ORGANISING THE PROCESS OF CONTENT CREATION - DTCC2016, Seismonaut

Organising the process
of content creation
Workshop 2016 
Content Camp
Lisa Ingemann and Maria Schwarz  
Seismonaut, March 2016

Content Camp 2016 / organising the proces of content creation
• Welcome and Introduction: The process of content marketing
• Session 1: Target Audience and Strategy
• Session 2: Planning and the ongoing work with content marketing
• Session 3: Team and Organisation
Agenda:

Welcome and introduction
the proces of content creation

Maria Schwarz 
Chief Consultant, Seismonaut Tourism
@mariaschwarz

Lisa Ingemann 
Head of Seismonaut Tourism
@lisaingemann

DIGITAL KNOWLEDGE
NEW MEDIA
AND TECHNOLOGY
We are always updated on the
latest media and technologies,
and what they mean for tourism.
We put our knowledge into play
for our customers in projects,
courses, workshops and lectures.
DIGITAL
GOVERNANCE
Digitalisation is changing
organizations. Take control of
your organization and adjust
roles and decision-making in
relation to the organisation's
online presence.
DIGITAL
USER BEHAVIOUR
Today's travelers are increasingly
digital - both when they book
vacations, activities, and review
experiences. We give you crucial
knowledge so you can grow your
business.
02
IN A TOURISM PERSPECTIVE

OUR SOLUTIONS
TECHNOLOGY. USER BEHAVIOUR. BUSINESS.
COMPETENCE DEVELOPMENT 
& HANDBOOKS
There are many digital platforms,
and some are more important than
others for the tourism industry. We
can help organize a powerful
competence-development program
for tourism businesses or
destination employees on the basis
of the latest knowledge and
specific tools such as handbooks.
DIGITAL STRATEGIES
With our holistic understanding of
your organization and the digital
landscape, we develop a strategy
that will enable your organization
to make use of digital tools and
platforms in the most eﬀicient and
eﬀective way - and we set set clear
goals.
ANALYSIS AND INSIGHTS
Our 360-degree look at the digital
landscape provides knowledge
about where it is most crucial to
develope your tourism
organization.
03

OUR SOLUTIONS
TECHNOLOGY. USER BEHAVIOUR. BUSINESS.
KEYNOTES
Put digital tourism on the agenda
in your destination by booking one
of our talented and passionate
speakers. We make presentations
to stakeholders, tourism
organization and councils on
tourism and digital trends.
WORKSHOPS
Whether you want to look at how
the latest trends in technology will
transform your industry or work
more hands on with digital
solutions, our selection of
workshops will help you achieve
great things.
04

Vi investerer i din fremtid
Familiemoren
Julia (44)
Den omsorgsfulde familiemor
Rejser i højsæsonen med sin mand, Jürgen, og de to
børn, Maria på 11 og Michael på 7.
Derudover er familiens to hunde med.
Bor i feriehus i gåafstand til Vesterhavet.
Drømmer om en ferie med tid til at
være sammen som familie
En ferie, hvor alle familiemedlemmer har en god tur -
inklusiv hundene. Familien skal nyde roen, gå lange
ture i solskinnet, opleve Vesterhavet og nyde hinandens
selskab uden forstyrrelser.
“Hvis mine børn får nogle
gode oplevelser med hjem,
så undværer jeg gerne spa
og anden luksus
PORTFOLIO
STRATEGY
10
THE DIGITAL
DESTINATION
CLIENT: RINGKØBING FJORD TURISME
PROJECT NAME: THE DIGITAL DESTINATION
Project description
Destination fjord wanted to transform into a
more digital destination in order to be able to
serve the tourists online as well as oﬀline. We
helped the destination create a digital strategy
that clarified goals and helped prioritize which
platforms and media to use before, during and
after the holiday.

