Why is a Travel Content Strategist Your Best Asset?
Today, the web and content experiences are the victims of trends, i.e., ChatGPT and Google’s takeover of the discovery layer of search. Visibility is tough to achieve.
And there’s the tsunami of generative AI slop polluting the content ecosphere. This is making worthy businesses invisible. Our task then is build our own demand engine which reduces your dependency on AI platforms and OTAs. We’ll be creating visibility and then engaging your prospects in the consideration and decision phases. Definitely tougher, but doable.
The best solution involves hiring someone with keen awareness of all these challenges, is strategy first and removes the complexity and friction for you. If you own a travel business, your comprehensive and high quality content represents you and your brand.
It’s the vibes, experience and message that impacts prospects, to establish you as the only provider they’ll ever want. When I establish this for you, everything you do becomes golden.
My real goal for is more than reaching audiences, creating demand, engaging and impacting visitors, persuading, or creating a lead. By themselves, they won’t create a customer.
Currently, your website isn’t producing well, so kicking it up a notch is the right choice. Your issue might not be the rush of AI sweeping in. It might be your content doesn’t connect your brand with travelers. You’ll get much more with me from modern SEO/GEO to persuasive content and synchronized brand promotion to power more bookings and customer loyalty.
As you’ll discover in my blog, I reach in to develop specific expertise in each aspect of your brand-powered booking generation machine. I bring out your expertise and help you build more of that. Because expertise is what you’re selling.
Your content is the concierge of the traveler’s shopping experience. From dreaming to tickets in hand, we’re creating the traveler’s journey to purchase. I build reach, relevance, belief, trust, and capture the traveler’s actual, full intent to travel using content and messaging. It’s the conversation your content creates that captures their intent and will capture the booking.
Designing Your Content for Reach, Impact, Engagement and Sales Results
Your digital content, primarily on your website, makes their dream real. It might even become their dream.
It’s all words and pixels, yet it conveys your human expertise, experience, charm, gift and vibes to give them the confidence, self-esteem and willingness to unleash their intent to travel
Doubling or tripling your bookings is not outlandish. Connections to travelers, establishing brand strength, comfort, trust, and guiding travelers gently down a paved path to purchase is a valuable skill.
Over decades of experience, I’ve seen that a content strategist adds value to every department in a company from customer service to PR to sales. With Delta Hotels, I raised their traffic from 1.2 to 2.5 million visitors per year, and all boats in the Delta hotel chain rose substantially, thus increasing bookings and making operations cost-effective. They didn’t want to reduce operations cost or lay people off, they wanted more bookings and brand strength. Travelers began seeing them as not just an overpriced business hotel, but an accessible one for any travel reason.
You can fix your business problems with great travel content strategy.
We impact investors too, who know how competitive business is today. New customers arrive with positive intent, motivation, open mind and a good attitude, already pre-convinced that your advisors are ready and dedicated to making their travel dream real. They can’t wait to get booked.
The travel content strategist is a specific role where content is designed, published, and promoted to achieve the right effect on your audience and deliver them to the shopping booking button.
The Only Company Your Customer will Ever Want or Need
Given the cost of marketing and advertising, among all other costs, it’s not enough to compete. There’s no comfort or safety in competing. You rise the next day and start all over again. This exhausts you and your whole company. That’s not the way to go.
The right choice is to be in it to win it by strategically aligning your brand and vibe to their travel style. Then there’s no competition. Because being so well matched means zero friction, a loyal audience, repeat sales, and constant grassroots word-of-mouth promotion.
Thats a wonderful thing.
Your brand and company need to stand out and be presented as the only company travelers will ever need or want. Zero competition is the end goal.
Content is what makes yours the Only Company They Will Ever Want
Great content strategy comes to the rescue to bring the process, tame the complexity, build value, and focus your assets.
And it’s your developed content that expresses your unique value proposition/brand. It communicates your trip and tour offers with impact, magnetism, and excitement — building exclusivity and then long-term sales performance. Strategy makes it effective in a crowded marketplace.
I want to help you activate traveler’s core travel drive for a deep, lasting and irresistible connection to them. They view your trips, services, software and tours as the only ones for them. The result will be highly relevant, motivated, permanent customers, not price-sensitive one-timers.
Building Your Iconic Brand
To travelers, your online content is your company, brand and offer — which is why it needs to be developed and perfected with your ideal customer in mind.
