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Man in flat dreaming of holiday

Travel: How to save summer 2021 & inspire 2022 bookings

By | Banner - Advertisers, Banner - Content Creation, Banner - True Native, Content Marketing, main blog, Uncategorized

With the school holidays nearly upon us, summer, and traditionally the peak travel period is traditionally just around the corner. Of course, set against the backdrop of Covid, nothing is remotely traditional right now. Travel restrictions are currently being lifted across Europe, so how does the industry make the most of these vital few weeks? What lies ahead for travel in 2022?

Pent up demand

One thing is for sure, there’s an appetite for overseas travel given many people stayed at home in the UK last summer. A new YouGov report has found that Europe is the only global market where consumers named government restrictions over health concerns as a barrier to travel, largely because of the high availability of vaccines across the continent. In the UK, where currently over 86% of the adult population have had at least one jab, 62% of respondents cited travel restrictions, with only 25% selecting health.

Reacting quickly

As the industry has discovered, the current reality is that many holidaymakers are only going to book when restrictions allow, leading to very last-minute bookings. When the UK added the Balearic Islands to the green list in June, allowing Brits to return home without the need for quarantine, online searches for the Spanish archipelago increased by 4,750%, with flights to Ibiza up 900%.

Who to market to?

You may recall the headlines back in January when the first baby boomers received their jabs – TUI reported a jump in bookings, with 50% coming from the over 50’s as confidence increased thanks to the UK’s early start with vaccinations. Well, 6 months later, things have moved on somewhat. YouGov research reveals Millennials and Gen X are now the sweet spot for travel companies in the short term:

“The youngest generation, Gen Z, has been the hardest hit economically but while they have less concern over health risks, a lack of disposable income is holding them back in terms of their ability to travel freely. The oldest generation is on the other side of the coin – with savings due to having spent less in the last year but more concerns around travel.

Somewhere in the middle is the audience travel companies are looking for. Millennials and Gen X on average have the combination of a confidence to travel, lack of immediate health risks and the finances to fund what could be multiple trips in the coming months and years.”

What to say?

It’s fair to say the UK government’s traffic light system hasn’t filled consumers with confidence. In May, Portugal was added and then abruptly removed from the green list, sending tourists scrambling for return flights. Research from Trip Advisor has found that UK traffic was up more than any other market in the past few months, but it’s been somewhat bumpy. Their ‘Have Shot, Will Travel’ report found that:

“In the UK, clicks are up more than any other major market since the turn of the year 4, although the recovery trajectory has not followed a steady upward trend like in the U.S. Instead, much of the growth in search traffic occurred during two spikes in user activity – one in late February, when the UK government announced its plans for a roadmap out of lockdown, and then again in April, as national lockdown restrictions began to ease further.”

Recognising that reassurance is going to be a key factor in persuading UK travellers to book, trade body ABTA has just launched #ReadySteadyTravel – to “help travellers feel informed, reassured, confident and excited to book foreign travel this year”.

Graeme Buck, Director of Communications at ABTA – The Travel Association, said:

“Given how changeable things are at the moment, the campaign will be agile – making sure it responds to the latest developments. Our big focus right now is helping people feel informed about what they need to do, both from a government requirement point of view and checking FCDO advice, but also making sure they have everything else in place, from an up-to-date passport to understanding social distancing measures when travelling. And, of course, we’re also celebrating the return to travel and helping people feel excited about the great experiences you get with an overseas holiday.”

Airport signsWhen to say it

It doesn’t matter if you are looking for last minute bookings or to inspire people for 2022, now is the time to engage with travellers through long-form content. Research from Visit Britain shows the planning phase of summer and autumn trips is happening further in advance, and that the booking of trips is happening far closer to the travel date than usual, with nearly a third of consumers booking just before they travel.

We’ve recently run two travel campaigns with very different messaging – one based on where you can book and travel to right now, and another, a destination guide for whenever restrictions are lifted to that country. The performance of these campaigns was interesting – the right now content achieved a lower CTR but an incredibly strong CTA rate from the page (+10%), indicating that while there’s perhaps a smaller audience for overseas travel in the next few months, those looking for it are incredibly engaged and ready to book in the moment. The destination piece gained an exceptionally high CTR and strong dwell times, indicating that there’s a large audience of people in the research phase for next year.

