5 Tips for Engaging Content for Travel Businesses


If you are a travel agency or a company that relates to traveling creating branded content can be the key component that makes you stand out from similar companies. Attracting potential customers whose values align with your brand results in higher conversion rates and gaining long-term customer loyalty. Here are 5 tips to help you get started: 

1. Establish Your Company Values 

What kind of travel experience do want your company to represent? Are you exotic and adventurous or quiet and comfortable? Does any of your products or services benefit the environment and/or include fair-trade practices? Identify what your company stands for and work with a designer or marketing agency that has designers to include visual elements and persuasive body copy that accurately portray and represent what your company stands for. 

2. Identify Your Audience’s Interest

Find out what interests your target market. Is there anything specific that a lot of people in your target demographic talk about? Ask: who, what, where, when, how, and at what time? You can gather this information through user persona profiles, social media, and competitor research. Think about how you can create content from it. Examples include a FAQ section on your website, host live Q & As on social media, a how-to video, or surveys through email marketing. Once you have built an audience continue to build off that information with Google Analytics with your Website, Google Ads, Social Ads, and interactions from other digital marketing avenues. You can use data to help inform future projects. 

3. Choose Formats Popular with Your Target Market 

Short-form video is popular with young gen z and millennials, but not every piece of content must be in this format to get views. Look at different content styles on the social media platforms you are on. For example, on Instagram carousels often get high engagement rates. Your business could create a “what to bring to ______” post. Then include branded items and include “anything we missed?” statement at the end to encourage interaction. May sure to switch post types a few times a week so existing followers don’t get bored. 

4. Create Immersive Content 

With new technologies you can create or integrate exciting digital experiences on your website and social media accounts. VR, augmented reality, and Google Maps are a few ways to this. Since you are in the travel industry, this is a great way to create sneak peeks of tours, trips, or products in use. You want to entice the client to stay and interact with what your company has to offer. If create a positive and exciting experience online, they are more likely to trust and choose you over a generic company. 

5. Create a Unique Style

With competitive research you may be tempted to recreate popular layouts and slap your logo on it. At best you could lose potential clients due to brand confusion, at worst, you are accused of plagiarism and get into legal trouble. Make sure you are adding and changing up photos, videos, motion graphics, and body copy tone of voice to create something that is identifiable uniquely to your company. Not only will you stand out from the crowd, but you will create trust with your audience.  

Need help creating effective branded content? Call 248.528.3600

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