Capra News

8 reasons why great maps are a powerful content marketing opportunity

A quick refresher

What is content marketing? “Useful content should be at the core of your marketing…Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues. Content Marketing Institute
Here are 8 reasons why we think great maps are a powerful addition to content marketing plans.
1. Map help turn inspiration into action
Millions of dollars are spent on inspirational marketing to trigger an emotional reaction of “I want go there”, but here at Capra we believe there’s a gap between inspiration and action. There’s a missing piece of “How do I go and do that?” and this friction can stop people in their tracks because they don’t have all the information they need to take action. Maps break down the barriers of taking action. “Wow, I want go there. Great, this is how I do it. Let’s go!”

2. Maps provide specific useful information

A great map is not the star of the show. It exists to do a specific job very well and get out of the way. The job is to provide the right information at the right time when the user needs it most, to answer questions “Am I in the right place” “How far to go?” “Is this the right way?” “What can I expect out there?”

Great map functionality enables the user to cut through superfluous fluff to answer those questions quickly and confidently. 

3. Maps 'power up' other marketing channels

Maps are a powerful addition to other content marketing initiatives.
  • For social media campaigns, link straight from that amazing location story shot into map info people can save for later.
  • For website pages, upgrade from that clunky Google Map to interactive web maps directly linked to maps in the Capra app (web maps coming soon to Capra).
  • For print articles or outdoor signage use QR codes to take users into specific maps that make it easy to take action and have a great time on location. 

4. Maps support sustainability initiatives

Maps help inform and educate visitors on what to expect and how to behave. Sustainability in tourism is a big subject and one we’ve kept an eye at Capra. Sustainability is about maximising the positive impact of tourism whilst minimising the negative impact. Providing visitors with useful maps is a great way to demonstrate how action is being taken to support strategic initiatives.

Turning sustainability focused plans into reality requires a mapping tool that is easy to update so the content is relevant in the moment. For example, direct people away from obvious spots that are getting damaged and treated badly and give people alternative options in your area. Help communicate Leave No Trace principles, tell people where to park or dispose of rubbish before they arrive, don’t leave it up to them to guess and make poor choices.

“When we create something, we think, ‘Will our customers thank us for this?’ I think it’s important for all of us to be thinking about whatever marketing we’re creating; is it really useful to our customers? Will they thank us for it? I think if you think of things through that lens, it just clarifies what you’re doing in such a simple, elegant way.”~Ann Handley

5. Maps support physical infrastructure investments
Huge financial investments are made by government and private enterprise to build new outdoor infrastructure, promote rural retreats and showcase outdoor events. These initiatives can be made even more successful by investing in the means for people to navigate easily beyond physical signage and pdf maps. Audiences haven’t got the patience to learn how to use a GIS powered town-planner map; they want something easy and digestible.
6. Maps meet consumer expectations for navigational help
People expect excellent mobile experiences, we spend so much time on our phones and maps have come to play a key role in our lives through apps like Uber, Google Maps, Strava and AllTrails. Brutal reality is consumers won’t spend any time using tools that are sub-standard so if maps are part of the content mix they need to work well.

Historically this has been hard to do with maps because the tools weren’t available to provide a great experience. This has changed with mapping platforms like Capra and the connective tissue from existing content into mobile maps drive by QR codes and dynamic links.

7. Maps help illustrate new experiences to consider
Maps are a great way to spark curiosity, a way of getting people to think “That sounds different, maybe we can go here and do that!” Returning to the point about friction in decision making, if you’re telling new stories and encouraging new adventures then provide as much help as possible for people to go ahead and make the decision to go beyond the obvious.
8. Maps help communicate with visitors in-location
If you access to your audience via a mobile app you can communicate with them via in-app display messages or push notifications. Send messages that are timely and relevant, whether that’s information about events happening or specific instructions about particular places.
“Because content marketing is all about storytelling, and humans have told stories for as long as they could speak. Our attention will always go to those who tell great stories.” Neil Patel - What is content marketing

The benefits outlined above boil down to two key elements:

1. Maps providing useful information your customers will thank you for.

2. Maps enhance other marketing and communication requirements.

Thanks to advancements in mapping technology and platforms like Capra; marketing teams now have the tools deliver on these benefits cost-effectively.

1) What is Content Marketing?: Content Marketing Institute
2) Content Marketing Made Simple: Neil Patel
3) Definition of Sustainable Tourism: GSTC