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Creating
Content For
Travellers
 Content that stands out
 Content that travellers value
 Content that builds loyal
audience
Workshop by Gary
Bembridge
@garybembridge
About me
tipsfortravellers.com travelbloggerspodcast.com
The
Challenge
 Thousands of blogs
 Covering same places
 Only 1 in 4 used last
year
 Huge potential
Format
 Define Content
Strategy
 Advice, tips, watch-
outs
 Worksheet & reference
With help of
Content
Strategy
 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 & consistency
Dramatically reduce the appearance of
your wrinkles in just 1 application
3 transforming results for younger
looking eyes
Proven to reduce the appearance
of lines & wrinkles. Or money
back
Every story always about “high performance facial anti-aging”
“Who is it for?”
Used to find & drive your story “hook”/ angle
Imagine younger looking
skin – without
syringes, scalpels and
side effects
If you think cosmetic
procedures are too`
drastic, do we have an
alternative for you
Needles. Acid. Lasers. Surgery. Is your
skin really ready for this? Dramatic skin
improvement. No drastic measures
Always use as hook & angle for every story
Forehead wrinkles
Eyes
Skin texture
Wrinkles
Sagging / firmness loss
“What is it providing?”
Used to ensure giving audience what they want
Only provides what audience wants
Notable magazines, beauty editors, research
institutes – everyone keeps saying the best things
about
Formulated 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 you
over others
Always uses in their storytelling
Content
Strategy
 What exactly is your
blog about?
Question #1
Important
Every story
 Content consistency is
key to building a loyal
audience
 Audience knows what
get every time use your
content
Is about:
Short break guides and
advice
Is about:
Luxurious travel
experiences on land –
and at sea
Most popular posts:
• 48 hours in Prague
• Exploring Switzerland by train in 2 days
• 48 Hours in Istanbul
• 48 hours in San Diego
Most popular posts:
• British Airways First Class Travel
• Crossing the Atlantic in QM2 Queens Grill
• Virgin Upper Class Travel
• Las Vegas in Luxury
Exercise 1 : What exactly is your content
about?
Tips :
• Be specific - not general
• Under 10 words
• “Headline like”
Content
Strategy
 Who exactly is it
for?
Question #2
Important
Use it to find your
story angle  Many will have written
about that
destination, place to
stay, attraction
 Understanding who you
writing for helps find your
angle
 Look at, & cover, the world
through their eyes
Is for:
Career focused people
who love to travel, but
can’t get lots of time off
work
Is for:
People who are looking
for inspiration, advice
and tips on finding the
“must do” luxury travel
experiences
• 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.
Exercise 2: Who exactly is your content
for?
Tips :
• Attitudes & beliefs?
• Situation or interests?
• Demographics if essential
Content
Strategy
 What specific
content providing?
Question #3
Important
 Surveys
 Meet & engage with
them
 Analytics
 Social Media insights
Understand exactly what
your target audience wants
and needs
Giving travellers what they want
70%
54% 52% 48%
64%
Is specifically providing:
Advice & tips on how to
explore cities on your
doorstep in a weekend (48
hours)
Is specifically providing:
Advice & tips on the
hottest, must see and
sought after luxury travel
experiences
• “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
Exercise 3: What specific content will you
provide?
Tips :
• Audience wants?
• Tips and advice need?
• What can’t get elsewhere?
Content
Strategy
 What makes your
content different to or
unlike others?
Question #4
Important
2 essential words
in differentiating
your content
Only…
Unlike…
Unlike others:
Shows how to have amazing
travel experiences when time is
not on your side – and without
having to quit your job
Unlike others:
Draws on travelling every month
of every year for over 20
years, visiting luxurious
destinations, using luxury
transportation, and staying in
luxury accommodations –
multiple times.
e.g. Weekend breaks from London base:
• Luxembourg
• Stuttgart
• Seville
• Glasgow
e.g.:
• Based on multiple visits and trips
• Comparisons across options, like
• Different Business Classes
• Different rooms in same hotel
• Luxurious travel alternatives
Exercise 4: My content is different to or unlike others
because?
