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Rescooped by Margaret Doyle from Marketing Strategy and Business
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The Key to Creating Content that Resonates with Your Audience | Copyblogger

The Key to Creating Content that Resonates with Your Audience | Copyblogger | Destination marketing and social media | Scoop.it

Excerpted from article by Copyblogger:

"One job you have as a content marketer is to think of your reader as a tuning fork. You need to publish great content in order to create resonance with that reader — to get that person to emit a particular tone that gets them to know, like, and trust you.

 

Let’s look at some tips on resonance, and how to build harmony with your readers.

Seth Godin is a master at creating that “in tune” feeling with his readers. His posts makes his readers virtually vibrate with harmony — they strike a chord. As readers, we believe what Seth is saying is correct, and that makes us want to read more and buy his products.

 

Don’t assume that a post has to be about a positive topic in order to create harmony.

You don’t need to talk about unicorns and rainbows in every piece that you write. Sometimes you can get people to agree with you by giving a piece of difficult-to-hear (but crucially important) advice.

 

Try being:

- Specific — Each article should be simple and direct, no matter what length it is.

- Useful — Useful stuff is memorable, and it resonates with your audience.

- Brave — Don’t be afraid to say the things no one else is saying. if you’re out in front of the rest of the pack, you could be talking about something everyone else is afraid to talk about.

- Emotional — Good content gets us worked up. It stirs up emotion, whether that feeling is wonder, awe, happiness, sadness or anger.

 

Maria Popova, Chris Brogan, and Neil Patel are writers who are masters at creating resonance and harmony with their readers.

 

Whether you’re aware of it or not, your favorite bloggers are creating harmony with you every time they write a great post. It’s one of the main reasons you love them.

They are listening to your needs and desires, and they are agile."

 

Read full original article here:

http://www.copyblogger.com/resonant-content-marketing/

 


Via Giuseppe Mauriello
Margaret Doyle's insight:

Great advice. For tourism and hospitality practitioners, it is so important to be sensitive to the traveler's experience, where they are in their travel cycle and offering specific value for them that is accessible. 

more...
R Dilip Kumar's curator insight, March 28, 2013 11:16 AM

We tend to ignore a lot of things just because it is too simple..It is the same with blogging as well..

This is a nice article that reinforces a lot of these basics..

Mike Ellsworth's curator insight, March 29, 2013 9:16 PM

It's not often that you see the advice to be emotional in your content. But, folks, it's *social* media, after all. You need to Be a Person (the name of our book series http://bit.ly/OrderBeAPerson ;) to make that connection with your readers.

Neil Ferree's curator insight, May 20, 2013 12:03 PM

h/t Margaret for the OP that she scooped from CopyBlogger with Insights into how this tactic serves guys in the Tourism space

Destination marketing and social media
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Rescooped by Margaret Doyle from Hotel Marketing
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Google Refines Top City Attractions Search Results

Google Refines Top City Attractions Search Results | Destination marketing and social media | Scoop.it
With this move, Google rendered SEO useless. Frommer's, Lonely Planet, TripAdvisor, Nileguide, Virtual Tourist, Igougo and so on are now buried.

Via WIHPhotel
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WIHPhotel's curator insight, May 21, 2013 4:24 AM

Next step for Google... integrating Google Hotel Finder completely within Google search page. 

Rescooped by Margaret Doyle from Marketing Strategy and Business
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The Key to Creating Content that Resonates with Your Audience | Copyblogger

The Key to Creating Content that Resonates with Your Audience | Copyblogger | Destination marketing and social media | Scoop.it

Excerpted from article by Copyblogger:

"One job you have as a content marketer is to think of your reader as a tuning fork. You need to publish great content in order to create resonance with that reader — to get that person to emit a particular tone that gets them to know, like, and trust you.

 

Let’s look at some tips on resonance, and how to build harmony with your readers.

Seth Godin is a master at creating that “in tune” feeling with his readers. His posts makes his readers virtually vibrate with harmony — they strike a chord. As readers, we believe what Seth is saying is correct, and that makes us want to read more and buy his products.

 

Don’t assume that a post has to be about a positive topic in order to create harmony.

You don’t need to talk about unicorns and rainbows in every piece that you write. Sometimes you can get people to agree with you by giving a piece of difficult-to-hear (but crucially important) advice.

 

Try being:

- Specific — Each article should be simple and direct, no matter what length it is.

- Useful — Useful stuff is memorable, and it resonates with your audience.

- Brave — Don’t be afraid to say the things no one else is saying. if you’re out in front of the rest of the pack, you could be talking about something everyone else is afraid to talk about.

- Emotional — Good content gets us worked up. It stirs up emotion, whether that feeling is wonder, awe, happiness, sadness or anger.

