How We Move Clients Toward a Travel-Enticing Content Model
As we work with clients, our focus often falls to content and content marketing. Specifically, travel-enticing content, or content which moves the potential traveler closer to the act of travel.
However simply saying you want content that entices travel is not enough.
Nor is it enough to slap a ‘request a guide’ link at the end of every story, article or member page.
A focus on travel-enticing content is an internal commitment to understand and recognize the purpose and role of each piece of content from the perspective of the consumer’s needs.
Currently, digital thinking on content goes something like this:
We have 10,000 pages of content and because we have so many, I can’t possibly monitor each and every one…which is what we want.
Travel-enticing content forces a change to that perspective:
We have 400 pages of content and because we have such a focused selection of content, I have direct knowledge of the performance of each page.
A lot of content and knowing little, to a little content and knowing a lot.
To help explain the process, let’s take a look at our approach to content strategy.
Auditing and Focusing
Currently, we follow a direct, yet intensive, process to move toward a travel-enticing content model. It is a process that has been implemented and utilized by a number of firms and organizations, including the UK Government Digital Service.
Identifying and cataloging every piece of content as well as common search terms. For one client, this list topped out at nearly 2,500 unique items.
After we have the master list, we begin to collate like items into logical groups and assign a priority. Often, this includes identifying numerous instances of duplicate content and a realization from the client that they really have been confusing the shit out of their consumers.
At this point, we start trimming via a set of core questions to determine if the content groups truly provide a travel-enticing solution.
For example: Do consumers reasonably expect the DMO / CVB to provide this content?
One of two things will likely happen at this point: Either 1) you will cut the content or 2) you will vastly improve the piece of content to save it.
Now that we have a refined list of content needs, we re-organize the list into logical groups.
Then, we re-prioritize the categories based upon consumer need and organizational goals.
Finally, we are left with a clear list of categories, content and priorities that make up a content marketing action plan.
Beyond the Content Audit
For many agencies and consultants, the content strategy begins and ends with the audit.
Rearrange the crap into slightly less-confusing crap.
What is required for success is not a spreadsheet, but a thorough understanding of which pieces of content work and which do not. Then, the ability to kill crap content via a clear and vetted content marketing action plan.
Content marketing success is not having the most content, but rather content that clearly answers a consumer’s need.
Content that entices travel.
And the best way to discover and develop travel-enticing content is through one hell of a holistic content model.
Not just a big spreadsheet.