You’ve heard the mantra ‘Content is King’ ad nauseam, so you know you need to do this ‘content marketing’ thing. You’ve got a blog, but it’s a pain to maintain and lacks focus, and worse, you don’t know if it’s actually driving any traffic to your website… let alone its ROI. You’ve thought of hiring a writer, but the cost is prohibitive and what would they write about anyway? You wonder if just posting updates to your Facebook page is a better (easier) option. Your competitors, especially the bigger ones, are so far ahead in this area, you wonder how you could possibly catch up. Perhaps you’ve talked to a marketing consultant and they’ve thrown the idea of a ‘content calendar’ at you and that really just sounds like another big, expensive undertaking you don’t have the time or money for.
Another problem with content marketing for the adventure travel industry is that a good piece can generate a ton of views and shares, but little to no bookings. Think of how many times you’ve watched an amazing skiing, biking or surfing video on Youtube just for kicks but had no intention of booking a trip or can even remember who created it in the first place. While it’s great to see lots of likes, it’s even better when those likes lead to conversions. How do you figure out what to do?
‘Small businesses with blogs get 126% more lead growth than small businesses without.’
The internet is awash with content and it’s easy to get caught up in a more-is-better mindset that will drain your resources and leave you with little to show if not done right. The good news is it doesn’t have to be that way. Duct Tape Marketing’s strategy-first methodology goes deep into your ideal customer’s desires and niche with persona and keyword research to create highly targeted content that is exactly what they’re searching for. And you may need a lot less than you think. A few high-quality ‘evergreen’ pieces that resonate and can be sliced and diced into other channels and mediums is the secret to winning with content marketing.
The customer journey is no longer linear and prospects may come in (or exit) at any point. Having rich content for each of the 7 stages of the customer journey/Marketing Hourglass ™ will ensure every touchpoint is a gentle nudge. And by identifying and focussing on your niche and ideal customer, you won’t waste time and money fighting losing battles against the Goliaths of the industry.
Our roster of award winning adventure travel writers, photographers and videographers, will create exceptional, experiential content that engages your audience and gets you winning the content marketing battle. We understand what your audience wants to see and have the technical know-how to get it to them, wherever they may be.
Content marketing done right can skyrocket the exposure your business gets, helping your prospects to know, like, and trust you enough to want to book. While managing your own content marketing strategy can be done, it requires time, technical expertise, and skills you may not want to devote to making it work. Our done-for-you approach will make sure your content is always working, even when you’re not.