How LLM GPT’s Help us Create Great Content

AI LLMs are a major change in how travel consumers experience search and content on the web. ChatGPT and Google Gemini are the two new AI search engines gaining significantly in the search marketplace. Many users love the comprehensiveness of answers to their questions — their pre-trip travel experience.

Conversely, content creators, copywriters, marketers and SEOs are relying on the AI LLMs to create content that might rank high in Google search and be cited in AI overviews or LLM Chatgpt’s answers. I use them too for a variety of purposes related to planning content, finding topics and angles, and reviewing. A few are using the GPTs to create their content and not worrying at all about whether Google might downgrade it.

That gives us 3 reasons to use LLM GPTs for content:

to help with topic research and a broader understanding of new topics
to help craft content that is clearer, more concise and do this faster
to build content that is more relevant and credible to the AI LLM’s own content selection algorithms

It’s an exciting and challenging time for marketers, many of which are trying to avoid being laid off amidst complete reorganizations of businesses and marketing departments. For freelancers, having mastery of these tools brings tremendous power and productivity. That growing performance means more affordability for clients. Some clients are already choosing to give up on human expertise, in favor of hiring a few young people working with these AI platforms such as ChatGPT or the Adobe AI marketing suite.

AI LLM GPTs Evaluate Content Relevance and Quality

The popular AI systems are deciding on content meaning and quality with less reference to backlinks or citations.

Here’s the danger: If they control the meaning of our content, then we have no control over our marketing. It’s vital to understand both Search Generative Optimization (SGE) and Generative Experience Optimization (GEO). These help us fashion content that can create visibility in ChatGPT and Gemini. If we can’t understand how they process content and what they believe users search intent is, then we’re running around in the dark. That’s a frustrating, uncomfortable situation.

AI LLM GPTs as Coach

It’s a fascinating thing that we can converse with these AI systems to increase our own comprehension of what we’re trying to do. It even has a sophisticated vocabulary to help educate us. I’m constantly surprised at how it seems to comprehend the challenges, opportunities and frustrations in a topic and how it relates to marketing goals.

For performance travel marketers, it’s a powerful tool with its guidance, ideas, and tips to help sharpen a strategist’s work.

And for most creative travel writers, it’s a quite an aid to designing and crafting engaging and persuasive articles and social posts. The LLM GPT’s understanding of what we want to do is exceptional, but not all-inclusive. We have to write the final travel article so we can achieve our nuanced, complete travel content strategy from Google rankings to brand impact to engagement to bookings. There’s always bits and pieces missing too, that have to be included.

With the LLMs help, we might have more time to build a strong emotional impact with our unique stories, images, and uniquely angled perspectives. It might seem a pain for an experienced travel writer to have to adapt to a tool that doesn’t have the earned insights, experience, expertise, and joy that they have. Yet these research/analytics and production tools are removing mental exhaustion.

The biggest threat of the AI LLMs is in their assimilation of expertise (gained through its learning) such that real human expertise is no longer needed. Once it believes its understanding of a destination (e.g., Italy) is more robust, multimensional, relevant and valuable, a travel expert’s views are downgraded. The only way to make your expertise respected, is to understand how AI LLMs view questions, issues, and solutions. Their relevance algorithm determines which resources they’ll cite in answers. You can see how human expertise is threatened. Travel companies may not hire experts in anything — just use amateurs who use AI LLMs for everything.

In other posts, I explore the two hot SEO topics of Google’s AI overviews which are decreasing Google organic clicks, and AI Generative Content optimization, which attempts to make web content resonate with their algorithms and create a great user experience.

We’re going to use a process engineered by ChatGPT to write a travel article about a 2-week trip for a couple to Italy. So you can follow it from beginning to final article below.

I’ve never traveled to Italy, but if you have, you can see the opportunity to infuse the copy with your interesting experiences in Lake Como, Rome or the beautiful Amalfi coast. ChatGPT can’t realistically polish a real adventure because it’s not human and hasn’t been to Italy.

