CONTENT MARKETING TRAINING UTAH OFFICE OF TOURISM ELEV8 PROGRAM AUGUST 2026
UTAH OFFICE OF TOURISM
Content Marketing Training UTAH OFFICE OF TOURISM ELEV8 PROGRAM AUGUST 2026
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Create Once, Distribute Everywhere CONTENT MARKETING TRAINING
Ensure all content—every page, post and pitch—across all organic channels ladders back to the same content strategy. LOVE COMMUNICATIONS
CONTENT MARKETING We get it. Tour operators, hospitality providers, event producers and experience concierges face two challenges when it comes to creating content to attract customers: (1) time scarcity and (2) creative burnout. The solution? Use your authentic local knowledge and expertise to fuel a content multiplication structure across your website, social media, press releases and Google Business Profile. 5
Save Time: Start with a Content Strategy CONTENT MARKETING TRAINING
SET UP A CONTENT STRATEGY Align messaging to create a consistent narrative from search to booking. Focus marketing time on high-intent distribution rather than daily ideation.
Key Elements of a Content Strategy Business Objectives: Awareness? Referrals? Bookings? Voice & Tone: How do you want — and not want —to sound online? Target Audience: Who are your 3 4 target audiences? Weekend travelers? Families? Adventure seekers? Audience Drivers: Outline messaging that sways each audience, then break out how you want each audience to Think, Do, Feel. Content Pillars: Target 3 4 main topics that interest your audiences. Ladder Up: Ensure all content ladders up to this Content Strategy.
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COMMUNITY IMPACT
No tourism business exists in isolation. A steady drumbeat of consistent, accurate content across all organic channels lifts the entire local destination ecosystem.
Stakeholder
Primary Content Marketing Challenge
Economic Impact of Optimization
Local Outfitters
Creating labor-intensive content that fails to capture off-season search volume or convert peak booking intent.
Higher off-season advance bookings and reduced customer support overhead.
Independent Hoteliers
Differentiating from OTAs without the time to produce high-quality, localized property content.
Higher direct booking margins by recapturing OTA commissions.
Restaurateurs
Maintaining updated seasonal menus and driving consistent foot traffic during shoulder days.
Increased weekday table turnover and higher average check size per cover.
State Parks
Distributing critical safety, weather, and trail updates across fragmented digital touchpoints.
Lower emergency response costs and balanced visitor distribution across park assets.
Annual Festivals
Maintaining search authority and audience engagement during the eleven off-season months.
Faster Tier-1 ticket sell-outs and lower paid acquisition costs at launch.
Spas & Wellness Centers
Promoting high-margin treatment upgrades beyond a static website service menu.
Higher fill rates for mid-week appointments and increased add-on service sales.
COMMUNITY IMPACT RESOURCES
General resources and examples to reference and leverage while building your content strategy.
Stakeholder
Sources
Local Outfitters
Outfitter Marketing Pros, 2026 State of the Industry | Outdoor Travel & Marketing Trends
Independent Hoteliers
RevPar Genius, Direct Bookings vs OTA Commission: The 2026 Math Cloud Beds, A guide to OTA commission rates The Hotel Blueprint, OTA Market Snapshot 2026 Strategic Shifts, Emerging Trends, and Industry Impact
Restaurateurs
Uberall, Local SEO for Restaurants: A 2026 Strategy Guide The Hotel Blueprint, OTA Market Snapshot 2026 Strategic Shifts, Emerging Trends, and Industry Impact Bolt, Restaurant Foot Traffic 2026 Why Local Press Coverage Now Powers AI Search Results
State Parks
Utah Office of Tourism, 5 Expert Tips to Prepare for Your Utah National Parks Adventure, Plan your trip Leave no Trace, Visitor Search and Rescues Drain Park Resources
Annual Festivals
Fixr, Festival and event marketing in 2026 What will actually sell tickets? Ticketmaster Business, Maximize Festival Ticket Sales with Fan Purchasing Insights Amra & Elma, Top 20 Festival Planning Marketing Statistics
Spas & Wellness Centers
HFTP, Spa Revenue Management: The Art of Pricing Optimization for Spa Services International Spa Association, Survey Research Results on Retail Sales Efforts 5W, Wellness Travel & Spa PR Strategies That Convert
EASY CONTENT STARTS HERE
Key Elements of Multiplying Your Content: The old way operates web, social and PR as separate channels. The website stays stale. Social media is a scramble. PR may or may not get picked up by media. A Content Multiplier System Includes:
As traveler use of AI agents increases, consistent messaging across multiple channels is vital to ensure “brand signaling” to all search engine crawlers — Google, LLMs and social search, too.
