Perhaps no industry so benefits from content marketing as travel
And yet, surprisingly few travel companies have recognised the benefits this approach might offer. Just last month ABTA themselves commented that ‘the travel industry needs to create better content….We are trying to push the consumer to the booking point [online] when they are not ready to book. Very few sites inspire the consumer to get to the booking process.”(1)
Here at Barefoot, we look upon this as an extraordinarily positive time for the internet. We’re waking up. We’re realizing that rankings aren’t everything. The focus is slowly but surely shifting back towards the people we’re trying to sell to. And that means content, content, content. We’re realising, like a newspaper whose entire editorial has focussed on keeping the advertisers happy, that we have missed the point.
- Is your site offering a genuinely inspiring reading experience?
- Are you churning out the same ’10 of the best’ articles or going deeper?
- Does your site offer content available nowhere else on the web?
- Are your readers amused, titillated, inspired and moved?
- Are you learning in real time from how your clients react and interact with your website?
- If not why not?
We need to do better
With the evolution of the web, consumers are getting smarter, better educated, spoiled for choice and their attention spans are lower. That’s not a bad thing, necessarily, but it means our content has to be superbly good, with visuals to match, intelligent well crafted prose, and to offer something genuinely new.
- We have to understand the marketplace
- We have know our audience
- We have to figure out what makes them tick and how to respond to that
- We have to dazzle them with sparkling, ingenious content they will nor forget
- Out websites must stand above the rest for quality and craft
Why Barefoot offer the world’s most advanced content marketing solution for travel professionals
Barefoot’s owner, Piers Ede, was a former travel journalist for The Guardian, Wanderlust, CN Traveller and more, as well as the author of two acclaimed books. From this foundation, we’ve put together a roster of the best in the business: wordsmiths, illustrators, videographers and photographers with a deep knowledge of travel and how to talk about it. Our content marketing approach is making a difference to major brands because:
- We know that attracting the visitor to the website is only half the battle, knowing how to convert them is the other
- Great content is both a story-telling mechanism and a means of defining your brand: it must do both
- World class content is nothing without the cross channel engagement to get it heard.
- Sound content marketing is a long term strategy but each published piece is a chance for data gathering via analytics to make the next one even better
- Travellers look to trusted sources: our experienced team can offer just this reassurance
- Mobile searches require mobile marketing expertise: We are experts in mobile landing page marketing
References:
(1) http://www.marketingweek.co.uk/news/travel-industry-needs-to-create-better-content/4008327.article
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