5 Signals You’ve Found a Solid Content Generator

Sports tourism business models from just a few short years ago should be thrown out of the window. If we have learned anything during the obstacles from 2020 – Coronavirus, furloughs, layoffs, reduced budgets – we must get out in front of our clients, partners, sponsors, and industry stakeholders in other ways to attract and maintain business relationships with them.

One such method is through content generators. For years, destination marketing organizations have hired content generators – full-time, part-time, and contractors – to help meet marketing goals and drive numbers. More recently, destination marketing organizations, primarily within large and upper-middle markets, also began hiring social media influencers. One could argue, this has not fully trickled down to small markets yet. If selective, these talented content generators and influencers can fill a considerable gap within your content strategy.

The right content generator is an invaluable asset. With the tourism industry’s sports tourism segment undergoing sweeping change, you may wish to innovate and broaden your network and approach. In some cases, you can do this at a fraction of the cost of traditional industry media. Though picking the right content generator can be difficult.

What can content generators do for a sports tourism effort?

We are used to marketing content coming from a high dollar production firm. Yes, while some of your content may still require a significant portion of your annual marketing budget, content generators can assist thrifty budgets in stretching beyond their reach and still delivering the kind of authentic, quality content that is necessary.

In marketing, content generators and influencers may have similar roles. For example, both include photographers, videographers, and writers. Thus, their skill sets, and audiences, can sometimes have similarities. Influencers can provide access and impact with social networks. In comparison, content generators are more focused on delivering quality on-brand content. Below are five signals you found a reliable content generator that is right for your organization:

1. They are familiar with your activities. You can always tell when a content generator has done his or her homework; it shows. Look within their proposals. Did they send you a standard tag line or slogan? Has it been personalized? Trained proposals demonstrate a strong understanding of your brand’s position. Did they illustrate their outlook on your unique destination and its brand? Most importantly, did their proposal show how their storytelling will bring your mission value?

2. Their media kit. Showcasing influence through numbers just will not cut it. A content generator should tell their story through an introduction and deliver samples of previous gigs. Their passion for the request to work with your effort should also come out in their media kit. Look for a content generator that includes exciting ideas about your sports tourism effort, destination, a standout facility, or even activities away from competitions.

3. They are trained at messaging. Suggesting events to build content around, including specific weeks or months, or even facility or sponsor feature stories, are signs of a talented content generator. We all have lulls in our hosting calendars. Your content does not always have to come from an event; creating content around holes in your calendar can be an excellent way to stay top of mind with decision-makers. If scheduling a content generator becomes troublesome and causes too much back-and-forth communication, it signifies the type of working relationship you will have.

4. They meet deadlines. In this industry, we all know our reputation is everything. It is no different for content generators, as meeting deadlines consistently leads to repeat business. Though we all know @#$% happens! Being upfront about deadline extensions helps adjust expectations. Any missed deadlines or having to track down work is a clear-cut sign for a relationship’s future.

5. They provide the “deets” and are flexible. Throughout the pandemic, we have moved to a model, for now, that is closer to home. Focusing on state or regional events has helped many organizations stay afloat. The same model is currently embraced in media sourcing. Whether it be in your region, state, or even your city, Where is the content generator located? Or can they combine your project with another in the area? Open communication that brings out the details can be the game-changer your organization needs.

Content generators should be a significant part of your organization’s media effort. A successful partnership with a content generator who truly has a grasp on your sports tourism brand can pay dividends.