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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Our Travels: Lanzarote

Amazing travel writing isn’t about researching far-flung corners of the globe from the comfort of your own home – it’s about getting out there and experiencing all that a destination has to offer. In rain or shine, the intrepid writers and editors at World Words are always on the lookout for new adventures on their doorstep and beyond. Whether it’s relaxing with a book on the shores of the tropical Gili Islands, seeing the ultra-bright lights of bustling Bangkok, or taking a once-in-a-lifetime safari to Samburu Reserve, we definitely know how to make the most of our days off.

Taking advantage of easing travel restrictions in Europe, our writer Anita recently jetted off to Lanzarote. It’s one of the Canary Islands, a Spanish archipelago off Africa’s northwestern coast. She was in search of sunshine, pristine stretches of sand and unique volcanic landscapes – and that’s just what she got. Scroll down to read all about it…

The unique basalt landscape of Timanfaya National Park, as seen on TV shows like Doctor Who.

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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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Our Travels: Snowdonia, Wales

As regular readers of the Our Travel blogs will know, our team of intrepid travel content writers are always on the go – even during a global pandemic (local lockdowns permitting, of course). From the cosmopolitan chic of San Francisco to the tropical bliss of Indonesia’s Gili Islands to the big game of Samburu Reserve in Kenya, they get itchy feet if they’re not planning their next escape (then returning home and reliving it by writing blogs like this!)

While far flung destinations are always enticing, we are also big advocates of discovering the delights that are on our respective doorsteps. In fact, one of the few bright spots of all the recent Covid-related travel restrictions has been having the time and the excuse to explore local attractions a little more thoroughly. With that in mind, World Words writer Samantha Wilson – along with her husband and young daughter – recently set off for a wintry break in the wilds of Snowdonia National Park in northwest Wales. You can scroll on to read all about her experiences…

Samantha with her family at Castell y Bere, the remains of the castle built by Llywelyn the Great.

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