A guide to content marketing for the travel industry

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content marketing travel industry

Wanderlust is at an all-time high. Last year was tough for everyone, especially the travel industry. As countries around the world went into lockdown, all the travel industry could do was watch.

Then as vaccines became available people began to dream of holidays abroad again. The term staycation became a buzz term and British tourism boomed.

With many people spending time online planning holidays and dreaming of escape, now is the perfect time for travel businesses to hone their content marketing strategy. In this guide we share our top content marketing tips for the travel and tourism industry.

Why is content marketing important for the travel industry?

Content marketing promotes brand awareness, create leads and sales, and develops trust and customer loyalty.

Through content you to speak to your audience, provide solutions to their problems, educate them about your brand, start conversations and develop lasting customer relationships.

Content marketing costs 62% less than traditional marketing and generates 3x the leads, so it really is a no-brainer.

What are the best types of content for the travel industry?

blog writer travel industry

  • Blogs are the best way to drive traffic to your website. Blog posts shouldn’t be written for the sake of it but must offer high-quality content that your audience wants to read. Through blogs you can answer your audience’s questions, excite and educate them.
  • Having search engine-optimized web copy and blog posts will increase your search engine rankings. Copy should be optimized with keywords (key phrases really) that your potential clients type into search engines. Where you position keywords in the copy is far more important than how many times you use them. SEO optimization is about more than keywords – see our SEO copywriting services page for more.
  • Email newsletters are an important way to reach your customers and potential customers, providing they offer real value. They need to be genuinely interesting every time, or they will be deleted and never read again.  
  • With 6 billion people using social media worldwide, social posting is huge. Posting on social media builds trust and credibility for your brand like nothing else. Not only that, it allows you to connect with an audience on a different level. Remember, it’s not just about posting, it’s about really engaging with your audience and taking an interest in what they are talking about.
  • Podcasts have surged in the last few years and continue to grow. They provide an excellent story-based approach.
  • Infographics are a way to explain information quickly in an easy-to-understand format. They are incredibly useful and quick for a user to digest.

How do you create a content marketing strategy?

content strategy goals

Like most things in life, having a plan helps you to achieve your goals. You don’t run a marathon without a training plan or build a skyscraper without blueprints.

A content marketing strategy allows you to focus on your goals, holds you accountable and keeps you on track. There are three key elements to a winning content marketing strategy.

1.      Create defined user personas

Understanding who your audience is, what they want and what they need is key to creating content. You want your audience to feel you are speaking to them directly.

Asking yourself questions about your audience will help to build a profile or persona.

  • What are their pain points?
  • What are their fears?
  • What kind of traveller/holidaymaker are they?
  • What other brands/companies do they like?
  • What other content are they consuming?
  • What are their hobbies and lifestyle choices?

By creating a persona you can visualize your audience. Find a real person who matches your audience persona and follow them on social media. Really get to know what they are interested in and what they read and watch. Once you understand their needs and desires you will understand what content they want to consume.

2.      Produce a content calendar

Once you have your user personas down, you can start creating all the content they want.

You will now have a good idea of the channels your audience use and the types of content they consume. You can use these insights to guide your content creation.

At this point it can start to feel a little overwhelming. Content creation over multiple channels – podcasts, blog posts, videos etc. – is time consuming. It is important to focus on just one or two main channels and produce excellent content for those. Quality wins over quantity.

If you produce one long blog post (say 1,000 to 2,000 words), you can re-purpose that content for multiple uses. For example, you could create infographics for social media posts, or the script for a podcast just from one blog post.

Brainstorm content ideas by:

  • Hanging out in the same chatrooms and reading the same blog posts as your audience persona. This will give you an idea of what they want to read and what their questions and pain points are.
  • Researching what is currently topical and what is becoming more talked about in your industry.
  • Thinking about the questions your existing customers have and answering them.
  • Taking ideas from your keyword research. If there are particular keywords you are aiming to rank for, use these as topic ideas.
  • Looking on Amazon for popular books around your particular travel niche. What comments are people making? Sometimes their comments can give you ideas for content.

Refine your content

Google analytics

Content marketing is a long-term strategy and you need to be patient. It takes time to rank on search engines. If you post quality content consistently and often, and you make sure people can find it then you will reap the rewards.

Once you are regularly publishing and sharing content it is time to analyze its effectiveness.

Using tools such as Google Analytics will help you understand which pieces of content are driving traffic to your website and resulting in conversions. This will give you an idea of what is resonating with your audience and what needs refining. Look at your organic and referral data, bounce and exit rates to identify successes or issues.

Now you have all the tools you need to create content and make it work for you. Remember to keep your audience as the focus, try different types of content creation, and keep it interesting and helpful.

Do you need help with content creation and strategy?

Content marketing is fundamental to the travel and hotel industry. However, we understand it is no mean feat and it takes time to implement effectively. Our experts in content marketing for the travel and tourism industry can help you.

If you want to know more about how we can help you grow your travel business, please visit our website or send us an email.

www.writespark.co.uk / hello@writespark.co.uk

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