Content Marketing Beyond Blogging: Charting a Course for 2023

For many players in the travel industry, navigating the COVID-19 pandemic has been akin to sailing into a hurricane. Looking ahead three years, experts predict that 2023 will be all about "revenge travel," as people seek to make up for lost time by embarking on personal and business trips. But what does this mean for your content marketing strategy? While the increase in travel might seem like an easy opportunity to capture your audience's attention, the reality is more complicated. Customers are savvier and more discerning than ever before, and competition is fierce.

To succeed in this new landscape, you need to take into account the changing expectations of post-pandemic travelers. People are seeking authentic experiences that can make up for lost time, and are more willing to spend money on travel that delivers these experiences. At the same time, the looming recession means that travelers are more careful with their money than ever before.

To ensure that your travel content hit the bull’s eye and to ensure maximum returns from your marketing investments, focus on the following six areas:

#1 To Boost Your SEO Game In 2023, Prioritize Optimizing Your Content for Voice Search

The way people search for information is changing rapidly. Millennials and Gen-Zers prefer to speak to Google instead of typing, and the use of voice-enabled devices is on the rise. According to PwC, 65% of 25-49-year-olds speak to their voice-enabled devices at least once daily. Additionally, more and more people are turning to voice search over typed search for a faster and more accurate experience. Not to forget AI and automation -- they are increasing being integrated in our lives.

What do all these mean for your content marketing? Optimize your travel content for voice search.

To do this effectively, focus on targeting longer phrases and questions in your SEO strategy, rather than generic phrases. Focus more developing FAQ-type content pieces that answer the whys, wheres, and whos to capture your audience's intent.

It's also important to remember that the average Google voice search result is written at a ninth-grade level, so make your on-page content sweet and simple. That does not of course mean you should create shallow content. Just keep providing valuable, authentic information that demonstrates your expertise and credibility.

To really nail your SEO for voice search, monitor your analytics closely and take note of the devices and conversational keywords your customers prefer. And since customers are only presented with one voice search result, make sure your content stands out.

Keep in mind that Google is likely to keep tweaking ranking algorithms for voice search, so stay up-to-date on updates and trends to adapt your content accordingly. if you make sure to optimize your content for voice search, you'll be in a great position to keep up with your audience's shifting search habits come 2023.

#2 Harness the Power of AI to Develop Intelligent Content

Copywriters have been leveraging Artificial Intelligence (AI) for years now. I've noticed that even SEO experts use AI tools to come up with compelling ad copies and catchy subject lines for email campaigns. Despite this, content writers have maintained a somewhat skeptical attitude towards these tools.

However, ChatGPT stands to change that outlook. With its highly sophisticated language processing capabilities, this AI tool is set to play a pivotal role in personalized content creation in 2023. From correcting tone to presenting key points in bullet format, and from generating email campaigns to transforming video transcripts into proper articles, ChatGPT is already helping content creators speed up the content development process significantly.

Furthermore, when integrated with other tools like Zapier, it can be used to schedule blogs or social media content and create drawings or videos. As a marketer, it's important to learn how to train these tools and keep up with new prompts to create the most suitable content that resonates with your audience.

As a travel business owner, you can leverage AI and machine learning to track customer feedback and use hyper-targeted marketing campaigns to attract potential customers. However, it's important to remember that AI tools can only take you so far. They can help with content creation and streamline marketing processes, but they still require human creativity to truly connect with your audience. Think of it as a dance between the AI tool and the human marketer, each bringing their unique strengths to the table to create the perfect marketing campaign.

Let's say you run a travel company and you want to create a blog post about the top destinations for adventure travel. You could use an AI tool to gather data on popular adventure activities and destinations, and to generate a list of potential topics and keywords for your post.

Once you have this list, you can start to use your own creativity and knowledge of your target audience to craft a compelling blog post that provides value to your readers. You might include personal anecdotes, insider tips, or other elements that help to make the post more engaging and relevant to your audience.

Of course, the AI tool can't do everything. You still need to put in the effort to create high-quality content that resonates with your readers. But by using AI to help with the initial research and ideation, you can save time and ensure that you're starting from a solid foundation.

So, don't be afraid to explore the possibilities of AI in travel marketing, but also remember to keep your human touch and creativity involved in the process. By doing so, you can create content that resonates with your audience and ultimately drives more bookings and revenue for your business.

#3 Strike A Balance Between Evergreen and Trending Articles

Firstly, let's talk about evergreen content. This type of content is always relevant, no matter when a potential customer stumbles upon it. It has a long shelf life and can continue to bring in new leads and visitors to your website. This is why a part of the content you share should be evergreen. It's a great way to build your brand and establish your agency as a go-to resource for travel information. Think of topics like "Top 10 Things to Do in Paris" or "The Best Beach Destinations in the World." These articles will always be relevant and can be updated over time to stay current.

Now, onto the juicy stuff - trending articles. It’s crucial to create or share content that responds to a certain trend in your area of the industry. For example, when travel resumed just after the lockdown, articles about "Post-Lockdown Travel tips and guides" were very popular. By creating content that responds to a trend like this, you can gain more attention and expand your customer base.

