Content Strategy

Travel marketing is a bitch

Travel marketing is a bitch

Digital marketing is a great way to burn lots of cash, now more so than ever. It used to be that SEO and Adwords were the only game in town. These days we’re scrambling for mobile strategy and attribution models; first we needed a plan for Pinterest, then it was Instagram, now it’s video. Even… Continue…

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…

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…

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…

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…

Are you doing content marketing or just chucking spaghetti at the wall?

Are you doing content marketing or just chucking spaghetti at the wall?

Content fever continues to spread, with travel companies pumping out articles and ebooks, hosting blog trips, posting photos to Instagram and building their email lists, but to what end? We have the faint notion that “content” helps us sell to our audiences, but the actual mechanics behind that process can be less clear. Despite the content… Continue…

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…

Independent hotels & the untapped potential for local content marketing

Independent hotels & the untapped potential for local content marketing

In a recent Skift interview, Gray Shealy, executive director of the Master’s of Hospitality Management Program at Georgetown University, discussed how hotel chains could follow Airbnb’s lead to better connect guests with the local neighbourhood and provide a more immersive stay in the area: “…what Airbnb allows a user to do is really have an… Continue…


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