I’m not a brand developer/strategist, so you may need to hire a branding consultant to provide those deep customer and market insights. I’ve worked with a top branding consultant in Boston MA, and know that a great brand is powerful. Brand research is the fount of powerful content strategy. I want to make content strategy your greatest business asset and help you lift your leads, sales and revenue to new heights.
What Makes a Great Travel Content Strategist?
There are many opinions about that.
A travel content strategist devises smart ways of crafting information, perspectives, storytelling and narratives, to position your company as the only one for your customers.
My many objectives include elevating the ordinary, crafting topic angles, creating compelling visions of destinations, and building narratives that make your company the go-to source for travel inspiration.
Maybe their Best Travel Buddy Ever?
But it’s not just about campaigns or numbers. A strategist sees through the eyes of your customers, understands their desires, and weaves wisdom together in a seamless, impactful message that resonates strongly in them. It makes them feel you’re a reliable friend, advisor and that you do care about them. There’s a personal vibe and human connection that helps you transcend being just another travel product catalog.
My Strategy Goal:
⦁ Understand your audience and position your company as the only travel company for them.
My Objectives:
⦁ research your audiences and the full nature of your offer/brand style
⦁ research, craft and improve your content to resonate with your branded offer
⦁ align your promotions to deliver the top 3 benefits that impact and inspire them
⦁ make your content the most desirable pre-travel experience possible
⦁ organize your content strategy assets so they support the big-picture goal
⦁ help fill your lead funnel and move them through to purchase at any point in their shopping journey
What Makes Me So Unique and Compelling?
- Visionary Thinking — a creative mind for visualizing problems and solutions.
- Perfectionist — only an energetic perfectionist writes two books on digital marketing.
- Collaborative Nature — enjoying input from other travel professionals/contributors.
- Adaptability and Agility — Versatility to contribute in many ways.
- Willingness to Learn and Grow — Learning new mediums and tools to improve content quality and performance (ahrefs, ChatGPT, Adobe Creative Suite).
- Commitment to Your Success — focusing on your business dream to make it succeed.
Maximizing the Power of Free Organic Traffic
Free, organic traffic is hotly contended for online, so we need to elevate social media, blog, SEO, and off-site promotion.
I doubled a major hotel brand (Delta Hotels) website traffic from 1.2 million to 2.5 million in about a year of working with them. The reach via local search and global search was vast their website appeared in millions of unique keyword searches.
As a long-time SEO/Content strategist I will help continuously build amazing high-quality campaign elements that will resonate with Google’s ranking algorithm to generate impressive traffic volume. Using powerful digital tools and other resources, I will fashion your blogs, guides, and product pages into a high-performing asset group.
Consider that great content works across all stages of the buyer journey, as travelers find you easily on ChatGPT, AI apps, Google, Bing, or in social media feeds. A good strategist ensures your content moves them closer to conversion, no matter where they are in the funnel.
Solving Key Travel Marketing Challenges
A travel content strategist isn’t just someone who writes blog posts and ppc campaigns — I solve tough problems:
- Nurturing High-Value Leads: The best travel customers don’t make quick decisions. They take time to consider their options, and a strategist helps you create content that nurtures these leads, guiding them from interest to booking.
- Standing Out in a Crowded Market: Many agencies rely on generic trip descriptions that fail to differentiate them. A strategist will help you craft original, authentic content that sets your brand apart and resonates with travelers.
- Maximizing Google Search Performance: Leveraging the greatest source of travel consumers who are actively searching for experiences/information. By optimizing your content for search, a strategist ensures your brand gets seen by travelers at the moment they’re searching for trips. This approach drives more high-quality traffic than relying on short-term advertising.
Final Thoughts on the Value of a Travel Content Strategist
Your travel content strategist might become the key contributor to your travel business success.
Skill and creativity in reaching prospects, impacting them, engaging them, and positioning your company/brand as the only one for them builds excellent long-term value. Exclusive, sticky, satisfying customer relationships don’t just happen. Strategy makes them happen.
Ready to transform your travel content? Let’s talk more about using content to create customers.
📞 Contact Gord at 416 998 6246 (travel content strategist) for a free review of your travel company’s content and how my affordable, powerful approach will work.
Title illustration courtesy of Wannapik.com
