Content 市场营销 is any 市场营销 that involves the creation and sharing of online materials (videos, 博客, 社交媒体帖子, 等.) that does not explicitly promote a brand but is intended to generate interest from consumers in your travel products or services. 这些材料必须是 相关的,一致的,有价值的 以你的消费群带动旅行.
Here are a few best practices and tips for creating your own content 市场营销 plan.
- Strategize and plan your content 市场营销 well in advance of execution. Try to look ahead at least six months and study trends in the travel industry to see what types of content you should be creating.
- Set clear goals for your metrics so that you can measure the success of any content 市场营销 travel campaigns you publish. 你在测量什么?? More le广告, traffic to the website, foot traffic to your destination? You need to define these before you begin planning your content.
- Create content with your brand objectives AND your consumers in mind. These brand objectives need to be based off visitor 研究 rather than your own interests.
- 使用一个 编辑日历 to plan and strategize your content throughout the year.
- Research your content topics and perform keyword 研究 that pertains to your destination. To learn more 百老汇会员注册 doing keyword 研究, check out this blog by Hubspot, 搜索引擎优化关键字研究新手指南.
免费内容搜索引擎优化工具:
- Buzzsumo—Enter a keyword and see the top performing articles on the internet. You can see how your content stacks up against everything out there and also what topics others are covering. That gives you a good starting point to see where the gaps are. You can sign up for a 7-day free trial and then if you like it, sign up for one of their plans.
- 谷歌趋势—Shows popularity of a search term to give you an idea of what people are currently looking for. Helps you identify seasonal trends to create content at the right time of year. 检查 热门搜索 to see if there is anything related to your business that you can link for search relevance. 例如, 它可能是国家宠物日, 如果你是一家宠物友好型酒店, you could create an article 百老汇会员注册 the pet-friendly features of your lodging. Use the related queries section to find new keyword ideas.
- Google Ads关键字规划师—Use the keywords you discovered in 谷歌趋势 to check average monthly search volume and competition. You can also check to find keywords that are related to your business. 例如, 如果你是弗吉尼亚州的酿酒厂, you can type in “维吉尼亚州 wineries” to see related keyword ideas with their matching search volume and competition. 弗吉尼亚州里士满酒庄, 斯酒庄, 劳顿县的酒庄都有1个,000-10,每月搜索000次, 低竞争, so these would be good keywords if you happened to be in that area.
- 如果你的时间有限, 预算, 或者可以帮助创建内容的人员, 专注于构建常青内容, content that does not need to be updated or changed very often. Here are some types of evergreen content and examples from the 弗吉尼亚是恋人博客:
- 清单-The Ultimate 检查list for an Unforgettable 维吉尼亚州 Holiday
- “史”式文章——弗吉尼亚蒸馏的历史
- 点式-20多家弗吉尼亚最好的甜甜圈店
- 〇秘诀和技巧帐篷露营的十条建议
- Deep dives (articles that make you an authority on a topic)—Everything You Need to Know About 维吉尼亚州 Oysters
- Track your results in Google Analytics and your social media platforms to see how well your content is performing. What are visitors saying 百老汇会员注册 your destination? Take these comments into account when deciding on your future content strategy.
- 如果内容表现不佳, consider reevaluating your keyword usage and where you’re sharing the content. Some content platforms have become more “pay-to-play”, which limits businesses with smaller content 市场营销 预算s. 作为一个旅游营销组织, you need to figure out what platforms give you the best returns when it comes to attracting visitors, 不仅仅是“印象”或“点击”.