When designing the content strategy, it is convenient to reflect upon what kinds of content pieces may interest the target audiences, as well as all the suitable formats to leverage the created content through all the available marketing tools:

·  Educational guides, adapted to many targets

·  Thought leadership pieces

·  Industry news

·  Photos conveying emotions and experiences

·  Destination news about events

·  Mission related accomplishments

·  Stories about experiences in all roles

·  Announcements calling participants to a contest

·  Designs for t-shirts, caps, umbrellas, etc.

·  Designs for school material items

·  Stories about other destinations

·   Books

·   Audiobooks

·   Cartoons, comic book graphics

·   Podcasts

·   Webinars

·   Blogposts

·   Brochures

·   Branded content tools

·   Press releases

·   Microblogs

·   Mobile applications


However, despite the various types of content that may be created, the stories on the destination’s life-changing experiences are to be the central and most compelling pieces of content. Apart from the professional content creators and storytellers, it is convenient to carry out research on the destination’s existing stories and train the local community members to craft and make them compelling, before making up brand new ones. The Storytelling training is to explain the techniques to craft and tell compelling stories, so as to leverage the locals’ talent through the open innovation system to create the best possible marketing content for the destination.

The Whitepaper Marketing destinations through storytelling explains how to craft compelling stories as well as other relevant facts about storytelling.  Furthermore, the Whitepaper Envisioning Open Innovation in destinations explains how the open innovation could be deployed as a marketing content generator, among other outputs.

Beyond the goals and formulated strategies, the daily experience and tracking of the results and conversations will determine what works and what doesn’t, what needs to be improved and what needs to be changed to attain the desired results. Even when the intended results are achieved, the needs and desires of our target audiences are to change over time and so the strategies have to change.

Do you think of other interesting content pieces or formats?

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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