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Thinking Like A Publisher
1. Thinking Like A Publisher:
Your Key to Content & SEO Success
Britt Brouse
Digital Strategy Director
Tempest
2. Responsive Web Design
Web Development
Third Party Integrations
TRAVEL MARKETING | CRM SOFTWARE
WHAT WE DO
Tempest is made up of three core operating divisions of DMO-focused solutions.
Digital Marketing
Search Engine Optimization
Paid Search
Programmatic Media
Social Media Marketing
Performance Marketing
Email Design
Branding and Creative
Monetization Services
Destination Management
Housing and Registration
Meeting Space Management
Email Campaigns
e-Proposals
WEB
INTEGRATED
MARKETING IDSS
8. DMOs
were sitting pretty
#1 in Google for “Destination Name”
#1 in Google for “Things to Do in Destination”
#1 in Google for “Events in Destination”
9. +10% to 40%
Typical year-over-year organic gains when
DMOs ranked #1 for head terms.
16. -20% visibility
As Google made these changes, we saw an
average 20 percent decrease in DMO visibility for
head terms.
17. Platformization
The rise of the platform as the dominant infrastructural
and economic model of the social web and the
consequences of the expansion of platforms into other
online spaces.
18.
19. What now?
How do DMOs continue to stay relevant
and visible online?
25. Zagat cuts through the clutter of
available dining choices, and guides
you towards the best places, wherever
you are.
Zagat
26. As the most discerning, up to the minute
voice in all things travel,
Condé Naste Traveler is the global
citizen’s bible and muse offering both
inspiration and vital intel.
Condé Naste Traveler
27. DMO Vision or UVP
“We are local experts providing the most
authoritative and up-to-date content about
our destinations. By highlighting must-see
attractions and experiences, we inspire
visitors to discover our authentic culture.”
28.
29.
30.
31. 5 Ways to Think Like A Publisher:
1. Promote Your Destination Drivers
2. Build A Healthy Information Architecture
3. Produce Excellent Content
4. Promote Across Channels
5. Monetize Wisely
39. Destination Driver
Questions to Ask:
1. How visible is my content in search?
2. Who is my competition?
3. Which content already performs?
4. Where can I streamline content?
41. 5 Ways to Think Like A Publisher:
1. Promote Your Destination Drivers
2. Build A Healthy Information Architecture
3. Produce Excellent Content
4. Promote Across Channels
5. Monetize Wisely
42. What is
Information Architecture (IA)?
Organizing, structuring and labeling
content in an effective and sustainable
way, with a goal of helping users to find
information and complete tasks.
43. Audit Your Content to Identify Hub
Pages
Hub
Supporting
Supporting
Supporting Supporting
Supporting
44.
45.
46.
47. A Healthy IA =
Healthy URL Structure
dmo.com/kentucky-derby
dmo.com/kentucky-derby/faq
dmo.com/kentucky-derby/events
dmo.com/kentucky-derby/events/oaks
dmo.com/kentucky-derby/events/derby-festival
48. 5 Ways to Think Like A Publisher:
1. Promote Your Destination Drivers
2. Build A Healthy Information Architecture
3. Produce Excellent Content
4. Promote Across Channels
5. Monetize Wisely
60. 5 Ways to Think Like A Publisher:
1. Promote Your Destination Drivers
2. Build A Healthy Information Architecture
3. Produce Excellent Content
4. Promote Across Channels
5. Monetize Wisely
69. 5 Ways to Think Like A Publisher:
1. Promote Your Destination Drivers
2. Build A Healthy Information Architecture
3. Produce Excellent Content
4. Promote Across Channels
5. Monetize Wisely
73. 4 x’s
Increase in click-through-rates for native
ads compared to display advertising.
Source: DoubleClick Publisher Blog
74. +500 percent
Increase in click-through-rates when
switching from a traditional to native
advertising program. Source: Tempest
75. 4 Benefits of
Native Advertising
1. Provide an improved user experience
2. Show relevant ads in relevant places
3. Drive higher click-through-rates (CTRs)
4. Add value for members and partners
77. Your Top 7 Takeaways
1. DMOs are the top local experts.
2. Own your Destination Drivers.
3. Use your website as a publishing
platform.
4. Dig in and create in-depth content.
78. Your Top 7 Takeaways
5. Feature #trending and seasonal content
front and center.
6. Promote content across all channels.
7. Monetize in a relevant, impactful way.