Well-Defined Content Strategy: Start by clarifying your businessʼs target audience, business objectives, voice & tone, and content pillars. Anchor Idea Establish one foundational topic (a travel guide, seasonal menu, service offering, an expert interview, new data — something only your business owns). Repurpose It Website article > press release > multiple social media posts > Google Business Profile. 10
BUT FIRST, A WARNING Using AI to create content saves time up front. However, data shows that humans and search crawlers reject it. Remember: Use your inherent insider knowledge and expertise to build content that no one else can.
Key Ways to Use AI…and Avoid AI Slop Lead with Human-Generated Content. Use AI to spell and grammar-check. Add voice, tone, and Style AP or Chicago) samples to your AI and ask it to review. Editorʼs Advice Also a Great AI Prompt) Think like a journalist. Start with a catchy lead line. Front load key insights. Avoid run-on sentences, inactive verbs and starting every sentence with a prepositional phrase. Vary your sentence structure with a mix of long and short sentence. Read out loud to check for clarity and flow. Use AI (and Google) to Research a Topic Clear your cache or begin a new chat. What appears for your topic? Can you create content better than that?
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Create Content That’s Repurposed and Found CONTENT MARKETING TRAINING
SPARK WANDERLUST VIA SEARCH
Loveʼs Playbook for Content That Gets Found Write for the Reader If a reader loves it, so do Search Engines Front Load Key Insights That opener is what crawlers read first.
Content Strategy? Check. The real magic to attracting visitors? Build content that only you own. Tips, secrets, data, insider scoops is what sets you apart from the competition — use your authentic local knowledge and expertise.
Add Original Insights with EEAT Use quotes, data, first-hand experiences, brand-owned images or infographics. Ensure all content includes Experience, Expertise, Authenticity, Trustworthiness. Refresh “oldˮ content Refresh your most popular landing pages and posts. Answer Questions Answer the most common questions asked by previous and current customers. 13
Key Elements of EEAT EXPERIENCE
EXPERTISE
Travelers (and crawlers) crave insider knowledge over general information. Make content specific to your audience: beginnerʼs guide; family-friendly hike.
Travelers (and crawlers) look for signals that the creator is knowledgeable and skillful. Be specific about skill level and mastery.
AUTHORITY
TRUSTWORTHINESS
Travelers (and crawlers) seek content based on masterful command. Sprinkle in: “Twenty years of river guiding…ˮ or “Michelin-recognized…ˮ
Travelers (and crawlers) require honest, authentic, accurate story-telling. Avoid over-selling, over-hyping or too many Call-to-Actions CTAs. 14
CONTENT CREATION RELAY Taking your authentic local knowledge and expertise, build out one piece of content, then share across all channels. Again, consistency is key — similar message, steady cadence.
Key Elements to Executing a Content Relay Start with Your Anchor Topic: Build a topic that ladders up to your content strategy. Your Website: Publish a detailed, keyword-rich seasonal guide on your website. Your Social Media: Convert key guide takeaways into short-form video Reels, multi-slide carousel posts and multiple posts throughout the month. Your Google Business Profile: Share concise updates and photos with clear call-to-action links for high-intent searchers. Your PR Adapt local guide insights into quick pitches for regional travel writers and state tourism boards. Start in any channel, then build out. Let a press release influence web content, or a social media idea guide a press release. 15
PRIORITIZE EFFORT Not every topic is a one-size-fits-all. Slot topics into campaign hierarchies, prioritizing revenue impact. Categorizing content into priority tiers prevents team burnout and ensures high-impact moments receive maximum marketing support.
Key Elements to Prioritizing Content: Tier 1 High Priority / Maximum Lift) Deploy full Web, PR, Social, and Google Business Profile GBP) pushes for major seasonal launches and regional announcements. Tier 2 Medium Priority / Momentum Builders) Maintain steady interest with monthly partner spotlights, menu changes, and guide features. Tier 3 Low Priority / Low Lift) Use quick social stories and GBP photo updates for real-time trail, weather, and operational news. 16
90DAY ROLLOUT Now, turn strategy into a manageable monthly routine.
90Days to a Content Repurposing Engine Days 130 Foundation): Establish brand pillars, optimize Google Business Profile, and draft your first seasonal anchor piece. Days 3160 First Engine Cycle): Slice your anchor piece across social media, GBP, and PR pitches. Days 6190 Scaling): Partner with neighbor businesses on cross-promotions and establish a regular monthly rhythm. Track Meaningful Metrics: Measure success by tracking direct booking conversions, website organic growth, and post saves. 17
Thank you!
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