Standing out from your rival travel brands might feel like a difficult task, but devising a well-planned content strategy featuring stunning travel content can give you a competitive edge. It can also help to build your share of voice, organic search rankings and brand footprint in your industry. 78% of travellers said informative content from destinations or travel brands can influence their decision-making process, so making sure your content is the content that resonates and captures your audience’s interest has never been so important.
Travel lends itself well naturally to content creation because of the beautiful imagery, inspiring videography and alluring destination descriptions that can be produced. But stunning doesn’t have to equal expensive – read on to learn more about creating amazing travel content on the cheap.
Using user-generated content (UGC) to make an impact
Your happy customers and their experiences, anecdotes and holiday media can be your greatest assets when it comes to generating beautiful travel content on the cheap. With 84% of millennials reporting that UGC on company websites influences what they buy – and 88% of consumers trusting online reviews written by other consumers as much as those from friends and family – it’s easy to see how UGC can be used to your advantage.
Ask your customers for destination and accommodation reviews – finding out their special moments, breathtaking scenery or fantastic service is key. Connect with your customers on social media by running competitions for the most stunning holiday photographs and videos – they can be used to create bigger pieces of marketing content. There are many ways you can get your customers working with you to produce and share authentic, stunning user-generated content.
Leveraging products to generate influencer content
Whether you’re selling accommodation, flights, tours, transport or insurance, there’s always a way to use your products to engage with influencers to create stunning travel content. It’s your choice how expensive your product incentive might be, and how much you’re willing to offer may affect how popular the influencers are who want to work with you.
While reach is key, and working with influencers with thousands of fans might seem tempting, try to prioritise working with smaller influencers with an extremely engaged audience. Think about the network or niche of people you want to reach with your content. Who do you see becoming a customer? These are the types of people you need to reach. Working with smaller influencers can guarantee a more engaged network of fans who are connected on a more mutual, genuine level.
Saving time and money with an experienced SEO agency
Working with an experienced travel SEO agency is another way to keep costs down when creating travel content that resonates. It will get under the skin of your business goals and objectives, helping you put a robust content strategy in place that will ensure you’re delivering the right messages and most effective types of content to your chosen audiences at the optimal time. This will keep your efforts focused and aligned with your wider business goals.
It will also provide you with access to a network of media connections and influencers who can help to amplify your content, ensuring you get as much reach as possible with your budget. They’ll also have the experience and expertise needed to identify important metrics and KPIs for your content performance, from building your share of voice and organic search rankings to increasing your brand footprint in your industry. They will help you to track and measure the success of your content campaigns – even reporting on your content’s ROI and how it’s contributing to your bottom line.
Does stunning travel content require a big budget? No, that’s a common misconception. Working with what you’ve got – happy and engaged customers who can’t wait to share their travel stories, tips and media, plus products that can be used to attract influencers – is a great way to generate wow-factor content that won’t break the bank. If you’re budget-conscious, it’s important to get the most out of your spend and be sure it’s contributing to your ROI.
This is where working with a travel SEO agency can really help. They will help you produce a content strategy that will hone in on your business objectives, targeting potentially profitable customers while remaining measurable in terms of KPIs. Travellers are looking for beautiful, wanderlust-inspiring content that is engaging, informative, credible and unique – all of which can be produced for less than you’d think, provided you follow the tactics above.
To read more on topics like this, check out the travel category.