Know! Your! Audience!

Long gone are the days when online content was written for the benefit of Google alone. Packed with keywords and soullessly written simply to trick the bots into pushing the website up in search rankings, it didn’t make for enjoyable reading for real people. Thankfully, the online content of today is a whole different ball game. Original, engaging, juicy content that answers questions, enlightens or inspires online readers is the name of the game.

The key however, is delivering the right content to the right people. On these pages, you’ll find all kinds of advice on creating high quality travel content, from considering article length and structure, to using imagery to inspire your copy, to ensuring content works for mobile. Yet none of it matters if you don’t know who the content is for.

Knowing your audience is one of the foundation blocks of travel writing. It affects not just the subject matter, but the tone of voice, the language used, and even the style of the content. So read on to discover why you should be providing your content writing team with as much information about your target audience as you possibly can.

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Writing Blogs Without the Salesy Tone

Writing online content is something that takes not only time, but careful consideration. You need to decide on the tone of voice, the message, the style, the images and ultimately the point of the content. Getting the right formula is not always simple, and it’s easy to end up with your blogs sounding similar to your ‘about us’ page – that is to say, decidedly salesy. And that’s just not what customers (and, crucially, your potential customers) want to read.

In this article we look at how to create engaging blog content that drives traffic and promotes your brand without bombarding readers with unwelcome sales speak. As we will see, subtle tweaks in your language are important, but ultimately it’s the content you produce that will play the biggest role. Scroll on down to read our expert tips…

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Topical or Evergreen? How to Choose the Right Approach for Your Content

Writing online content is a time-consuming process, yet one which is vital to your brand and marketing. The online arena offers the chance to really connect with your customers or readers, and to provide them with valuable and genuine information. Yet there’s a lot that goes into creating the perfect online content and making it work for your business the way you want it to. And one of the important factors to decide on is the type of content you put out.

We’re going to take a look at the advantages and disadvantages of writing topical versus evergreen content. Of course, both have their place – but what’s the right option for your content? We’ll explore what the differences really are, and delve into when and why you should opt for one over the other. Scroll on down to find out more…

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Eco-ntent: Our Top Tips for Making Your Travel Writing Environmentally Friendly

Travel is one of the biggest joys and luxuries we have. To explore other places and experience cultures different to ours broadens our horizons, expands the mind, and encourages cross-cultural understanding. In a world that feels increasingly divided, travel unites, as well as helps to sustain livelihoods, support local communities and conserve natural and cultural heritage around the world. Travel is a great thing… but only if it’s done responsibly.

If you are a trusted company working in the travel sector, your customers value what you tell them. Through your approach to creating content, the terminology you use, and the experiences you highlight, you can make a vast impact on reducing harm to the environment or local communities. It can be minor tweaks and subtle suggestions or big, bold campaigns, but the bottom line is the same: if you consider how your words affect the environment, so will your readers. Scroll on to read some of the ways you can promote eco-conscious travel in your content…

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