With so many people ‘in-market’ for travel either this year or next, here’s 5 top tips for producing engaging content for your target audience:

How to engage with travellers during Covid – 5 top tips

Be agile In the current market, be prepared to get a campaign live at the drop of the hat. Have assets ready to go – online article copy is far easier to edit and adapt than things like video, display or rich media, and far faster than print

Be reassuring – consumer confidence is low thanks to several false starts; every piece of content should reassure travellers that both they, and their booking are safe

Be inspiring after an enforced period at home, many of us have been thinking about visiting new places. Research shows people are considering longer and more expensive breaks, so content should reflect this. Create some real Wanderlust!

Be thoughtful – another key takeaway from the pandemic has been the public’s attitude to social purpose. Can you emphasise environmental credentials of a hotel or destination? Is tourism vital to the local economy?

Be emotional –according to Expedia, of those who travelled in 2020, 80% travelled for rejuvenation. Don’t be scared to mention that times have been tough, and that you not only need, but DESERVE a break!

For more on why long form content is key to influencing travellers, visit our blog here. To discuss your travel campaign requirements, please contact us here.

 

The power of words: How altruistic are we?

By | Banner - Advertisers, Banner - Content Creation, Banner - True Native, Content Marketing, main blog, Native advertising, Uncategorized

As we navigate an exit from Covid restrictions, how altruistic we are as a nation has been brought into sharp focus. Should you have the vaccine to protect yourself, others, or a combination of both? While vaccine hesitancy is very low in the UK compared with other countries, when trying to persuade the population to get vaccinated, it’s a good idea to understand what motivations will work, what buttons to push. In many ways, it’s no different to advertising any other product – what are the features and benefits?!

Different countries have taken different approaches. From over a hundred million dollars of vaccine lottery prize money in California, to promoting the tantalising prospect of the things that we love reopening in France:

In the UK of course, we have stickers. Everyone loves a sticker, right? Whilst it probably isn’t the number one reason for getting your jab, the language you use to get people there might be. One of the most notable changes in tack came when sending texts to the under 40’s in the UK.

The language had been tweaked from a more formal “You have been invited to book your Covid vaccination” used in older age groups, to an invite using the phrase “You have reached the top of the queue” and words like “priority” – as many noted, the text had been gamified – YOU are the winner!

Why words matter

When promoting a product or service, how altruistic should you assume your target audience are? Here’s two recent briefs I’ve worked on recently that both raised this question. One was for a FMCG product that had new green credentials, and another for some university courses in subjects that would certainly be for the common good. So, here’s the question – when enticing readers via headlines, should your focus be on what the product /service can do for you, or how it can help others?

Test and discover

We will often A/B test around 6 headlines for each True Native article, so there is always an opportunity to be proved wrong, but on the whole headlines which provide a clear benefit to the user will outperform those which don’t list any benefit to the reader. As altruistic as we would like to think we are, a good outcome for the user will usually trump all else.

How to craft content that performs

With this is mind, here’s three ways to ensure you’re producing content that pushes all the right buttons:

1. Think about the benefits to the buyer’s life

How can buying here cut my commute? How can this product help my skin? What experiences can I have on this holiday? Sell the dream!

2. Educate – The value exchange

Provide useful information that the reader will find valuable – the more engaging it is, the longer they’ll spend with your brand and content

3. Use emotive, aspirational adjectives

Words like stylish, amazing, luxury, stunning, dream, perfect – promise something valuable or emotionally stimulating. And in turn, generate high CTRs

 

Influencers on mobile

For influencers with impact, look closer to home…

By | Banner - Advertisers, Banner - Content Creation, Banner - True Native, Content, Content Marketing, main blog, Uncategorized

It’s been a rough couple of months for influencers. From ‘working’ holiday trips in the peak of the pandemic, to being caught using filters to boost the results of beauty products, it’s fair to say the general public’s view of those who ‘insta’ for a living is probably at an all-time low.

Pre-COVID, YouGov and Grey London found 96% of people do not trust influencers, as what started as a once noble profession, spiralled out of control. Has this stopped brands working with influencers? Nope. Not when the majority of millennials admit to having been influenced by a social media content creator, and that despite growing mistrust in social media platforms, 25% of us say we are using them more.

Are all influencers the same?

So, what counts as an influencer? Well, the dictionary definition is quite simply “a person or thing that influences another.” In marketing terms, we expand this to include the idea that this person has the ability to boost their audience’s purchase intent of a particular product or service though content. But are all influencers someone we haven’t met, or someone being paid by a brand to promote their wares? Quite simply, no. There are more credible unpaid influencers right under your nose…

It’s often said that the very best form of advertising is word of mouth, but is that an analogue proposition in a digital age? Not quite – according to Nielsen, 92% percent of worldwide consumers say they trust earned media, such as word-of-mouth or recommendations from friends and family, above all other forms of advertising. But the word-of-mouth recommendation has to start somewhere – so if the recommender hasn’t themselves used the product or service; how do they recommend?

