Content that Gets Shared: A Guide for Tourism Businesses
Tourism Businesses and Content Sharing
Standing out as a tourism business requires more than just stunning attractions or delicious food. Collaboration with your local destination marketing organization (DMO) opens up many resources and marketing opportunities. But how do you ensure your content resonates with the DMO and, ultimately, gets shared with their audience?
The secret is to create content that goes beyond mere promotion and dives deeper into the visitor experience. Businesses need to think bigger than their product. Visitors want a well-rounded experience and tourism businesses need to embrace their fellow tourism businesses. They need to see them as collaborators that help to create a diverse destination which attracts more visitors and ultimately benefits everyone. Putting this lens on content creation can increase your chances of your content being shared by not only your DMO, but by other tourism businesses in your community.
Crafting Content for Shareability: Align with the DMOs Vision
If your content doesn’t align with a DMO’s vision and brand it makes it hard for them to share it. Here are a few tips on how to create alignment.
- Align with Marketing Themes: Regularly review the DMO’s marketing materials and tailor your content to their current campaigns or initiatives. For example, if the DMO is promoting “family fun” experiences, create an engaging blog post highlighting family-friendly activities near your business.
- Focus on Destination Storytelling: Go beyond simply promoting your own business. Craft compelling narratives that showcase the unique experiences offered by your destination. Highlight local attractions, events, hidden gems, and authentic cultural experiences.
- Visually Captivating Content: High-quality photos and videos are crucial for capturing the essence of your destination. Invest in professional photography or collaborate with talented local photographers and videographers. It is hard for DMOs to share content that is focused on logos or business names, try to avoid those captures in your imagery.
The Power of Storytelling
Memorable content goes beyond beautiful visuals. Storytelling breathes life into your destination and fosters an emotional connection with potential visitors. Here’s how to create captivating narratives:
- Feature Local Personalities: Interview local artists, chefs, tour guides, or historical experts. These personal stories add depth and authenticity to your content.
- Explore Historical Anecdotes: Uncover the rich history of your area. Share interesting stories or behind-the-scenes glimpses of historical landmarks or local traditions.
- Showcase the Human Touch: Highlight the people who make your business special. Feature your passionate team members or the local farmers, artisans, or producers you collaborate with.
Compelling Calls to Action (CTAs):
Guide viewers toward the next step in their journey. Encourage them to visit the DMO website or social media pages for more information about the destination. Include relevant links and contact details to make it easy for them to reach out. Remember, people are not only interested in your business, but they also want to know what else there is to do in the area. Guiding them to this information is helpful and encourages them to explore the destination.
Share Your DMOs Content
There is strength in numbers. Most travelers seek a variety of experiences. Share relevant posts of activities and events that your DMO is posting. Together you create a richer destination tapestry, attracting visitors who enjoy exploring multiple options. As well, the DMO notices when you post and share their content.
Hashtags for Increased Reach:
Leverage the power of hashtags to increase your content’s visibility. Use a mix of relevant hashtags used by the DMO, popular travel communities, and location-specific hashtags.
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By following these tips, tourism businesses can move beyond basic promotional content and create engaging stories that resonate with the DMO’s goals. This collaborative approach fosters a win-win situation, leading to increased visibility for both parties and an enriching tourism destination as a whole.
Remember, collaboration is key! Build strong relationships with your DMO, create content that aligns with their vision, and watch your content get shared, reaching a wider audience and attracting more visitors to your business and the entire destination.
