Should Ski Resorts be Publishers?
I found a recent article in AdAge by Ben Elowitz titled, “Brands Should Stop Trying to be Publishers” an interesting concept that could readily apply to most ski resorts. Many ski resorts barely have enough staff to get through their daily work of creating ads/collateral, put on events, host media and create a few videos and post photos of fresh powder and other exciting events. To try to create a consistent stream of blog posts and extra content on some semblance of an editorial calendar will and probably does break the back of a department (or individual) that is already stretched thin.
There are examples around of ski resorts creating successful content publishing sections, but these blogs, photo and video series do take a lot of commitment, cash and resources to support them and only the larger and more well-financed resorts can even think about going do this path.
What’s the solution? According to Elowitz it’s to look to curate the content that’s already being created about your brand (resort). Perhaps this is a good idea for the one person marketing teams around, but I would argue that it’s more about blending content created by your resort along with the content that your customers are creating as well…not a new concept (UGM), but one that will certainly allow a resort to “use a chorus to back up your own voice” and assure that everyone is reading from the same page. Save your money, buy a smaller “press” and spend a bit of that time that you otherwise spend on content creation instead on content curation.Photo courtesy Flickr user oldandsolo