How to Optimize your Tour Operator Website Content

“Content Marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of information for the purpose of engaging current and potential customer bases. It subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action.”

Source: Wikipedia

What benefits does content marketing bring? Let’s start with the obvious; by publishing on your website, you build your brand’s awareness, which helps you develop a relationship with the audience. You also position yourself as an industry leader by publishing a consistent stream of useful, interesting, and relevant content. Not only will this keep your visitors coming back for more, but more people will hear about you and look for you online.

This is why you need to take your time in planning a content marketing strategy. If your strategy doesn’t drive visitors to your website, compel them to share and, ultimately, purchase, it isn’t doing its job. It’s more than just publishing words; it encompasses all forms of content that can add value to your website. Content marketing is more about creating meaningful, useful, clear content for consumers.  It’s also constantly evolving and changing, so remember to keep up with industry developments. Ask yourself:

• “What are people looking for on my website?”
• “Is it clear, understandable and specific enough?”

There are three forms of content marketing:

• Long-form content marketing is longer than a few phrases in length, and brings additional value, i.e. Blogs, eBooks, Videos, Podcasts, Articles, etc.
• Short-form content marketing includes content no more than a few phrases long that communicates relevant information, i.e. images, Facebook updates, Twitter tweets, etc.
• Conversations and sharing content marketing shares published content, such as comments on videos and images, sharing links on Social Media, etc.

The content of your website is the most important aspect of your marketing strategy. It’s an effective way to generate website traffic and build your brand’s reputation online. Your content should aim to help your customers, while at the same time developing their understanding of your brand, your message and your promise.

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