The Content Style Guide is a resource for all destinations within the Alterra Mountain Company family. It was created as a structured plan to help digital teams focus on building content that drives awareness, revenue, acquisition, and loyalty.
Management
Each destination is responsible for the content that lives on their website. All pages and components that can be edited within a CMS are managed by the destination’s digital and brand teams. Content audits and recommendations are available from Denver Shared Services, upon request.
There are a few pages and components with a set template, and destination content editors cannot directly update them (e.g. Aspenware Product Information Pages, and Aspenware Product Detail Pages). These pages will be managed by the Denver Shared Services team, but destinations are still responsible for providing accurate information and content changes.
Assets
Visual content (images and video) is essential for building a successful website, especially in the ski and snowboard industry. Please only use images of the highest quality and resolution that help tell the story of the destination while also adding value to the customer.
Data Asset Management
Content Hub is the primary DAM used by Alterra Mountain Company and its family of destinations. Any assets that will be used on a destination’s website must be stored in Content Hub and follow the guidelines set forth by the Denver Shared Services team.
Seasonality
Our resorts are year-round destinations. Through our content delivery, we need to promote both summer and winter activities, and allow users to find information easily.
Consumers are accustomed to booking trips at least six months in advance. While it’s important to promote activities and events within a given season, you should also give users the opportunity to find information for other seasons. Use versions to easily switch content from winter to summer, and use a hierarchy system to push the most relevant activities to the top, while still keeping content for other seasons discoverable.
Goals
Our objective is to be a trusted resource for consumers interested in visiting our destinations year-round. We want to create content that drives traffic to our websites, keeps consumers engaged, and increases conversions. We want to create content that not only inspires, but makes it easy to plan and book a trip to any of our mountains.
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Content Strategy Overview