Before We Start: What is our Mission?

Our overall content mission: Everything about the travel article we’re going to create is presumptive such as the 2 week itinerary and that the content justifies their commitment to a customized, high-priced booking requiring your agency’s special accommodations, tours, and advisory services. It doesn’t have to sell or push because your agency is the solution. The content makes that seem true without pushing the message.

So let’s see how an LLM GPT approaches this project.

In this case, we’re using ChatGPT v4 and giving it these general instructions in a prompt:

My Prompt: “Let’s do the research for a pillar blog article on a trip to Italy on a travel agency website, for a middle-aged couple wanting to experience Italian culture, sample authentic Italian cuisine, and see the epic beautiful sites of the country. Discover the best keyword phrases including: the high ppc phrases that might be used in the copy create content clusters and user intent slices and include microtopics that support your content strategy.”

Lets Review ChatpGPT’s Response:

✨ 1. Best Style and Tone of Voice — for an Itinerary-Based Travel Article

To resonate with your audience (a mature couple seeking authentic culture, culinary experiences, and stunning landscapes), your voice and tone should balance elegance with accessibility, and poetic insight with practical clarity.

✅ Overall Style:

Elegant Travel Editorial meets Conversational Guidance

Think Condé Nast Traveler meets Rick Steves, with a lyrical edge borrowed from writers like Frances Mayes or Elizabeth Gilbert (but lighter and more structured).
Prioritize mature storytelling with intention, not sensationalism or influencer-style flash.

💬 Tone of Voice Goals:

Tone Trait	Description	Effect
Warm & Refined	Cultured, but never pretentious.	Creates emotional trust and a sense of taste.
Joyful & Grateful	Not over-the-top excitement, but contented delight in the small and grand.	Appeals to the reader’s own aspirations for memorable, meaningful travel.
Descriptive & Immersive	Sensory-rich, with a travel writer’s flair for scenes and moods.	Helps readers visualize and emotionally connect with places.
Assured & Informative	Calmly confident, providing subtle guidance.	Makes the couple feel well-led and well-prepared without being talked down to.

✍️ Writing Techniques to Use:

Time-marked sections (e.g., Days 1–2: Venice – Romance and Reflections) make the itinerary easy to follow.
Sensory Anchors: “The sea breeze off the Ligurian coast, tinged with lemon blossoms…”
Mini-scenes: A couple sipping wine at golden hour; wandering a quiet Tuscan village.
Cultural Touchstones: Quotes from local traditions, references to history, cuisine, or regional identity.
Micro-recommendations: Instead of dry lists, wrap suggestions in language like:

“Pause for a long lunch in Bologna, where the tortellini are hand-folded with stories passed down like family heirlooms.”

🌍 Tone Influences to Model:

Frances Mayes (Under the Tuscan Sun): for romantic, atmospheric reflections on place and food.
Rick Steves (TV and guidebooks): for practical, casual tone with a deeper respect for European history and authenticity.
Travel + Leisure / AFAR / National Geographic Traveler: for high-quality travel prose that blends information with cultural depth.

🎯 Your Narrative Focus:

This isn’t a “how to survive Italy” guide. It’s a sensory-rich, emotionally-guided journey from the mountains to the sea, crafted for thoughtful travelers who seek meaning over momentum — with just enough structure to feel confident, and enough space to fall in love with the country.

2. Content Strategy Research

The first challenge is to determine what will be the pillar articles on your site, each with their own multiple supporting cluster posts/topics. Our goal is to attract high-intent, culture-loving travelers looking for a meaningful Italian vacation experience.

