430: Why Your Podcast Might Be More Important Than Your Website with Robb Wells

In this episode of the Destination Marketing Podcast, host Adam Stoker sits down with Robb Wells, President and CEO of Visit Beaufort, Port Royal, and the Sea Islands, to explore how a small destination can outmaneuver larger competitors through bold innovation. Robb shares the story of launching the Intercoastal Podcast in 2020—a pioneering move when most DMOs were hesitant due to the pandemic. What began as a content strategy to generate evergreen material evolved into a powerful storytelling platform that now drives tourism, engages stakeholders, and even influences visitor behavior. Robb emphasizes that smaller destinations must embrace risk and creativity, especially when they can't compete on budget or infrastructure. The podcast has become so valuable that it's now considered more impactful than the official destination website, serving as a hub for authentic stories, stakeholder participation, and even political advocacy through grassroots narratives. The conversation shifts to the next evolution: transforming the audio podcast into a video-first show. Robb explains that websites in the DMO space are outdated, built for clicks rather than inspiration. By investing in video content, Beaufort can now leverage platforms like TikTok, Instagram Reels, and YouTube to amplify reach and humanize the destination. The strategy includes sharing edited clips with local businesses so they can use the content across their own channels—a win-win that strengthens community partnerships. Robb also reflects on how team roles must evolve to match new content demands, advocating for hiring videographers and multimedia specialists over traditional marketing interns. Ultimately, the episode is a masterclass in how challenger destinations can thrive by being first to market with innovative, authentic storytelling that resonates in a crowded digital landscape.