Planning Your Content Marketing Strategy |Sri Lanka Tour Operator Edition
If you want to attract so many guests and get more booking online, you need to try harder than just putting up blog posts on ‘top beaches in Sri Lanka’ and ‘best places to go surfing’ and posting your offers on Social Media.
Yes, those articles you publish and offers you post will help you get a booking here and there, – but let’s be honest, you still get most of your bookings via your referrals. Which make you wonder if this content marketing thing is even worth it.
Let us tell you this. Content marketing is absolutely worth it, if you know how to do it right. In this article, we share how to develop a good content strategy to get more guest inquiries with content marketing.
For those who don’t know what content marketing is…
What is Content Marketing?
Content marketing is creating and distributing relevant, valuable, and consistent content to attract and retain your audience — and, ultimately, to drive profitable customer action. From your website content, tour itinerary content, blog articles, social media, newsletter campaigns, emails to testimonials all fall under content marketing.
Why do Sri Lanka Tour Companies need a content strategy, anyway?
At a glance, it may seem like developing a content marketing strategy is gonna be another item on your to-do list.
Well, it’s not.
Mapping out your content strategy will help you plan, create and distribute and measure content better and optimize your budget.
Where should you start?
There are three elements for a winning content strategy. They are,
- Your audience
- A comprehensive Content Calender
- Review, Rinse & Repeat
1. Your Audience
The better you know your target audience, the easier it is to come up with content guests will love. So think about
- Who do you serve?
- What are your guests’ goals and desires?
- What are their objections and pain points?
- Where do they hang out online?
- What other brands do they love?
2. Comprehensive Content Calender
After you get to know your audience inside and out, you’re ready to start creating content. When creating your content calendar it’s important that you stick to a one that is effective and realistic.
A good content calendar should include
- Content-type: landing page, videos, blog post, social media post, visitor guide, etc.
- Persona(s): defining who your piece of content is intended for
- Objective: The purpose of your piece of content (Eg- brand awareness, conversions)
- Completion date: the date your content needs to be completed for review
- Publish date: when it’s gonna go alive
- Campaign: distinguish between owned (blog post, social post), earned (media publication, influencer campaign) or paid (social ad, print ads)
- Cost: what is the dollar amount associated with a piece of content
Also Read- 20 Blog Ideas for Tour Companies
3. Review, Rinse & Repeat
Just creating well-documented content is not enough to attract more inquiries. You need to measure the performance of each piece of content you put out there. So you will need measurements. For this you can use website traffic, social media likes, number of inquiries etc. However, it’s important that you set your KPIs with respect to the goal you are trying to achieve.
Once you have set your measurement parameters you will easily be able to know the best type of content that works for your audience so you can stick to them. And eliminate content and campaigns that doesn’t work.
Putting together your content marketing team is CRUCIAL!
Your content marketing team is very important to the success of your content strategy. Although a content marketing team might sound like expensive it won’t cost you much if you know the right places to look for the right people.
In fact, Snappy Script can help you not just develop your content strategy but find good talent and manage your content marketing team on your behalf. So everything will be timely, smooth and effective. We specialize in travel and tourism niche,
Get in touch with us to see how we can help you develop your content strategy.