 Tips:
 Only I…
 Unlike others I…
Advice
 Be best resource
 Be consistent
 Audience
focused
Tips
 Write well
 Opinion Vs. facts
 Layered content
Watch-outs
 Focus on
yourself
 Posts off topic
 Intrusive stuff
Tools
 Template worksheet
 Tips & watch-out list
tipsfortravellers.com/TBU
Creating
Winning
Content
Have a
Content
Strategy
Thanks
• twitter.com/garybembridge
• facebook.com/tipsfortravellers
• tipsfortravellers.com
• travelbloggerspodcast.com

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Creating Content for Travellers Workshop: Content Strategy

  • 1. Creating Content For Travellers  Content that stands out  Content that travellers value  Content that builds loyal audience Workshop by Gary Bembridge @garybembridge
  • 3. The Challenge  Thousands of blogs  Covering same places  Only 1 in 4 used last year  Huge potential
  • 4. Format  Define Content Strategy  Advice, tips, watch- outs  Worksheet & reference
  • 6. Content Strategy  What is it about?  Who is it for?  What is it providing?  How is it different? 4 simple (?) questions..
  • 7. “What is it about?” Used to ensure content focus & consistency Dramatically reduce the appearance of your wrinkles in just 1 application 3 transforming results for younger looking eyes Proven to reduce the appearance of lines & wrinkles. Or money back Every story always about “high performance facial anti-aging”
  • 8. “Who is it for?” Used to find & drive your story “hook”/ angle Imagine younger looking skin – without syringes, scalpels and side effects If you think cosmetic procedures are too` drastic, do we have an alternative for you Needles. Acid. Lasers. Surgery. Is your skin really ready for this? Dramatic skin improvement. No drastic measures Always use as hook & angle for every story
  • 9. Forehead wrinkles Eyes Skin texture Wrinkles Sagging / firmness loss “What is it providing?” Used to ensure giving audience what they want Only provides what audience wants
  • 10. Notable magazines, beauty editors, research institutes – everyone keeps saying the best things about Formulated 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 you over others Always uses in their storytelling
  • 11. Content Strategy  What exactly is your blog about? Question #1
  • 12. Important Every story  Content consistency is key to building a loyal audience  Audience knows what get every time use your content
  • 13. Is about: Short break guides and advice Is about: Luxurious travel experiences on land – and at sea Most popular posts: • 48 hours in Prague • Exploring Switzerland by train in 2 days • 48 Hours in Istanbul • 48 hours in San Diego Most popular posts: • British Airways First Class Travel • Crossing the Atlantic in QM2 Queens Grill • Virgin Upper Class Travel • Las Vegas in Luxury
  • 14. Exercise 1 : What exactly is your content about? Tips : • Be specific - not general • Under 10 words • “Headline like”
  • 15. Content Strategy  Who exactly is it for? Question #2
  • 16. Important Use it to find your story angle  Many will have written about that destination, place to stay, attraction  Understanding who you writing for helps find your angle  Look at, & cover, the world through their eyes
  • 17. Is for: Career focused people who love to travel, but can’t get lots of time off work Is for: People who are looking for inspiration, advice and tips on finding the “must do” luxury travel experiences • 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. Exercise 2: Who exactly is your content for? Tips : • Attitudes & beliefs? • Situation or interests? • Demographics if essential
  • 20. Important  Surveys  Meet & engage with them  Analytics  Social Media insights Understand exactly what your target audience wants and needs
  • 21. Giving travellers what they want 70% 54% 52% 48% 64%
  • 22. Is specifically providing: Advice & tips on how to explore cities on your doorstep in a weekend (48 hours) Is specifically providing: Advice & tips on the hottest, must see and sought after luxury travel experiences • “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. Exercise 3: What specific content will you provide? Tips : • Audience wants? • Tips and advice need? • What can’t get elsewhere?