So, what if the information came from the brand and the message was delivered by word-of-mouth? Well, that’s what we’ve been measuring digitally for the past six years – we look at how many people have read brand content in our premium publisher environments in two ways: article page reads where the user has come through a sponsored headline unit, and reads from those who have arrived by way of a shared link.

Growth of messaging apps

Facebook bought WhatsApp for $19 billion in 2014 as they viewed it as a major rival with explosive growth – they were right. In the UK, around 80% of 18-44s use the platform – it has 50% more users than Instagram. You might not think of them as direct competitors, but they both do the same thing, share content – it’s just one is in private, and one is in public.

Social Platform users graph

Which brings us back to our analysis of sharing across out network. Six years ago, the majority of sharing we saw was public – on Facebook and Twitter (via the sharing buttons on articles), now it’s private – sending the URL via What’s app, iMessage, email. On many campaigns, we’ll see hundreds of additional reads registered this way – essentially word-of-mouth delivery from your family or friends, and we all know the power of a personal recommendation.

We run across every vertical from B2B to Travel, but I wanted to look at some of the best performing campaigns we’ve seen recently over a selection of categories. 

Sharing percentages by vertical graph

As you can see, one clearing campaign for a university achieved almost a quarter of its page views via sharing – the content focused on what university was going to look like in September 2020, so answered many prospective students’ questions in an uncertain time. Other verticals that performed well were property (How to buy an apartment in London for under 400k), and Home & Garden (How to get a fantastic lawn in time for summer). So, what’s the recipe for success?

What makes content sharable?

The value exchange: either lots of insightful details about a product or service I think you’ll be interested in, or brand content that provides useful tips and tricks to help the user

Trust and Authority: A university writing about how to complete your UCAS application, a housing developer explaining how Help to Buy works, a haircare brand with tips for keeping your lockdown locks perfect. There must be synergy between the brand and the content

Well-structured content: 75%+ of traffic is mobile and it’s likely that your content will be shared on mobile, so think short punchy paragraphs, bullets, bold and sub-headlines that help navigate the user through the content

So next time the discussion turns to influencers, consider the value of engaging brand content in credible publisher environments. Get it right and it could well have the additional impact of being sent by the ultimate influencers – friends and family!

 

internet video conference with friends

The language of now: Communicating during COVID

By | Banner - Advertisers, Banner - Content Creation, main blog

It there was a prize for the most hated phrase of the year, I’ll happily bet you a socially distanced pint that “The new normal” would walk any public vote. I think the level of hatred is justified for two reasons: 1) It’s overuse in absolutely everything, from B2B marketing, to signs in your local pub 2) It’s incredibly depressing – basically you’re saying what you are experiencing now (which is invariably worse than what went before) is here, without an end date, and there’s nothing you can do about it.

Positivity matters

So, how do you express that things are different right now, but in a positive way that makes people want to engage, rather than resent?

We’ve been experimenting with the language used in many of our campaigns – emphasising the positives of now and avoiding the negatives. We’ve seen lifts in performance when thinking this way – from highlighting outside space in property headlines, to articles explaining the many reasons why you shouldn’t wait to start a university course – keeping it positive: what CAN you do right now, rather than what you can’t.

Looking forward, not back

Many recent campaigns have chosen to focus on what we’ve been missing these past few months. The now notorious Detol ads were positive in their tone, they just mistook some of the things we really cared for – turns out we didn’t really miss many features of office life! I’d also argue that we’re now at a point where copy should be looking forward, rather than back, at a period of time many of us would rather forget. Here’s a more forward-looking campaign running now for LNER:

LNER Advert - Dad with son at BBQ

They stray dangerously close to the NN with the use of the word normal, but this feels warm, rather than annoying. YES! I am ready for a BBQ with my Dad – great, something genuinely good to look forward to.

Christmas is coming

There’s no doubt Christmas is going to look quite different this year and brands are going to have to negotiate a tight line between celebration, and the realisation that we are still very much in the middle of a global pandemic. When thinking about Christmas 2020 content, here’s three things to consider:

1. Look forward, not back. People are understandably fed up

2. Think about what people want right now. Family trumps consumerism – research from Havas found that nearly half of all shoppers it surveyed in the UK cared less about Black Friday this year

3. How can your product or service make someone’s life better? Give reasons to be optimistic.

Here’s to looking forward to all the good stuff!

