An effective travel content strategy will help you create compelling, meaningful content assets that generate substantial traffic, links, and conversions.
Competition within the travel industry is incredibly fierce. Because your target market is spread far and wide, it’s not only your physical appeal that drives demand for your services but also your digital presence.
While online rivalry within the travel industry is just as fierce as it is in the real world, the good news is there are proven ways to rise to the top – you need not endure the risk of losing business through trial and error. With the right content strategy, you’ll generate lots of leads, links, and traffic.
Define your Value propositions
This might seem obvious, but just like the businesses that exclusively operate in a physical space, the first priority for your travel brand should be to define your unique selling points. Your travel content strategy should clearly define what sets you apart from your competitors, and how you will offer them to your clients.
Adequately defined USPs (unique selling propositions) will convince your target audience to book your services even when they’re more expensive than your competitors’. Since they understand the value you offer, they won’t opt for other competitors that offer low prices.
Furthermore, strong USPs will enhance your marketing efforts and improve your revenues because they give your market a specific reason to choose you.
How value propositions relate to your content strategy
Let’s assume you’re a tour operator based in East Africa and specialize in luxury private safaris. To get high-quality links, you need to create content that targets high-end travelers.
Get traffic by publishing original content.
Your performance in search engine results pages largely depends on the quality of your content. It may not seem that way when you’ve just started, but good content always rises to the top. Consequently, you must create unique, high-quality resources your audience will enjoy.
Unique content will specifically help you achieve the following:
- improved search engine rankings
- high conversion rates
Note: you’ll want to develop a travel content strategy calendar. It will help you establish reasonable content development timelines and follow a regular publishing schedule.
Links are vital for search engine optimization. They help you receive traffic from other websites and improve search engine visibility.
Ideas on how to generate links for your travel content.
- Create compelling, helpful posts that your audience will enjoy.
- Develop destination specific travel guides.
- Increase your domain’s authority by establishing expertise, authoritativeness, and trustworthiness (EAT). You can do this by creating a comprehensive profile on social media and travel forums.
- Create shareable statistics and travel resources (infographics, videos, and so on).
Evaluate your results
Leads and engagement levels are vital benchmarks for measuring the success of your strategy. Are your calls to action convincing enough to drive your audiences to contact you? Do you see comments, likes, and shares on your content? Assessing your strategy will help you identify and correct weaknesses in your content strategy.