Insights

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

Case Study: Reeling in new bookings with stunning content

Case Study: Reeling in new bookings with stunning content

How an adventure fishing company used beautiful content to broaden their audience and reach new customers. WILDERNESS NORTH operates one of the largest networks of fly-in fishing lodges in Canada, selling epic trips to a very loyal customer base – many of whom repeat book every single year. But the company wanted to broaden its… continue reading

Case Study: Around the world in 80 clicks

Case Study: Around the world in 80 clicks

How a specialist flights company strengthened ownership of their niche and massively boosted their PPC and email audiences. ROUNDTHEWORLDFLIGHTS.COM is a flights and travel agency specialising in round-the-world itineraries and deals. They’re an established company with strong performance in organic search (SEO), PPC and email. They wanted to build on their strengths by reaching new audiences of travellers who might not… continue reading

Case Study: Content marketing less ordinary

Case Study: Content marketing less ordinary

How a small startup made big waves with remarkable content and strong influencer partnerships. INSPIRED ESCAPES is a startup adventure travel company doing innovative things in travel philanthropy, volunteering and experiential travel. It’s a contested space dominated by well-established players and the team knew that to announce their arrival in a crowded scene they needed to produce content that was genuinely worth shouting about. There… continue reading

Case Study: Content marketing on the wild side

Case Study: Content marketing on the wild side

How a simple and cheap content project helped a family-owned lodge grow their direct bookings. Deep in the Peruvian Amazon, about as deep as it’s possible for tourists to go, is a family-owned lodge called TAMBO BLANQUILLO. Over the last 30 years, owner Luis Felipe Raffo has built a business delivering unique experiences in one of… continue reading

Quantifying the results of content marketing: ATTA webinar deck & resources

Just because content marketing is “indirect” in nature, that doesn’t mean you can’t quantify its impact on your bottom line. In this webinar, with the Adventure Travel Trade Association, we explore some of the basics to attribution in the travel customer journey. View the full webinar here and see the slide deck and the links & further reading below for additional… continue reading

SEO implications of Google’s new mobile trip planner

Another day, another search engine optimization (SEO) wobble. In late January, Google released a major re-design of its mobile search interface for trip planning. With this change, searches on Google for various destination keywords, such as “where to go in Thailand” or “Thailand destinations”, trigger a knowledge-graph result that leads users into a rabbit hole… continue reading

I&I announces new addition to leadership team

I&I Travel Media is excited to announce the addition of Jeremy Head to our team – as Strategic Business Advisor. He will be helping the leadership team to develop and expand the I&I Travel Media product portfolio and continue to push the boundaries of innovation in travel content strategy. Jeremy has many years’ experience in… continue reading

Smarter search retargeting to support your content efforts

Even if you’ve never heard the phrase “retargeting,” 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 retargeting (“remarketing” to Google) in action and usually, if you’ve noticed it happening, it means the advertiser is doing it wrong.… 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

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

What is brand publishing and why should content creators care?

What is brand publishing and why should content creators care?

Bloggers working with travel organisations is nothing new. But as the marketing landscape evolves and travel companies start to think and act like publishers, we’re finding exciting new opportunities for content creators and audience builders to work with their industry partners. Travel businesses have a huge need for insights and data on the audiences they’re trying to… continue reading

Travel content strategy & marketing resources

Travel content strategy & marketing resources

A content strategy revolves around two key components: an understanding of your audience & their needs and a map of how your content/channels are mapped to those needs at each stage of the purchase decision. To help with both we’ve developed the following templates. You can save and edit these templates as needed. Audience persona mapping template… continue reading

Measuring your content: Converting audiences into bookings [ATWS slide deck & resources]

Measuring your content: Converting audiences into bookings [ATWS slide deck & resources]

Re-cap the details of our ATWS session on content strategy with the following deck. Links to further reading and additional resources are also provided below. Links & further reading Slide #7: Google’s customer journey tool / Mapping the travel marketing funnel Slide #10: See the ebook in action Slide #11: The biggest mistake in content marketing (and… continue reading

Why content marketing is its own worst enemy – and what to do about it

Why content marketing is its own worst enemy – and what to do about it

Although this deck is a couple years old and is nominally about B2B marketing, it’s still incredibly relevant to companies trying to connect with travel consumers: The core question is simple: if, like every other brand, you’re now supposed to be a publisher – what does that mean for the volume of content your audiences are exposed to, and how easy… continue reading

Influencer marketing: has the bubble burst?

Influencer marketing: has the bubble burst?

This article was first published here on Travel Blather where there is a terrific discussion unfolding in the comments – go take a look.   This is a deeper dive on a presentation I gave at last week’s Travel Zoomconference. You can get the slides here. Influencer marketing, aka blogger outreach – it’s the debate that… 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

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

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

Timeline for Facebook pages is coming

In the ever shifting sands of online marketing, only one thing is certain: no matter how hard you try, by the time you figure out how something works, it will have changed. In fact, Douglas Adams could have been talking about Facebook when he wrote: “There is a theory which states that if ever anyone… continue reading


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