In the content marketing realm, Neil Patel ranks among the nobility class. Even though he’s only 31 years old, he’s already accomplished more than most people do in a lifetime career span. He’s founded Crazy Egg, KISSmetrics and Hello Bar and has been recognized as one of the top web influencers by just about every media outlet that matters, like and the Wall Street Journal.
So of course, he’s one of my role models, even though he’s WAY younger than I am (and no, I won’t get specific). But most of those digital marketing experts are anyway.
Here’s a recent article from Patel that was both amusing and informative, especially when you consider how “done to death” the subject of content marketing is. As usual he’s observed little twists that you can use in the travel marketing realm, and perhaps shake up some of the results that your travel brand needs.
1.) Make sure your content marketing aligns with your audience and channel
Did you know that Denny’s has become a bastion of the weird and wonderful? No? Most people probably think the ubiquitous coffee shop caters to the senior set. But probably because there’s also that group of hipster all-nighters, they’ve also found a younger, more social-savvy demographic too. For instance, they actually showed how you can use their famous pancakes as – wait for it – foot cushions. No joke…
How travel brands can use this: You’re probably not thinking about creative uses for pancakes with your business, but you can think very clearly about ways your content is going to match up with the people who want to go on your trips, and the media you’re using for it. Do you have a mostly Millennial audience? Focus your message on authentic experiences and cultural immersion. In your channel, write it in a tone that resonates with them.
2.) Quality wins over quantity
Patel uses Rolex as the example for this idea. As with Denny’s, this Swiss watchmaker knows its audience well, creating content marketing that reflects its high-end renown image. So obviously, you won’t see crazy parties in the Mediterranean in their print ads, and countless selfies of people with their watches on social media. You’ll simply see elegance, great design and classic style.
How travel brands can use this: When it comes to marketing your brand, you need to know what really hits the target with your audience, and say just enough that gets them interested and engaged. You don’t have to churn out paragraphs of content, unless all of it makes is easier for them to buy from you. Emphasize your best effort, not your biggest.
3.) Provide stellar customer service on a separate account
The athletic apparel behemoth Nike provides the strong example here, where their customer service Twitter account is distinctive from their regular accounts. This means they can respond to customers’ inquiries faster, more comprehensively and even with dash of personality that’s lacking in other companies’ social media content.
How travel brands can use this: Just set up a separate Twitter handle and page for your travel brand to answer prospects’ questions and concerns, and make sure you incorporate some fun and humor into the proceedings.
4.) Create inspiring stories
When was the last time you allowed your employees to bring some life to your content marketing? Random House’s strategy enables its employees to share personally chosen stories, which resonates well with their literary audience and encourages them to be part of the company’s community.
How travel brands can use this: Have your employees – even your company is just you and handful of others – curate their favorite content across the web and post it, including a short description about how it inspires them. This is a great vehicle for travel content, and something that will likely attract followers to your social sites, because they’ll enjoy hearing from what you and your employees love about travel.
Next time…I’ll cover the final four content marketing areas that Neil Patel has covered in this fantastic article.