When you think about promoting your destination, you’ve got a lot of options. It used to be easier, don’t you think? Before the Internet, advertising your destination consisted of print, radio, television and outdoor advertising. Once a campaign was published, you were set for months to come and nothing needed to change until the next campaign was ready to launch.
Then came the Internet and things began to change rapidly. Now you’ve got traditional channels PLUS websites and email marketing and social channels and blogs and online advertising and video and, and, and! Digital marketing has exploded – forcing the experienced and inexperienced alike to learn digital or die.
It’s a lot to grasp, don’t you think? Just when you think you’ve mastered one digital idea, another digital opportunity emerges nipping at your budget. Managing all your different marketing channels from traditional to digital can feel like a never-ending abyss of effort and investment.
Strategy is the key to Effectiveness.
The key to managing all your marketing channels is to stop thinking of each channel as separate marketing buckets that must constantly be filled, but instead center your efforts on producing valuable content that visitors to your destination will find useful. Then slice and dice that content across multiple channels for maximum distribution. In this way, you’re focusing on key ideas and messages that attract visitors and then using that same content in multiple ways.
Strategies are our Specialty.
According to the Content Marketing Institute, the biggest factor in effective content marketing is a documented strategy. Walker Marketing specializes in content marketing strategies that build your brand and feed all your marketing channels. This unique approach maximizes your marketing budget and delivers the best ROI.
Want to learn more? Check out this study presented by the Content Marketing Institute: http://contentmarketinginstitute.com/2013/10/2014-b2c-consumer-content-marketing/
Cathy Foster is the Director of Digital Marketing at Walker Marketing. Email her at cfoster@walker-marketing.com or call her at 704-262-1107 for your FREE content marketing evaluation. She’ll review your current tactics and let you know what we could improve.