To find inspiration for trending topics, check out trend reports from trusted sources like Expedia, Condé Nast, and ABTA. These reports offer valuable insights into which types of travel are predicted to be the most popular this year. Whether you produce a blog post exploring the topic, create a video sharing your insight, or just add your opinion to conversations happening on social media, it's a great way to stay relevant and capture the attention of potential customers.

Remember, striking a balance between evergreen and trending content is key. By creating a mix of both, you can establish your agency as a trusted source of information and stay top-of-mind for potential customers.

#5 Understand the Modern Buyers’ Journey in An Evolving Travel Landscape

The buyer's journey in the travel industry typically involves four stages: inspiration, research, booking, and sharing. In the inspiration stage, potential travelers become aware of their desire to travel, often through social media or online content. During the research stage, they evaluate their options and consider factors such as cost, destination, and travel activities. In the booking stage, travelers select and purchase their accommodations and transportation. Finally, in the sharing stage, they share their experiences and provide feedback through social media or review platforms, which can influence future travelers' decisions.

Today, a few travelers rely solely on traditional marketing methods to plan their trips. From finding inspiration, to researching and planning their travels, booking accommodations, and sharing their experiences in completely new ways, they use a variety of touchpoints. For example, Instagram features prominently especially on the early stage of a buyer’s journey. This platform acts as a source of inspiration and research for many travelers, as they can see real-life photos and videos of destinations and experiences, which can help them make more informed decisions when planning their trips.

To tailor your marketing strategy effectively, you need to identify your ideal traveler persona and understand where they go for information. For example, younger travelers may get inspired by watching TikTok videos, while older travelers may discover your location by reading reviews on Facebook groups. By understanding their journey, you can ensure that your message reaches them at the right time, in the right way, and through the right channels.

As the climate crisis continues to affect our daily lives, the travel industry is also feeling the impact. In fact, 87% of global travelers have expressed a desire to travel more sustainably, with many choosing to book holidays with environmentally conscious brands or greener types of accommodation and transport.

#6 Champion Sustainability Through Your Travel Content

To stand out in 2023, your travel agency must prioritize championing sustainability. Ensure that any trips or offers featuring sustainable travel options are prominently featured in your advertising, and explore ways to adapt your offerings to create more opportunities for sustainable travel.

However, sustainability isn't just about the trips you offer. As a brand, you must also take steps to minimize your environmental impact and embody sustainability as a core value and your content must reflect your passion.?By doing so, you can appeal to customers who are looking for companies that prioritize sustainability and advertise it as part of your branding. Through your efforts, you can not only meet the demand for sustainable travel but also lead the way in promoting responsible and sustainable tourism.

Take Intrepid Travel for example. Intrepid is a brand that has long been known for its passion for sustainable tourism. The company has been committed to responsible travel practices for over 30 years and has received numerous awards for its sustainability initiatives.

Intrepid Travel's #Rebuild Responsibly Campaign was launched in 2021 to encourage responsible and sustainable tourism practices as travel resumed after the pandemic. The campaign aimed to educate travelers about the impact of their travel choices on local communities and the environment and to promote ethical travel practices that would benefit both travelers and destinations.

The campaign focused on four key pillars of responsible travel: supporting local communities, reducing carbon footprint, respecting wildlife, and making responsible travel choices. Intrepid Travel encouraged travelers to choose locally owned and operated accommodations, restaurants, and tour operators, which helps to support local economies and promote sustainable tourism. The company also offered sustainable travel itineraries and experiences that aligned with the campaign's pillars of responsible travel.

So what is the key learning here? Intrepid Travel's #Rebuild Responsibly Campaign shows that responsible and sustainable tourism practices are becoming increasingly important to travelers. As travel resumes after the pandemic, travelers are more aware of the impact their travel choices can have on local communities and the environment, and they are looking for brands that share their values and offer sustainable travel options.

Intrepid Travel's campaign shows that travel companies can make a difference by promoting responsible travel practices and providing resources to help travelers make ethical choices. By emphasizing the importance of supporting local communities, reducing carbon footprint, respecting wildlife, and making responsible travel choices, Intrepid Travel has created a powerful message that resonates with travelers and promotes positive change in the travel industry.

Closing Thoughts

The travel industry has had a tough time with the pandemic, and the last thing it needed was a recession on top of it all. That's why for many travel and hospitality organizations, the year, 2023 is crucial to their success. But for travel and tourism brands, now is the time to take advantage of the rebound and work with customers who are eager to make up for lost time. That's where content marketing comes in - it's a powerful tool for standing out from the competition and connecting with your audience.

Of course, building an effective content strategy and executing it is no easy task. It takes time, perseverance, and constant testing to understand what works and what doesn't in order to maximize conversions. As a digital marketing expert with years of experience working with numerous travel brands, I can vouch for the effectiveness of content marketing in driving business success. Trust me, with the right approach and mindset, the sky's the limit for what travel businesses can achieve through content marketing. So, if you're ready to take your travel business to the next level, start focusing on your content strategy and see the results for yourself!