each of these indicators for every target audience. Learn about the extent to which there is a need or a convenience for micro-marketing or tailored marketing for each target audience and identify new target niches.
  • Repurpose content in new formats. Having assessed the success of every piece of content, try to envision if it could be reconverted to other content formats, it could be split into smaller pieces of content or it could be somehow adapted to other target audiences. Create marketable products out of the most successful content, like books, DVDs, calendars, etc. Finally, research the market to find new formats or products to leverage your most successful content. Ask the followers for ideas too!

Would you consider other stages within the content cycle?

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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