Travel Content Marketing

The Zen of Travel Content Marketing, Part 4: Run a Content Audit

February 27, 2014 by Erin Raub

Editor’s Note: This is part four of The Zen of Travel Content Marketing series on building an inspired (and inspirational) content çapa escort strategy for your hospitality or tourism business. (Still not convinced you need content or a blog? You do.) As I publish each new installment, I’ll link it at the bottom of this post.

Almost there! But not quite: a content audit comes before content creation

Well, you’ve done it! You’ve developed your travel content strategy. You’ve dug deep to develop your guest personas. And you’ve discovered where travelers congregate online. Believe beylikdüzü escort it or not, it’s time to actually talk content.

Exciting, I know! But just a hot second. Close that blog prompt. Step way from Twitter. We’re not to content creation quite yet. Before you write one new word, you must first review everything you’ve already written – your existing content. Because unless your company is brand new, chances are you have some good content already floating around – brochures, newsletters, attraction information, and other text just begging for some attention.

This is the week of the content audit: the week you sort through all your raw materials and evaluate each on its performance and effectiveness. This is the week of repackaging, reworking and rewriting the best of the best. This is the week your content ataşehir escort marketing team puts their heads together. And this is the week you ask yourselves:

Does our content speak to travelers’ pain and passion points?
How engaging is our content?
Is our content sharable?

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Travel Copywriting & Tourism Marketing Roundup (February 20)

February 20, 2014 by Erin Raub

travel copywriting & tourism marketing blog roundup

Vacation rental copywriting & content marketing, this way!

This week, I had the wonderful opportunity to guest on Cottage Blogger’s Vacation Rental Success podcast. During the podcast, Heather and I chatted about words that sell travel, and specifically how to write a vacation rental listing that appeals to your target audience (personas). I had a great time, and hope Heather will have me back someday.

Thank you, too, to all of the VRS listeners; you’ve given us some great feedback, and several owners have already begun sharing their copy updates. Great stuff! And since I’ve had several new subscribers hop over from the podcast, I thought I’d dedicate this week’s content roundup to bahçeşehir escort vacation rentals. Thanks for reading, and enjoy!

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The Zen of Travel Content Marketing, Part 3: Choosing Your Content Channels

February 13, 2014 by Erin Raub

Editor’s Note: This is part three of The Zen of Travel Content Marketing series on building an inspired (and inspirational) content strategy for your hospitality or tourism business. (Still not convinced you need content or a blog? You do.) As I publish each new installment, I’ll link it at the bottom of this post.

Where do your travelers lurk?

By now, you know your audience. You’ve started developing your travel content strategy. So it’s time to talk content types and distribution channels. We’re getting close – so very, very close! – to actually ataköy escort writing, snapping photos and shooting video. I promise.

First things first: You absolutely, positively must keep your content goals in mind throughout this process. What is the purpose of your content marketing? One of them must be to build your email database. Remember that with social media accounts and even RSS followers (if you still have any), you don’t own your follower list. You don’t have access to their direct email addresses or phone numbers. But with an opt-in database – say, when customers exchange their emails for travel guides or their phone numbers for customized itineraries – you slowly build this incredible, amazing business asset: a list of warm leads from travelers who have sought you out.

The second thing to always keep in mind is that your content strategy for each channel is a miniturized version of your overall travel content strategy. Before you launch (or revamp) your blog, your newsletter, your travel guides or any other content channel, ask yourself these halkalı escort questions: hatay escort

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The Zen of Travel Content Marketing, Part 2: Define Your Travel or Hotel Content Strategy

January 30, 2014 by Erin Raub

Editor’s Note: This is part two of The Zen of Travel Content Marketing series on building an inspired (and inspirational) content strategy for your hospitality or tourism business. (Still not convinced you need content or a blog? You do.) As I publish each new installment, I’ll link it at the bottom of this post.

It’s important to balance your content goals with content implementation

If you think this is the week we gallop into content creation, whoa izmir escort there. I hate to disappoint, but the truth is, developing a thoughtful – and successful – content strategy for your travel biz takes time. And not the kind of time you can squeeze into the commercial breaks during your favorite shows: I’m talking hours, days and probably weeks of brainstorming, refining and consideration.

But it’s worth it. I promise.

This week, we’re delving into the details of your content strategy. Not content marketing, but content strategy. (Say what? Is there a difference?) Mais oui, there is!

Content strategy is not the same as content marketing. Think of it like an orchard: every seed you plant is the promise of a future harvest. If you sow haphazardly, your orchard will grow up to be a crowded, poor producer. But if you plan your orchard carefully and nurture it along the way, you can create a space – big or small, depending on your goals – that is fruitful for years to come. The way you plan your seed-sowing and and ankara escort nurturing is content strategy; how you use the fruits of your well-tended orchard is content marketing. So let’s get into it:

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The Zen of Travel Content Marketing, Part 1: Get to Know Your Target Audience

January 16, 2014 by Erin Raub

Editor’s Note: This is part one of The Zen of Travel Content Marketing series on building an inspired (and inspirational) content strategy for your hospitality or tourism business. (Still not convinced you need content or a blog? You do.) As I publish each new installment, I’ll link it at the bottom of this post.

The Zen of Travel Content Marketing, Part 1

Did you know that, according to IBM research, 80 percent of corporate blogs have fewer than five blog posts?

Take a moment to digest that number. It’s pretty sobering, don’t you think? And sad, since a travel blog is the perfect way to spark conversation with your guests, provide dynamite information, and really showcase your company’s personality. Not to mention, build industry authority, snag great links, boost your search engine position, and… well, you get the drift.

And that’s why the only thing worse than not blogging is abandoning your blog. It screams of defunct business – or neglect. Can you imagine letting your hotel lobby fall into disrepair? Or failing to send in housekeeping before new guests gaziantep escort arrived? Or not familiarizing yourself with tours and hotels, before recommending them to travel agency clients? No, I didn’t think so.

So we’ll start at the very beginning. If you don’t yet have a blog – or if you’re reviving a lifeless one – the keys of successful travel business blogging are simple: commitment and consistency. Now let’s talk details:

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