Is there any difference between a website and a blog you’re using to pedal your own wares?
Lets look at the different options for a destion marketing organization:
1. A DMO can write their own blog. To a consumer, this looks like a website that changes all the time. Its shiny and polished to present the marketer’s view of the world. It probably doesn’t rank high on the consumer trust-ometer.
2. A DMO can incentivize locals to blog on their site. This can be challenging if they’re not already blogging. Enthusiasm can wane or sometimes people may begin to promote their own interests.
3. A DMO can outreach to bloggers who already have an audience to encourage them to write about your destination. This is similar to traditional travel outreach with a few big twists. The more focused the blogger, the better quality audience. Think quality not quantity. Also, bloggers rarely get paid. They’re doing it for passion. You need to take the time to build a relationship.
4. A DMO could transition their website to become the hub for all of the content that people are already producing about your destination. Take a look at the Calgary Stampede for an example of how to aggregate conversations, photos and video from around the web and make it look great!
I like option 4 best. Which one do you like?
Airlines and hotels often struggle with social media because their services aren’t noteworthy. They are generally just a means to an end. Airlines get you from point A to point B. Most hotels give you a place to sleep when you’re away from home.