Content marketing strategy
The subdirectorate for Marketing Tourism Abroad has structured its content strategy around the creation and production of its own multimedia content (text, images, animations, video, audio, etc.) that supports the different promotional and marketing activities of Turespaña in the implementation of the 2021-2024 Strategic Plan.
Own content is therefore a very important factor in the organisation's marketing strategy. This content is disseminated through a variety of channels, including but not limited to:- The spain.info website- Turespaña profiles on social media- Periodic newsletters sent to contacts in our databases using CRM- Events organised for the general public, fairs, workshops, etc. organised by the Network of Tourism Departments abroad.
The aim is to carefully select differentiated and segmented content to offer customised information to different target audiences, applicable to all media and formats.The content creates a differential story about Spain as a destination, helping to inspire, anticipate the travel experience and stoke up excitement.In particular, the contents focussed on:- Segmentation by profiles. The content must be relevant to each of the target audiences it is aimed at, as defined by TURESPAÑA in each case.- Originality and creativity. The content must be creative and original enough to grab the attention of the target audience.- Quality and innovation. Commitment to the progressive incorporation of less conventional formats (podcast, 3D videos, augmented reality, virtual reality, etc.).- Virality. We are committed to creating different digital content that generates a positive and surprising effect on potential tourists, meaning that they are likely to share it.- Liquid content. It is important for content to be planned in such a way that it can be used easily and alternatively on different media. - It must exalt the values of Spain as a tourism brand. In particular, values associated with the three axes of sustainability: socio-cultural, economic and environmental.
Type of content
1. Editorial contentCreation of articles, advertising editorials, press releases, newsletters, brochures, e-books, whitepapers, etc. Rate per word.2. Photographic materialProduction of different types of photographs: aerial photographs (taken with a drone), high quality HDR photos, photos for use on social media, etc.Images must be of sufficient quality and suitable for publication in different media, whether digital or analogue (billboards and outdoors or buses, stands at fairs) and must be free from any technical imperfection (dead pixels, overexposed areas, etc.) and in colour. The material produced will be used on websites, social media and audiovisual projections, and different images must be created depending on the distribution channel and the target audience. All materials will be submitted in electronic format using the highest quality.1. Infographics Understood as a static or dynamic visual representation involving descriptions, narratives or interpretations, presented in a graphic and, normally, figurative manner. Infographics are ideal resources for transforming a concept into images and presenting information in a much more attractive format for tourists. Rates based on type of static or dynamic content.2. IllustrationsA static visual representation involving descriptions, narratives or interpretations, presented graphically.3. Videos Preparation of audiovisual content with a large visual impact, including recording, editing and post-production services for promotional audiovisual materials.Videos will be produced in different formats and have different durations depending on the channel and markets for which they are intended.The material generated will be used on websites, social media, audiovisual projections and presentations to economic stakeholders in the tourism sector. All materials will be submitted in electronic format using the highest quality.4. Interactive contentThis type of content is intended for different formats and channels that encourage user interaction, including but not limited to: games, contests, surveys, interactive videos, interactive infographics, etc.All content will be prepared for distribution using the different channels adapted for both TURESPAÑA's own media and paid media: online, mobile devices, digital and paper publications.5. Tourism podcast Sound content that focusses on the experiential side of the destination, looking at the quality of Spanish products beyond merely summer destinations, placing a preference on multiple destinations in which active or nature tourism is combined with sun and beach holidays.
Management of multimedia content
The creation of Turespaña's own content means it is necessary to have tools that allow for the efficient, rapid and shared management of resources. To this end, we have VIDEOMA, multimedia management software, which allows us to store all content, whether owned and transferred, in a single location that can be accessed by all Turespaña staff, including Tourism Departments located abroad. Through Videoma, we work exhaustively to catalogue all the content generated, describing each piece in such a way as to optimise the search for resources. With this in mind, staff with access to the tool can consult any rights over the material, who transferred the material, potential uses, etc.