Creating Content: April 2017

We’ve talked a lot about content. The foundation of Come Wander is a content marketing approach –but what does this really mean and how can you get involved?

Content marketing revolves around the process of creating and sharing content to attract and engage a target audience. This content can take shape in many forms –infographics, videos, lists, newsletters, written stories, social media posts, photos…the list goes on and on –but what’s most important is that this content is shareable, engaging, and provides value to the person reading it.

Through Come Wander, we’ll be using content to inspire visitation to Ontario’s Highlands. We’ll be sharing the stories of the region: bragging about what makes us unique, highlighting locals, showcasing hidden gems, and fostering a community of wanderers.

This new approach is not a seasonal campaign. This is an ‘always on’ approach, meaning we’ll be continually sharing content with no end in sight. Unlike a campaign, with a set timeframe, Come Wander will guide our messaging and programming for the foreseeable future, and provide an overarching brand for the region –a brand platform tourism stakeholders like yourself can leverage to amplify your message and create your own content.

With Come Wander set to officially launch to consumers this May long weekend, we’ve already started creating a variety of content to engage visitors and populate our channels, and we want to make sure you’re represented. To do this, we’ve recently launched the following two new opportunities for you to easily feed into Come Wander content and inspire visitors to wander to your business and community.

1) Monthly Guiding Questions

Beginning last month, OHTO has started sending out monthly guiding questions to spark creativity, uncover insider insight, and challenge you to go beyond what you would typically submit for inclusion in a tourism directory.  We’ll be collecting responses, drilling down to find the content nugget, and working with you to develop a compelling story to be featured across our content channels. This month’s guiding question is, “What’s the most important thing a visitor should know before they wander over to you?” To respond to this month’s question, please click here.

2) Seasonal Product Knowledge Requests

Along with our monthly questions, we’ll be sending out seasonal requests for content suggestions and product knowledge to feed into our content calendar. We sent out our first request last month to collect information about summer experiences, events, and products. Again, we’ll be using the information collected as we develop Come Wander content to be featured on our new website, social channels and through other exciting initiatives, such as e-blasts and influencer and media trips. It’s not too late to tell us about your summer experiences and be featured in Come Wander content. Please click here to share your seasonal experiences by May 15, 2017.

These two opportunities have been designed to collect different types of information and to ensure the region is accurately represented through a variety of content. I encourage you to make a point of responding to both of these current opportunities, and the requests moving forward. There’s no better way to become a part of the Come Wander story and inspire wandering to your business and community.

We look forward to creating content with you.


Julie Mulligan

Marketing Manager, OHTO


P.S. Want to create your own content and wondering how to effectively connect with an audience? Scott Aughtmon, author of the book 51 Content Marketing Hacks, has used his expertise to provide insight on 31 Types of Content We Crave. This list outlines types of content that resonate well with a variety of readers and might just provide the inspiration you need to get started.

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