  • 24. Content Strategy  What makes your content different to or unlike others? Question #4
  • 25. Important 2 essential words in differentiating your content Only… Unlike…
  • 26. Unlike others: Shows how to have amazing travel experiences when time is not on your side – and without having to quit your job Unlike others: Draws on travelling every month of every year for over 20 years, visiting luxurious destinations, using luxury transportation, and staying in luxury accommodations – multiple times. e.g. Weekend breaks from London base: • Luxembourg • Stuttgart • Seville • Glasgow e.g.: • Based on multiple visits and trips • Comparisons across options, like • Different Business Classes • Different rooms in same hotel • Luxurious travel alternatives
  • 27. Exercise 4: My content is different to or unlike others because?  Tips:  Only I…  Unlike others I…
  • 28. Advice  Be best resource  Be consistent  Audience focused Tips  Write well  Opinion Vs. facts  Layered content Watch-outs  Focus on yourself  Posts off topic  Intrusive stuff
  • 29. Tools  Template worksheet  Tips & watch-out list tipsfortravellers.com/TBU
  • 31. Thanks • twitter.com/garybembridge • facebook.com/tipsfortravellers • tipsfortravellers.com • travelbloggerspodcast.com

Notas do Editor

  1. In this workshop, we will look at a process and method for creating content for travellers.The process and approach should help you to develop content (blog posts, videos or audio) that will achieve 3 key things:It will stand out in the crowded travel content space. This is really important as there is so much content around. It is likely that every place you plan to cover will have been covered many times before. How can you ensure you create content that is unique, different and stands above all the alternatives.It will help you to ensure your content is valued, and sought out, by an audience. The process will look at how you create content that talks to a specific audience and addresses what they want and need.It will ensure that the content meets needs consistently, and so your audience will keep coming back. Building a loyal and passionate following.
  2. A short bit about meI have spent over 30+ years in a global marketing, including roles as a Global Vice President Marketing at Johnson & Johnson. I am now semi-retired doing some marketing consulting for companies around the world, and focused on creating content for travellers.Thanks to my job, I have been travelling all over the world every month of every year for over 20 years. Something I am still doing, though even more for leisure than beforeI launchedTipsForTravellers.com in 2005, starting with audio podcasts and video and adding the blog.YouTube views = over 25 millionPodcast downloads = over 600,000Blog growth = 80,000 visitors and grew +50% last yearI launched TravelBloggersPodcast.com in January 2012 to provide on-going learning, advice and tips to help travel bloggers become more professional and create content that travellers valued, so making them more attractive also to travel brands looking to reach their audiences.I am going to be drawing on both my marketing and blogging experiences in this workshop session to show how we can
  3. Travel bloggers face a huge challenge when it comes to creating contentThere are 4 challenges that I want to highlight:There are millions of blogs around. 70 million blogs use Wordpress alone. I do not know how many travel blogs there are – but we can easily assume there are thousands – if not hundreds of thousands. The competition and choice that travellers have if they want to read blogs is vast.This is even harder as the same destinations, places to stay and things to visit will have been covered already. Not only by blogs but by other sites and guide books. We can assume that every place you want to cover has been covered thousands of times. There is probably no real need for it to be covered again – unless you have something different and unique to bring.The study I did with travellers showed that blogs are probably not really meeting the needs of travellers. Only 40% of travellers said they have ever read a travel blog – and only 1 out of 4 had used them in the last year. It suggests that blogs are not meeting the needs of travellers – or they would keep using themThere is though huge potential is we can get it right. 60% of online travellers say they have not read a travel blog. So if bloggers really understand how to create content that travellers want, and do it in a distinctive way, there is a vast audience to reach
  4. This workshop will cover 3 key areasDefining a content strategy.The main focus of the session is on why and how to define your content strategy.I will show you why it is so key – and how to create your own.You should be able to leave the session with a draft of your strategy for fine tuning after the eventAdvice, tips and watch outsI will through the session give you key tips, and then at the end 9 key pieces of advice, tips and watch-outsWorksheet and reference for you to follow up after the eventI have created a worksheet with advice and tips that you can access and use after the event athttp://www.tipsfortravellers.com/TBU
  5. To help illustrate the discipline and approach to creating content I am going to show you a template and approach to develop your strategy.It is inspired by my experience in building brandsI am going to illustrate how to apply it by using a few examples through the workshop.It does not matter if you are familiar with them as you will see through the session that by defining a strategy that even if you do not know the brand or blog, you can see and understand what content is right and fits.The examples I will be using are:Olay Regenerist. This is one of the largest and most successful anti-age lines in many parts of the world – especially in the USA and UK.1 blogs that I think deos it well:48HourAsdventure.com – run by an Australian who lives in LondonMy blog tipsfortravellers and how I defined it using the approach and how I try and apply itBased on time, we will try and get some of you to share how your work as we go
