Content That Converts: A Practical Guide for Destination Marketers
Child playing in bubbles at Dogwood Festival 2025 Piedmont Park, Atlanta, GA
If you’re already marketing a destination, you likely know some of the basics covered here—but don’t let that fool you. This article is designed to help you recommit, follow a clear process, and approach your strategy with fresh focus and intention.
You already understand that content is the engine behind effective destination marketing. But refining that engine—making it more strategic, more focused, and more measurable—is where real growth happens. Whether you’re a team of 10 or a team of one, here are practical, achievable steps to strengthen your digital content strategy and drive real results.
Know Your Audience Better Than Ever
A strong content strategy starts with knowing who you’re talking to. Go beyond general demographics and build "content personas." Think about what your audience watches, reads, follows, and shares. Where do they spend their time online? What kind of content makes them stop scrolling?
Better yet, collaborate with your sales team to hear directly what travelers are asking, complaining about, or looking forward to. These real insights help you create content that feels personal, useful, and timely. The better you know them, the better you can show them why your destination is exactly what they’re looking for.
Try this: Create three content personas using a mix of data from Google Analytics, social media engagement, and feedback from your frontline staff. Include their goals, interests, favorite platforms, and what might inspire them to travel.
Take Inventory and Fill the Gaps
Before you create anything new, assess what you already have. A content audit helps you spot outdated or underperforming pieces, and identify gaps in your storytelling. Are there seasons or neighborhoods that are underrepresented? Are there types of content (like video, stories, or guides) you haven’t tapped into?
This also helps with SEO. Updating or consolidating older posts can boost visibility and authority, while keeping your content library fresh and relevant. You’ll be amazed how much power lies in what you’ve already built.
Try this: Make a spreadsheet with all of your existing content. Label each piece by format (blog, video, social), topic, performance (views/engagement), and whether it’s evergreen or time-sensitive. Then highlight gaps.
Indian show on the International Stage at the Dogwood Festival Piedmont Park Atlanta
Think Big, Even on a Small Budget
Small DMOs can do a lot with a little by getting creative. Embrace what makes your destination quirky, unexpected, or one-of-a-kind. Feature local makers. Highlight "only here" experiences. Partner with influencers or tourism partners. Run giveaways. Tell historical stories. Use video and user-generated content to keep things lively.
You don’t need a huge budget—you need heart, vision, and consistency. When you lead with passion and authenticity, your content will resonate and grow.
Try this: Launch a recurring social series like “Great Places with Locals” where you highlight someone from your community with a photo and quick Q&A. It builds connection and encourages sharing.
Make Visuals Work Harder
Photos and videos aren’t just eye candy—they're strategic tools. Use them to spark curiosity, showcase variety, and deepen the emotional connection with your destination.
Don’t be afraid to repurpose. One good shoot can turn into a photo series, reels, blog headers, and more. And yes, people love the iconic spots—but also capture the little moments and hidden corners that make your destination feel human.
Your visuals can—and should—evoke a feeling that makes someone say, “I want to be there.”
Try this: Identify your five most requested photo ops and five lesser-known gems. Build a content plan that captures both types from multiple angles and formats (wide, detail, drone, video loop).
Sun setting over Midtown Atlanta in the Spring of 2025.
Measure What Matters
The best content strategy is a living one—refined through data. Use analytics to track what’s getting seen, shared, and clicked. Tools like Google Analytics, Meta Insights, and even basic engagement metrics help you understand what’s resonating.
Performance data doesn’t just justify your efforts; it helps you improve them. And it shows stakeholders the value of your work. The more you know, the stronger your strategy becomes.
Try this: Set three monthly benchmarks to track—such as website traffic to a specific landing page, social shares on key posts, or email click-through rate. Use these insights to adjust what content you promote next.
A smart content strategy isn’t about doing more—it’s about doing what matters most. And you’ve got what it takes. With focus, creativity, and a deep understanding of your destination, your content won’t just promote—it will inspire.
So think big, stay curious, and keep going. You’re already on the path to turning visitors into true believers—and we believe in you every step of the way.
People being people… isn’t that why we love what we do. :-)