Nicole Kow, a content writer at the tour operator booking software company TrekkSoft, talks to us about content marketing in the travel industry. She explains the fundamentals of what to consider when embarking on a content marketing strategy and determining what kind of content to create. She discusses what needs to be taken into account when creating content for different international markets and the importance of localisation. She also talks about how TrekkSoft formed a successful content distribution strategy and how they built up a good email list. Finally, she reveals what she thinks are the big current trends in the travel industry.
(00:25) TrekkSoft has a very content marketing-driven approach. Why is that?
(01:10) What are the fundamentals to consider when embarking on a content marketing-driven approach? How do you determine what kind of content to create?
(01:54) What are the extra factors that you need to take into account when creating content for global audiences in different international markets? How do you deal with the challenges this brings up?
(03:04) When creating international content, do you work with people based in the target countries? Do you work with experts from those markets? How do you make sure that you’re getting the right local understanding?
(04:00) It’s very important to not only focus on the digital aspect but also to be out there meeting people to really understand what they want.
(04:45) A lot of people think that the travel industry is a great one to create content for because there are so many beautiful places to write about. How to you identify the best topics to write about and how do you make sure that you’re providing great, unique content rather than just adding to the masses already out there?
(06:03) Customers want authenticity from a brand. It’s very important to be honest.
(06:22) Content is driving TrekkSoft’s entire digital marketing strategy. Creating the content is the first step, but then you have to get it out there! How did you develop a content distribution strategy?
(07:25) How do you build an email list?
(08:11) What are the biggest opportunities for travel brands at the moment? What are the ley trends in the travel industry that are worth taking advantage of?