PORTFOLIO
COMPETENCE DEVELOPMENT & HANDBOOKS
08
NETWORK AND SALE
WITH LINKEDIN
CLIENT: RADISSON BLU HOTELS & REDIZOR
PROJECT NAME: NETWORK AND SALE LINKEDIN
Project description
In the short time Radisson Blu secured sales
from an order for an entire conference day for 50
delegates - but not as a traditional sale.
The sale took place as part of a training exercise
on LinkedIn, opening the doors for new digital
approaches to sales.

PORTFOLIO
TOURISM- AND BUSINESS DEVELOPMENT THROUGH EVENTS
12
DESTINATION BRANDING
THOURGH EVENTS
CLIENT: VESTHIMMERLANDS KOMMUNE
PROJECT NAME: MADE IN HIMMERLAND
Project description
Seismonaut Tourism helped Vesthimmerland to
develop an action plan for the marketing of the
municipality in connection with the golf
tournament, Made In Denmark.
The project entailed the stakeholder analysis and
organizational consulting and competence
development of the tourism businesses.

Hello my name is…
Name?
Where do you come from?
What is your experience with content marketing?

http://www.b2bento.com/wp-content/uploads/2012/02/the-furrow-magazine-cover-1931.jpg
It’s not a new thing…
John Deere:
a farmers magazine

“Content marketing is a strategic
marketing approach focused on creating
and distributing valuable, relevant, and
consistent content to attract and retain a
clearly-defined audience — and,
ultimately, to drive profitable customer
action.”
Definition by Content Marketing Institute

Challenges…
Source: http://contentmarketinginstitute.com/2016/02/conquer-marketing-challenges/#.VsdLXTJ5Zaw

Challenges
Producing Engaging Content
Producing Content Consistently
Producing a Variety of Content
Measuring Content Effectiveness
Measuring ROI on a Content Program
Lack of Budget

We need to answer these
questions:
• Target audience: Who are we trying to reach and engage?
• Goal: Why do we want to create content marketing?
• Team: Who is responsible
• Content: What content do we want to create?
• Platform: Where do we want to be?
• Planning: How do we structure the content?
• Community management: How do we deal with the conversations?
• Evaluation: Are we gaining the effect we aim for?
• Optimization: How do we improve our content marketing in alignment
with our goals?

The elements of creating
Content Marketing
Target audience and Strategy
• Target Audience: Audience insights
• Strategy: Goals, Alignment with DMO business goal and brand story
Content planning and the ongoing content work
• Planning: key responsibilities, themes, channels, conversion goals,
content development
• Community management: publishing, distribution, editorial meetings
• Optimization:, KPI, measurement
Team and organisation
• Organisation: Governance framework, Roles

Target Audience and
Strategy
Who are the people you want to engage with your content and what is your purpose/goal?
Audience and Strategy Planning and ongoing content work Team and Organisation

The age of
distribution 
Global connections make
distribution a pivotal factor in
competition.
The age of
information 
The Internet creates
value for people in control
of information.
The age of the
customer 
Customers have more
power and demand more
focus on the customer.
E.g. Ford, GE, Boeing,
P&G, Sony 
E.g. Walmart, Toyota,
UPS, CSX 
 
E.g. Microsoft, Google, 
Dell, Capital One 
 
E.g. Southwest Airlines, 
Amazon,USSA 
 
1900 - 1960 1960 - 1990 1990 - 2010 2010 - ?
The age of mass
production 
Establishment of industrial
companies accelerates
with the emergence of
mass production.
Figure 1: Manning & Bodine (2012): Outside In
This is the age of the
costumer

Barbara Messing, CEO Tripadvisor 
Quote from interview….
http://mashable.com/2015/12/21/tripadvisor-cmo-marketing/#Qao26KrDLSqq
”I …tell myself to always understand the
customer you're targeting. What do they need?
What are their motivations? What are their fears
and pain points that you can overcome? As an
online company with such a high volume of
trafﬁc, we have so many sources of data to tap
into, but if we don't also stay focused on the
customer as a real individual, we're not
capitalizing on our most important data source”.

Understand your
target audience as
REAL individuals

Persona
A tool to stay focused on the REAL
individuals you are creating content for.

“Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed
diam nonummy nibh euismod
tincidunt ut laoreet”

Data sources:
A good mix of qualitative and quantitative data
• Questionairs
• Social listening
• Big data
• Focus groups
• Interviews
• Observation
• etc…

Workshop: Create a buyer
persona
1.Group your audience
2.Choose a target audience
3.Sketch out a persona on the chosen target audience

Target audience
ContentCamp2016Worksheet
Travel needs
Targetaudience
Rapidpersonatyping
Describeapersonfromthetargetaudience
Travel companions
Who does this person travel with?
Travel aspiration
Description
Job title, family and other personal details
Value
Name
Age
“A good vacation is when...
Why should this person visit
your destination?
“When I am on vacation I really dislike...
What specific needs does this person
have on a travel?
What kind of travel does this person dream of?

Workshop: Talk with your
neighbor
• Present your persona and your initial thoughts on relevant
content.
• Share knowledge: Could this tool bring you closer to your
audience?
• Share knowledge: How do you work with user insights, in your
content work?

User journey
A tool to understand the context
of your audience. And to map if
your content match the context
and needs of your audience.

Decision
After
During
Leaving
Arrival
Share
Dreams
Preparation
The stay
Before
Guest experienceHotelGuest

Brugerrejser
XX.XX.2013
XX.XX.2013
XX.XX.2013
XX.XX.2013
XX.XX.2013
Redskab til at forstå den sammenhæng
ens digitale løsninger opleves i,
identiﬁcere og vurdere egne
berøringsﬂader med borgeren.

Finding a way into the traveler’s
decision-making process is key to
capturing the consumer’s business.
Source: Skift, The Rise of the Silent Traveler

Content across traveler’s
buyer journey
Source: http://www.slideshare.net/NewsCred/best-practices-in-content-marketing-for-the-travel-industry-48405556/24-
Key_factors_to_content_marketing

The complex digital journey
of decision and buying

Destination Think!
Travellers have changed
their holiday plans due to
inﬂuence from social
media
52%
1. Trigger

http://palloc.com/ios-7-wallpaper-widescreen.html
Source: Google Travel 2011
22 websites
before a vacation
in average
A tourist visits

2. Inspiration
What would be good content:
• Broader, shareable content that inspires travel
• Aim to start long relationship - don’t over-emphazise your
brand but make sure to have a call to action
• Channels could be social media, video, photo, sites, search
engines, e-mails at target audience
Inspired by source: http://www.slideshare.net/NewsCred/best-practices-in-content-marketing-for-the-travel-industry-48405556/24-

3. Planning
• Help your costumers plan with destination speciﬁc content

• Be sure to answer the needs of a visitor

• Don’t pressure towards booking (but make sure to have a call to action)

Inspired by Source: http://www.slideshare.net/NewsCred/best-practices-in-content-marketing-for-the-travel-industry-48405556/24-

4. Booking
• What makes your brand/company unique? Tell those stories

• Meet visitor needs with fx. with a FAQ

• Consider user generated content (user reviews, testimonials
and brand advocates to speak for you)

Inspired by Source: http://www.slideshare.net/NewsCred/best-practices-in-content-marketing-for-the-travel-industry-48405556/24-

5. Experience
• User generated content

• Monitor social channels and reply

• Curate and repost relevant content

• Be a great digital host and answer questions, when visitors
visit your destination.

6. Loyalty
• Keep the conversation going with a consistent cadence of
top of funnel content and middle of funnel content.

• E-mail and social media are great channels for this.

Workshop: map the tourist’s
digital journey
• Brainstorm on what content could bring value to your audience
at any stage in the tourist’s digital journey?

