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The road to effective travel destination marketing

Travel to Austria
Create curiosity and connection through storytelling. Embrace user-made content and make use of the vast amount of content made by experienced travelers.

Creating curiosity and placing less emphasis on popular touristic icons has become the new criterion within destination marketing. This is where storytelling comes into play. It’s not about dragging, but inviting the traveler to your destination. Storytelling and destination marketing are made for each other. However, you will still find that Destination Marketing Organisations (DMO’s) are using marketing material with good old sales pitches and slogans.

Personal connection

The competition within the tourist industry is as fierce as it ever has been. Just about every destination in the world has something people can come to see and do. Nonetheless, a destination must find its unique identity. Thus, if you focus on why to do this and to see that, instead of just what, you will connect easier with your audience. Social Media and Content Marketing has offered travelers a more personal connection in the way they accrue information about potential travel destinations. Many destinations have embraced content marketing and storytelling and are working together with travel writers. As most travel writers have their perspective and frames of references to build their stories on, new aspects often appear. Not only giving the DMO’s valuable content, but also facets to explore in their marketing efforts.

Out-of-house marketers’

Furthermore, storytelling should not be limited to DMO staff or travel writers, but also include the visitors. Content marketing is a fast-changing landscape that is heavily influenced by digital innovations. Moreover, people are connected as never before and DMO’s have an unprecedented large crowd of “marketers” available. Hence, encouraging people that have visited your destination share their experience in your different channels is crucial. Branding is not what you say to your audience, but what your audience is saying about you. User-generated content often tells better stories about a destination than DMO’s can do themselves. If people can identify with the story, they will share it.

Knowledgeable travelers

Furthermore, DMO’s should also welcome the fact that many of your visitors have adequate experience to determine what content offers the best information and greatest relevance for their travel-planning. Stories that help travelers to understand and get a sense of what a destination has to offer are powerful tools that DMO’s should embrace. Consequently, it’s crucial that destinations have found a unique identity and focus on showcasing this.

Content Marketing is too important to handle it all by yourself

Hand writing Content Marketing with blue marker on transparent wipe board
Written content should be a top priority in your content marketing strategy, and it should be produced by professionals to deliver maximum impact.

There are several good reasons for you to hire external resources to write your content. I will get back to those, but first, let’s have a look at the trends* for content marketing in 2019 to put everything into perspective.

Content marketing trends

Content Marketing has gained a strong foothold among businesses and organizations within a wide range of sectors.

  • An impressive 89% feel that their content marketing strategy is a part of the overall business goals.
  • 77% of the businesses in the survey say that written content is a top focus in their content marketing strategy. SEO with 45% and Email marketing with 42% comes in at second and third place.
  • Furthermore, a solid 66% of the participants state that content marketing has been very to extremely effective for their brand.

Ok, the trends are very persuasive. Hence, let’s have a look at how you can produce great quality content.

The value of professional content writers

Your company surely has a range of skillful specialists that know your products and services in-and-out. Nonetheless, that does not necessarily mean that they should be handed the task of writing content for your marketing channels.

  • Content written by your in-house staff tends to be biassed and subjective. It’s ok to be proud of your products, but overly biased texts tend to make content less trustworthy for the reader.
  • Accurate and well-formulated information, is of course important in any kind of content. Another key point is the reader friendliness. A professional content writer has the skills to present written content (texts and images) to your audience. Moreover, that is suitably formulated and easy to read on all kinds of screens.
  • Finally, your content must be published without typos, poor sentence structure, and incorrect punctuation. Poorly written content lowers the value of your brand and drives your audience away. For this reason alone, hiring a pro content writer will in the end not only, save you money but also build your brands trustworthiness.

Content marketing success

No matter what kind of business you conduct, there will always be professional content writers that can get involved in your organization’s values, products, and stakeholders and create credible and readable content. The success of good content will soon transform into increased website traffic as well as improved SEO rankings and increased sales, among other advantages.

Hence, start looking for professional writers and get the best possible result from the investment in your content marketing budget.

The 2019 State of Content Marketing by Zazzle Media