Done right, content marketing offers more than a sales pitch. It’s about providing useful information, ideas, or opinions that audiences might not find anywhere else. It’s about adding value to the customer relationship, not just promotional noise. It’s about developing stories that inspire, educate, or entertain audiences in a way that’s positive yet authentic.

Destination BC’s in-house Global Content team curates and creates content. We also collaborate with others across the province to produce compelling stories in multiple formats.

We connect global travellers with stories that bring the Super, Natural British Columbia brand to life, integrating links to trip planning and industry partners, applying insights from key distribution platforms, and amplifying real stories from BC visitors.

Right Content, Right Place, Right Time

According to a study by Zephyr/IPG, when content or an ad is timely and personalized, it has a tremendous impact on purchase intent (63% higher than non-personalized) and recommendation intent.

Destination BC’s content marketing strategy has a strong focus on immersive, compelling multimedia content, designed to create emotional urgency to visit British Columbia. It focuses on delivering content tailored to motivate our target markets in the right channels at the right time.

To scale this personalized approach, Destination BC can’t create all this content alone. We need to work in alignment with our partners and other content creators across the province to build a coordinated, efficient approach to content planning, development, and delivery. We call this a content commonwealth.

Building a Content Commonwealth

Put simply, the content commonwealth is shared approach to content marketing, built on common tools, processes, and expertise.

We are currently developing new content tools and processes to enable content collaboration across BC’s tourism network, including an innovative, collective approach to digital asset management using a Digital Asset Management System and the User-Generated Content Partnership Network (in collaboration with Destination Canada).

In essence, we’re building a virtual library for our industry partners to access, contribute, and share content.

To find out more, contact our team at Editorial@DestinationBC.ca.