Since Google launched their Helpful Content Algorithm last summer, it's now more important than ever to incorporate valuable, informative, unique content into your Digital Marketing strategy.
Content marketing involves creating and sharing online material, such as blog posts, eBooks or brochures, YouTube videos, social media posts and podcasts. This type of content is intended to boost interest in the brand or business rather than promoting them directly.
I have researched multiple adventure travel companies' websites and selected three with the best content marketing strategies to highlight how content marketing can be utilised in the travel industry.
Blogging is the most popular form of content marketing. Well-written, informative and unique blog posts will engage the audience, making them more likely to convert into customers. In addition, a blog page allows brands and companies to publish articles and stories about all topics, helping boost brand awareness and credibility. Most importantly, optimised blog posts can drive traffic to the website, increasing revenue.
Hayes and Jarvis blog about different places to visit, ways to travel, and even food and drink from around the world. Their content is well-written and original. All the articles are accompanied by high-quality photography to help readers visualise the scenery.
According to HubSpot's How to Start a Blog, the blog's introduction should hook the readers so that they will want to continue reading. In addition, the blog post should contain examples to keep the readers interested.
Hayes and Jarvis achieve this objective in their 'The most epic train journeys across the world' post. The first sentence contains relevant keywords, establishing relevance and communicating benefits for the reader. The second sentence opens with, 'Picture this.' The author then describes a serene train journey through picturesque scenery. This is a brilliant example of hooking the audience and making them want to learn more. The post then lists several examples of amazing train journeys on different continents.
In addition, using a second-person narrative helps the article connect with the reader.
The post ends with a call to action, with a 'START PLANNING' button below the article.
When you visit The Bucket List Company's website, they ask the visitors if they want to download their brochure. If they do, they need to provide their email address to receive it.
The headline in the introduction section promises the reader to explain Where The Bucket List Company started and why they are doing what they are doing.
In the opening paragraphs, the author explains why the company's founder, Keith, created the company to match adventure addicts to their dream experiences. This shows the reader that the company are passionate about what they do, helping to build trust.
The brochure lists the company's adventure tour destinations in different continents, with images from previous tours, challenge ratings, trip dates and itineraries. It also has information on the company's ethicality and sustainability so that the readers know their adventure will help the local community while having minimal negative environmental impact.
Offering a free downloadable Brochure is a great way to get website visitors to sign up for the Brand's or Company's Newsletter. The brochure should start with an introduction that captures the reader's attention to make them want to continue reading.
According to Simon Sinek's best-selling marketing book Start With Why, brands and businesses should introduce themself by telling people why they do what they do rather than explaining what they do and how they do it. The author calls this idea The Golden Circle. In his book, Simon Sinek explains that every brand or business knows WHAT they do. They can describe their industry, products and services. Most are also aware of HOW they implement WHAT they do. But far fewer can communicate WHY they do WHAT they do, such as their cause, belief or purpose. The WHY is the most crucial reason the company or organisation exists. And the WHY is what consumers or clients want to know as it helps them connect with the business.
Content isn't limited to written text. It can also be in the form of a video. YouTube is the second most used Social Media in the world after Facebook and the world's second-largest search engine after Google, making it a great place to post videos.
Exodus Travels' YouTube channel features high-quality travel-related videos of various lengths, such as explainer videos and travel guides. They use relevant keywords in the headline and the description so that potential customers can find the video in search results.
According to Alan Sharpe, content marketers have to think visually and write both for ear and eye simultaneously, aligning the visuals, the spoken word and Music (if used) to make them flow smoothly. In addition, scripts should be written using simple, short sentences without any complicated words.
The content should start with an introduction and should be arranged in order of importance, with the most important features and benefits communicated at the beginning to grab the audience's attention. Finally, the video should end with a call to action, depending on the stage in the buyer's journey.
Exodus Travels achieved these objectives in their explainer video, 'Our Expertise makes Your Adventure.' They introduced the company and explained how travellers could benefit from their expertise. They also included a link to their website below the video.
Although podcasts are not as popular as blog posts and YouTube videos, they have great potential. People can listen to them while walking, running, exercising, or even cooking, making them a valuable part of content marketing strategy.
The Bucket List Travel company's podcast features travel advice and interviews with guests who have travelled to various destinations and explored different parts of the world, engaging the audience and boosting their interest.
Social Media is another excellent place to publish content outside the company’s website, as it's free and easy to set up and use. All three companies are active on Facebook, Instagram, and Twitter, regularly posting informative and entertaining content, including travel advice, high-quality images, and short videos related to their business.
You can read more about Social Media Marketing in my previous Blog Post.
Watch my Content Marketing in The Travel Industry Video
Check out my Content Marketing for The Travel Industry Slideshow