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CreatingContent ForTravellers Content that stands out Content that travellers value Content that builds loyalaudienceWo...
About metipsfortravellers.com travelbloggerspodcast.com
TheChallenge Thousands of blogs Covering same places Only 1 in 4 used lastyear Huge potential
Format Define ContentStrategy Advice, tips, watch-outs Worksheet & reference
With help of
ContentStrategy What is it about? Who is it for? What is it providing? How is it different?4 simple (?) questions..
“What is it about?”Used to ensure content focus & consistencyDramatically reduce the appearance ofyour wrinkles in just 1 ...
“Who is it for?”Used to find & drive your story “hook”/ angleImagine younger lookingskin – withoutsyringes, scalpels andsi...
Forehead wrinklesEyesSkin textureWrinklesSagging / firmness loss“What is it providing?”Used to ensure giving audience what...
Notable magazines, beauty editors, researchinstitutes – everyone keeps saying the best thingsaboutFormulated exclusively w...
ContentStrategy What exactly is yourblog about?Question #1
ImportantEvery story Content consistency iskey to building a loyalaudience Audience knows whatget every time use yourcon...
Is about:Short break guides andadviceIs about:Luxurious travelexperiences on land –and at seaMost popular posts:• 48 hours...
Exercise 1 : What exactly is your contentabout?Tips :• Be specific - not general• Under 10 words• “Headline like”
ContentStrategy Who exactly is itfor?Question #2
ImportantUse it to find yourstory angle  Many will have writtenabout thatdestination, place tostay, attraction Understan...
Is for:Career focused peoplewho love to travel, butcan’t get lots of time offworkIs for:People who are lookingfor inspirat...
Exercise 2: Who exactly is your contentfor?Tips :• Attitudes & beliefs?• Situation or interests?• Demographics if essential
ContentStrategy What specificcontent providing?Question #3
Important Surveys Meet & engage withthem Analytics Social Media insightsUnderstand exactly whatyour target audience wa...
Giving travellers what they want70%54% 52% 48%64%
Is specifically providing:Advice & tips on how toexplore cities on yourdoorstep in a weekend (48hours)Is specifically prov...
Exercise 3: What specific content will youprovide?Tips :• Audience wants?• Tips and advice need?• What can’t get elsewhere?
ContentStrategy What makes yourcontent different to orunlike others?Question #4
Important2 essential wordsin differentiatingyour contentOnly…Unlike…
Unlike others:Shows how to have amazingtravel experiences when time isnot on your side – and withouthaving to quit your jo...
Exercise 4: My content is different to or unlike othersbecause? Tips: Only I… Unlike others I…
Advice Be best resource Be consistent AudiencefocusedTips Write well Opinion Vs. facts Layered contentWatch-outs Fo...
Tools Template worksheet Tips & watch-out listtipsfortravellers.com/TBU
CreatingWinningContentHave aContentStrategy
Thanks• twitter.com/garybembridge• facebook.com/tipsfortravellers• tipsfortravellers.com• travelbloggerspodcast.com
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Creating Content for Travellers Workshop: Content Strategy

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Workshop I ran at TBU (Travel Bloggers Unite) Conference about the importance of developing a content strategy similar to brands use, and how to develop and use it.

Veröffentlicht in: Reisen, Technologie
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Creating Content for Travellers Workshop: Content Strategy

