How to Build Content Breadth to Capture High-Volume Leads
Let’s use a simple analogy of a tall needle-like building vs Mount Everest to discuss content expansion.
If the tall building represents a narrow niche-obsessed content marketing campaign, it means it can’t reach high enough or broadly enough to capture sufficient traffic volume and rankings, topic coverage, and brand supporters (citations/backlinks/shares). There is a connection between breadth and quality which we need to explore now.
Mountain Everest depicts awesome heights and epic views. It’s the ultimate adventure especially for adventurous travelers. If that’s where the best leads are, we should be building a massive foundation of traffic, content and enriched engagement. The broad high base represents the content we need to create.
With a precise needle-like approach there isn’t enought content for everyone you need to reach and serve. If you miss reaching your audience, there’s nothing.
Whether it’s a pyramid or mountain analogy, this structure better supports your digital marketing goals. For serious businesses, this is wiser, more resilient and productive. Skimping on a greater volume of relevant supporting content creates gaps and a less fulfilling content experience, and reduces SEO success.
Golden Leads are at the Top
The Real Gold is at the top. You can fight for a small share of it. Or you can build your own massive content foundation to reach the broader huge market and create more paths to purchase. Consider that your real audience is far greater than one person. In a family, multiple members can greatly influence travel decisions. If you target one parent only, you may be outgunned by competitors who influence the whole family.
A Narrow, Nichey Focus is Risky
So, you have two choices to reach your golden prospects — go narrow or wide. Narrow is very risky. Too many things can go wrong, and there are fewer paths to explore and bring customers to you.
While travel business owners (and other small business owners) sometimes view business through a narrow lens because narrow seems more powerful. Yet, a wider scope of content and brand supporters can create more lead generation success.
Consider that a narrow vertical approach to content and SEO severely limits rankings, traffic and leads, and is a weakness that competitors can exploit. They know your site has very narrow support, and they can position their SEO and content strategy to block you out of your highly-prized niche audience online.
Then your marketing and promotion, and loyalty programs have to work really hard to keep what you have. And when your content is narrow, it is challenging for your content creators to create new exciting blogs, photos, and videos. The narrow focus squeezes creativity and topic range.
And there is something about broader content that suggests a richer, more meaninful travel experience. With narrow content, you can’t convey extra value and fill in gaps. And Google wants to see a strong, fresh connectedness to the spirit of the travel market. By going nichey, you tell Google that you are irrelevant to most of their travel search users.
Benefits of Expanding your Keywords and Content
- wider array of keyword phrases for more Google traffic (both core and long tail keywords)
- better support for your core keyword phrases (increased relevance for travel market)
- greater relevance to Google’s general ranking algorithm (Google seeks maximum relevance and credibility)
- greater variety of types of new customers (additional demand for new travel experiences)
- greater brand awareness (seeing your brand builds recognition, comfort and curiosity)
- more content for prospects enjoyment (longer more enjoyable engagement)
- an improved content journey with a richer content mix (more complete satisfaction)
- improve reach to influencers and travel enthusiasts (new brand fans)
- more content for a more sophisticated SEO strategy (advanced SEO needs this content)
Surprise: Your Online Presence is Totally Transparent
Using today’s SEO and content research tools, your competitors can learn everything about how you create customers, impact and engage them and keep them loyal. Then they can copy your value proposition, offers, rankings, keywords, tone of voice, assets, and content strategy, and thus block you out with smart tactics. You’ll see your rankings, traffic, engagement and sales declining. It’s all very quiet.
Look at Expedia, Travelocity, Viator, VRBO, Airbnb, Booking.com and other major travel OTAs and you see how they go broad with a range of narrow channels integrated. They’re invulnerable because of their size and diversity. Attacking goliaths for some marketshare is tough (yet this is what I do).
You can’t call those brands nichey or luxury brands, but via their superior ranking power and advertising budgets, they can invade any market niche including cruises and luxury segments. With crafty SEO and promotion, they can eat your breakfast.
Broad Expansion of Presence Opens up Channels
If enough big players begin imposing on your niche territory, your access to a small slice of the market becomes squeezed. These big monopolies work their big content and SEO strategy scheme to push small agencies and online tour companies right out of the Google search results and social media channels.
And broader Google rankings, content topics, assets and experiences, and audiences help them dominate travel narratives and fill more gaps in the traveler’s wish list. They pose more strength, security, and options which travelers do like.
If you’re finding PPC ads expensive and your business dev sales programs aren’t producing, it’s likely because these dominant online companies are making you disappear.
