Travel Tech

With content more important in marketing than ever before, does your content have what it takes to succeed?

No matter what type of products or services you're marketing, the strategies to produce good content are not so different from each other.

According to research by Curata, there is an ideal mix of elements involved in producing good content to maximise audience engagement and produce winning results. We will examine these in more detail here.

Examine Your Content

The first step is to take a look at your content to get a better sense of what you're working with. On average, 87% of curated content are third party articles, while just 13% is original material. Are your best pieces of content getting the attention they deserve? Adding images to your content is a winning strategy, as research has shown that articles with pictures generate 47% more click through activity than those without. And articles snippet length is important too, as articles with medium sized snippets generate 20% more click through activity than those with small snippets.

Be Ruthless

Be discriminating with your content, and ruthlessly screen out anything that doesn't make the grade. Figure out which pieces are the stars, and which are simply supporting the stars. Taking this picky approach is more likely to help you grow a strong and engaged audience. On average, 17% of the articles in a website's curation line-up are published, while 83% are not.

When looking at  email newsletters we can see that they have an average of 12% list growth quarter over quarter when content curators publish less than 50% of the articles they receive, compared to 5% growth when curators publish more than 50% of articles. Your audience is discriminating, and you should be too.

So what type of content is the most effective at getting the highest number of page views? Is there a magic formula?

Mix Things Up

Analysis from Curata revealed that small snippets of content, published on a daily basis, contribute to the highest number of pageviews on a curated site. Original content is great, but it sometimes needs some assistance to get the job done. which is where third-party curated content can shine. On sites where original content and curated content are mixed together, original content receives approximately 17% more click through activity than curated content receives.

But nevertheless, curated content from third parties is critical for helping content marketers to fill gaps in the stream of original content. Ultimately, using original and third-party content in combination yields better results. According to Curata's analysis, on average curated sites with 16-30% original content generate more pageviews.

Sharing is Caring

As most content marketers are well aware, good content can only be appreciated when it’s viewed by the intended audience. In addition to sharing content on sites, many marketers choose to distribute content via email newsletters and social media.

To achieve the greatest success with each piece of content, it's important to know what the audience wants, and what makes them really excited. On average, medium-sized content snippets generated 9% more click through activity than small snippets for the average newsletter and 106% more click through activity than large snippets.


comments powered by Disqus

More from #DTTT

  • In September we present:
    Think Sustainably with Helsinki Marketing

    The city of Helsinki is determined to reduce emissions by 60% by 2030 and to be completely carbon neutral by 2035. Find out how the city is implementing initiatives to achieve this goal.

    #think sustainably #sustainable destination #sustainable tourism #Helsinki
  • sustainable tourism
    In August we present:
    Designing Sustainable Destinations

    How one destination aims to get 20 destinations, 1,000 businesses and the entire destination socially, economically and ecologically sustainable by 2030.

    #sustainable destinations #sustainable travel finland #responsible tourism #sustainable tourism
  • game of thrones tourism
    In July we present:
    5 Questions with Tourism Ireland

    Whether you are a fan or not, HBO’s Game of Thrones is undeniably a truly global phenomenon, captivating the world throughout its 8 gripping seasons. Lannister, Stark, Baratheon, Targaryen – which of the infamous houses will reign supreme and rule the Seven Kingdoms? In between brutal battles and fire breathing dragons, Game of Thrones was […]

    #film tourism #game of thrones #northern ireland #HBO #screen tourism #Tourism Ireland #visitor experience
  • tourist intelligence system
    In July we present:
    Buenos Aires Tourist Intelligence System

    We explore the use of valuable data from multiple touchpoints in the visitor journey to shape the destination experience and understand tourism flows to manage the destination’s tourism supply, and develop a marketing strategy around key data insights.

  • gamification for tourism
    In July we present:
    How to Gamify the Visitor Experience

    At #DTTTCampus, Léna Deschamps-Peugeot from Urban Expé led our workshop on How to Gamify the Visitor Experience. Here are some handy takeaways.

    #gamify #gamifying #destination experience #customer loyalty #gamification #visitor experience
  • In June we present:
    Live: #DTTTCampus

    #DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]

Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge