Content marketing is one of the areas a lot of tourism organisations spend a lot of their time on. In travel, content is becoming increasingly important but also increasingly versatile. This often requires more sophisticated approaches when it comes to content marketing. Many marketers in tourism are still working very hard on their content marketing and often brands are still reviewing their content marketing strategies quite critically. Budget cuts and overall budget constraints can put extra pressure on tourism organisations when it comes to delivering through content marketing. Below are some points that are worth thinking of and worth discussing, as big companies such as Intel see these as key content rules (iMedia 2013).
Random acts of marketing are something most tourism organisations cannot afford to do. However, sometimes random acts of marketing do not happen on purpose. Content pieces should always be fitting together and not just be one-offs, as this might have a destructive effect on consumers actually being confused rather than engaging with content. Great images or videos going viral is good but this should not result in disjointed content marketed by any tourism organisation. Creating a coherent marketing strategy is essential, as it ensures that there is a clear editorial line behind all content being marketed. This clear line will also be picked up and appreciated by consumers, as quality and consistency are ultimately much more important for an organisations overall content marketing strategy.
Every tourism organisation faces a lot of competition when it comes to content marketing, which is another good reason why content marketing should be approached very strategically and very much in a thought through way. Tourism businesses that have a great content marketing strategy will be able to achieve superiority over their competitors in the digital space. However, it is also important not to start a content battle with other tourism organisations. Therefore, innovative ideas and approaches towards content and content marketing are needed. The good news is that small or limited budgets and human resources are a good thing, as it forces organisations to be more creative and for content, this can have a very positive impact on the organisation’s overall content marketing.
Innovations and creativity will eventually win over large scale content investments and it will also make an organisation gain respect and authority in the tourism industry. So think creative when it comes to content marketing!
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