Last week, I highlighted four the of the eight content marketing innovations from digital marketing guru Neil Patel, and put a travel brand spin on them. Some of them were straightforward (Nike and Rolex), some surprising (Random House), and some just downright interesting – ok, weird but totally appropriate (Denny’s).
Now let’s take a look at the last four of these content strategies and how to apply them to your travel marketing.
5.) Be informative and helpful
The example of Whole Foods provides a great illustration of how to allow their audience to know more about eating and living more healthfully through educational content. What makes their marketing stand out is the approach that makes it accessible to everyone, not just the select few who (most believe) regularly shop at the market. They also implement language that makes its users almost co-create the content with proactive language.
How travel brands can use this: Many travelers want to have an authentic experience when they arrive at their destination. Having some helpful knowledge of achieving that will help people see you as an expert, and bring in repeat visits until they are ready to plan and book with you later.
6.) Make content resonant and personal
Remember when Coca-Cola manufactured bottles that said, “Share a Coke with [name]?” Now people can make the labels even more customized – for instance, they can commemorate a wedding or another celebration. You then have a shared experience that engenders positive feelings about your brand. Your content marketing then becomes both personal and universal, especially when you take it to social media channels and your audience can share their photos.
How travel brands can use this: While not every company can customize to this level, you can certainly make your content more appealing by incorporating personal stories into your sales message. Try to highlight the individual experiences that your clients have on your vacations, with their express permission to feature their likeness, stories and names.
7.) Help customers feel smart
How many of you feel you really know all you need about insurance and when you need it and how it works? Anyone? Well, check out Farmers Insurance’s Inner Circle website, and you’ll almost feel like an insurance expert if you glance through it. That’s because they’ll take complex topics such as life, home and auto topic and make sure that you’re doing everything you can to maximize your coverage. If you can’t find the answer, they make it easy to do so.
How travel brands can use this: Take the content you have and organize it in a way that helps visitors to your site know more about your destinations, activities and logistics. Include resources that help them feel like insiders to an unfamiliar place. If you go to foreign countries, make sure they know what to bring in terms of official documents. You get the idea.
8.) Always remember to adapt for the best media experience
The New York Times, arguably the most well-known example of print media, has gone digital in a big way with their app and Google Cardboard product. With both, users can now view stories in a highly interactive way. Don’t have Cardboard? That’s fine, because they’ve also formatted their content to fit other more “traditional” media, like reading it from your computer screen. This will certainly ensure the NYT’s survival, while its newspaper competitors struggle to keep up.
How travel brands can use this: Everyone wants to make sure they have mobile-friendly content delivery. You certainly should provide yours to take advantage of the latest tech developments, but be sure that you also offer it on more traditional channels like the good old fashioned computer screens. Believe it or not, there are some users who prefer getting their information this way.
Are you using any of these content marketing strategies in an innovative way? Leave a comment below, and let’s talk!