Content marketing assessment for a tourism and destination marketer – a case study

This post is by Anton Buchner, a senior consultant with TrinityP3. Anton is one of Australia’s leaders in data-driven marketing. Helping navigate through the bells, whistles and hype to identify genuine marketing value when it comes to technology, digital activity, and the resulting data footprint.

Content Marketing for Tourism, a case study

Challenging problem

TrinityP3 was approached by a destination marketer to assess its approach to content marketing.

The strategic goal was to significantly increase the value of tourism over the next four years and content marketing had been agreed as a key priority area within the marketing mix – growing both in volume and complexity.

Therefore there was a need for a more structured approach to content marketing.

The marketer commissioned TrinityP3 to assess its approach in terms of:

  • The current structure and resourcing
  • Policies, procedures and processes
  • Systems, workflow and technology

Solution

TrinityP3 tendered for the project and won.

We applied our TrinityP3 Independent Content Marketing Assessment service, which has been designed to provide:

  • A comprehensive assessment of an organisational structure, resources, processes, governance policies, data management and related processes.
  • A comprehensive assessment of its content ecosystem including first party data, platforms, technology and content systems (owned).
  • A comprehensive assessment of digital media, publisher & 3rd party platform activity (paid & earned).
  • Benchmarking against the TrinityP3 Content Marketing Standard – a numeric, weighted scale that allows analysis of strengths and areas for development in order to achieve best-in-class content marketing practice.
  • A written report and presentation outlining the findings, highlighting inefficiencies, and identifying key opportunity areas.

Process

The content marketing assessment involved the team:

  • Assessing strategic business and content marketing plans and supporting documentation
  • Assessing IT, data, insights, community management and reporting teams
  • Identifying media activity, data platforms and reporting frameworks
  • Interviewing key stakeholders with regard to B2B, B2C and B2B2C content marketing activity

The assessment was then structured and scored around seven core dimensions, each with four sub-criteria:

  1. Business Alignment
  2. Content Marketing maturity (including technology, systems and platforms)
  3. Resource mix and structure
  4. Content Marketing management processes and governance
  5. Insight generation
  6. Content marketing engagement (paid, owned, earned)
  7. Performance and value measurement

Significant gaps and issues were discovered

Whilst there were many positives, significant gaps and issues were discovered when comparing the content marketing approach to industry standards.

These gaps were in a range of areas from definitions, level of knowledge and content marketing governance, through to planning, duplication and technology limitations required to meet the overarching business objectives.

All in all 27 recommendations were made and split into phase 1 versus phase 2 action.

Lessons

Content marketing has become pervasive throughout organisations.

If this is the case for you, then it is critical to get alignment in terms of how content marketing is actually defined for your organisation.

This will then dictate what level of content marketing is occurring across business units and how it can be best managed through an organisation.

Most importantly customer, stakeholder and consumer lenses will help focus activity on most impactful areas and ensure that robust KPIs, performance measurement and optimisation is occurring.

Do you know how wide spread content marketing is across your organisation?

Do you know what content is actually delivering on your marketing and business goals?

TrinityP3’s Marketing Business Alignment service strikes at the heart of our reason for being: driving enhanced marketing performance via alignment of process and commercial purpose.

Why do you need this service? Click here to learn more

About Anton Buchner

Anton is one of Australian's leading customer engagement consultants. With an eye for discovering greater marketing value and a love for listening to what customers are really saying about a brand. Anton has helped take global and local businesses including Microsoft, Nestlé, P&G, Gloria Jean's, Foxtel and American Express amongst others to the next level. Check out Anton's full bio here

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