🔹 Content Strategy Goals

[Attract]: Rank for broad and high-PPC Italy travel keywords for culture-focused middle-aged couples
[Engage]: Create an immersive, emotionally resonant long-form read that hooks readers
[Convert]: Nudge them toward a bespoke itinerary or consultation via travel agency CTA
[Support SEO]: Serve as the pillar for multiple interlinked sub-articles
[Repurpose]: Use visuals and sensory snippets for Instagram, Pinterest, or email storytelling

3. High-Value Keyword & PPC Phrase Research

Here’s a mix of SEO-friendly and PPC-valuable terms based on current travel trends for Italy (middle-aged travel couples focus):

🔍 Primary Keywords (High Volume & Intent)

“Italy cultural tours for couples”
“Best places to visit in Italy for couples”
“Italy food and wine tours”
“Romantic Italy itineraries”
“10 day Italy itinerary culture and food”

💰 High-PPC Keywords

“Luxury Italy tours for couples” – Very high-value
“Private guided tours Italy” – Common with older affluent travelers
“Italy honeymoon package” – Slightly younger but worth exploring
“Italy vacation package for two”
“Best Italy tour companies for couples”

🔍 Supporting Long-Tail Keywords

“Hidden gems in Tuscany”
“Italy travel tips for 50+ travelers”
“Where to eat in Rome like a local”
“Cultural experiences in Venice”
“Scenic train rides in Italy”

4. Content Clusters, User Intent, and Microtopics

We now split the article into content clusters and user-intent slices, which serve to:

Engage different interests (food, art, scenery)
Keep users on the site longer via internal linking
Deepen your authority and rank across multiple related searches

🧱 Core Pillar Topic:

“The Ultimate Italy Itinerary for Couples Who Love Culture, Food, and Breathtaking Beauty”
[Content Strategy: Pillar content for ranking + storytelling + lead generation]

🌿 Content Clusters (Supportive Blog Posts / Subsections)

🍷 Italian Food & Wine Experiences

[Top Funnel, Middle Intent]

Truffle hunting in Umbria
Private cooking class in Florence
Best local trattorias in Rome
Wine tasting in Tuscany
Gelato beyond the tourist traps

🖼️ Cultural Highlights & Hidden Gems

[Top/Mid Funnel, Discovery + Planning]

Art without the crowds: underrated museums
Venice’s lesser-known artisan districts
The ancient music of Naples
Local festivals worth timing your trip for
How to attend a mass at St. Peter’s Basilica

🛏️ Romantic & Serene Places to Stay

[Mid Funnel, Research Intent]

Boutique stays in the Amalfi Coast
Agriturismos in Tuscany
Romantic hotels with views in Lake Como
Choosing between Rome and Florence for a base

🚆 Smart, Scenic Travel Between Cities

[Bottom Funnel, High Intent]

Best train routes with views
Private drivers vs. self-drive
Day trips from major cities
Packing and mobility tips for older travelers

❤️ Connection and Memory-Making for Couples

[Emotional Anchor, Brand Loyalty]

Shared moments: Gondola rides, pasta-making, slow breakfasts
Avoiding crowds to reconnect
Mindful travel and deeper experiences
Anniversary or special occasion ideas in Italy

👥 User Intent Slices

Intent	Content Direction	CTA
Dreaming	“Is Italy the right destination for us?”	Inspire with visuals, cultural beauty
Planning	“Where should we go, and how long?”	Share sample itineraries, links to city guides
Comparing	“Tour vs. independent travel?”	Offer pros/cons and pitch your service
Booking	“We want something crafted for us”	Strong call to action to schedule a consultation

What I like so much is the Chat conversation with the GPT and how explicit it is about strategy, tactics, and techniques. Of course, the end product still takes quite a bit of time to edit and refine to make it fit my travel content and SEO strategy.

Soon, I’ll publish the final outcome of all this ChatGPT interaction in a travel story entitled: Italy by Car: A Two-Week Journey Through Culture, Cuisine & Timeless Beauty.

Be immersed in GEO, SGE, travel content marketing, travel SEO techniques, and what is great travel content.

How LLM GPT’s Help us Create Great Content