Boost Your Travel Content

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Help tell better stories to entice lookers into bookers. Give people a reason to travel.

Giving people a reason to leave their homes and hit the road to a new destination can be more of a challenge than many might believe. The job of good travel content is to not only build that desire in someone, but then to get them to act on it. How can you improve your site and postings so that those perusing are moved to actually book? Here are some helpful hints to create truly compelling travel content. 

For everything there is a season

Much of the travel and tourism industry is dependent on timing—the time of year and the timing of unpredictable factors such as the weather and the economy. To start with, know when your area’s peak time is and push content prior to that period. Then concentrate on why someone would want to visit your location. It is less about selling your particular travel-related business and more about creating demand for the location you are in. Recognize if there are specific events in your area that bring people in, as well. And know that some factors—like Mother Nature—are simply out of your control.

A time to build up

Competition is everywhere in the travel world. Standing out from your crowd of competitors can make all the difference. So how can you set yourself apart? Great photos are no longer enough. Figure out what makes your particular location unique. Is there something locally that appeals to a small, niche group? If you can tap into a particular group’s passion, that few other locations cater to, you are on your way to crafting content that will draw in visitors.

 A time to gain

There are essentially four stages to a traveler’s search: dreaming, organizing, booking and experiencing. How can you attract someone during one or all of these moments? What content that you create could influence someone to pick your business? Think about the emotions at each stage and use that perspective to entice a prospective traveler. The process can be long and drawn out, so be sure to include efforts to remarket to prospects, who may pause along their looking journey. 

Turn, turn, turn

Finally, don’t be afraid to experiment and try new and different ideas out. If something doesn’t work, simply turn to another strategy. Try creating videos that highlight local characters or show other travelers engaging in the destination. Too often, travel images focus only on the sites and don’t show people having fun and interacting. Give potential visitors a chance to imagine themselves doing what others have done.

Knowing the Market

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Are personas and stereotypes the same?

Rationally you may know that not all women love to shop, not all kids thrill at video games and not all men love a cold beer. But these stereotypes are powerful, particularly when it comes to marketing efforts. Creating personas that help you profile your marketing efforts can be effective, but they can’t be as shallow or impersonal as these. Getting to know and understand your consumer allows you to craft marketing and advertising messages that not only appeal to them, but also address their specific needs. 

Create real personas

Not all millennials are lazy and addicted to their phones. But all too often that stereotype prevails in the minds of marketers. Going deeper to determine a real persona behind your targeted demographic will allow your team to think like the group in question. It also opens up your ability to empathize with the demographic and their issues so you can create solutions that work for them. 

Look beyond stereotypes

In the beginning stereotypes can actually help you, by giving you a direction to start crafting a persona. The key is using a stereotype as a jumping off point, not as the end of the journey. Many of your consumers may fall within a stereotypical category, but there will always be outliers. The idea is to craft messaging that acknowledges the exceptions and still sends a call to action that matters.  

Personas should give insight

Laziness can lead many marketers to fall back on personas in a way that makes them seem like stereotypes. Personas should be about giving you insight into your messaging. They should not be your entire supporting argument for that message.

Acknowledge audiences

Some today might worry that creating personas is bad because it stereotypes certain groups, such as minorities. Advertising is about creating messages that appeal to targeted groups. For ads to work, they must understand the form of media that a group uses the most and what things the group values. Positioning messages that fall within those confines is going to mean creating a narrowly defined group.  

Recognize that the audience is made up of real people with a variety of interests and needs. Consumers are complicated, while the use of some preconceived notions about different audiences can be helpful, they shouldn’t be your sole basis for any marketing efforts.

 

The Ins and Outs of Copywriting

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Not all ad copy is the same, discover the different subcategories in the field. It’s time for an ad copy breakdown.

Before Don Draper, there were probably very few people that thought the world of ad copywriting was sexy. The protagonist of Mad Men, despite his legion of issues, changed that, but he didn’t do much to inform the outside world about the various forms of copywriting for advertising. While any content created for an ad should attract the audience’s attention and create a desire that spurs the audience to action, how this happens can vary. Read on for the six main types of ad copy.

  1. Human Interest—Less about facts and more about emotions, this copy works to tap into an audience’s feelings and senses to sell them something. This kind of ad copy may tell a story or try to make you laugh to grab your attention. It may even attempt to incite fear to get a reaction from the prospective audience.

  2. Reason Why—This type of copy skips feelings and focuses on facts. The idea is to offer reasons why the consumer wants to purchase this particular product or service. It will focus on what is being offered in terms of benefits or advantageous to anyone using the product. Guarantees or testimonials may be incorporated to back up the item’s claims.

  3. Educational—Similar to the Reason Why copy, educational copywriting aims to give a consumer knowledge about a product. Educational copy wants to educate by sharing the benefits and special features of whatever is being sold.

  4. Institutional—Rather than focus on a particular product or item, institutional ad copy aims to impart information about a company itself. Also known as corporate advertising, this copy works to establish and grow the business’s personal reputation.

  5. Suggestive—For consumers that are trying to make up their minds, or who are torn between two products, suggestive ad copy works to steer them in a particular direction via direct or indirect messaging about a product. It infers the information the company wants the consumer to walk away with about the product.

  6. Expository—The opposite of Suggestive ad copy, Expository is very open about the information it is expressing. It clearly lays out the facts and details about a product, so it is obvious to the consumer, leaving nothing to interpretation.

Writing ad copy is an art that creates a sense of longing that must be satisfied in a consumer. Identifying the best way to get a reaction from the intended audience will determine the type of copy chosen. But no matter the form the copy takes, the outcome for all should be some action from the consumer if the copy is to be considered successful.