The document discusses developing a content strategy for travel bloggers. It emphasizes having a clear focus on specific topics, audiences, and the types of content provided. Key questions to consider include "What is the content about?", "Who is the content for?", "What specific content will be provided?", and "What makes the content different?" Answering these questions helps build a consistent strategy and loyal audience. The document provides examples and exercises to help bloggers define their own content strategy.
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Creating Content for Travellers Workshop: Content Strategy
1. Creating
Content For
Travellers
ï Content that stands out
ï Content that travellers value
ï Content that builds loyal
audience
Workshop by Gary
Bembridge
@garybembridge
6. Content
Strategy
ï What is it about?
ï Who is it for?
ï What is it providing?
ï How is it different?
4 simple (?) questions..
7. âWhat is it about?â
Used to ensure content focus & consistency
Dramatically reduce the appearance of
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3 transforming results for younger
looking eyes
Proven to reduce the appearance
of lines & wrinkles. Or money
back
Every story always about âhigh performance facial anti-agingâ
8. âWho is it for?â
Used to find & drive your story âhookâ/ angle
Imagine younger looking
skin â 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
10. Notable magazines, beauty editors, research
institutes â everyone keeps saying the best things
about
Formulated exclusively with Olay Peptide B-3 Complex.
This unique complex helps to regenerate skinâs appearance whileâŠ
âWhat makes you different?â
Used as reason for people to use & choose you
over others
Always uses in their storytelling
12. Important
Every story
ï Content consistency is
key to building a loyal
audience
ï Audience knows what
get every time use your
content
13. Is about:
Short break guides and
advice
Is about:
Luxurious travel
experiences on land â
and at sea
Most popular posts:
âą 48 hours in Prague
âą Exploring Switzerland by train in 2 days
âą 48 Hours in Istanbul
âą 48 hours in San Diego
Most popular posts:
âą British Airways First Class Travel
âą Crossing the Atlantic in QM2 Queens Grill
âą Virgin Upper Class Travel
âą Las Vegas in Luxury
14. Exercise 1 : What exactly is your content
about?
Tips :
âą Be specific - not general
âą Under 10 words
âą âHeadline likeâ
16. Important
Use it to find your
story angle ï Many will have written
about that
destination, place to
stay, attraction
ï Understanding who you
writing for helps find your
angle
ï Look at, & cover, the world
through their eyes
17. Is for:
Career focused people
who love to travel, but
canât get lots of time off
work
Is for:
People who are looking
for inspiration, advice
and tips on finding the
âmust doâ luxury travel
experiences
âą Best Friday departures.
âą Fast ways to get there.
âą Destinations close by.
âą 48 Hours.
âą Business & First Class.
âą High end Ships.
âą High-end hotels.
âą Popular, on trend, âhottestâ destinations.
18. Exercise 2: Who exactly is your content
for?
Tips :
âą Attitudes & beliefs?
âą Situation or interests?
âą Demographics if essential
20. Important
ï Surveys
ï Meet & engage with
them
ï Analytics
ï Social Media insights
Understand exactly what
your target audience wants
and needs
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
âą âTrophyâ destinations
âą Premium Transport
âą High-end Accommodation
âą Art, culture & history Attractions
âą Classic Journeys
âą Must see and do
âą Food/ drink
âą How to get there
âą Where to stay
âą Getting around
âą Budget
23. Exercise 3: What specific content will you
provide?
Tips :
âą Audience wants?
âą Tips and advice need?
âą What canât get elsewhere?
26. Unlike others:
Shows how to have amazing
travel experiences when time is
not on your side â 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 â
multiple times.
e.g. Weekend breaks from London base:
âą Luxembourg
âą Stuttgart
âą Seville
âą Glasgow
e.g.:
âą Based on multiple visits and trips
âą Comparisons across options, like
âą Different Business Classes
âą Different rooms in same hotel
âą Luxurious travel alternatives
27. Exercise 4: My content is different to or unlike others
because?
ï Tips:
ï Only IâŠ
ï Unlike others IâŠ
28. Advice
ï Be best resource
ï Be consistent
ï Audience
focused
Tips
ï Write well
ï Opinion Vs. facts
ï Layered content
Watch-outs
ï Focus on
yourself
ï Posts off topic
ï Intrusive stuff
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.
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
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 â but we can easily assume there are thousands â 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 â 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 â and only 1 out of 4 had used them in the last year. It suggests that blogs are not meeting the needs of travellers â 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
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 â 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
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 â especially in the USA and UK.1 blogs that I think deos it well:48HourAsdventure.com â 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
Letâs start then!What exactly is aâcontent strategyâIt 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 â and you will leave the session with a first draft â 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 â and how they help and drive content creationI am going to use Olay to illustrate how they answer those 4 questions â and the implications of the choices they make
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 â consistency is very important so audience knows exactly what they are getting â and every piece adds and reinforces the story
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 â consistency is very important so audience knows exactly what they are getting â and every piece adds and reinforces the story
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) â and those are the ones they communicate and talk about.This ensure every piece of âcontentâ is exactly what their audience wants and needs⊠They use it to ensure consistent for that audience â consistency is very important so audience knows exactly what they are getting â and every piece adds and reinforces the story
Key points to note:They have found what makes them different. They created 2 key differences to make them stand out âand 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 âcontentâ tells why they are different â so they stand out from the alternativesThey use it to ensure consistent for that audience â consistency is very important so audience knows exactly what they are getting â and every piece adds and reinforces the story
Let us look now at developing a content strategy for blogsThis is the 1st question..
Once you have defined it you must, as Olay did with âhigh performance facial anti-ageâ 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
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
Now try and answer the question for your blog!Think of your content âbullseyeâBe specific not generalYour âheadlineâFit on a post-it noteUnder 10 words
The 2nd question nowâŠ.
Remember Olay and how they had defined their target audience as women who wanted dramatic visible results â 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 â by looking at the world through their eyes. It should help you find something new about places that have been covered so much already
Blog examples
Now try it for your blog
Question 3Specific contentThink of Olay â 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
Understand exactly what they want â not what you want to give them!
Remember the learning from the studies of travellers and bloggers I covered,It is likely that your audience wants advice and tips â possibly money saving, places to stay reviews and general travel tipsâŠ.
Blog examples
Now try and define the specific content you will provideâŠ
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 UNLIKEâŠ
Blog examples
Now try for your blog
AdviceAim to be best resource for your topic and audience - Not just best blog in your nicheBe consistent & stick to it â 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 â middle â 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 â pop ups, lots of ads, sponsored links
Visit tipsfortravellers.com/TBUTo get the worksheet and examples
Stands out in crowded spaceTravellers value â and seek outBuilds specific audiences, that brands want to reachBrands do not want general travel audiences