The path to great content: Host Saskatchewan Conference 2017
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As a tourism provider, it is easy to talk about what you do. But is that really what your audience wants to hear? Does it inspire your customers to spend their vacation time with you? In this presentation, Kathy Wagner shares five simple questions to ask your customers that will help you target content to their needs, and some easy tools for keeping your messaging focused on your customer. She also shares a quick trick for improving the odds that customers will provide positive online reviews. Throughout the presentation, Kathy share's illustrative examples from Tourism Saskatchewan’s recently adopted consumer-focused content framework. This presentation was part of the 2017 HOST Saskatchewan Conference for tourism providers.
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The path to great content: Host Saskatchewan Conference 2017
- 1. The path to great content Kathy Wagner Founder & Principal Strategist Content Strategy Inc Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 2. • Grew up reading and daydreaming • Past careers in technical comms & customer experience • Have been doing content strategy my entire life Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017 A bit about me
- 3. Today I change the way companies make content by shining a light in dark corners and cleaning out content cobwebs. A bit about me Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 4. What is content, anyways? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 5. Content is meaningful information created for any audience. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 6. It’s all content. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 7. Content is used by your audience, not by you. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 8. Great content will… ©Kaizen Consulting Services Inc Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 9. Avoid this path. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 10. Take their perspective. Clarify their gain. Build trust & confidence. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 11. 1. Take their perspective. Commit to understanding your audience. Make sure your content meets their needs. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 12. 2. Clarify their gain. Not what you think they want. Find out what’s really important to them. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 13. 3. Build trust & confidence. Reflect your real, authentic self. Don’t over sell. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 14. The path to great content Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 15. But how? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 16. Get to know them. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 17. There’s market research Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 18. No research team is closer to your customers than you are. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 19. Just talk to them Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 20. 5 simple questions to ask your customers Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 21. 1. Why this type of experience? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 22. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 23. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 24. To connect with nature? To get away from it all? To have fun? To relax? To indulgence myself? To create family memories? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 25. Keep asking “Why?” Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 26. To feel accomplished To feel recharged To feel connected To feel at peace To feel invigorated To feel interesting Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 27. Target your message. OK, but how does this help me? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 28. 2. How did you find out about us? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 29. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 30. 2. How did you find out about us? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 31. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 32. So what? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 33. Think about your customer’s journey, and how your content can shift to accommodate. Discover Consider Book Travel Advocate Different information at different times. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 34. Different places for different information. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 35. Different places for different information. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 36. 3. Why did you choose us? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 37. What made us stand out? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 38. What about after your visit? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 39. Ask for specifics. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 40. Communicate your differentiators. Use that information! Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 41. 4. Where do you hang out online? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 42. Of people who are interested in traveling to or within Saskatchewan: • 48% prefer mostly or only online content. • 40% prefer equally online and print content. • 12% prefer mostly or only print content. From a January 2017 Tourism Saskatchewan survey of over 1600 respondents. And the survey says... Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 43. Twitter @kathy_cs_inc HOST Saskatchewan Conference 2017
- 44. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 45. But how does that help me? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 46. Be part of their world. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 47. Find common: • Travel or tourism topics • Experiential topics • Region or location topics Where there’s also value for you Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 48. 5. What inspires you to share your experiences? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 49. And the survey says... 51% of SK travelers share their experiences online through social media or reviews. From a January 2017 Tourism Saskatchewan survey of over 1600 respondents. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 50. • To share with family and friends (73%) • To share a positive review of a place I visited (62%) • To share my story or photos with the public (32%) • To share a negative review of a place I visited (30%) • To show people that I do things / my life is interesting (21%) • To win something (8%) From a January 2017 Tourism Saskatchewan survey of over 1600 respondents. Reasons for sharing travel experiences: Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 51. Ask for specifics. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 52. Provide more “Kodak moments” Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 53. Five questions: 1. Why this type of experience? 2. How did you find out about us? 3. Why did you choose us? 4. Where do you spend your time online? 5. What experiences do you share online? Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 54. Five tips for great content: 1. Use motivational messaging. 2. Get content where your audience is. 3. Showcase your unique differentiators. 4. Be online where your audience is. 5. Give people content to share. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 55. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017 Make it easy on yourself.
- 56. Tip for getting positive online reviews Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 57. Just ask for one in the right way, at the right time. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 58. 1. When they arrive. 2. When they leave. 3. In your online thank-you follow up. Mention the importance of reviews: Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 59. It’s for “above and beyond” experiences. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 60. Make it personal. Make it easy. Be respectful. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 61. Avoid this path. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 62. Take their perspective. Clarify their gain. Build trust & confidence. Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 63. Ask questions Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017
- 64. Kathy Wagner Founder and principal strategist Content Strategy Inc ContentStrategyInc.com Twitter @Team_CS_Inc HOST Saskatchewan Conference 2017 Kathy@ContentStrategyInc.com @Kathy_CS_Inc https://www.slideshare.net/Content_Strategy_Inc/the-path- to-great-content-host-saskatchewan-conference-2017