Yachting Industry: Content Creation + Distribution + Promotion

Let’s talk about the importance of distribution and promotion of your content and marketing.  Why? Because if no one can see or find your content then you are wasting time and energy creating it.

What differentiates social media platforms today is no longer their features, but their communities, the creators and their values.  What makes one yachting company popular on Facebook may not make them remotely interesting on Tik Tok or Instagram.

So, we need to work smart.  

Simply creating content isn’t enough – it needs to be read.   

FOUR TACTICS TO USE TO IMPROVE YOUR YACHTING CONTENT:

1).  Your content should be a mix of your original content YOU create, as well as curated content.  Curated content is content created by others that you can share.

Examples of original, owned content:  Your point of view and commentary that you post on your social media pages, your photos, your blog posts, your podcasts, your newsletter, your ‘how to’ guides, your tutorial slides, your Facebook Live, Instagram or YouTube videos, infographics you create, links to sales brochures.

Examples of curated content:  Links to other industry-relevant blogs, interviews, articles, photos or videos, podcasts, guides.

2) I like to aim for a mix of 30% original content / 60% curated content / 10% call to action posts.  This is what works well with my audience.

This means your content will include a mix of information about your company products or service, personality, branding and promotional calls to action.  A call to action is a prompt for the audience such as ’List your company on Antibes Yachting today’ or ’30% off at the end of season’.  I like to add humour and fun posts occasionally with my social media posts to keep things light and ’non-corporate’!   People do not follow you online to see you talk about your company all day.

3)  Creating 100% original and unique content can be challenging sometimes, so using a mix of original AND curated content means you can engage with the yachting community via relevant topics.    Therefore, your messaging should inform, educate, promote sales and entertain.

4). Once you hit publish on your content,  think about HOW and WHERE your target audience will find it.  Here are 6 options for distribution and promotion to increase the opportunities for your yachting content to be seen:

• Search engine optimisation / advertising to drive traffic to your yachting website and blog.
• Social media marketing / advertising to drive brand awareness, traffic and leads.
• Guest blogging or interviews on other industry-relevant sites so you build a portfolio for thought leadership, knowledge sharing and PR.  Don’t forget to cross-promote and add the article link to your own website!
• Traditional advertising with yachting and/or luxury media ( radio, print, online ) etc.
• Republishing your content on industry forums or groups with a link back to the original on your own website.  For every piece of content I publish, I always share it on multiple Linkedin Groups, and/or superyacht news feeder sites such as Feedspot or Superyacht Networks.
• Using industry-relevant hashtags on social media. Hashtags categorise content which makes it easier for people to find it.

Which of these methods do you use to grow your audience?