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For small, medium or large businesses, content is equally important. However, content does not equal content, as the right kind of content needs to be created and published online, in order to attract consumers at the right time. Especially for smaller businesses in tourism, content marketing is still very much something where many tourism businesses can sophisticate their approach. So how to get started with content marketing if you want to get it right? (SearchEngineWatch 2013).

HOW TO GET STARTED

When creating content, it is very important for the content writer to think about why the content is being written and who it is written for. If these quite basic guidelines are not being considered, consumers might not actually find the content useful and it might become worthless. Businesses have a clear opportunity when writing content, as nobody knows as much about the products and services that are on offer as the tourism business itself. This expertise should be translated into great content. Tourism businesses writing content should consider who, where and when. These questions should be considered as the consumer should always be at the center of content and should cater and add value.

WHAT CONTENT WORKS BEST

When producing content, tourism businesses always need to remember that the reason for why blogging is so successful and bloggers’ content so popular is that popular is its entertaining value. Therefore, the more creative and productive tourism businesses are when producing content, the more popular it will be with consumers. Multimedia content in the form of shareable video, images and written content work very well in tourism. However, businesses should always follow a long term strategic approach when producing and marketing content, to make the content last longer and have a higher impact on the set goals by the tourism business.

MAKE YOUR CONTENT GOOD

Making your content good is essential, as content being marketed that does not have an impact is not worth the effort. Content therefore needs to be evaluated quite critically before promoting it heavily. It is also good to monitor competitor’s content very closely, ensuring that content can be marketed in a strategic way, helping the tourism business remain competitive. Completing the 5 Ws is essential at all times.

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