what is brand publishing and why do content creators care?
TRANSCRIPT
Matthew Barker, I&I Travel Media@hitriddle
Get the slides! http://bit.ly/manchestermassive
What is
brand publishingand why should
content creators care?
Marketing used to be so simple.
Source: Ben Chestnut
Now, the customer journey begins long before the bags are packed.
Travel companies are trying to act like travel publishers.
The problem is, they don’t always know how.
How *have* content creators been helping?
Producing content Blog/press
trips
Advertising
Social media promotion,
“impressions” etc...
Link sales & “SEO”
Content curation
Editorial planning (and creation)
How *could* content creators be helping?
Audience building (and sharing)
Audience insights & data
● Treat content creators as audience builders, not marketers or salespeople.
● Partnerships should aim to build (and share) targeted, qualified audiences - not simply promote services/destinations.
● Content creators are also valuable as curators, helping separate the wheat from the chaff (see also Outbounding.org).
● Go focused and niche. Aim for specialist knowledge and targeted audiences.
● Go beyond “uniques per month.” Aim to gather (and share) deep audience data and insights.
How can companies & content creators work together?
Thank you!For more information please visit:
ianditravelmedia.com Case studies | Insights blog
[email protected](+1) 303.800.4556 (US)
(+44) 793.579.8024 (UK)