Enhancing VisitEngland's Content Strategy for Tourism Growth
VisitEngland's digital content plan focuses on optimizing landing pages and creating engaging content across seasons to capture and convert users in search engines. The content strategy involves curating high-quality materials to appeal to various audience segments and drive user engagement through blogs, emails, and social media posts. By aligning with key themes and optimizing content publication timing, VisitEngland aims to maintain visibility in search results and effectively reach target audiences. The overall strategy prioritizes user engagement and search engine optimization to enhance VisitEngland's online presence and attract more visitors.
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Presentation Transcript
Summer 2016 content call out Visitengland.com content
Why do we need your content? For each of our 12 themes we have optimised our landing pages to compete in search engines on key break types and tourism related keywords We need the best content from you to encourage our users to read further, engage and click through to find out more
VisitEngland role in search engines to capture & convert users at the top of the search funnel
Focus on users who forward plan DIGITAL CONTENT PLAN
Content plan in action Plan Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Autumn Winter Spring Summer Autumn Season Quarterly Focus Content for Summer Content for Autumn Content for Winter Content for Spring2015 DMOs Gather Content Submit for Inclusion Gather Content Submit for Inclusion Gather Content Submit for Inclusion Gather Content Submit for Inclusion VE Themes Review & Publish Review and Publish Review and Edit Review and Publish VE Blog Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish VE Email Email Email Email Email Email Email Email Email Email Email Email Email VE Social Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post Post VE International E dit & Translate Edit & Translate Edit & Translate Edit & Translate Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Consumer Mind Winter Spring Summer Autumn Winter Early Birds (Blog/Email) Winter Spring Summer Autumn Winter Floating Voters (Social) Autumn Winter Spring Summer Autummn Last Minute (Search) International content published once a month following English plan and campaigns By the time last minute searches occur, themes, blogs and social posts are findable in search results Social Posts sent to social followers, designed to engage 'Floating Voters' Email digest sent out once a month to all registered members (Early Birds/Floating Voters) Blog content published weekly and sent to weekly email members (Early birds) Thematic Content published early enough to be findable for all audiences in search at any point
Summer 2016 content requirements WHAT DO WE NEED?
General content requirements Seasonality The content needs to be relevant for the season It should highlight the best ideas of things to do and stay that make the most of the season and events happening at that time Great imagery Stand out imagery that has good colour contrast and doesn t look outdated High-res images that showcase the sort of break or trip your copy is describing Relevant to keywords Use our keywords in your copy and in your image filenames Include your destination name, England or UK to reinforce the place PR able content Submit the content to us that your PR team would use to sell your destination to the media
Your destination in June-July-August 2016 SUMMER CAMPAIGN THEMES
Romantic breaks in Summer Key search terms that we are targeting of which your content should feature or be relevant Romantic weekend breaks Rural retreats Weekend Country breaks Romantic things to do What we would like from you? What are the romantic or luxury break ideas that will intrigue and excite people about your destination or a place within your destination this summer? Summer romance should be about getting outdoors, visiting interesting places and taking part in new and exciting activities:, sampling superb local cuisine , staying at luxury country hideaways, taking activity breaks for two like horse-riding and boating on a scenic waterway.
City breaks in Summer Key search terms that we are targeting of which your content should feature or be relevant City breaks Sunday markets Cities to visit in England English Cities Neighbourhoods What we would like from you? We want to give people the opportunity to get under the skin of England s cities in the summertime We want to hear about historic breaks, sightseeing ideas, short break ideas of an artistic nature and suggestions for visiting a city, being intrigued and excited by what s on offer and soaking up the sun while you re at it
Foodie breaks in Summer Key search terms that we are targeting of which your content should feature or be relevant best food best restaurants places to eat quirky restaurants Traditional English food What we would like from you? Short break and holiday ideas which celebrate a combination of food, drink and sunshine In recent years England has undergone a culinary resurgence. We want to celebrate this food revolution by highlighting and showcasing England s new news worthy restaurant openings. In addition to the impressive menus, tell us about their appealing settings from classic English countryside, buzzing cultural quarters in the city to romantic settings by the sea. What else makes these restaurants stand out? Is it a Michelin-starred restaurant with rooms? Is its food locally sourced? What s their story?
Lifestyle in Summer Key search terms that we are targeting of which your content should feature or be relevant group holidays / relaxing holidays indulgent escapes / luxury holidays working holidays / volunteering holidays conservation holidays What we would like from you? Send us your summer holiday ideas which are a little more indulgent, luxurious and out of the ordinary. We d like to hear about opportunities to stay in interesting and unusual accommodation (particularly National Trust and Landmark Trust properties), as well as learning holidays and relaxing escapes in unique properties and opportunities for self-development in great English settings.
