Today’s travellers are savvier than ever, and they want to make informed decisions about their holiday experiences. Attracting, inspiring then converting these travellers online is made possible via tactical use of valuable content.
Content Marketing isn’t something done in silo to your overall digital approach – it’s something that should be at the core of it. It’s all about taking your potential client on a journey. Understanding your target audience’s online travel research and purchasing process, then developing content to inspire them to move through each stage of the journey is the essence of an online booking.
Content – or storytelling – drives best bang-for-buck when it’s part of a holistic digital strategy for tourism. Your content strategy should take into account your performance in organic Google rankings, the types of stories and points of interest that surround your brand, and the type of traveller that fits your target market.
SEO (search engine optimization) refers to the process of making your website more visible on Google, therefore increasing the quality of people your website is able to attract. Content Marketing, on the other hand, focuses on using quality, relevant content to inspire your target audience to move through the travel research and conversion funnel.
In its essence, search engine optimization is focused on content marketing itself – every website needs articles, stories and words to create an engaging user experience. Both must go hand in hand.
Fresh, creative, unique content also gets rapidly crawled and indexed by Google, ranking higher than repetitive, old or low-value content.
Effective content marketing means your tourism offering gets in front of potential guests with the right message at the right time with clarity and distinctiveness.
Our specialist tourism storytellers create content in-house, delivering:
Social media offers tourism businesses and organisations the opportunity to engage with their target audience on a more relaxed, authentic level. Word of mouth is one of the most effective forms of marketing, because people buy from brands they trust. Social media facilitates these conversations. What’s more, social media and tourism tends to be a match made in heaven. Tourism is one one the most shared topics on Facebook, Instagram and Twitter. People love sharing beautiful travel photos, or telling friends and family about upcoming travel plans.
Social media is a key puzzle piece in your digital strategy and all activity should reflect your USP’s in a unique, down-to-earth way. Our clever tourism storytellers help you drive measurable value and engagement from your social media pages.
Creating tactical and engaging content only drives value when your target audience sees it at the right time in their travel research journey. It’s impact can then be amplified with a strong social media presence. Our full service, holistic approach to digital reflects this – a Digital Strategy that’s based on traveller booking periods combined with intelligent use of Paid Media campaign activation is crucial to making the most of the online space.
The way you do your business is exceptional - you are all ‘can do’, love to go the extra mile, and get really excited about our product. Only two months in, our conversion rate is double what it was this time last year with our old website. I think that speaks for itself?
Working with the Maverick team has been a breeze. They understand our business needs and have quickly become a trusted and expert source of information on all things Digital. The monthly reports, regular comms and calls from Alex and the team ensures we are close to the data and are getting the best bang for our buck.