Content Marketing Trends for Innovative Tourism Boards

by Samantha Shankman + Skift Team - Oct 2014

Skift Research Take

Destinations have always been in the content marketing business, but they are now getting more creative in both how content is produced and distributed. Learn how top brands are making engaging, high-quality articles and videos, where they’re placing the content for maximum views, and how they’re measuring the impact of their efforts.

Report Overview

Executive summary

How do destinations consistently create engaging content, at an affordable cost, that reaches the broadest set of potential visitors while still speaking to their most important tourist markets? Which media brands deliver the highest return on investment per sponsored media buy? Where are consumers looking for inspirational content and how does that translate into room nights and meals in destinations?

Where are consumers looking for inspirational content and how does that translate into room nights and meals in destinations?

Through interviews with major U.S. destination marketing organizations such as Visit California and Visit Florida as well as case studies on recent campaigns from Switzerland to Oregon, this Skift Trends Report traces the state of content marketing as well as developments and trends that are reshaping the business and editorial goals of tourism boards and their media partners.

In this report, destinations weigh in on what kind of content works best for each traveler set, who they trust to create and distribute the content, and how they’ve adjusted budget priorities to reflect the growing importance of high-quality, consistently shared content. The report will detail best practices for destinations as they build content marketing strategies, form partnerships with freelancers and media outlets, and invest in new ways to stay ahead of the competition.

What You'll Learn From This Report

  • Destinations have always been in the content marketing business, but they are now getting more creative in both how content is produced and distributed. Learn how top brands are making engaging, high-quality articles and videos, where they’re placing the content for maximum views, and how they’re measuring the impact of their efforts.