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Flexibility and Preparation: 4 Tips for Planning Your DMO’s Content Calendar Right Now

For many destination marketers right now, the biggest challenge is trying to anticipate what the short-term and mid-term future will look like.

When can you move from inspirational content into more action-focused content telling people to book or visit now? How can you source enough content for your varying needs and different scenarios? 

Use these 4 tips to inspire your content planning efforts. 

1 | Consider multiple scenarios

Many, if not all, destination marketers are still focused on promoting safe travel. While it doesn’t make sense to ask people to come and visit just yet, there are ways you can be prepared for when travel does pick up again. 

“One of the things I’m doing with social is making two or three separate plans on what I’d like to do, what we’ll most likely be able to do, and also if we just continue the course,” says Jacquie Garcia, Social Media Specialist, Visit Montana.

Takeaway: Like Jacquie, think about a few different scenarios for your spring/summer content strategy. What’s your ideal state? What’s most likely to happen? And what’s the status quo? You don’t need to map things out exactly, but if you have a general idea of the larger campaigns and messaging you want to put out, they will be a lot easier to execute when the time comes. 


2 | Have the right content ready

Whatever kind of content plan you go with, one thing is for sure. At least until the end of the year, you’ll need to continue communicating messages of health and safety.

Prepare for this by building up your content library with images of how your partners are keeping people safe, residents wearing masks, and wide-open spaces. 

Takeaway: Health and safety content is here to stay, at least until the end of the year. Give your health and safety messaging a fresh look by pulling together socially distanced activities like Vancouver North Shore Tourism, highlighting mask content, or outdoor dining options.

3 | Keep your content organized

If your visual assets are stored across static folders, hard drives, and disparate systems, it can be difficult to quickly get the content you need.

Beyond this, sharing your content with external partners, media or other team members can be burdensome and time-consuming. 

When organizing your visual assets, make sure you’re using a robust filing and naming system. CrowdRiff’s digital asset management system also makes it easier to manage your visuals. You can even link relevant folders in your content calendar to make finding and planning visuals across teams a breeze.

Takeaway: Don't underestimate the importance of having all your visual assets in one place. It can save your hours in the long run. Plus, you can link out to relevant albums and ensure you have the rights to all content you want to use well ahead of time.  

4| Go month by month

If 2020 has shown brands anything, it's that things can be unpredictable. If planning too far in advance doesn't make sense right now, take things month by month or quarter by quarter. 

Tracy Cox, Social Media & Content Specialist, Visit Albuquerque says planning on a monthly basis helps her team look at the current restrictions, the current sentiment, and what kind of seasonal things Albuquerque offers during that time. 

Takeaway: Come up with content, messaging, and a tone that makes sense month by month. This framework allows you to keep your plans flexible and ready to change at moment's notice. 

Planning your content calendar in times of uncertainty

When planning your content strategy for the spring and summer, staying flexible and prepared are key. Being flexible will help you adapt to changing restrictions while being prepared will help you capitalize on the first wave of travelers.

Header image credit: @lux17


Want to learn more? Check out our webinar on Attracting Travelers with Savings Passports, Check-in Trails, and UGC!

About the author

Julia Manoukian is the Senior Content Marketing Manager at CrowdRiff. A former journalist, she has helped several Toronto startups raise their thought leadership profiles and scale their content efforts to influence revenue. She's passionate about storytelling, traveling, and tech.

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