Now, blogging, like any exercise, must be done well. Good practice is good practice for a reason. We don’t want injuries, so pay attention first.
The blog is a place to publish regularly and promote new content. Planning the exercise table (the content of your publications) is a fundamental first step.
Always target your content to your buyer personas, the potential customers that you must take into account in all your attraction marketing strategy.
And at what stage of the Traveler’s Journey they are (dreaming, planning and booking), i.e. the stage of the buying cycle each of your buyer personas is at. {{cta(‘bb2971b9-bf36-4c36-8edc-75223dba5208’)}}
And what are these best practices?
Choose a theme and a title.
Choose a theme and a title.
Make a list of topics and when you choose one analyse the keywords. Remember the importance of SEO.
Remember the importance of SEO.
Write valuable and informative content answering the questions and curiosities of your potential customers.
And be sure to talk about relevant topics that can satisfy their consumer needs.
Research the trends of the travel industry and what travel-related content is being consumed on social media.
Find out what is trending in the travel industry and what travel-related content is being consumed on social media.
Choose one topic to focus on in each post, so that it is clear to readers and engines.
Focus on the topic, so that it is clear to readers and engines.
Include a long tail keyword in the title that is based on your chosen theme.
Make it clear to readers and engines.
Make the value of the post clear in the title. It sets the right expectations for the reader.
Keep the title below 60 characters that can be displayed by search engines.
Maintain the title below 60 characters that can be displayed by search engines.
Optimise the publication for readers and search engines.
.
Use white space and short paragraphs. This allows the visitor to better focus on the content.
.
Use section headings, bullets or lists to break up the information.
Use section headings, bullets or lists or lists to break up the information.
Highlight important information in bold type. It helps readers to extract the key points from the publication.
It helps readers to extract the key points from the publication.
Include images to break up the text visually. Place an image (that can relate to the content) at the top of each post to entice visitors to read further. For example, if you talk about excursions in the destination you should include photos of the activity.
Optimize the post around the long tail keyword: use it in the URL, in the title, in the alt-text of the images, in the body and headings… Remember that variations can be used.
Include one or two relevant internal and external links in the same content.
.
Include offers on your blog to increase lead generation
.
As traffic to your hotel’s website increases, so does the possibility of generating leads, your direct sales opportunities. Use the blog to strategically promote content offers: interactive maps or modern travel guides, restaurant guides, water parks, museums and monuments, bars and nightlife, etc. Anything that might be interesting for your potential customer, even if you have a destination app.
Think of content offers as being more specialised, complementing the information your potential customer needs, i.e. something worth giving your contact email for. And for the user who wants to know more about this content to have the option to take that next step, you have to
Include calls to action (CTAs) in the sidebar of your blog section, where all your publications appear.
And most importantly, include CTAs at the end of each post. A CTA that leads to a specific page (landing page) where you can explain what the offer is about and where you can include a subscription form to get it.
Promote your blog posts
.
Make internal links to your own blogposts. That way if a user is interested in the topic they can continue reading another one of your posts.
.
Promote your website. Promote the most popular or recent publications in the home page and add the blog section in the menu. In this section, include them in the sidebar (sidebar of the blog) or make them appear with search filters. And if your hotel’s website has pages where you talk about the destination, you can include related posts.
Share posts on social media. Promote them on your social profiles when they are published and also if they are still relevant after a while. Include social sharing buttons on each post. This will encourage interest in and value of your post.
.
Promote your publications via .
email.
email.
.
Segment your current contact list and send .
newsletters in which you include the relevant publications as you have segmented them.
0.5. Analyse the performance of the publications.
.
To determine how you are doing and where you can improve
.
Check the number of views for each post published, to analyse which posts are performing the best.
Filter your most popular posts by campaign or promotion channel (blog, networks, etc) and make sure you boost those that are not performing as well.
Check the number of clicks on the calls to action (CTA) at the end of each blogpost to make sure they work.
Remember that the blogging strategy allows you to stand out as an expert in your sector. As the number of your posts increases, so will trust and credibility among users. In addition, with each of your posts, more pages will be created with relevant keywords that will help you rank in Google’s SERPs. Obviously, all this will help you to be found more and more by your potential customers.
