Tactics

Using automated email to convert new subscribers into customers

Using automated email to convert new subscribers into customers

Good old fashioned email is still a great marketing channel, allowing direct, personalised communication with your customers in a place where they still (for better or worse) spend plenty of time–their inboxes! Automated email (otherwise known as email autoresponders) is a great way to put some of that activity on autopilot. With automation you can… Continue…

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…

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…

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…

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…

Conversion Rate Optimisation: Anatomy of the ideal tour itinerary page

Conversion Rate Optimisation: Anatomy of the ideal tour itinerary page

Product pages are the most important part of any ecommerce website, and for travel agencies and tour operators that generally means the tour itinerary pages. This marks the end point for the entire customer journey to purchase, the moment of truth that consumers decide either to click “book now” or bail out and head to… Continue…

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…


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