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Share your story for maximum impact: Connect with content part three

With so many ways to share stories with our customers today – print, email, websites, social media, video, mobile – it can seem daunting to choose. 

Now that you know how to discover and tell your story, it’s ti

1. Where’s Your Audience?

Consider first where your existing and potential customers hang out. Are they reading travel magazines? Following online publications? Which social media platforms do they frequent? What websites do they cruise? Build a strategy to share your content where your customers already congregate.

2.Repurpose It!

Every story can be told many ways. Tweaking your stories, images and video to fit multiple media platforms is an efficient use of resources. Don’t forget mobile: more than two-thirds of all content today is consumed on cellphones.

3. Video Gets Shared More

Tom Babin, Travel Alberta’s Global Content Manager, says video is the most shareable type of media today. “When you post video on Facebook, it delivers it to news feeds at a much higher frequency than words alone,” he says. “Live video is shared even more so.”

4. Shoot It Yourself

Traditional wisdom used to be that video had to be very high quality (read: expensive) to be effective. That thinking has been turned on its head, says Babin. “People are not only forgiving of a do-it-yourself or vlogger-style of video, they trust it more because it feels more authentic.” There are lots of apps, he says, to walk you through the process of shooting video.

5. Overwhelmed? Pick One and Do It Well

Don’t let all the options out there discourage you. Babin says if you only have the time and resources to engage with one platform, choose Facebook. “If you are a great photographer, also go to Instagram. If you love telling stories about yourself, SnapChat is a good option.” The key is to consistently refresh your content.

6. Share Third-Party Stories

This seems like a no-brainer, but when journalists or bloggers write about you, make sure you share, like and re-tweet. Link to the writer’s webpage. Content from a third party is trusted and credible.

7. Stay True to Yourself

“No matter how you decide to share your story, make sure you are being authentic,” stresses Babin. “That means sharing your story with a community you are actually part of. That is so much more effective than just delivering information to groups or people with whom you’re not really connected or engaged.”

You can access more information through Travel Alberta’s tourism training academy, SHiFT, webinars, marketing and research support. And follow this quarterly Travel Alberta Story Series. Next time, we’ll talk about measuring how well your story is connecting with your audiences.

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