- Travel is a sensory experience
- The online experience for clients –> before they have the real deal
- Time for a content audit if… you’ve considered buying content (NO!) or your content isn’t keeping up with new travel trends
- Each piece of your content needs to have intention and purpose!
- Using your business goals to create content – planning 3 months in advance
- Invite your clients to come in and share the experience with you –> ask them for the sell!
Not included in the video but important to highlight: the goal of a travel brand is to envoke a sense of inspiration and wanderlust for an audience, it’s to inspire the next generation of adventurers and explorers who can find the joy in visiting new cultures, broadening their perspective, and opening their mind. If your intention is to start using your content marketing strategy to target different classes and races to tap into a “new market” you’ve silenced someone’s voice and perspective with selfish intentions.
5 Steps to Revamp Your Travel Content Marketing StrategyDuring this webinar for Travel Massive, I cover the 5 steps to refresh your content strategy. Our belief is to always put your community at the heart of the content you create. Certain things that content should always do is:
- and Educate
- Why you need a content marketing strategy
- Is it time for a content audit?
- What your audience REALLY wants
- Using business goals to create content
- Creating a loyal community through content
Travel Brands Taking ResponsibilityAs the tourism industry continues to grow at a rapid rate – travel brands have a unique opportunity to showcase travel from different perspectives and stories. Content strategy should NOT only be viewed from a white traveler’s perspective and shouldn’t only be highlighted in “the token minority voice” in your brand. Build your table with the adventurers who’ve faced adversity because of their appearance, religion, sexual orientation, or heritage. From there, we can start building holistic content that connects a brand to more people and opens opportunities. A few ways to consider including more minority voices in your content strategy:
- Work with people of color (POC) influencers
- Make sure your marketing department is inclusive and diverse (INTENTIONALLY – not filled with “token voices”)
- Hire POC voices who advocate for minority travel
What do you think about representation in content strategies for travel brands? Let’s start the conversation in the comments!*Are you a travel brand looking to revamp your content strategy? Let’s set up a time to talk! Schedule a CLARITY CALL to see how we can work together!
Enjoyed this post? You might like these, too: 3 Keys to a Successful Content Strategy System for Boutique Hotels Why Creating More Content Isn’t Always Beneficial for Tour Bookings How to Increase Engagement Organically What I’ve Learned Blogging as a Woman of Color by Casi Johnson