 

Maria Popova, Chris Brogan, and Neil Patel are writers who are masters at creating resonance and harmony with their readers.

 

Whether you’re aware of it or not, your favorite bloggers are creating harmony with you every time they write a great post. It’s one of the main reasons you love them.

They are listening to your needs and desires, and they are agile."

 

Read full original article here:

http://www.copyblogger.com/resonant-content-marketing/

 


Via Giuseppe Mauriello
Margaret Doyle's insight:

Great advice. For tourism and hospitality practitioners, it is so important to be sensitive to the traveler's experience, where they are in their travel cycle and offering specific value for them that is accessible. 

more...
R Dilip Kumar's curator insight, March 28, 2013 11:16 AM

We tend to ignore a lot of things just because it is too simple..It is the same with blogging as well..

This is a nice article that reinforces a lot of these basics..

Mike Ellsworth's curator insight, March 29, 2013 9:16 PM

It's not often that you see the advice to be emotional in your content. But, folks, it's *social* media, after all. You need to Be a Person (the name of our book series http://bit.ly/OrderBeAPerson ;) to make that connection with your readers.

Neil Ferree's curator insight, May 20, 2013 12:03 PM

h/t Margaret for the OP that she scooped from CopyBlogger with Insights into how this tactic serves guys in the Tourism space

Scooped by Margaret Doyle
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Red Bull takes out 2012's best transmedia campaign

Red Bull takes out 2012's best transmedia campaign | Destination marketing and social media | Scoop.it
Red Bull's supersonic freefall, which now has over 32 million hits, has been crowned 2012's best transmedia campaign, trumping competitors including Coke, Toshiba and Google.
Margaret Doyle's insight:

Advertisers are seriously invested in Transmedia campaigns, with Red Bull leading the pack with their supersonic approach to global awareness. 

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Rescooped by Margaret Doyle from Transmedia: Storytelling for the Digital Age
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Interactive Storytelling and the Future Agency

Interactive Storytelling and the Future Agency | Destination marketing and social media | Scoop.it
Storytelling has been at the forefront of modern life. Whether it is TV, cinema, books, radio or YouTube, we all have access to consume stories that others have created and indeed, create our own for the Internet audience ...
Via The Digital Rocking Chair
Margaret Doyle's insight:

In depth look at the intersection of storytelling and technology--a very exciting time with huge potential for immersion, participation, transformation. 

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The Digital Rocking Chair's curator insight, December 16, 2012 9:29 PM

Although aimed at advertising agencies, this article is a great read for all storytellers.

Henrik Safegaard - Cloneartist's curator insight, December 17, 2012 6:29 AM

The Internet has given storytelling a new lease of life. The web series has given life to a new breed of film production, social networks have given us the ability to freely interact online with others, whether they are people, or companies and augmented reality has given us the chance to interact with characters and objects.


Here is a great artikel worth reading if you have anything to do with storytelling or just love it. @safegaard

Niclas Holmqvist's curator insight, December 18, 2012 8:44 PM

Framtidens kommunikationsbyrå – ständig närvaro, ständig förändring – hur fångar man uppmärksamheten och förmedlar det man vill ha sagt?

Rescooped by Margaret Doyle from Hotel Marketing
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Hotel Search advertising get's creative with @kayak

Hotel Search advertising get's creative with @kayak | Destination marketing and social media | Scoop.it

Getting creative with hotel search isn't that easy. "Best rate guarantee" and other such clichés come to mind. Kayak's new Crooner campaign is pretty good.


Via WIHPhotel
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Rescooped by Margaret Doyle from Tourism : StoryTravelling
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Spinning a Strategic Story to stand out on higher ground

Spinning a Strategic Story to stand out on higher ground | Destination marketing and social media | Scoop.it

The world of travel, tourism and hospitality is a competitive one, with thousands of brands fighting to stay afloat in a raging sea of sameness. To distinguish your brand in a crowded marketplace, you must look beyond the more obvious features of your product to consider the broader experience you create for your customers, the meaning they take away from those experiences, and the role you play in their lives by providing them.


Via Tourism:Collaterals
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Rescooped by Margaret Doyle from Transmedia: Storytelling for the Digital Age
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Transmedia Writing

Transmedia Writing | Destination marketing and social media | Scoop.it

Geoff Livingston:  "Stories told across multi-platform media environments — or transmedia stories as they are commonly called on the edge — require more complex writing. A story unfolds across diverse media with readers/viewers opting in to each layer."


Via The Digital Rocking Chair
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Rescooped by Margaret Doyle from Hotel web marketing
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Friends and family most influential for hotel, TripAdvisor catches up but apparently social media nowhere | Tnooz

Friends and family most influential for hotel, TripAdvisor catches up but apparently social media nowhere | Tnooz | Destination marketing and social media | Scoop.it
Hotel guests still rely heavily on recommendations from friends and family, but the impact of social media channels such as Facebook and Twitter is negligible.