The Solution?
After we conduct an audit of your online presence, assets and positioning, we can build a broader content strategy to reach a bigger audience, and more brand fans and other supporters.
As a niche travel service, you have to find ways to broaden out your appeal to nearby audiences. This creates online brand awareness, citations, social shares, brand mentions and even links to your website. These help to support your rankings and relevance in your niche sector (e.g. Asia luxury travel, or yacht vacations).
If you’re unwiling to expand your current microniche website, you might consider developing another website with its own similar branding and content style.
This broadened marketing strategy opens your company up to new “nearby audiences” so you can achieve more reach to your key coveted prospects. Even your niche prospects visit a multitude of other travel websites, and these are great ways to gain exposure and build new leads. And your core brand suffers no risks.
Right now, the idea of broadening, expanding, growing, attracting, and winning new customers is what needs to sink in. Rankings on Google, brand awareness, traffic, leads, improved impact and engagement, a better match with travelers intent, along with more sophisticated persuasion techniques are all possible.
It’s time to open up to consider broader methods to increase your access to your niche audiences. Here are some tips to create this amazing expansion:
1. Broaden Content Strategy Without Losing Niche Identity
Diversify Content: Create blogs, videos, and social media posts that highlight both your niche expertise and broader travel interests. For instance, a luxury safari operator can include content on ecotour trends, wildlife and ocean conservation, and upscale beach resort stays (to support new, more complex travel packages).
Storytelling: Increase storytelling by other types of travelers who wish they could afford, or intend to book a high end travel packages, with stunning visuals, that relate how those less monied travelers view these experiences, which highlights their value in a wider context. Your customers will have greater appreciation for your travel packages through these other lenses
2. Use Partnerships and Collaborations
Affiliate Partnerships: Collaborate with other related travel and tourism businesses, with extra special tours, dinners, and experiences that highlight the extra value your customers discover in your packages.
Cross-Promotions: Partner with non-competing niche businesses (e.g., a wellness retreat might partner with an eco-tour operator). This opens up more content possibilities.
Influencers: Work with travel influencers whose followers align with your target demographic but are not exclusively tied to your niche.
3. Tailored Marketing Campaigns
Expand Audience Personas: Identify related segments and types of travelers (e.g., families, millennials, eco-conscious travelers) that might appreciate your offerings.
Ad Campaigns: Use paid media platforms like Google Ads, Facebook, and Instagram to create targeted campaigns that show how your niche offerings solve broader travel needs.
4. Leverage User-Generated Content (UGC)
User-generated content highlights value to Prospects: Encourage customers to share their travel experiences on social media. Highlight UGC to show how travelers with varied interests can enjoy your services. Invite their blog comments and ask for their own videos and image content to use in your campaigns.
5. Optimize for Broader SEO Keywords
Target both niche and broad travel keywords: For example, combine “luxury honeymoon in Fiji” with “romantic getaways” to rank for broader searches.
Develop Key Themed topic: pillar content on travel themes that connect to your niche, like “Sustainable Travel for Families” or “Hidden Gems for Adventure Seekers.”
6. Host Virtual or In-Person Events
Create engaging live webinar events: (e.g., virtual travel tours, packing tips for specific trips) that attract broader travel enthusiasts and create a live meeting with travelers.
Partner with organizations: host workshops or talks relevant to your travel niche but accessible to general audiences.
7. Launch a Broader Product Line
Develop complementary offerings: For instance, a company specializing in cultural tours could add foodie experiences, adventure trips, or wellness retreats to cater to diverse interests. Broader content can fuel growth into new travel categories bringing a new flow of niche travelers you haven’t reached as yet.
8. Focus on Social Media Trends
Video Social Platforms: use TikTok, Instagram, and YouTube to share visually stunning, informative, and entertaining content that broadens your appeal.
Engage with trending topics: (e.g., travel sustainability, 60+ and multi-generational trips) to make your brand more relevant and build connections to travelers friends and family.
9. Participate in Broader Travel Campaigns
Consider joining campaigns organized by some local or national tourism boards or global travel organizations to feature your offerings alongside other destinations or experiences.
To summarize, broadening your SEO and social media content strategy opens up more channels for more secure and lasting channels to reach your prized customer audience. And with that more diverse, engaging content, comes a richer experience for anyone who might promote your company and packages.
A wider lead funnel will pay off.
Contact Gord to discuss improving your SEO and content strategy and make 2025 a year of solid growth.