  1. 1. CreatingContent ForTravellers Content that stands out Content that travellers value Content that builds loyalaudienceWorkshop by GaryBembridge@garybembridge
  2. 2. About metipsfortravellers.com travelbloggerspodcast.com
  3. 3. TheChallenge Thousands of blogs Covering same places Only 1 in 4 used lastyear Huge potential
  4. 4. Format Define ContentStrategy Advice, tips, watch-outs Worksheet & reference
  5. 5. With help of
  6. 6. ContentStrategy What is it about? Who is it for? What is it providing? How is it different?4 simple (?) questions..
  7. 7. “What is it about?”Used to ensure content focus & consistencyDramatically reduce the appearance ofyour wrinkles in just 1 application3 transforming results for youngerlooking eyesProven to reduce the appearanceof lines & wrinkles. Or moneybackEvery story always about “high performance facial anti-aging”
  8. 8. “Who is it for?”Used to find & drive your story “hook”/ angleImagine younger lookingskin – withoutsyringes, scalpels andside effectsIf you think cosmeticprocedures are too`drastic, do we have analternative for youNeedles. Acid. Lasers. Surgery. Is yourskin really ready for this? Dramatic skinimprovement. No drastic measuresAlways use as hook & angle for every story
  9. 9. Forehead wrinklesEyesSkin textureWrinklesSagging / firmness loss“What is it providing?”Used to ensure giving audience what they wantOnly provides what audience wants
  10. 10. Notable magazines, beauty editors, researchinstitutes – everyone keeps saying the best thingsaboutFormulated exclusively with Olay Peptide B-3 Complex.This unique complex helps to regenerate skin’s appearance while…“What makes you different?”Used as reason for people to use & choose youover othersAlways uses in their storytelling
  11. 11. ContentStrategy What exactly is yourblog about?Question #1
  12. 12. ImportantEvery story Content consistency iskey to building a loyalaudience Audience knows whatget every time use yourcontent
  13. 13. Is about:Short break guides andadviceIs about:Luxurious travelexperiences on land –and at seaMost popular posts:• 48 hours in Prague• Exploring Switzerland by train in 2 days• 48 Hours in Istanbul• 48 hours in San DiegoMost popular posts:• British Airways First Class Travel• Crossing the Atlantic in QM2 Queens Grill• Virgin Upper Class Travel• Las Vegas in Luxury
  14. 14. Exercise 1 : What exactly is your contentabout?Tips :• Be specific - not general• Under 10 words• “Headline like”
  15. 15. ContentStrategy Who exactly is itfor?Question #2
  16. 16. ImportantUse it to find yourstory angle  Many will have writtenabout thatdestination, place tostay, attraction Understanding who youwriting for helps find yourangle Look at, & cover, the worldthrough their eyes
  17. 17. Is for:Career focused peoplewho love to travel, butcan’t get lots of time offworkIs for:People who are lookingfor inspiration, adviceand tips on finding the“must do” luxury travelexperiences• Best Friday departures.• Fast ways to get there.• Destinations close by.• 48 Hours.• Business & First Class.• High end Ships.• High-end hotels.• Popular, on trend, “hottest” destinations.
  18. 18. Exercise 2: Who exactly is your contentfor?Tips :• Attitudes & beliefs?• Situation or interests?• Demographics if essential
  19. 19. ContentStrategy What specificcontent providing?Question #3
  20. 20. Important Surveys Meet & engage withthem Analytics Social Media insightsUnderstand exactly whatyour target audience wantsand needs
  21. 21. Giving travellers what they want70%54% 52% 48%64%
  22. 22. Is specifically providing:Advice & tips on how toexplore cities on yourdoorstep in a weekend (48hours)Is specifically providing:Advice & tips on thehottest, must see andsought after luxury travelexperiences• “Trophy” destinations• Premium Transport• High-end Accommodation• Art, culture & history Attractions• Classic Journeys• Must see and do• Food/ drink• How to get there• Where to stay• Getting around• Budget
  23. 23. Exercise 3: What specific content will youprovide?Tips :• Audience wants?• Tips and advice need?• What can’t get elsewhere?
  24. 24. ContentStrategy What makes yourcontent different to orunlike others?Question #4
  25. 25. Important2 essential wordsin differentiatingyour contentOnly…Unlike…
  26. 26. Unlike others:Shows how to have amazingtravel experiences when time isnot on your side – and withouthaving to quit your jobUnlike others:Draws on travelling every monthof every year for over 20years, visiting luxuriousdestinations, using luxurytransportation, and staying inluxury accommodations –multiple times.e.g. Weekend breaks from London base:• Luxembourg• Stuttgart• Seville• Glasgowe.g.:• Based on multiple visits and trips• Comparisons across options, like• Different Business Classes• Different rooms in same hotel• Luxurious travel alternatives
  27. 27. Exercise 4: My content is different to or unlike othersbecause? Tips: Only I… Unlike others I…
  28. 28. Advice Be best resource Be consistent AudiencefocusedTips Write well Opinion Vs. facts Layered contentWatch-outs Focus onyourself Posts off topic Intrusive stuff
  29. 29. Tools Template worksheet Tips & watch-out listtipsfortravellers.com/TBU
  30. 30. CreatingWinningContentHave aContentStrategy
  31. 31. Thanks• twitter.com/garybembridge• facebook.com/tipsfortravellers• tipsfortravellers.com• travelbloggerspodcast.com

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