Insights

Insight, research and analysis on successful travel content strategy from across the web. Brought to you by the i&i team.

Case Study: Content marketing less ordinary

Case Study: Content marketing less ordinary

Within just four weeks of publication this guide… Earned dozens of write-ups (and inbound links) in the mainstream travel media and blogs. Drove a 31% increase in visits. Increased email subscriptions by 33% Put thousands of new users into audience lists for retargeting ads & lead generation. Assisted 28% of all new conversions. Background Inspired Escapes is a startup adventure travel company doing innovative…continue reading

Case study: Content marketing on the wild side

Case study: Content marketing on the wild side

Who said content marketing doesn’t work for SMBs? Within weeks of going online this guide had… Increased unique visitors by 160% Earned new links & referrals from dozens of top authority sites Decreased bounce rates by 55% Increased email subscriptions by 661% Increased leads by 290% Earned 52% ROI within just 4 weeks Background Deep in…continue reading

Smarter search re-targeting to support your content efforts

Even if you’ve never heard the phrase “search re-marketing,” chances are you’ve seen it in action. Ever notice how after you visit a site, the web suddenly seems to be filled with ads for that same site? That’s called re-marketing (aka re-targeting) and usually, if you’ve noticed it happening, it means the advertiser is doing it…continue reading

The Facebook free ride is over (but did it ever really exist?)

ValleyWag’s Sam Biddle reported this week that Facebook intends to tighten the screw even further on brands that use the platform for promotional purposes, effectively killing the notion that the social media site can be used for free to reach fans and followers. If Biddle’s (anonymous) source is correct this will probably be the final nail…continue reading

Will small travel sites benefit from a “softer” Panda?

News that Google is planning on “softening” its Panda algorithm has been met with cautious optimism that some of the intense pressure on small travel sites in the SEO battle may soon be alleviated. Matt Cutts, Google’s chief anti-spam engineer, confirmed at the SMX conference last week that his team is looking at changes that would help smaller…continue reading

The elusive promise of “influencer marketing”

There were few surprises in the 2013 Digital Influence Report (pdf), released in February by Technorati. The main findings were that brands still spend a small fraction of their digital marketing budget on social media – around 10% – of which more than half goes to platforms like Facebook, Twitter and YouTube. Only another 10% again…continue reading

Travel Blog Exchange 2012: Three questions for next year

As the dust settles on the Travel Blog Exchange’s annual networking shindig, several hundred hopeful travel blogtrepreneurs* are heading back down from the rarefied air of Keystone, Colorado, notebooks stuffed with motivational ideas on converting their travel sites into publishing powerhouses, advertising platforms and profitable online businesses. The travel blogosphere is a huge and diverse place, but…continue reading

How to easily and quickly curate an email magazine that people will read & click

How to easily and quickly curate an email magazine that people will read & click

It can take time, effort and cold hard cash to persuade people to subscribe to your email list. So as those addresses gradually accumulate, each one representing a direct line to your potential customers, the idea of drip feeding promotional messages straight to their inboxes to help drive leads and sales can be very tempting indeed. So tempting in fact,…continue reading

Using retargeting ads to unlock content marketing ROI

Using retargeting ads to unlock content marketing ROI

Content marketing is, by definition, an indirect approach to revenue generation. In fact, so the theory goes, the more indirect the better. But although it’s true that content created “to delight and inform, not to sell and promote” is usually more effective at engaging audiences, the inescapable question is: when and how does that translate…continue reading

Case study: Blogger outreach that works

Case study: Blogger outreach that works

Not long ago I wrote a piece on influencer outreach exploring some of the most common hurdles to working with consumer influencers, and the problem of quantifying real impact on consumer purchase decisions (leads, bookings & revenue), as opposed to relying on indirect measures of audience engagement (followers, impressions, re-shares etc). Although it certainly is possible for digital…continue reading