  6. Let’s start then!What exactly is a“content strategy”It consists of answering 2 simple questions. Though they appear simple on the surface, they are actually quite hard to answer! They will take a lot of thinking and careful consideration.As we go through the session, try and answer them for your blog. I think most of you will find it much harder than it seems on the surface – and you will leave the session with a first draft – and lots to think about. One of the hardest parts will be making choices about what to leave out.The 4 seemingly simple questions are:What is your content about ?Who is your content for?What exact and specific content are you providing?How is your content different to the alternatives your audience could read?Before we start looking at blogs, I want to show you an example from the world of brands, as think it will illustrate the power of these 4 questions – and how they help and drive content creationI am going to use Olay to illustrate how they answer those 4 questions – and the implications of the choices they make
  7. Key points to note:Tight definition of what it is about. Very specific Then ensure every piece of content is about that specific topic.They use it to ensure consistent message – consistency is very important so audience knows exactly what they are getting – and every piece adds and reinforces the story
  8. Key points to note:Tight definition of who they are for. Very specific about what their target believes, wants and feelsThen ensure every piece of content builds on that understanding and use it in their story telling as the hook to draw them in, as speaks to them directly.They use it to ensure consistent for that audience – consistency is very important so audience knows exactly what they are getting – and every piece adds and reinforces the story
  9. Key points to note:Tight definition of what they provide. In this case they have spent time to find out what issues concern their audience (the main signs of aging) and then sell products for those (only) – and those are the ones they communicate and talk about.This ensure every piece of “content” is exactly what their audience wants and needs… They use it to ensure consistent for that audience – consistency is very important so audience knows exactly what they are getting – and every piece adds and reinforces the story
  10. Key points to note:They have found what makes them different. They created 2 key differences to make them stand out –and invest in keeping them different. A unique ingredient (that they proved worked) and getting recommendations (which in skincare is important to validate how good you are)This ensure every piece of “content” tells why they are different – so they stand out from the alternativesThey use it to ensure consistent for that audience – consistency is very important so audience knows exactly what they are getting – and every piece adds and reinforces the story
  11. Let us look now at developing a content strategy for blogsThis is the 1st question..
  12. Once you have defined it you must, as Olay did with “high performance facial anti-age” ensure that every story and piece of content is about that.Do not drift away from it and start talking about other topics. If you want to consider if you need another blogThis is why it is important
  13. By looking at the2 blogs and their about pages and what they do here is what I think their answer to the question isThey are pretty consistent and ensure that every story is about just that.48HourAdventure is brutally consistent and almost never goes off topic.I try and do the same
  14. Now try and answer the question for your blog!Think of your content “bullseye”Be specific not generalYour “headline”Fit on a post-it noteUnder 10 words
  15. The 2nd question now….
  16. Remember Olay and how they had defined their target audience as women who wanted dramatic visible results – but without having to resort to proceduresThey had a specific mindset and attitude in mind and used it to create their hook and angle for their story telling.You use you definition of who your blog is for to find your story angle – by looking at the world through their eyes. It should help you find something new about places that have been covered so much already
  17. Blog examples
  18. Now try it for your blog
  19. Question 3Specific contentThink of Olay – they understood the specific signs of aging that their audience wanted to fix and improve and gave them those in products and contentYou need to do the same for your audience
  20. Understand exactly what they want – not what you want to give them!
  21. Remember the learning from the studies of travellers and bloggers I covered,It is likely that your audience wants advice and tips – possibly money saving, places to stay reviews and general travel tips….
  22. Blog examples
  23. Now try and define the specific content you will provide…
  24. Think of OlayThey were the ONLY ones with a specific ingredientAnd UNLIKE OTHERS had more independent experts recommending themMy tip is to always try and write what makes you different starting with these 2 words: ONLY and UNLIKE…
  25. Blog examples
  26. Now try for your blog
  27. AdviceAim to be best resource for your topic and audience - Not just best blog in your nicheBe consistent & stick to it – resist temptation to drift off topic. Strong brands come from being consistent as they stand for somethingStay focused on audience, not bloggers or brands. Respect your audience and what they want. TipsGood writing disciplines (beginning – middle – end/ grammar/ spelling / accurate and fact checked /Write appropriate to audienceOpinion not facts. Travellers looking for real life opinions and experiencesLayered and multi mediaWatch OutsDo not focus on you and what you can get out of it - think what they getting. Avoid things like begging to vote in competitions etcStay on topic. If you really have something else to say (e.g. experiences at travel blogging conference) consider a new blog or guest post on blog with that topicAvoid being intrusive – pop ups, lots of ads, sponsored links
  28. Visit tipsfortravellers.com/TBUTo get the worksheet and examples
  29. Stands out in crowded spaceTravellers value – and seek outBuilds specific audiences, that brands want to reachBrands do not want general travel audiences