{"id":3009,"date":"2022-01-17T12:53:04","date_gmt":"2022-01-17T12:53:04","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/17\/5-tips-for-more-engaging-impactful-branded-travel-content\/"},"modified":"2022-01-17T12:53:04","modified_gmt":"2022-01-17T12:53:04","slug":"5-tips-for-more-engaging-impactful-branded-travel-content","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/17\/5-tips-for-more-engaging-impactful-branded-travel-content\/","title":{"rendered":"5 Tips For More Engaging & Impactful Branded Travel Content"},"content":{"rendered":"

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Branded content is a term that is thrown around quite a lot in marketing circles, but many people struggle to understand what it actually means.<\/p>\n

It\u2019s likely that you\u2019ve come across and engaged with plenty of pieces of branded content<\/a> before without realizing it, both as a consumer and in a professional context.<\/p>\n

In the travel industry, in particular, branded content is frequently used as a way to appeal to certain customer demographics who prioritize the integrity and values of a brand over the specifics of their offering.<\/p>\n

Branded content can take a wide variety of forms and approaches, which means that it can be tricky to figure out the best way to make the strategy work for you.<\/p>\n

The struggle ends here.<\/p>\n

What Is Branded Content?<\/h2>\n

Put simply, branded content is any piece of content that builds brand awareness<\/a> by associating a company with the values it communicates.<\/p>\n

To really understand where this approach comes from, you need to understand the context from which it emerged.<\/p>\n

Traditional advertising has the intention of selling a product<\/a> or experience at its core. Whatever method is used to do this, it is often explicit enough that the customer is aware that they are actively being sold to.<\/p>\n

Many of the techniques used in traditional marketing are very effective, but the consumer landscape has changed drastically over the last decade or so.<\/p>\n

Potential customers are wise to the classic methods used to catch their attention and subtly manipulate their behavior, which has led to a distrust of brands who use obvious advertising methods to explicitly push what they are selling.<\/p>\n

On top of this, what modern consumers want from the brands they support has also changed in recent years.<\/p>\n

In fact, 83%<\/a> of millennials, in particular, prefer to spend their money on products or experiences from businesses whose values align with their own, and actively seek out companies with missions or goals that they also support.<\/p>\n

This is particularly relevant in the travel industry<\/a> as it is in line with many customers\u2019 concerns over the social or environmental impact of their holidays.<\/p>\n

Instead of looking for the cheapest deals, many consumers now prioritize booking trips with brands that share their priorities when it comes to travel.<\/p>\n

Branded content is the product of these key changes in the marketing landscape.<\/p>\n

To appeal to this new generation of consumers, and to avoid the distrust that comes with explicit methods of advertising, branded content focuses on creating all kinds of content that potential customers will enjoy and illustrates the values of a company, instead of its offering.<\/p>\n

This could be videos, blog posts<\/a>, publications, and podcasts that are produced by a brand but not directly related to its product or service.<\/p>\n

Branded content taps into the topics that potential customers are interested in to catch their attention and then builds affinity by regularly sharing other engaging content so that the brand becomes synonymous with certain positive values or ideas.<\/p>\n

The benefits of this approach are clear: Branded content strengthens brand image, which helps you to stand out from your competitors, improves recall, and increases the number of potential customers who hear about your brand.<\/p>\n

Targeting potential customers whose values align with your brand also means that conversion rates are higher and that you\u2019re more likely to gain long-term customer loyalty.<\/p>\n

Branded content is an inbound marketing strategy<\/a>; it attracts new customers by focusing on creating an appealing brand image.<\/p>\n

There\u2019s a lot of overlap with other marketing techniques and formats, which makes it easy to integrate this approach into your existing marketing plan.<\/p>\n

It should be noted that the term \u2018branded content\u2019 is now also used to refer to a kind of collaborative marketing approach on social media platforms such as Instagram, where a creator indicates that a post has been sponsored<\/a> or inspired by a business partner.<\/p>\n

Influencer marketing can involve kinds of branded content, but in this article, we use the term to refer to the wider style of content creation.<\/p>\n

How To Make Branded Content Work For Your Travel Business<\/h2>\n

Now, you understand what is meant by the term branded content and can see the benefits of adopting the approach for your travel brand, you might have been left wondering how to put these ideas into action.<\/p>\n

1. Establish Your Values<\/h3>\n

Company values are a key part of establishing a unique brand image. They\u2019re more than just your business goals and culture.<\/p>\n

They dictate the kinds of travel experiences you offer, the way you approach your marketing content, the way you use your profits, and the kinds of consumers who support you.<\/p>\n

At the heart of any branded content campaign should be what your company stands for and the impact you want to make in the travel world and beyond.<\/p>\n

The whole point of this marketing approach is to highlight brand values that the audience will respond to, so you need to get this straight before you go any further.<\/p>\n

If you already have a clear set of company values, fantastic. Identify the ones that you think your audience will relate to most, and go from there.<\/p>\n

If you feel your values are lacking, think about issues or trends in the travel and tourism industry that you care about or feel that you could make a difference to.<\/p>\n

Cast the net wider and reflect on any social issues that you think your business could support or impact, and consider if there\u2019s a way to work these into your values as well.<\/p>\n

2. Identify Audience Interests<\/h3>\n

Understanding the audience you are marketing to is the backbone of any successful marketing scheme. Branded content is no different.<\/p>\n

However, instead of just tapping into what your audience wants from a travel company, you need to dig deep and research into the interests and values of each demographic in your customer base.<\/p>\n

Branded content works by catching the attention of potential customers<\/a> who are going to want what your business offers, and building up a trusting relationship with them through the content you share.<\/p>\n

In order to grab this attention in the first place, you need to have a clear idea of what your target audience cares about.<\/p>\n

This goes further than just understanding what kind of holidays they enjoy and what they seek to get out of travel experiences, although this is still quite useful.<\/p>\n

You need to find out what other interests intersect or align with their identity as a consumer.<\/p>\n