Quick wins to drive email leads from travel content marketing

Quick wins to drive email leads from travel content marketing

The primary aim of content marketing is not to drive direct leads and business. The core goal is to build an engaged audience of people that know and trust your brand and to provide multiple touchpoints to convert your audience into paying customers in the future. Assuming the content is there, getting these touchpoints right…continue reading

How Compass Magazine sets the bar in branded travel publishing

How Compass Magazine sets the bar in branded travel publishing

Brand publishing, an evolution in the content marketing trend, is based on the idea that brands can and should act like bona fide publishers in their own right. As the theory goes, many travel companies have enormous stores of expertise and knowledge locked up in their brand, assets and employees’ heads, and brand publishing allows the…continue reading

Curating for travel consumers: the hows and the whys

Curating for travel consumers: the hows and the whys

The good folks at Buffer have published a practical nuts & bolts guide to content curation for busy people. Rather than reinvent the wheel I suggest you head over there and check it out, but first maybe it’d be useful to take a quick detour into why curation can be such a powerful element of your digital strategy. We know that…continue reading

A role for Twitter’s “Lead Generation Cards” in the travel content funnel

A role for Twitter’s “Lead Generation Cards” in the travel content funnel

Although long-defined by its tight character limit, Twitter has grown increasingly generous with the range of other media that can be attached to tweets, creating a richer experience for users and a more profitable solution for advertisers. With Twitter cards, users and publishers can append a whole variety of rich media to their otherwise bland and restricted tweets including images, video, product descriptions and more. If…continue reading

Understanding social media’s “ROI problem”

Understanding social media’s “ROI problem”

Can you name a travel brand that doesn’t have a social media presence? How about this one: can you name a travel brand that makes money from its social media presence? Does yours? Recent research from ASTA found that while 80% of sampled travel agents are active on social media, the actual revenue or return on investment…continue reading

How Best Made Co. produces amazing travel content by living the brand

How Best Made Co. produces amazing travel content by living the brand

Ostensibly Best Made Company produces high-end tools and equipment for travel and the great outdoors, but the fact that their signature axe is displayed by the likes of the Saatchi Gallery in London gives an indication of just how high-end, verging on the realms of art, this equipment is. Founder Peter Buchanan-Smith, a graphic designer by training, hit the…continue reading

Brands that blog well: Roundtheworldflights.com

Brands that blog well: Roundtheworldflights.com

Virtually every travel brand on the web has a blog tucked away somewhere on their site, yet given how ubiquitous they’ve become it’s surprising how few live up to their full potential. For digital brands that have little or no direct contact with their customers, a good blog offers an important opportunity to show some…continue reading

Converged media and the travel marketing funnel [infographic]

Converged media and the travel marketing funnel [infographic]

The preeminence of “content” within digital marketing strategy is well established, at least in theory if not yet in widespread practice. Many of the very principles of web marketing have been recast around the demand for quality content i.e. material that adds sufficient value to the end user, generates conversations & relationships, and ultimately drives consumer behaviour.…continue reading

Navigating the fractured landscape of travel influencers

Navigating the fractured landscape of travel influencers

The role of influencers in digital marketing strategy is problematic for many travel brands. Although the huge potential is well recognised, there remain significant barriers to “influencer marketing” becoming a mainstream activity. Some of the many problems include identifying genuine influencers, working out what consumer behaviour they’re capable of influencing, and how it can all…continue reading

Google “AuthorRank” promises major changes for travel search

Google “AuthorRank” promises major changes for travel search

UPDATE – AUG 2014 Google recently announced it has depreciated the Authorship markup, and that the Google+ connections between content and author that are described below will no longer have any bearing on the display (or ranking) of search results.  Despite this, the core concept behind “AgentRank” remains the same: Google is doubtless as interested…continue reading

Putting the author back in authority

Originally posted on the Hit Riddle Travel Marketing Blog Travel bloggers who follow Travel Blog Exchange (TBEX) might have seen an article I wrote last week on a development from Google, called AuthorRank. [If you’re not familiar with AuthorRank and want some background information on what it is, and how to get yourself set up (it’s very easy),…continue reading

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