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    Creating winning content for your tourism business

    Storytelling on Dunbrody Famine Ship

    It is through engagement with potential visitors via your online channels that you build trust with them. When potential customers trust your tourism business, they are more likely to make a booking with you. Content marketing can be a powerful tool for generating engagement with potential visitors and building that vital ‘trust’.

    Storytelling

    The secret to successful content marketing for tourism is to use your content to ‘tell a story’. When a potential holidaymaker embarks on the decision making process as to where they are going to go on holiday and then books their holiday, they typically move through six phases on their ‘holiday journey.’

    1.  Trigger for holiday
    2.  Inspiration/Trigger for decision choice
    3.  Booking
    4.  Inspiration for activity on holiday
    5.  On holiday
    6.  Post-holiday

    The key thing for tourism businesses is to use storytelling to provide content to the potential holidaymaker at each touchpoint in their ‘journey.’ This content could take the form of inspirational imagery/video, blog posts, social media updates, competitions etc.

    Your customer service team

    One of the best sources of information about the things that really matter to your customers, when they are planning their holiday, is your customer service team. Ask them to keep a list of common questions from customers, as well as any other insights they may come across in their dealings with customers, either in person or over the phone. These insights can provide valuable clues as to the kind of content that will motivate a potential visitor to make a booking with you.

    Four Seasons case study

    A case study of a business that has successfully harnessed the power of social media and ‘visual content’ is the Four Seasons. According to StackAdapt, the Four Seasons launched a successful concierge service called ‘Pin. Pack. Go’ - that allows guests to connect directly with local experts while planning their holiday. Holidaymakers create their own Pin.Pack.Go board and then tag the specific Four Seasons hotel they’ll be visiting. A local expert will then look at the board and will make personalised recommendations tailored to the user’s personal taste.

    Content marketing is all about understanding your customer’s lifestyles and their ‘pain points’ and addressing the potential questions they may have with inspiring content that genuinely adds value to their lives.

    Distribution strategy

    Your content marketing should ideally be distributed across owned, earned and paid channels for maximum impact. Owned media is media that is generated by channels that are owned by you such as your website and blog. Earned media is any publicity that you haven’t paid for that’s owned and created by a third party e.g. publicity generated by an influencer for your business. Paid media is media that is paid for by you to promote your business e.g. display advertising.

    Bear in mind that for visual content, different social media platforms have different size requirements, so be sure and tailor your content accordingly.