Via Aris Spanos
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Rescooped by Margaret Doyle from Tracking Transmedia
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Transmedia: Platform Agnostic Storytelling | Jason Konopinski - Write. Think. Do.

Transmedia: Platform Agnostic Storytelling | Jason Konopinski - Write. Think. Do. | Destination marketing and social media | Scoop.it
It transcends a single medium by taking the notion of breaking up a narrative arc into multiple discrete chunks or installments and spreading those disparate ideas or story chunks across multiple media platforms.

 

...Heroes on NBC is often cited as a great pop-culture example of transmedia in practice.

 

Mimicking the aesthetic style and storytelling conventions of American comic books (using multi-episode story arcs that build upon a larger, more encompassing arc), the series used digital technologies to deepen the audience experience and carry the story through various mediums, ultimately making the characters more compelling and memorable.

 

A digital web series, Heroes 360 Experience, was created to explore the Heroes universe and build the show’s mythology. Other official Heroes media included print publications, action figures, tie-in and interactive websites, and a mobile game.


NBC Digital Entertainment released a series of online content in 2008, including more original web content, wireless iTV interactivity, graphic novels available for mobile viewing, and webisodes.


In a promotion called Create Your Hero (sponsored by Sprint), fans were called on to vote on personality and physical attributes for the creation of a new hero character for an original, live-action series that ran on NBC.com.


The result: A brand franchise that tells a much richer story than the primary text upon which the brand was built....

 


Via siobhan-o-flynn
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Rescooped by Margaret Doyle from Google Plus and Social SEO
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Dark Social: We Have the Whole History of the Web Wrong

Dark Social: We Have the Whole History of the Web Wrong | Destination marketing and social media | Scoop.it
The biggest chunk of social traffic to websites comes from outside the official social networks like Facebook and Twitter.

Via Neil Ferree
Margaret Doyle's insight:

Most businesses are entirely unaware of the influence of this activity on customers choices.  

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Neil Ferree's curator insight, May 19, 2013 12:28 PM

Dark Social shares via email and IM activity accounts for 69% of the social shares and 20% comes from Facebook and its very difficult to measure or so says this article from The Atlantic



Tapping into target audience's dark social shares would be nice
Neil Ferree's comment, May 20, 2013 12:04 PM
There's some guys on LI who question if 69% is accurate for FoS
Rescooped by Margaret Doyle from Travel & Tourism Marketing
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TripAdvisor basks in social graph integration with Facebook, eye-watering numbers revealed

TripAdvisor basks in social graph integration with Facebook, eye-watering numbers revealed | Destination marketing and social media | Scoop.it
TripAdvisor, wallowing in a 20% jump in revenue for 2012 compared to the previous year, also appears to be enjoying the fruits of its partnership with Facebook.

Via Mark Reilly
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Rescooped by Margaret Doyle from Hotel Marketing
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The four reasons your hotel marketing isn't working | WIHP Magazine

The four reasons your hotel marketing isn't working | WIHP Magazine | Destination marketing and social media | Scoop.it

A hotel, any hotel, working to improve their online marketing sometimes encounters problems and their hotel marketing strategy fails. When we say it fails we mean that they aren’t making enough direct bookings through their site. After hundreds of case studies it turns our there are only four main reasons for the marketing strategy not to work. They are:
1. HOTEL LACKS BRAND AWARENESS

2. AN UNPROTECTED BRAND

3. INCOMPLETE OR INADEQUATE WEBSITE AND OFFER

4. BAD SERVICE


Via WIHPhotel
Margaret Doyle's insight:

I would add that to the list that the hotel lacks a strategic story. If you aren't becoming an expert destination storyteller as a goal in 2013, you need to hire someone to write your content marketing for you and invest in social reporting and narrative design. 

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WIHPhotel's comment, January 29, 2013 8:02 AM
Margaret you are very right about that. Working out a USP and then making a story around it is an essential part in a hotel's success.
Rescooped by Margaret Doyle from Focus on Green Meetings & Digital Innovation
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#Video Destination Marketing - How the Region of Basilicata (Italy) is promoting "I Sassi di Matera" - UNESCO

A miniature day in the life of Sassi di Matera, Italy.

