In a world where travelers plan their trips mostly online, it’s essential for tourist sites to offer modern, attractive, and easily accessible content. Digital brochures, interactive guides, immersive magazines — with Calaméo, you have everything you need to effectively promote your destination or tourist attraction. Here are three key reasons to embrace digital publishing and boost your visibility.
1. Create an engaging and interactive tourist brochure
A traditional paper brochure has its limits. With Calaméo, you can transform your printed materials into interactive digital publications that truly capture attention! You can add:
An interactive brochure is an excellent way to spark visitors’ interest before they arrive and inspire them to discover your tourist site in person.
2. Make your tourist information available anytime, anywhere
Today’s travelers look up information mainly on their smartphones or tablets — at home, at their hotel, or even on-site. By publishing your brochures, maps, or programs on Calaméo, you make your content accessible 24/7 from any device. Visitors can read it online or — if you enable the option — download it for offline reading, which is perfect while traveling!
Plus, digital publications are easy to share by email, on social media, or directly embedded on your website, maximizing the reach of your tourist information.
3. Update your tourist publications easily and cost-effectively
Tourist information changes frequently: new opening hours, seasonal events, updated prices… With Calaméo, there’s no need to reprint thousands of brochures every time. You can update your publications in just a few clicks and instantly share the latest version with your visitors.
With Calaméo, you have a powerful tool to publish, enrich, and share your tourist content effortlessly. Guides, brochures, event programs — everything becomes more engaging and more accessible for your visitors.
Ready to elevate your tourist site’s communication? Discover the full potential of Calaméo—start your 14-day free PLATINUM trial today.
In the world of strategic marketing, we use a lot of technical terms, and sometimes it’s hard to get your head around them when you’re just starting out. So what is “evergreen” content? And why is it important to create this type of content as part of your digital strategy?
What is evergreen content?
Evergreen content is a type of content that is not dependent on current events and remains relevant over time: it is timeless. The audience will always be able to find information in it that is interesting, regardless of whether they view it when it comes out, or 5 years later.
Why should you create evergreen content?
Evergreen content is a real tool for your brand, your marketing strategy and your digital strategy. It brings many benefits, and should be the foundation of your content marketing strategy.
Here are the major benefits of evergreen content in your strategy:
Assert your expertise: offering high value-added and timeless content will allow you to have an expert image with your customers and prospects.
Improve your SEO: your cold content is more efficient to improve your SEO, because it will still attract readers, even after months of online publishing, and is generally more qualitative and longer than hot content.
Optimize content creation: on the one hand, you will need less time to make sure your content is updated, and on the other hand it will also allow you to recycle it several times and in various formats.
Attract a qualified audience: your cold content will ensure you a qualified audience, because it is typically informative content, with high added value and which gives confidence in your brand.
As you can see, these are very important benefits. You should definitely include evergreen content in your content marketing strategy to optimize it.
Examples of evergreen content for your brand
Since it is now clear that evergreen content is very important for your brand, here are some examples of content to create:
FAQs: answer the questions most frequently asked by your customers and prospects.
Tutorials: explain how to use your product.
White papers: show your expertise on a specific topic.
Case studies: demonstrate the usefulness of your product from your customers’ perspective
Infographics: Put useful information in an easily shareable and saveable format.
“How-to” blog posts: Inform your audience about best practices and key topics in your industry.
You can adapt this list as you wish: make tutorials in the form of videos or guides, for example. Offer a live Q&A and repost the replay so it’s always available. And much more! Just make sure your content is useful and will remain timeless by sticking to your brand and its identity as much as possible.
In conclusion, it’s important for your brand to create evergreen content, whether it’s to fortify your brand image, establish your expertise or improve your SEO.
However, content discussing hot topics should not be totally eliminated from your content marketing strategy. Company news, such as the arrival of a new product on the market, or the organization of an event, is an opportunity to create content that helps connect your audience to your brand.
In this idea, Calameo is your best asset for the online publishing, distribution and statistical follow-up of all your contents. Test the extent of our professional and innovative digital publishing offer now with our 15-day free trial. Request your free trial of Calaméo PLATINUM by clicking here.
