While the travel path to purchase has become very complex, travellers tend to start their destination search on search engines… and they also search for accommodation! We learned from Google at the Australian RezFest that 37% of travellers start their accommodation search on Google. Followed by 15% on travel agent websites.
This is your opportunity to create fresh and exciting destination-specific content that Google will deem relevant to show in their search result.
A good content marketing strategy is not just focused on attracting guests, it also aims to delight the guests that do book with you. Point your guests to your blog telling them it is filled with YOUR local tips.
Imagine you had a fantastic time in Paris during your last holiday. You cherish these wonderful memories and have fallen in love with the city. Wouldn’t you like to get more local tips for your next visit? Stay in the know of what is going on? The new places to be and be seen? By sending your past guests your exciting local articles you’re reminding them of good memories and … of your brand!
Mix emailing your local content with special offers and personal notes for the start of great loyalty program!
So you now came up with relevant and exciting local tips, google decided to make you rank and you get visitors to your blog. They may or may not be ready to book with you so ideally, you’d like their email for future purchase. The trick here is to offer extra content – substantial content that you’re prepared to give them in exchange of their email. People are OK giving their email if they feel they get value.
These can take various forms:
Ask visitors to your blog to download your very well researched local guide book, an easy all-in-one information package. Or you could make several different eBooks: one focusing on attractions, one on To-Do’s, another on restaurants, one on hiking trails or activities, you name it!
Create a quiz about your destination and show the answer only after their email. Example “Which Paris quarter is for you?”
Assessments could be about testing people knowledge of your destination. Show the score after they leave their email. Example “Test of your knowledge of the history of Paris”.
Help people pack for your destination for example and ask for their email before you show the list. Example “What do I need to bring to Paris?”
Now you have this fantastic content you finally have something else to post on social media than bathroom pics :)! In fact, it is vital that you post all your articles on social media and get clicks because this will signal to Google that your content is relevant and it will be easier to rank high. Remember, that people on social media don’t click on generic dull link titles, they want juicy fun facts and tips! This should drive how you create your content 😉
What you need to be a successful content marketer [cheat-sheet]⤵
1. A blog (WordPress is the most SEO friendly)
2. A good knowledge of SEO (the best advice to follow here is Conrad O’Connell’s.)
3. An emailing software such as Mailchimp that will automatically send your new blog posts to your email list
4. Dedication: 1 or 2 blog posts a week if you want to successful
5. For downloadable e-books create a landing page with a form asking people for their email, using easy landing page creator software unbounce.com for example
6. Creativity: be bold! your blog post titles and content should be engaging and fun. A good criteria is: would I click on this link?
7. A good social media tool – We use meetedgar.com for example.