State-Based Tourism Content Marketing

Goals

To create unique content marketing pieces for the state of Connecticut by reviewing the topics already covered by competitor states (i.e., New York, Massachusetts, New Hampshire, Rhode Island, Vermont, and Maine).

Early Findings

Massachusetts

  • The Mass.gov website that is a hub for “Exploring Massachusetts” focuses on parks and recreation, hunting and fishing, historic sites, arts, family fun, travel options, and seasonal activities. Each section also has breakout topics within them. For instance, ‘Family Fun’ links to state parks, a Massachusetts history game for kids, information on kid-friendly activities, and ideas for trips with the kids.
  • Because the above site is the state government brand, the details/colors are muted and conservative (see Massachusetts slide section).
  • However, the Massachusetts Office of Travel and Tourism links out to a more typical user-friendly site that features information on where to visit stay, eat, drink, go, inspire, and plan. The site also contains a blog, deals, events, a guide, and a way for users to sign-in to ‘My Trips.’
  • The state’s tourism blog covers topics related to each region, seasons, arts, family fun, food & drink, history, outdoors, and sports. Each story also prominently features a “Share” link.
  • The blog appears to have a style focused on list formats and development, and callouts regarding popular city attractions (e.g., Berkshires), seasons, and holidays. Recent topics include the following:
    • 5 First Night Celebrations If You Aren’t Going to Boston [link]
    • 10 Scenes of Massachusetts Decked Out for the Holidays [link]
    • Best Ways to Enjoy Nature in Worcester This Winter [link]
    • 5 Creative Ways to Celebrate Thanksgiving in Massachusetts [link]
    • 5 Fall Foliage Hikes in the Berkshires [link]

Slide Deck

  • The slide deck that holds the images of the above websites is accessible here.

In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.

Proposed next steps:

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