They are getting tired of dealing with one change after another on Facebook and other social media platforms

Harry Ransom Center, Austin, Texas

This from Tourism Currents and Visit Austin:

“We’re seeing CVBs and DMOs looking at their blog with fresh eyes and new appreciation. They are getting tired of dealing with one change after another on Facebook and other social media platforms. These smart destination marketers are not giving up on social media, but they know that the ONLY things they can completely control are their own website, blog, and email lists.

At the 2018 Marketing Symposium with TACVB (Texas Association of CVBs) Visit Austin’s Director of Digital Marketing Katie Cook presented a case study about how they made their Austin Insider blog their central content hub, and doubled traffic to it in one year. One of the biggest benefits of tourism blogging (besides the control you have over your work) is that posts on popular topics can bring search engine traffic for years.”

Blogs are powerful online publishing tools, but they require a steady stream of quality posts over time (six months minimum if it’s new) to work effectively for you. Other suggestions:

  • A variety of people should contribute to your blog: staff, interns, partners, and specialist writers.
  • Many DMOs pay hired writers to contribute to their blogs. They in turn should share posts on their own websites and social media channels.
  • Blogs tend to be most effective when new content is posted 3 -5 times a week.
  • DMO email newsletters should feature posts from the blog. This will drive traffic.

For thoughts on how we can use your blog to successfully attract literary tourists to your destination, please email me now. 

Image is of the Harry Ransom Center, Austin, Texas.

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