As industries shift to accommodate the needs of people today, companies that understand the challenges and trends of their customers are able to connect with more people in more ways than ever. From blogging and email newsletters to podcasting and e-books, companies of all sizes are leveraging different content forms to demonstrate their expertise and offer additional value to their customers.
According to the U.S. Census Bureau, more than 5.4 million applications to start new businesses were submitted in 2021. This new record surpasses the 4.4 million business applications submitted in 2020. With a surplus of business communication in the marketplace, new and established companies are being forced to think outside of the box to attract and retain customers.
To transcend the noise and capture more market share, digital marketers in travel are designing and implementing content marketing campaigns. This marketing strategy entails creating and distributing valuable and relevant content on a consistent basis throughout multiple channels to establish and grow a community within a target market. The key is to continuously generate high-quality content like that excites your audience.
Keep reading to learn four ways a content strategy like blogging helps companies create an engaged and responsive community that facilitates a revolving door of business leads at a fraction of the cost.
Skyrocket Web Traffic
Seasoned marketers know that the most reliable way to grow organic site traffic is to create and distribute engaging, long-form content. When combined with search engine optimization (SEO), content marketing is an effective tactic used by the TripShock team to sell more tours and activities for partners.
Full-funnel content marketing, the practice of creating and implementing specific content for each stage of the buyer’s journey, focuses on nurturing relationships and building better brand experiences. Because of the connectivity of this type of marketing approach, brands who use this strategy tend to dominate search more efficiently.
Furthermore, according to Google’s Search Quality Rating Guidelines, the Google Search engine is guided by the principle of E.A.T.: Expertise, Authoritativeness, and Trustworthiness. By producing useful content that answers searchers’ questions, businesses can leverage Google algorithms that reward websites with better rankings in the search engine results pages.
Boost Brand Awareness
Another way content marketing can help your travel business is by establishing a personality for your brand. Rather than selling products, content marketing focuses on communicating business values. Brand awareness with this strategy offers more than a surface level understanding of a company.
Branded content allows business owners to share the intricate details of a company and why consumers should choose to purchase from them over competitors. According to a HubSpot industry study, companies who prioritize blogging are 13X more likely to achieve a positive return on investment than those who do not. Studies have also shown that despite costing 62% less than other digital marketing channels, content marketing funnels generate 3X the leads.
Establish Brand Loyalty & Trust
A good content strategy refrains from traditional sales language. Instead, audiences should feel that they are receiving information from a trusted friend. Successful companies have found ways to humanize their brand and offer free value to their customers, leading to engagement and relationship building. Offering free expertise increases trust and rapport with customers.
With the rise of new advertising forms, billion dollar brands have been losing organic market share to online publishers that create high-quality long-form content. Content marketing not only ignites a conversation with customers but also keeps the conversation about a tour or activity fresh and helpful. Customers are able to see when companies understand their needs and pain points, while companies are able to explain available solutions.
TripShock uses leading edge technology and market research to meet the needs of customers and partners. In addition to a robust content marketing strategy, TripShock combines paid ads, referral marketing, and trained travel agents to close more sales for our activity and tour partners.