Content is an important buzzword in tourism, and professionals worldwide emphasise its importance. For the tourism industry, it is absolutely crucial to offer people the right content at the right time. If this is not done, any content can become irrelevant as it will not change anything for the potential traveller. For tourism businesses and destinations, this can create a number of challenges as content is very much a strategic component of a businesses digital strategy (iMedia).
Content needs to be consistent in terms of being written with certain target markets in mind. If your destination focuses on a specific audience, the content distributed through the destination’s website, blog or social media needs to be relevant for this particular audience.
Destinations need to create and distribute the relevant content continuously in order ensure that users interact and engage with the them, and maybe even share the content on social networks. This e-Word of mouth of content can be very powerful marketing for destinations. If there is no relevancy in the content distributed and it does not follow a clear and planned strategy, destinations could actually jeopardise their content, being seen as spam by users. Key things to consider when trying to generate relevant content is research about popular articles and content as well as market research that analyses consumer behaviour and looks at the kind of topics that the individual target markets take the most interest in.
After creating content that is relevant for travellers, tourism destinations need to decide where the content should be shared. High quality content is worth sharing, and not just the content itself but also the way in which it is shared needs to follow a strategic approach. This will maximise the impact the content has on travellers.
What does this mean for you?
Destinations and tourism businesses need to always question themselves on whether the content they create is worth reading. This is crucial and even destinations that are producing great content need to ensure that they put the right strategy in place. It is a continuous process and with changing trends and target audiences it does not get easier in the future. However, good content will be rewarded as people will share it and start talking about it. This means great opportunities for the tourism industry.
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