In a resort town, the most successful businesses sell an experience along with their solutions, tapping into, and even inspiring, emotions, ideas, and interests for travelers. So how can you tap into this for your business?
The first step is to develop a travel and tourism content marketing strategy. Content is one of the chief ways to establish your brand as a thought leader and can spur greater growth. Your content marketing strategy for tourism is the necessary plan to ensure you develop and deliver content to have the right impact. Here are some tips for successfully creating a content schedule and ensuring you’re promoting your content the best way possible.
When you develop the right kind of content and deliver it to your audience in the best way, it inspires action which, in turn, inspires growth. Here are a few of the things you can accomplish with supporting content that will help you achieve your growth goals.
First and foremost, content is a medium for sharing information. Providing relevant information in a way that's easy to discover and engaging to consumers makes your brand a valuable part of the customer's decision-making process. It proves your brand is knowledgeable and creates the opportunity to get your customers excited both about what your business specifically offers as well as related activities they’ll find when visiting the area. For example, a resort could share content about the top restaurants nearby; this positions the resort as a business that cares about customer activities while also making itself a resource customers can turn to again and again for great recommendations locally.
Of course, providing information does a lot more than make your business a valuable resource. Sharing valuable content establishes your brand as a trustworthy thought leader that customers can look to first. For example, a business located in a beach community can share flag warning systems to help customers keep themselves safe and publish any critical updates.
In the modern digital era, it's not enough to talk at your customers. Your business needs to engage with them to earn their full attention. Sometimes this is as simple as giving the customer an opportunity to watch a video or leave a comment on a blog with feedback, and sometimes it's actual, meaningful, conversation in a social media thread. This enhances their experience with your brand, and it can play into the way they plan the experience they want to have during their trip. For example, you could share a video that demonstrates tips about how to pack for a skiing trip that will be universally helpful to all skiing travelers.
Stay Front of Mind
All of the points above combine to become the most powerful reason to develop a travel and tourism content strategy: standing out in the customer’s mind as relevant and their top choice to do business with. Earning their attention and their trust is key to their path to conversion, and content becomes a series of touchpoints to accomplish this.
Creating Your Content Strategy
Simply having content isn't enough to help your travel and tourism business grow. Execution is also extremely important. Below we've included six of our top tips for developing good content and a good strategy.
Generate Valuable Content
Including just any kind of travel or tourism information isn't going to cut it; in fact, the more generic your content is, the more likely it is to be ignored. You need to determine what information your current and potential customers think is useful, and you should ensure your content both aligns with these needs and makes sense for your business. Remember to invoke the experience customers are looking for or emotions that get them excited about planning and experiencing their trips.
Leverage Social Media
Social media is one promotion channel that should not be ignored. It's an important communication tool, and it can help disseminate your content to new audiences. It's a prime source of engagement, and you can use it as a platform to invite customers to share their experiences, engage with feedback, or host contests and other events that offer lead generation. For this reason it's important to make sure you have a social media content marketing strategy in place for all your accounts.
Optimize for Search
Search engine optimization (SEO) can be tricky because it's always being updated, but it's also critical to ensuring that content reaches your customers. By utilizing the right keywords and engaging in the right topics with fresh and meaningful content, your brand is more likely to be discovered by appearing higher in the search results.
Utilize a Strong Call-to-Action
Calls-to-action are critical to marketing, and that includes content marketing. You need to clearly tell your audience what to do next to lead them toward conversion and, ultimately, becoming customers. This may be text in a social media post instructing readers on where they can find more content or directions in a video for signing up for your newsletter. This is especially important if you're inviting customers to take advantage of a particular offer. The more muddled your CTA is, the less likely customers are to follow through on it.
Convert and Grow Landing Pages and Opt-Ins
Content should not be the end of your strategy. Instead, make sure that your content creates the opportunity to reach out to them again later in other formats. Inspire them to opt-in to hearing more from you, and create landing pages that make it easy for them to do so.
Manage Your Reputation Online
Remember that not all the content pertinent to your business is created by you, especially in one critical aspect: reviews. People will talk about your business whether you're involved in the conversation or not, so do your utmost to be a part of it. Invite reviews, but more importantly, be sure you're monitoring the reviews left about your business. Each review is an opportunity to build a better reputation, especially bad reviews; you can reach out to customers and find ways to improve your business or to rectify whatever was wrong.
Hopefully, you’ve gotten some tips on how a content strategy can grow your travel and tourism business and establish your brand as both a thought leader and a go-to for travel solutions is a little clearer. It comes down to making a lasting impact on your audience, and developing a solid content marketing strategy that encompasses great content, social media, calls to action, SEO and reputation management, which are foundational to crafting a successful impact.