How can you increase sales, engage new customers and continue to delight your current customers? I explain how you can use content marketing to use just that. Specifically aimed at small travel businesses, these simple tips will help you grow your business.

1. What is content marketing?
The development and distribution of relevant, useful content e.g blogs,
newsletters, white papers, social media posts, emails, videos, and the like, to
current and potential customers. When it’s done right, this content conveys
expertise and makes it clear that a company values the people to whom it
sells. (Mailchimp 2022)

2. Your Content Should:
● Attract new customers
● Engage their interest
● Acquire their custom
What makes good content?
1. Educate your leads and prospects about the
products and services you offer
2. Boost conversions
3. Build relationships between your
customers and business
4. Show your audience how your products and
services solve their challenges
5. Create a sense of community around your

3. Blog Articles ● Businesses with blogs get 67% more leads than other companies (Mailchimp
2022)
● Perfect for the ‘Awareness stage’ - to attract new customers
● A blog that offers valuable content can ensure a customer chooses one travel
company over another
Much Better Adventures: Responsible and
sustainable adventure travel. Aimed at young
professionals and educated solo travellers.
Green World Holidays: Fun family holidays.
Aims to bring ‘like-minded parents’ together.

4. Solving a specific
problem of their
current customers.
Offering value to a
potential customer
before they buy.
Call to Action. Engage
with us more!
Key words
specific to their
target audience.
Building trust and
showing expertise

5. Many companies call their blog a ‘magazine’ . This promotes
authority and expertise. The target audience is highly educated and
want more than a ‘package holiday’.
‘Features’ are regularly
published on unique topics
- readers can subscribe.
Features discuss topics the
target audience are
passionate about.

6. Infographics ● Especially useful for travellers considering different travel offers
● Travellers can compare detailed information quickly and effectively
● For use at the consideration stage of the buyer journey
Clear, descriptive
images
Simple
wording
Easy to read
layout

7. ● Engaging trip description
● Concise set of information
● Uncluttered layout
● Clear images
● Maintains a clear style
● Cluttered layout
● Images not clear or subscribing to one style
● Too much text
● Map too large

8. Video
● 73% of consumers prefer to learn about a company's product via video
(Hubspot 2022)
● Allows travel companies to showcase their products in an engaging way.
● Can be effective at all stages of the buyer journey
● Great for building relationships with consumers!
● Research your target audience, where do they consume their video? Post it
there.
● Don’t forget a call to action!

9. ● Beautiful and inspiring
filmography engages the viewer.
● Introduction to industry experts
demonstrates the company’s
competency.
● Gives clear reasons why you
should choose this company.
● Internationally renowned
partners showcased,
demonstrates credibility.
● Educates about the wealth of
products they offer and inspires
you to research more.

10. ● Beautiful and inspiring
filmography. Good use of
clips.
● BUT Not clear that these are
adventures you can have with
this company.
● Poor audio quality
● No call to Action directing me
to their product
● The words inspire the viewer
to go on an adventure, but not
necessarily with this company.

11. Podcasts
● More than 60 million people listen to podcasts (Hubspot 2022)
● Great for all stages of the buyer journey, but may help you reach a new
audience segments.
● Allow you to maximise your content and by publishing multiple forms
simultaneously (e.g an interview transcript as a blog, video of the interview
on YouTube and a podcast episode)
● Allows you to collaborate, creating back links to your site and more ways
for you search engines to find you.

12. “Even when we’re not going anywhere, we’re planning our next
adventure. As a global leader in travel, Expedia has created this
entertaining podcast offering travel information and ideas so you
can learn and get inspired. Before you embark on your next trip,
join host Nisreene Atassi to swap tips with travel experts and
industry insiders, as well as people just like you who have great
travel stories to share. Subscribe today, and learn to navigate the
online travel booking space and Out Travel The System. Got a
great travel story to share? We’d love to hear from you, @Expedia
on social media.” (EXPEDIA, 2022)
● World leading travel provider
● Podcast accessible via their website or on five popular outlets
● Shared on their website like a blog
● The description is full of key words and CTAs to inspire and engage listeners.

13. Summary
● These are just a few of the many types of content you could consider.
● Think carefully about your buyer personas-who are you trying to attract,
engage and delight and where do they consume content?
● To be successful content has to be unique, distinguish you from the crowd
and most importantly give VALUE to your customers!

14. References
Baker. K for HubSpot (2022) ‘Content Markeitng in 2022’ https://blog.hubspot.com/marketing/content-
marketing?tstamp=38760ae7bf7f1a1d0233c5b26eb15012452b146b [accessed 12.10. 2022]
Expedia (2022) Out Travel The System Podcast https://podcasts.apple.com/us/podcast/out-travel-the-
system/id1477909314 [Accessd 12.10 2022]
Green World Holidays (2022) ‘Blog’ https://www.greenworldholidays.com/blog/ [Accessed 12.10.2022]
MailChimp (2022) ‘Content Marketing’ https://mailchimp.com/en-gb/marketing-glossary/content-marketing/
[Accessed 12.10.2022]
Holmes Kirsty (2022) https://www.muchbetteradventures.com/magazine/features/ [Accessed 12.10.2022]
Much Better Adventures (2022) ‘Climb Mont Blanc’
https://www.muchbetteradventures.com/products/10527-adventures-climb-mont-blanc-4810m/ [Accessed
12.10.2022]
Todorov Georgi (2022) ‘Guide: How to use Podcasting in your content marketing campaign’
https://www.searchenginewatch.com/2020/06/25/how-to-use-podcasting-in-your-content-marketing-
campaign/ [Accessed 12.10.2022]
Wild Frontiers Travel (2022) ‘Albania Walking Tours’
https://www.wildfrontierstravel.com/en_CA/destination/albania/group-tours/walking-in-northern-albania-
into-the-accursed-mountains/NALB [Accessed 12.10.2022]