It’s no secret: We are living in the age of mass content. Destination marketers need to create and manage an exponential number of photos, videos, articles, ads, social media posts and campaigns on a daily basis. They also need to manage multiple channels while creating effective big data marketing strategies that get real results. It’s a lot to handle and requires content management procedures and systems that are smart, organized and efficient.

The good news is, you don’t have to reinvent the wheel when trying to create and manage an abundance of content, and there are many platforms and systems that do most of the work for you.

Take a look at our three recommendations for streamlining your content management to see how you can make your job simpler while also generating more content and tangible results!


Create a Database of Content that is Organized with Keywords, Themes, and Collections


Picture this: Your marketing team needs to execute a campaign highlighting your destination’s summer festivals. You know you’ve written several great articles on this topic before, and you know you have hundreds of pictures and videos to utilize. In other words, pretty much all the content has already been created, but you need to give it a fresh spin. How do you tackle this task without wasting time, effort and money?

You create a knowledge database.

Knowledge Databases keep all your best content in one place. For example, with our DAM, you could easily search “summer festivals,” and find all the content your marketing team has previously created for this topic in an instant.

Knowledge databases or banks feature content that is carefully categorized, tagged and referenced, so you can find all your relevant content easily. More importantly, it houses everyone’s content in one place, ensuring that writers, designers, managers, directors and every other person working on the project have access to the same content assets. Alternatively, if you need to make sure only certain members of your team can see the content, you can manage permissions too!

Having a knowledge database with all your key players’ best work and ideas in one place allows for better brainstorming sessions, streamlined communication between staff members (no more emails asking for that image or article you created two years ago) and an easier way to look at themes and topics holistically.

It is also a fantastic way to harness your marketing team’s collective knowledge on topics. From articles, videos and images to notes, excel sheets and beyond, finding all these assets properly tagged in one place makes it easier and faster to generate new ideas and to repurpose old ones.

Creating a knowledge database requires a little bit of work initially, but if you have a digital asset management system, most of the work is done for you upon implementation. This means you can spend less time searching and emailing, and more time reading, recollecting and repurposing.


Keep Track of Customer and Client Comments, Questions and Complaints


You know those Facebook comments, message and complaints that you keep seeing over and over again? These all create a goldmine of relevant information for you to use when creating content topics. People are asking these questions, or complaining about these issues because they are important to them. If it’s important to them, you should be writing or creating videos about it—even if it’s negative!

We are living in the age of transparency, and it’s far better to address a shortcoming than to ignore it. In fact, in destination marketing, many complaints stem from not being able to find the right information or assets, and a simple blog, post or video explaining where, when or how to do this is a great idea that will actually generate results!

Similarly, if you notice that many individuals ‘like’ a specific post, or have a lot to say about one of your videos, take note so you can have a running list of content hits and misses for the future. Content hits = great repurposing material


Make Media Kit Collections


Communications and PR coordination often feels like you need ten arms in ten different places all at the same time. That’s because you likely are sending several press releases, photos, or media collateral pieces to different media partners by email, and this bouncing back and forth eats up an enormous amount of time.

Media Kit Collections house all your media collateral in one place, and distribute these assets to all the partners on your list in one go. So, for instance, if you need to send a press release, photo, logo and video to all your partners, you can do so in one big send, or you can give your partners access to all the files (in all formats) in your Media Kit Collection, and let them do the grunt work for you. It’s a win-win on both sides, as they get the right assets when they need it, and you spend less time emailing back and forth and searching for different file sizes or types.

More content doesn’t always mean more work—it just means working smarter. To learn more about our content solutions, click here.