Content Development

We are a team of writers who create and curate compelling content for use across social media channels, email marketing, online and in print, as needed to support campaign initiatives for our clients. Content may include:

  • Social media strategy with review of voice, tone, content topics, hashtag use and brand guidelines.
  • Social media implementation, posting and monitoring and responding to questions and comments.
  • Editorial strategy and content calendars for consumer outreach.
  • Coordination of consistent content across all channels, including print pieces and PR.
  • Newsletter content with direct outreach to identified consumer audiences and segmentations.
  • Website content to update current pages or suggest new content based on new messaging or brand positioning.
  • Print content such as visitor guides, brochures, one sheets and other collateral.

There are multiple ways we work with clients on their social media.

  • In some instances, we provide the strategy with examples of posts, blogs, newsletters, etc. and then walk our client through best practices in a hands-on workshop to answer questions and set the organization up for success.
  • In other scenarios, we draft all content for review by the client, then execute and manage the content.
  • In a hybrid model, we oversee the strategy and inclusion of key messages. Posting is handled collaboratively, with our team managing strategic components and the client posting timely, in-the-moment content.

Download our Owned Media content planner for blogs and newsletters by filling out the form below:

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Campaigns with Content Development

Taking Charge of a Shoulder Season to Reposition Winter for Locals & Visitors

We earned 5.61 million media impressions in just four months, created video content that received 18,038 YouTube views, and 52,036…

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Funding a Capital Campaign by Connecting a Community

How this Case Study may be relevant to you: This project involved several tactics to engage the community and officials to…

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Additional Resources

Creative Travel Writing for Your Destination

Creative Travel Writing for Your Destination

By Colleen

I participated in a creative writing skills workshop at a PRSA Travel & Tourism Conference with the very talented Pam…

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5 Key Ingredients for Marketing Campaign Success

5 Key Ingredients for Marketing Campaign Success

By Nicole

When I started Break The Ice Media in 2009, I saw how new digital tools were causing PR and marketing…

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Marketing Tactics for Small Budgets and Big Reach

Marketing Tactics for Small Budgets and Big Reach

By Colleen

When it comes to destination marketing, most tourism organizations are working with limited budgets, small staff size and big goals.…

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ELEMENTAL PHOTOGRAPHY IN THE TOURISM WORLD

Elemental Photography in the Tourism World

By Lisa Burns

All tourism photography has one thing in common- an element that evokes a reaction, a feeling, or a desire to…

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The Growing Importance of SEO In Tourism Marketing

The Growing Importance of SEO In Tourism Marketing

By Nicole

SEO is a term we hear often in our marketing and PR circles, but what does it really mean for…

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5 pieces of content you need in your travel media kit

5 Pieces of Content You Need in Your Travel Media Kit

By Colleen

Although the world of marketing and public relations is constantly changing, a media kit is still an important aspect of…

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