Family with two kids in masks in airport

Pitching for tourists: How and when to market post COVID-19 travel

By | Banner - Advertisers, Banner - Content Creation, Banner - True Native, Content Marketing, main blog, Uncategorized

Unquestionably, travel has been one of the hardest hit sectors since COVID-19 hit. New data from Pubmatic has revealed a 96% drop in ad spend from the first week of March to the second week of April, as country after country locked down, and airlines pulled flights.

As we hurtle towards June, we’re starting to see some green shoots, as thankfully infection rates decline across Europe. Flights are once again being scheduled, with British Airways predicting “a meaningful return” to the sky from July.    

The importance of tourism

Many countries who are heavily reliant on tourism, such as Spain and Italy (around 12 – 15% of GDP), already have plans to bring visitors back as soon as possible. Sicily announced that it will discount plane tickets and pay for every third night in hotels in an effort to lure back tourists. Spain’s tourism minister has said they hope to welcome foreign tourists back by the end of June.

After the banking crisis in which the country was badly hit, Iceland turned to tourism, which now accounts for 9% of GDP.  The country is already preparing for tourists in June who will be tested for COVID-19 upon arrival at Reykjavik airport.

In Britain, the focus has turned to domestic tourism to save the summer season. Visit Britain have proposed an extra bank holiday later this year to help businesses who were closed during the first stage of lockdown. Domestic tourism alone is worth £80 billion a year to the UK economy.

Advertising when?

The Irish Examiner recently reported that Tourism Ireland are tendering for a COVID-19 research programme. It’s essentially a piece of work designed to tell them when to begin marketing Ireland as a tourist destination again.

This week, Visit Scotland reported “a slow but steady return to traffic on visitscotland.com and an upturn in long lead (90+days) flight bookings.

Given the long consideration phase when booking a holiday (see our blog on Why long form content is key to influencing travellers) and strong signs that we’re moving to a more optimistic phase (see Why your brand content should now be optimistic), perhaps that time should be now?

Hitting the right notes

Getting the tone right in the current climate will be key – I’ve already seen some great campaigns including Visit Switzerland’s activity-packed “Dream now, travel later”…

Visit Britain have grouped a selection of quintessentially British content together, creating a hub containing everything from recipes you can make at home, to 360 degree videos, and articles on binge-worthy British TV shows.

Finally, Travel Saint Lucia have been hosting live streams twice a week, showcasing activities from kite surfing to live island sunsets. There’s also been interactive content you can join in with, from cooking classes to yoga classes with a stunning backdrop!

Remaining front of mind

All these campaigns have one thing in common – encouraging us to think ahead to when we can travel again. Those that remain front of mind will benefit the most when people start booking in serious numbers again.

Let us help you generate some wanderlust ahead of re-opening. Contact us today to see how we create and distribute inspiring on-brand travel content that performs.

 

Family seaside holiday

Why your brand content should now be optimistic

By | Banner - Advertisers, Banner - Content Creation, Banner - True Native, Content Marketing, main blog

I’ve just booked a holiday for the first week of January. Will it happen? Probably, but there is of course a chance that it won’t.  Does that matter? No, it’s fully refundable. Like many, I need something to look forward to. It seems I’m not the only one – social platform Pinterest has just released some interesting stats on where they believe consumer sentiment is right now.

Four phases based on consumer trends

Pinterest have split their timeframe into 4 parts:

Phase 1: Triage + Information (First 21 days)
Phase 2: Empathy + Relevance (Days 7-45)
Phase 3: Escapism + Optimism (Days 45-120)
Phase 4: Recovery + Rebound (-10 days from quarantine lift onward)

In the first few weeks of lockdown searches centred around recipes and things for kids to do. These have now levelled off in line with phase 3 according to the platform, with planning for the future now growing strongly. Thoughts have once again tuned to categories such as travel and wedding plans.

This mirrors what we’ve seen across our own network with engagement across food, home and garden performing exceptionally well during April and education campaigns for September university courses taking off during the past few weeks, as students plan their future.

The research phase lengthens

Whilst we may be entering a more optimistic phase, one thing that has changed is how we research potential purchases. New research from Bauer Media found that 32% of consumers now take longer to look up and consider a product or service than they did pre-lockdown. Notable category finds were that:

“59% spend longer when buying kitchen equipment, and 52% spend longer when purchasing entertainment electronics”

Cars, houses and holidays

We know big ticket items have a far longer funnel even in more normal times. As we explored in a previous travel blog, research from Expedia shows that in the 45 days before making a purchase, British consumers visit websites an average of 121 times!

The journey to purchasing a car typically lasts around 24 weeks according to Facebook research. 13 weeks of that time is spent researching and building knowledge online through content before a potential customer even sets foot inside a dealership.