Have you tried content marketing as a way to attract new customers for your business? If so, you’re in good company. Since this strategy is more popular than ever, finding fresh ideas is key to standing out. Today we’re rounding up the best ideas to improve your B2B content marketing plans.
1. Target to decision-makers
First things first: a main rule of content marketing suggests tailoring the message to your ideal audience. In other words, you should design your content around the needs and expectations of the people you want to discover it. In practice, this means choosing subjects, formats and keywords that will appeal to your target audience.
But are you focusing B2B content around the actual decision-makers who approve purchasing your product? To start addressing this essential audience, use B2B buyer personas to find out what information decision-makers want. Or keep things simple and ask your sales team for insight on decision-makers.
2. Broaden your reach
On the other hand, you may also want to consider making a wider range of content! Studies show that for B2B products and services, the decision to buy involves 6-10 people on average. All of them will do their own research throughout the buying process. And chances are, not all of them will be in the specific decision-maker roles you’ve identified.
As a result, it makes sense to create content that reaches more people and boosts your business’s profile. For example, some resources should be relevant to people in your industry, while others could speak to IT professionals in particular. When several stakeholders engage with your B2B content marketing, it can improve the path to purchase.
3. Give your company a voice
For too long, B2B content had a reputation as old-fashioned. Compared to the B2C world, the audiences were smaller, more specialized and less interested in change. However, both business audiences and business content have shifted toward big trends in recent years. One huge trend in this space that’s easy to join is the B2B audio boom.
Audio has strong advantages for content marketers looking to shake things up. Most importantly, it’s a surefire way to add a personal touch to your communications. Next, there are lots of ways to use audio to connect with your audience. From Clubhouse to podcasts, jumping on the audio trend is a low-cost option for creating enriched media.
4. Create multilanguage content
Not sure how to grow your B2B content marketing audience beyond current followers? The best place to start is by checking out your own analytics. Especially if you tend to focus on target personas, content analytics often reveal global reach that may be underserved. Without re-working your entire sales and marketing plan, multilanguage content can help activate new audiences.
Because making multilanguage content is complex, try starting small. Choose a language that’s already represented in your audience and translate a popular publication. Or do some keyword research to support a brand-new article in another language. Either way, be sure to adjust your content’s SEO to reflect the needs of multilanguage buyers.
5. Collaborate with others
B2B content doesn’t have to be 100% centered on the benefits of your business. In fact, a very simple way to maximize your reach is to share the spotlight with another company. Teaming up to create collaborative content brings new audiences along to discover your brand: your followers, plus your partner creator’s followers.
Although independent influencers are powerful in B2B social media, you don’t need to dive into the world of influencer marketing to find collaborators. For instance, you can turn toward your own customers to find content opportunities! Highlight their use of your solutions in a case study or work together on producing an industry-specific resource.
6. Try a new format
Sometimes even the best B2B content marketing gets stuck in a routine. In particular, paying close attention to what works can lead to a kind of content “comfort zone.” Or to put it another way, your audience responds so well to white papers that you build a whole strategy around your library of white papers.
But even the most successful content plans can be improved with a fresh twist. Why not take some of your existing content and re-use it in a new format? You could make a poll about one of your white paper topics, make a GIF from a tutorial or even start your own magazine. Mix it up with different formats to catch your followers’ attention and perhaps reach new ones.
7. Highlight your values
Last but not least, consider shifting your perspective for better B2B content marketing. Similarly to changes seen elsewhere, B2B buyers are showing continued interest in the values and purpose of their partner companies. In addition to product and industry content, business audiences want to know more about what brands stand for and why they do what they do.
Of course, the answers to these questions are unique to every business. And while they don’t have to become a main feature of your content, it can be worth introducing your company values when relevant and appropriate. As long as you keep things authentic, highlighting your purpose and principles helps attract audiences ready to engage beyond the bottom line.
Ready to elevate your tourist site’s communication? Discover the full potential of Calaméo—start your 14-day free PLATINUM trial today.