The Sassi (Ancient town)
Matera has gained international fame for its ancient town, the "Sassi di Matera" (meaning "stones of Matera"). The Sassi originate from a prehistoric (troglodyte) settlement, and are suspected to be some of the first human settlements in Italy. The Sassi are houses dug into the calcareous rock itself, which is characteristic of Basilicata and Apulia. Many of these "houses" are really only caverns, and the streets in some parts of the Sassi often are located on the rooftops of other houses. The ancient town grew in height on one slope of the ravine created by a river that is now a small stream. The ravine is known locally as "la Gravina". In the 1950s, the government of Italy forcefully relocated most of the population of the Sassi to areas of the developing modern city. However, people continued to live in the Sassi, and according to the English Fodor's guide:
“ Matera is the only place in the world where people can boast to be still living in the same houses of their ancestors of 9,000 years ago. ”

 

 


Via Maria Cristina Terenzio
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Idees's comment, December 4, 2012 5:30 AM
Maria Cristina Terenzio Un placer. Saludos.
Rescooped by Margaret Doyle from Social Media- & Content Marketing, PR 2.0 for MICE, Tourism & Destination Marketing
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Online travel content – now is the time to take it REALLY seriously. With bloggers. Please « Tnooz

Online travel content – now is the time to take it REALLY seriously. With bloggers. Please « Tnooz | Destination marketing and social media | Scoop.it

"With the speed that Google are updating the algo these days I don’t see sites that only have syndicated content lasting another year.

With this in mind, I implore those of you that are responsible for developing online content to engage with travel bloggers.

Read more at http://www.tnooz.com/2012/10/26/news/online-travel-content-now-is-the-time-to-take-it-really-seriously-with-bloggers-please/?"


Via Crossmint
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Rescooped by Margaret Doyle from Just Story It Biz Storytelling
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Consumers Hungry for Brand Stories

Consumers Hungry for Brand Stories | Destination marketing and social media | Scoop.it

"An October 2012 survey by Edelman Berland and Adobe found that American consumers are looking for deeper brand engagement than banner ads and social media “like” buttons. 73% of the 1000 adults surveyed agreed with the statement, “Advertisements should tell a unique story, not just try to sell.”

 

Well, there can be no argument now about the case for business storytelling! At least as far as branding and marketing is concerned.

 

Enjoy the chart this research shows. I know I'll be using this in my work with clients!

 

Thanks to fellow curator Gregg Morris @greggvm and his Story and Narrative Scoop.it curation for finding this and sharing :)

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


Via Gregg Morris, Karen Dietz
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Jim Signorelli's comment, October 31, 2012 1:04 PM
thanks Gregg, great find!
Rescooped by Margaret Doyle from Just Story It Biz Storytelling
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Consumers Hungry for Brand Stories

Consumers Hungry for Brand Stories | Destination marketing and social media | Scoop.it

"An October 2012 survey by Edelman Berland and Adobe found that American consumers are looking for deeper brand engagement than banner ads and social media “like” buttons. 73% of the 1000 adults surveyed agreed with the statement, “Advertisements should tell a unique story, not just try to sell.”

 

Well, there can be no argument now about the case for business storytelling! At least as far as branding and marketing is concerned.

 

Enjoy the chart this research shows. I know I'll be using this in my work with clients!

 

Thanks to fellow curator Gregg Morris @greggvm and his Story and Narrative Scoop.it curation for finding this and sharing :)

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


Via Gregg Morris, Karen Dietz
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Jim Signorelli's comment, October 31, 2012 1:04 PM
thanks Gregg, great find!
Rescooped by Margaret Doyle from Just Story It Biz Storytelling
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Storytelling: why most content marketing plans fail

Storytelling: why most content marketing plans fail | Destination marketing and social media | Scoop.it

What good is having a content marketing plan if it doesn't create leads and sales for you?

What a good read this article is! It is not that long, yet it is packed with good insights about creating content for your website, ebooks, product/service descriptions, newsletters, etc. that is all based in storytelling.

One of my favorite tips from this author, Jeff Molander, is the one about creating content that generates a response. That's different from simply broadcasting a message. The author also talks about how to share customer experiences, and gives an example of creating content that creates confidence in your reader -- which generates more sales.

Enjoy this piece -- the author's points make perfect sense!


Oh, and don't forget to read the comments below the article -- lots of good lessons and discussion therea!

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it


Via Karen Dietz
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Rescooped by Margaret Doyle from The Insight Files
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Turning social media reaction into booking action for travel brands | Tnooz

Turning social media reaction into booking action for travel brands | Tnooz | Destination marketing and social media | Scoop.it

We know the basics - social media allows travel companies to engage with existing and potential customers and can act as an unofficial watchdog of products.

 

But with 61% of travellers apparently referring to some kind of user review and almost a third posting reviews of placed they’ve visited, for example, what can companies do to increase booking conversions as a result of activity on social networks.

 

Read more at http://www.tnooz.com/2012/10/04/news/turning-social-media-reaction-into-booking-action-for-travel-brands-infographic/#RVcag3gRLkkIBqv1.99


Via Paul Sloan, Tourism Australia Global Insights
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