Tourist’s
digital
journey
Content Camp 2016
Work sheet
Journey
The tourist’s digital journey
Your themes:
Destination assets:
1. Trigger
2. Inspiration 3. Planning
What content could trigger your audi-ence and make them curious aboutyour destination?
What content could inspire youraudience to visit your destination?
What content could help your
audience to plan what to do in yourdestination?
4. Booking 5. Experience 6. Loyalty
What content could support thebooking flow? What content or other UGC initiativescould support your visitors’ experience?
What content could support youraudience reflect on their experience?
The tourist’s
digital
journey
The tourists’digital journey is based onthe media agency OMD’s ECO system,which views the journey of the consumeras a series of stages towards a finalpurchase. OMD’s model has been devel-oped for brands, but parallels can bedrawn to the choice of destination. Themodel describes only the consumer’schoice of holiday destination.

neighbor
• Present your ideas for content.
• Share thoughts: Could this help you focus on the visitors
needs, in the content you provide?
• Share thoughts: Could this be a creative tool for content
creation?

Goals -
some of the
common
ones
• Brand awareness
• Engagement
• Lead generation
• Sales
• Costumer retention/loyalty
• Costumer insight

Via Content marketing institue: http://contentmarketinginstitute.com/2016/02/conquer-marketing-challenges/
#.VsdLXTJ5Zaw.mailto

Vision: Inspire people and make them curious about the
possibilities of visiting our destination.
Objecties
What we want
Generate leads to our
DMO partners
Brand awareness:
Enable social
advocacy
Procedure
How we do it
(value for visitors)
• Linking to partner
websites in posts
• Create compelling
content around partners’
offers
• etc.
• Blogger content
• Promote destination
hashtags
• etc.
Metrics/KPI
How we measure it
• Click on referral links
• etc.
• Page views
• etc.
From vision to metrics…

Workshop: Create a mission
statement
1. Create a mission statement regarding your target audience

Workshop:
Create a
mission
statement
Mission
Create a mission statement
Notes
Become a destination for
interested in
to help them
This will help us
(target audience)
(topics)
(costumer value)
Mission statement
.

neighbor
• Present your mission statement.
• Share thoughts: Could this help you and your stakeholders be
clear on what you want with your content?

Content Planning and the
ongoing content work

Kristina Halvorson (2012): Content Strategy for the Web, 2nd edition
“Content is not a feature. It is a complex, ever-evolving,
intricate body of information that requires ongoing care
and feeding. It’s not something you can check off on a list
and be done with.”

Content
marketer/Editor
Community
Manager
Analyst
Key Responsibilities
Designer Contributors/
Curation
SEO/Paid
media
specialist

It is not just about getting tasks done, it
is very much about managing people.  
A repeatable workﬂow ensures that you
get things done and that people are
aligned and know who does what.

Establish a workflow
1. Gather your stakeholders:  
Write down the roles and colleagues who participate in creating and
launching your content.
2. Document your distribution points:  
These can include your owned channels and social media accounts, as
well as the software tools and internal collaboration systems that are part
of your distribution process.
3. Align your process with your people:  
The goal is to marry the roles with the tasks that need to be completed.
4. Set/adjust your schedule:  
Deadlines are necessary to establish accountability. They should include
some flexibility so they can be shifted to reflect your organization’s reality.
http://contentmarketinginstitute.com/2016/02/conquer-marketing-challenges/#.VsdLXTJ5Zaw.mailto

1. Create a buyer persona to
identify their content needs
Done!

2. Research & Ideate
• Gather ideas from across your organization
• Get inspiration from user generated content
• Use what you already have - use a content inventory to get an
overview of existing content
• Use keyword search - how does people ﬁnd you?
• Buy magazines your audience would read
• Identify thought leaders in your niche and use them as a
source of content

3. Create themes to
categorize your content

4. Identify content pillars
A content pillar is a substantive and informative
work on a speciﬁc topic or theme that can be
broken into many derivative pieces of content
and distributed to multiple channels.
A content pillar can be an eBook, report, guide,
long video, or any signiﬁcant (meaning large
and thorough) content asset.
https://community.kapost.com/kapost/topics/creating-content-pillars

• Make sure you know
what you want your
audience to do with
your content:  
 
Do you want them to
book, browse,
engage, get inspired
or head over to your
website?
5. Set clear goals for your content

6. Have editorial meetings
Agenda:
1. Unanswered questions
2. Planned content – what do we need?
3. Evaluation of content performance
4. Evaluation of user feedback
5. New ideas for content, repost of user content etc.

7. Move ideas to your
calendar and plan ahead

http://blog.marketing.ai/7-tips-for-planning-content/

http://ﬁresidenetwork.com/how-i-use-an-editorial-content-calendar-to-manage-all-of-my-content/

Download the template here
http://www.98togo.com/editorial-calendar-template

Important content calendar
features
What is the contents of a content calendar:
• Theme/categori
• Date and time
• Author
• Platform
• Target audience (important for paid advertisement)
• Call to Action
• Metric/KPI
• Assets
• Status

Content overview. The strategic master plan gives an
overview of the planed content themes.
Content calendar. Gives an overview of all the planned
content
Make a master plan

8. Plan for the unplanned
70 %
planned content
Content you can
plan based on
your strategy
20 %
unplanned content
Reacting to news
stories, etc.
10 %
experimenting
Learn from trying
new things

9. Be the good host
• Make sure you listen to the reactions to your content!
• Answer questions
• Contribute to the good atmosphere in the online communities
• Crisis management / avoid frustrations escalating
• Like, comment on and share user generated content

Workshop: Share your best
tip or idea
• Talk about what you have just heard
• Does it match the way you work with content?
• Did it inspire you to change how you work with content? How?
• What is your best tool to create and organize content?

Team and organisation

Digital governance
is a framework for
who decides what
and when.

Lisa Welchman
Managing Chaos
- Digital Governance by Design

Governance framework
• Strategy: vision (guiding) and objectives (what we measure)
• Policy: what we can and may do or not do digitally (could be by
law)
• Standards: e.g. tools on how to create good content, pictures,
video, etc..

It’s all about avoiding this
situation…

Styregruppen består af repræsentanter
fra alle forvaltninger
Overordnet beslutningsmandat.
Styrer økonomi og tilfører kompetencer.
Ansvar
Christian Lüders, teamchef for
rgerkommunikation og Digitale medier
Sikrer organisatorisk forankring og medejerskab.
Godkender større konceptuelle ændringer.
Birgitte Krüger Grøndahl,
nikation og Digitale medier
Træffer beslutninger i overensstemmelse med
formål og konceptbeskrivelse + Koordinerer
arbejdsgruppemøder og modtager henven-
delser vedr. projektet.
upperne består af
orvaltninger i KK
Beslutter ændringer i indhold på ar-
tikelniveau. Monitorerer, producerer
tekster og medudvikler websitet.
4 arbejdsgrupper med
kontaktpersoner og fagpersoner
Operationelt
Projektleder
Taktisk
Projektejer
Strategisk
Styre-
gruppe
ernance-model
Example
Who decides …

Project leader
Project owner
Managment
Strategic
Tactical
Operational
Production
Who
decides
what and
when

Alle organisationer er forskellige derfor er der
behov for forskellige governance modeller. Nogle
er frier end andre. Det kan komme an på
størrelsen.
Et stort teater har brug for en meget veldeﬁneret
governance struktur. Et lille teater har stadig brug
for aftalte rammer, men det udfoldes på en anden
måde…
No
organisation
is the same

Sales/
Booking
Product
Marketing
Visitor
Service
Silos

http://palloc.com/ios-7-wallpaper-widescreen.htmlhttp://www.oyster.com/hotels/photo-fakeouts

Customer
Experience 
Center of Excellence
Sales/
Booking
Product
Marketing
Visitor
Service
Organize around customers

Workshop: share your
thoughts
Roundtable talk:
• How is your organisation organized around content planning
and creation?
• Do marketing take user insights (e.g. user reviews) into
consideration?
• Is there a link between marketing and the products we are
selling (in the destination)?
• Is there a connection between marketing and visitor service?

Turismekonference 2014 - Holstebro
Autentiske oplevelser
www.seismonaut.com/tourism
twitter.com/seismotourismfacebook.com/SeismonautTourism
Thank you!
Let’s talk
maria@seismonaut.com  
lisa@seismonaut.com

ORGANISING THE PROCESS OF CONTENT CREATION - DTCC2016, Seismonaut

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