Assess Content Needs Throughoutthe Consumer Sales Funnel

Lessons from and

Presented by Kei Shibata, CEO, Venture Republic

OurJourneyasGlobalOnlineTravelContentServices

13Msessionspermonth

Hong Kong to Hokkaido, Japan

Step1.Understandtheneeds ofthe

audience

Planning Booking SharingDreaming ExploringResearching

Catalogue

Guidebook

Personalcontacts

Travelagency

Touristmap

Photoalbum

HASTECHNOLOGYCHANGEDTHEWAYWETRAVEL?

Step2.Createeasytodigest and

shareable content.

Datasource:Tabiness,June2016

Regulararticle Curationarticle

CVRatiosbyArticle(%)

Step3.Createacontentsyndication

inmultiplechannels

SEARCH

Createa contentsyndicationeffect

Step4.Distributeyourcontent

ineach funneltobuildyourbrand.

Dream

Research

Plan&BookExplore

Share

?Curationarticles

Dream

Research

Plan&BookExplore

ShareRegularArticlestofindoutmoredetails

Dream

Research

Plan&BookExplore

Share

Plan&Book Explore

Explore Share Dream

Dream

Research

Plan&BookExplore

Share

Reminder:MobileisKing

OurTraffic:MobileisusedINDESTINATION

MOBILEINTERNETSUBSCRIBERS

Mobile

PC/Tablet

MobileVSDesktopTraffic

MobileDesktop

OurTraffic:MobileisusedINDESTINATION

PEAKSEASONREGULARSEASON

JAPANJAPAN

Remember:Thebiggestopportunity

isyours.

GuideBooks

UserGeneratedContent

THEOPPORTUNITY

???TravelExperts/Bloggers

UserGeneratedContent

GuideBooks

Follow Me On Twitter

@keishibata