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The complete guide to paid media channels in travel content strategy

The complete guide to paid media channels in travel content strategy

The trick to effective content marketing is being in the right place, at the right time, with the right content and messaging. Once you’ve defined your audience you can start planning content campaigns to fit their needs at various stages of the customer journey to purchase. Tactical considerations include how we a) distribute and amplify… continue reading

Simple ways to understand and empathise with your target audience

Simple ways to understand and empathise with your target audience

Understanding the audience is at the heart of all good content marketing. Fundamentally, content marketing is an exercise in empathy: understanding and appreciating the audience’s needs and providing content that they’ll find useful prior to making a purchase. The better you know your audience the better you can serve them great content that nurtures them towards a booking.… continue reading

What effect will Instant Articles and AMP have on travel content marketing?

What effect will Instant Articles and AMP have on travel content marketing?

Moves from the web’s two biggest giants to shake up mobile publishing have been causing waves among mainstream publishers. Two features, Facebook’s Instant Articles and Google’s Accelerated Mobile Pages (AMP) were launched last year, ostensibly to improve speed and overall experience for mobile users. The initiatives are part of a broader shift in the tectonics… continue reading

SEO: What’s happening to keywords and rankings?

SEO: What’s happening to keywords and rankings?

A few days ago we published a piece for Tnooz on Google’s latest travel SEO upset, a tweak to the mobile interface which could cause problems for people targeting “short tail” travel keywords. Coincidentally, in this week’s Whiteboard Friday, Rand Fishkin talks about the changing nature of keywords and rankings in SEO – with a… continue reading

Time to turn your email strategy on its head?

Time to turn your email strategy on its head?

Is there a marketing channel more used and abused than the humble email? Email has somehow managed to retain its importance in digital marketing strategy despite becoming synonymous with spam and sleazy, aggressive sales. Perhaps part of the problem with email as a marketing tool is its versatility. Email (when used correctly) can be effective at various points in the customer… continue reading

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