The blog post or article you spent a week creating, complete with gorgeous graphics and a clever call-to-action, didn’t drive traffic — let alone bookings. And now you're struggling to justify why you made all that effort in the first place.
This all-too-familiar scenario is the curse of a poorly-executed content strategy. Content is king, except when it isn’t. Your unread blog post isn’t helping with search, growing your subscriber list, or generating leads for your sales team.
Three things have to happen for your blog to do its job:
Drop the ball at any point and your blog post is dead on arrival.
If that’s ever happened to you — and honestly, it happens to everyone — take heart. You can turbocharge your travel blog content and unlock return on investment with these three surefire steps.
You can write travel blog content in one of two ways: Pick topics that interest you or topics that interest your readers — and you don’t need a degree in marketing to know which ones get better results.
Of course, you need to actually know your target audience before you can identify the topics that interest them. And to know them, you need answers to the following questions:
Once you’ve nailed down your audience and identified high-value topics, you’re halfway to creating intrigue. The next step is crafting a headline that compels them to click.
Marketing genius David Ogilvy once noted that five times as many people read a headline as read the body of your piece, so writing a killer headline is 80% of your job.
Research shows a good headline can increase traffic and social shares by 500%. In fact, most people decide to share an article based on the headline alone, as Neil Patel noted in his terrific post on writing effective headlines.
Key headline takeaways for your next travel blog post:
The Perpetual Traffic podcast team coined the phrase “grease the chute” to describe the process of getting readers to “slide” down the post and land on your call to action.
It starts with an emotional hook — something your reader relates to — and leads gently to conversion.
Your introduction is the logical place to sink your hook; it should work hand-in-hand with your headline to suck in the reader and create “sticky” content. The headline gets the click, but the intro gets engagement.
How can you stir some emotion to grease the chute? Try these examples:
Sometimes the key is a fresh approach; anyone can write a blog post detailing the cheapest ways to travel the Continent, but few will write about how to make the travelling fun.
Check out this post on travel card games we created for The Leap for a new twist on gap-year travel. Just be relatable and look for ways to solve your readers’ problems. You can’t go wrong with a timely how-to post.
Finally, don’t overlook the mechanics of an engaging blog post.
Are you formatting your post for easy readability with attractive images and graphics that illustrate your points and clarify concepts?
Keep these three tips in mind:
If you’re trying to do marketing for your travel business, you'll know that sinking feeling...
Let’s be honest: blog posts work best at the top of the content marketing funnel.
They’re great for education, brand awareness, and customer acquisition. Blog posts nudge readers toward conversion — they don’t push.
That means talking less about you and your brand and more about your customers and their interests and needs. It means solving their problems and creating a sense of trust, authority, and relationship with your brand. It means keeping them on your site by giving them reasons to click around and read more content.
It’s about nurturing your contacts as you move them through the funnel. And ultimately, it means offering them something of value when you ask them to act.
How does that look in practice?
Finally, when it’s time to convert, keep it simple and follow these research-based best practices:
Remember: a great headline plus a compelling hook means more traffic and better engagement — and better engagement leads to conversions, the key to return on investment...
If all of this sounds great, and you’re thinking…
‘Great, but where do I start doing something like this in my travel business?’
Then I’ve got good news for you.
Today I want to offer you the chance to have all of this done for you, from the research and writing of the topics all the way through to the publication on your website, adding relevant citations, links and images AND ongoing promotion using a range of leading tactics.
When we’re done, you’ll have a industry-leading content asset on your website that attracts and educates an endless stream of your ideal customers to your travel company’s website.
You get access to all our expertise on how to improve your marketing, you get a handwritten report about your company and customers, and you get a live article on your website that will get your seen by people who will want to buy from you.
The whole process takes four weeks, we charge a one-off fee of £625 / $780 / €740, and the idea is that if we can help you close even a handful of extra bookings then this process will more than pay for itself.
1. Research & Strategy
The essential first step in our process (which you won’t get from just hiring a ‘writer’) is deep customer research and strategy.
Our goal is to help you make a real connection with people who will become your customers and educate around the problem areas that your company deals with.
We come prepared with a list of questions and dive deep into learning everything we can about your business, your customers and your past sales.
The idea is to get as much information from you as possible, in as short a time as possible, to be able to create marketing headlines and content that properly exposes your customers' 'inside reality' to the world.
In particular we look to clearly define:
With the Source package, you’ll get a shortlist of three well-researched topics for your article.
2. 3-Step Content Creation
Quality is key with the educational travel content we produce for you. That’s why we’ve built a team of professional copywriters who are experts in both their craft and the travel industry.
Quality costs more, but quality is what you need!
Authorship for the finished article is attributed to you or someone in your team as the public face of your content marketing efforts.
Of course, this is all designed to be 100% hands-free. We’re seriously good at this stuff, so if you want to let us just get on with it, that’s what we’ll do.
But if you’d like more involvement, that’s also great. You’ll have comprehensive involvement in each stage of the content creation process, which consists of three stages of development.
The process is designed to ensure that, as a customer, you're happy with the voice and content of each and every article. The process always follows the same format:
3. Publication & Promotion
As well as taking care of all the formatting and editing of the text, we’ll enrich your article by adding supporting citations, links, images and videos to support it and create a truly multimedia experience before we hit ‘publish’.
We publish the completed article on the agreed publication date, and start promoting it immediately with an enhanced content promotion process we’ve developed over four years of marketing in the travel industry.
The Source package has a one-time, all-inclusive fee of £625 / $780 / €740.
All the work is done for you (this is going to give you your time back, not take it away) and will continue to provide benefit to your business for years to come.
In fact, we’re so sure that you’ll see a concrete result from this offer that we back it with a 30-day, no-questions-asked money-back guarantee.
We want you to invest in content marketing knowing you will be fully satisfied. So if for any reason you’re not completely satisfied with the service, we will completely refund your order or offer you a full do-over at no extra charge.
With that kind of guarantee, we hope you'll agree this investment is a no-brainer.
Because, when you think about the bigger picture of marketing your business and getting more bookings...
How much will it cost you to do nothing?