As the internet continues to get cluttered with paid content and sponsored advertisements, it’s becoming more difficult for attraction marketers—and brands, in general—to connect with their potential customers.
Today consumers crave trustworthy brands that embody creativity and storytelling. According to SocialMediaToday.com, 86% of individuals value authenticity when determining what brands and organizations to support.
For content to be authentic, it must be accurate, reliable, and dependable. While authenticity comes naturally to (some) people, is can be difficult for many organizations.
So, how can you improve the authenticity of your content as an attraction marketer?
Tell YOUR story.
Every organization has a story— what is yours? Storytelling is a valuable marketing tool for establishing trust and connection with potential customers. Content should showcase promotions and the culture of your organization. Fun and genuine content is memorable and has the power to entice your prospects. Whether you are explaining the history of your park or museum, or describing the reason for a new attraction, individuals will be intrigued to learn more about you when they feel like they’re along for the ‘ride.’
Understanding your audience and their needs is vital for developing effective marketing and communication campaigns. This allows you to turn your content into a unique and educational experience for each customer, and to hone-in on what matters most to them. Most importantly, it allows you to connect to them in a way that is relevant.
For example: in a recent Social Pro’s podcast, Tony Clark, Digital Communications Manager for Cedar Point Amusement Park, discussed how his park uses social media channels to keep visitors informed of weather conditions, and to help manage their expectations for the day. It may seem basic, but helping visitors plan out their day will improve their guest experience. Social media can also be used as a tool to encourage potential guests to visit, even if the weather might not be “ideal” for a day at the park – but maybe your special “gloomy day” rate is! This approach allows the park to flex and serve guests with limited time and financial resources.
Another way to generate authentic content is to share content produced by your visitors. Encourage social media followers to share their experiences online in real time. Maybe your park hosts a contest where visitors can enter to win a season pass, “meet the animals,” or access other ‘VIP’ attractions and events by posting personal pictures using a specific hashtag, or by tagging the park in their post. This kind of engagement from guests can help increase awareness of your park while also providing you with more relatable, organic content for your brand.
Content today not only needs to be authentic, but consistent. Make sure your park has one consistent voice that embodies the “personality” of your brand, and stick with that voice across all social media channels and marketing campaigns. Your brand cannot be duplicated, so staying true to your voice will be one of the most influential tactics when marketing your park.
Authentic content can ignite a connection between you and your visitors that establishes a long-lasting relationship. There is specific formula when it comes to generating authentic content, but by focusing on your park’s story and the experiences of your customers, you can innately create an authentic voice that will resonate with your target audiences.
Interested in creating a better content strategy for your destination? We can help. Send us a note at firstname.lastname@example.org.