Events in Summer Key search terms that we are targeting of which your content should feature or be relevant events in June festivals in June events in July festivals in July events in August festivals in August What we would like from you? What are the big events that are taking place this summer in your destination from boutique music and film festivals to big sporting events to cultural celebrations and food & drink events. We d like these to be reasonably well-established, annual events
Cultural breaks in Summer Key search terms that we are targeting of which your content should feature or be relevant cultural holidays cultural activities theatre trips weekend theatre breaks museums best nights out in UK public art sculpture gardens Film locations / TV locations What we would like from you? Making the most of England s rich cultural offering in the summertime: what s happening outdoors that we should shout about? And how can we turn it into a really appealing holiday/break? What s new and exciting from an arts & culture perspective? Have you a new gallery or museum opening or maybe a redevelopment of an old venue? An interesting venue with a strong arts offering in the summertime
Rural Escapes in Summer Key search terms that we are targeting of which your content should feature or be relevant English countryside or England countryside Best villages in UK, places to visit in UK canal boat holidays or boating holidays English wildlife national nature reserves country parks English gardens What we would like from you? Making the most of the summer sun in England s rolling countryside, whether you re walking a national trail with friends, stopping over in charming villages and staying in elegant B&Bs; or skippering a boat along a waterway with your family; or enjoying country parks and discovering historic houses and all their treasures within. Celebrate the beauty of England s countryside in summer with experiences that will make people escape their towns and cities - picturesque villages and classic English settings to explore with friends, family or your other half. And don t forget to include the stories around the villages or areas and what they can do when they get there. PR stories 2016 is the year of the English garden; what are the must visit gardens in your region? 2016 will also mark the 300th anniversary of Capability Brown are there any events happening to celebrate this? Are there Capability Brown gardens in your area?
Coastal breaks in Summer Key search terms that we are targeting of which your content should feature or be relevant Seaside seaside holidays or coastal holidays beaches in England or English beaches sandy beaches in England English islands coastal towns or English coastal towns coastal villages fishing villages in England seaside resorts or seaside resorts in England or English seaside resorts What we would like from you? Tell us about that great coastal experience that sums up the uniqueness of heading to the English coast - from sedate to active, taking in local cuisine, impressive seascapes, interesting and charming places to stay and newly opened attractions and things to do.
Activity holidays in Summer Key search terms that we are targeting of which your content should feature or be relevant activity holidays adventure holidays outdoor activities boating holidays or narrowboat holidays Hiking, walking holidays mountain biking, cycling holidays or cycle touring horse riding holidays country pursuits or country sports water sports, kitesurfing, water sports holidays rock climbing, extreme sports, indoor activities for kids, rainy day activities, wet weather activities What we would like from you? We love getting wrapped up in winter and getting out and about, but we prefer getting active in the sunshine when England s glorious countryside is at its best, and its towns and cities look pretty great too. You ve worn each other out walking, cycling, climbing and horse-riding, and can then retire to campsites, B&Bs, boutique hotels, and cosy pubs and re-charge over great food and drink, ready for the next day.
Budget breaks in Summer Key search terms that we are targeting of which your content should feature or be relevant cheap weekend breaks cheap holidays in uk cheap uk breaks free things to do free museums cheap things to do What we would like from you? Fresh air and sunshine is free, let s make the most of it with summer holiday breaks to the countryside, cities and to the coast. We want to hear about your most scenic picnic spots and unusual camping locations and best summer walks.
Heritage breaks in Summer Key search terms that we are targeting of which your content should feature or be relevant heritage attractions / historic england / historic towns in england steam railways / transport museums / industrial heritage myths and legends / famous myths english castles / historic houses / castle breaks royal family / military museums / english cathedrals monasteries / archaeological sites / roman sites in england famous monuments / national treasures / historic sites world heritage sites / unesco sites in england What we would like from you? How can we show off the best of England s heritage attractions in the summertime? We d like to highlight why historic houses, castles and places of historical interest are particularly appealing in this season and which ones you can stay at? Are there special events/programmes/activities/ demonstrations etc that really bring these places to life. Historical properties to stay in, which visitors can build an interesting summer break/holiday around.
Family breaks in Summer Key search terms that we are targeting of which your content should feature or be relevant family holidays child friendly holidays theme park breaks things to do with kids places to go with kids attractions in England pet friendly holidays dog friendly holidays UK school holidays What we would like from you? Families getting away together for summer holidays activity holidays in the countryside, seaside resort breaks, farm stays, theme park holidays We want to feature holidays were there are activities to keep the kids occupied but also have options for a plan B should the weather not hold up museums, indoor activity centres, galleries.
