If you want more potential customers to know about your travel business, you have to spread the word. Travel content marketing is a digital marketing strategy that boosts brand awareness and provides a range of other benefits. It consists of blog posts, emails, social media content, user-generated content, and more.
How do you build an effective content marketing strategy that brings more tourists to your brand? Review these tips as a starting point, then reach out to one of the best tourism marketing agencies for personalized assistance.
Understand Your Target Audience
Who is your “ideal customer”? What types of people does your tourism business cater to? Defining your target audience is the first step in creating posts that successfully engage those potential travelers.
In the world of travel and tourism, experiences can vary dramatically in price. Start by thinking about the budget your customers would need to have to make your business an option. Think about other demographic targets you may cater to, such as:
- Families with children
- Young adults
- Couples
Is your ideal customer adventurous? Sporty? Focused on relaxation and rejuvenation? All of these questions can help you target your content strategy to the right people. Then, you’ll know exactly who you are creating content for.
Capture Your Audience Through Storytelling
If your business is like many travel businesses, you sell travel experiences, not necessarily products or services. Selling an experience is a bit more challenging, but storytelling is a great way to advertise your offerings.
You want potential customers to visualize their time with your business. Storytelling can provide specific, enticing details to help them imagine their experience and convince them that your company is worth their attention.
For example, a luxury hotel might share a story about a family who returns from a tiring yet enjoyable day at the amusement park. They walk into the spacious, dazzling hotel lobby, and an attendant immediately takes their bags and guides them to their room. There, they find comfortable beds with fresh, white linens and an immaculately clean space. They order dinner through the hotel’s convenient website and are waited on hand and foot.
Storytelling sparks interest in your brand and turns prospects into leads. It’s an excellent marketing tool to leverage in your travel content marketing strategy.
Invest in User-Generated Content (UGC)
User-generated content (UGC) consists of blog posts, social media posts, and any other high-quality content that is created by consumers rather than your company. With UGC, users share their own experiences with your brand. These consumers can be travel influencers or simply people who are good at making engaging posts.
UGC leverages word-of-mouth marketing. When real people share their travel stories or experiences with tourism companies, they create a connection in the minds of viewers and instill trust in your company.
Users can create videos and other visual travel marketing content to share on social media. They can also write guest blog posts for your website and even create emails for you to send to your customer base.
The types of information in their posts can vary significantly; consider having influencers include your business in destination guides, travel vlogs, in-depth reviews, and more.
Leverage Email Marketing With Audience Segmentation
Email newsletters and other relevant content can help you stay top of mind for your audience. This is especially important for the travel industry, as a potential customer may not immediately be ready to book an experience when they find out about your company. They need to wait until their intended vacation dates, and by then, they may forget about your business.
With email marketing campaigns, you can continually remind past and prospective customers about your business so they remember you for their next trip. Audience segmentation allows you to divide your email recipients into specific categories based on their interactions with your company. Then, you can create unique emails that include relevant information for each segment.
Through email tools, you can track key performance indicators, such as click-through rates, open rates, conversion rates, and more. This valuable information lets you strategically adjust your email campaigns over time.
Shape Blog Posts Around Keywords for SEO
Search engine optimization (SEO) is a crucial travel content marketing strategy that can boost your brand’s visibility in Google and other search results. It requires you to include specific keywords in your travel website content so that Google knows to display your site for certain queries.
Before blogging, always perform keyword research to find the topics and terms people are searching for. Then, you can create blog posts and other website content, such as landing pages and service pages, around those terms. Other best practices to improve SEO include:
- Adding high-quality images to blog posts
- Dividing long pages into shorter sections with headings
- Writing quality content to build trust in readers
- Posting new content to your website regularly
These content marketing efforts should increase organic website traffic and introduce your business to a wider audience.
Discover Your Next Tourism Marketing Partner Today
If you want to make the most of travel content marketing for your business, work with a seasoned team to master all of these strategies and more. Top Marketing Agencies is your go-to source for the best travel marketing pros in the industry. Browse our database today, then connect with top marketing agencies in the travel and tourism industry.
Frequently Asked Questions
What is content marketing in tourism?
Content marketing in tourism involves creating written and visual content to market tourism and travel brands. Creating valuable content for social media platforms, blog posts, and emails can help more customers find your business and show them why they should book an experience through you.
What social media platforms should travel companies use?
Travel companies should prioritize social media sharing on Facebook, Instagram, TikTok, X, and YouTube.
What is organic traffic in travel content marketing?
Organic traffic in travel content marketing is any website traffic that does not come from an ad or another paid strategy. When prospective customers find your website organically, they are much more likely to trust you.
