Tips on writing texts for your travel content marketing

How do you write compelling travel marketing content that is in line with your strategy and will help to guide the reader towards a booking ?

To guide visitors through a customer journey that goes from inspiration to planning to booking. I developed a content model.

• Inspire
• Help
• Proof
• Sell

Inspire; wow the target audience with a vivid description of the best you offer

Help; confirm this is the best next holiday choice and explain to the target audience how to make it happen and that this wow experience is in reach for the target audience

Proof; Show your awards and reviews that you are safe and solid choice.

Sell : Convert the target audience into a customer with clear call to action and easy to use booking forms

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Potential buyers need information from all four blocks to come to a booking

If you find it difficult to start writing texts from scratch, a good idea is to check on what your competitors are writing. Use that as your starting point and try to make their text better aligned to your specific target audience.

Just copy paste their text and adjust it to your situation, make sure you changed the text enough that it really becomes your text:  try to use your competitors as inspiration not to copy them.

When writing try to keep it as short as possible, unnecessary text leads to skipping,  if your text needs to be long to give a good description than mention early in the text what people who will read the article learn from reading it.

Work with and stand out in AI generated content

Now that AI content systems like ChatGPT, and software based on ChatGPT like Writesonic or Jasper are becoming more widely used. The internet is going to be flooded with content. How do you stand out ?

Its interesting to use AI to help you learn more about a topic you want to write about before making an good set up you can use to co write with an AI bot. Sometimes AI comes up with facts that are not true; the search engine tool of perplexity can help : they give results back with source you can check yourself and decide if the are reliable enough.

I do suggest you also use AI generated content to quickly create outlines, ideas for your paragraphs and a quick basic set up. However its important you make this content unique with your own insights and new expert information.

Because that is what AI can't do generate new things, it will write/create something based on what it has learned. If you as an expert can feed the system with first hand novelties, you can create high quality and unique content.

Those experts who master to get the best the input into an AI system will be ahead of everybody else. (But you need to keep doing that to stay ahead).

So give insights, share your own opinion, paint your experiences in a descriptive way that appeals to all senses, and ask your AI robot to help you with this, but overrule the bot when you know, that is not how you experienced it.

Think about things that have been changed recently, is there a new access road, better facilities something else you can mention that most people aren't aware of.

Once your article is ready use, the system on more time to help with grammar and style.

Just like Microsoft Word or Google docs, AI also helps with grammar and spelling correction, however AI can even help to create a sentence with just a few words. Making it much easier for you to write in a language you are not fluent in.

Use AI with underneath tips to make your content better. And use the to create your own templates that you can refine.

Use all senses to bring your texts alive

Screen your sentences if you are using all senses to paint a travel experience. Writing that something is a great place for example has no meaning, however writing:

"Imagine walking through an old middle ages street, passing a traditional boulangerie, where the smell of freshly baked croissants, mix with the tunes of an accordion player singing traditional french chansons"

Takes the mind of a reader to the experience you want to sell.

Be Helpful and Relevant

To have your webpages picked up by Google you need write helpful and relevant content. Which means you create value for your visitor. For example by guiding them through a sales process. That goes from inspiration, planning to booking. Your content should help them planning their trip and decide if you are the right company or destination to visit. A visitor expects from you to give them the best possible advice.

Writing a good Title

Titles are the reason people click on a post, link ad, search listing etc.

Try to be specific and let readers know what to expect and for who the text is interesting. Make the title with simple words everyone understands.

Ghorepani Trek - Best Mountain View Trek for Family and Children

vs

9 Days Ghorepani Poonhill Trekking

If you are only mentioning the name of destination, you assume travelers already know about the destination, but that is not always the case. Especially not for people early in the customer journey.

Short Checklist to use if your title is good

Is title easy to understand
Make the title not too long - max 10 preferable 8 words (SEO 7) Does the title make you curious ?
Can you add emotion in the title ?
Does the title make the reader important ?
Do I understand from the title that there is value for me reading the text
Is it clear why i should read the text ?
If you are not sure about a title, do some a/b testing especially with facebook and google ads this is very easy to set up.

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