skip to main content

Lots of resorts are going after the same evergreen marketing content this summer.

divider image for this post

It’s crazy to even type this, but golf season is going to wrap up for many resorts here in the next couple of months.

So being, I’ve started to look back over the summer as a whole to see what trends stood out in terms of message, content, and strategy.

One that quickly rose to the surface is the use of “tip” videos.

For example, here are five I liked.

Grand Geneva
This is one of my favorites. Good editing, solid picture quality, and perhaps best of all: good audio. At just about a minute, it’s a decent length as well and could even be repurposed as an Instagram, etc. video.

I good three-shot video that’s easy to record, easy to edit, and doesn’t get too overboard on graphics. Content is simple, entry-level, and clearly described. Not bad.

I like the visual aspect of side-by-side clips, but the audio does hurt the overall presentation a bit. Using a simple, $50 USB mic could make a world of difference. The content is great, just lacks that polish with the audio being recorded inside rather than on the course.

Good visual of being in a real situation, but I’d love to see a bit of variety in the shot selection. A close up while he describes the scenario and then pulled back for the execution and club selection. Picture quality is good, but just needs one or two more angles to work with for a 2:30 video.

Hockley Valley
This was the longest video but I didn’t mind it because the content was some of the best and the audio was clear and strong. Clearly explained and broken up into a checklist of steps, it still used one shot but a moving cameraman and semi-tight frame helped it stay a bit more interesting.

The next step for all of these videos is some optimization.

All of these are good, evergreen content. YouTube is full of people searching for videos like these or watching related clips.

If the original strategy that drove the creation of these clips didn’t set aside some time for optimization and experiments within YouTube search results, rewrite the game plan to allow time to do so.

One of the easiest wins for content like this comes after it’s initial creation and distribution is finished.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.

Get the weekly digest.

New stories, ideas, and jobs delivered to your inbox every Friday morning.