Buying a new home can involve an even longer consideration period (16 months), with online research lasting 7 months before an active search begins according to the digital house hunt (Google).

Planning content ahead of trends 

Given that the research and consideration phase has more likely lengthened during lockdown, it makes sense to be in market with useful content to aid the buying journey now, ahead of expecting consumers to be comfortable with booking travel / visiting a dealership / viewing a show home.

Even if people aren’t ready to commit to booking the trip of a lifetime right now, they have almost certainly started the process. Producing and distributing optimistic content now will sow the seeds for conversion when the time is right.

 

Shopping on computer

E-commerce is booming: How business is transitioning online

By | Banner - Advertisers, main blog

Five weeks in, the impact of COVID-19 has already had a major impact on our buying habits as brands shift to online sales. Supermarket supply chains have largely recovered after initial panic buying and consumers have moved on – purchasing items to ease the burden of the lockdown.

At TAN, we reacted quickly, helping clients to repurpose campaigns that had a bricks and mortar focus by changing CTAs to e-commerce channels as retailers were forced to close their doors.

Unsurprisingly, online sales are booming with many dipping their toe in the water for the first time – non-food sales increased 18.8% during March compared to 2.5% last year. MediaCom’s Lockdown Diaries reported that there are:

“…many new shoppers online… March was a record month for online penetration. Annual penetration increased by 0.5%, an incremental 140,000 households. New online shoppers are older, have lower incomes and are more regional – demonstrating a broadening of appeal.”

What’s hot right now

While some retailers without an online presence are facing a challenging time, others are experiencing a mini boom. The latest IMRG Capgemini Online Retail Index, which tracks the online sales performance of over 200 retailers, revealed sectors that have experienced a big bounce as consumers adapt to the lockdown:

Beauty – 36%+
Electricals – 40%+
Garden – 90%+

Another interesting finding, and something that mirrors our own experience of pivoting campaigns towards online channels, is that:

“…multichannel retailers outperformed their online only counterparts for the first time since April 2019”.

As traditional retailers throw additional resources at their online channels it’s been interesting to see how brands have adapted to their high street doors being closed. Dixons Carphone’s shares jumped this week after the group revealed that UK and ROI online sales increased 166% in the five weeks to April 25th as consumers purchased laptops and other tech for lockdown living.

Born Online

Online only brands were naturally already set up for the situation we now find ourselves in. Whilst fashion has been one of the hardest hit sectors, Boohoo has reported a year-on-year rise in sales during April. A Boohoo spokesperson told the BBC:

“Sales of tops have gone up in particular, with everyone wanting to look smart on Zoom calls.”

Bring on the booze

Other notable success stories include those selling alcohol – the sector was up 22% in March (Kantar) with Britain’s oldest wine and spirit merchant, Berry Bros. & Rudd having to temporally stop taking online orders after its biggest day of digital sales. If a 300-year-old business can adapt, then hopefully other more traditional retailers can follow suit.

Preparing for reopening 

Obviously not every business can transition to pure online sales. Larger purchases, such as buying a new car or home, require multiple touch points usually ending with a physical viewing in person.

Let’s look at a car purchase journey. Detailed Google research conducted over a period of months on one user revealed that she had over 900 digital engagements before committing to the purchase.

With that in mind, assuming lockdown restrictions are eased, even over a period of months, now is the time to build awareness in the upper funnel as consumers spend more time online ahead of physical visits. Doing the brand and prospecting work now will ensure you are ahead of the game when reopening commences.

 

corona virus covid-19

Brand content in the age of COVID-19

By | Banner - Advertisers, Banner - Content Creation, Banner - True Native, Content, Content Marketing, main blog

We’re now several weeks in to living life as we’ve never known it before. Coronavirus has changed everyone’s plans, from that city break that never happened, to multimillion-pound ad campaigns. But in times of crisis there are opportunities for some brands, as consumers take comfort in certain products and look for leadership from companies they trust.

Let’s split this into three parts: who consumers want to be advertising, who is advertising and who is succeeding in advertising during these uncertain times. And when I say advertising, what I mean is communicating. If you’ve never read Jeremy Bullmore’s definition of “What Is Advertising” – perhaps now is a good time as it’s a great read – his 1976 definition basically stands true today:

‘Any paid-for communication intended to inform and/or influence one or more people.’

Who do the public want to hear from?

So, let’s start with who consumers want to be advertising. Rather than make the bold assumption that now is not the time to be communicating, selling, or even discussing coronavirus, Opinium asked the British public just that.

The first surprising finding was that majority or those surveyed wanted to hear the same amount or, in certain sectors, more from brands – it wasn’t deemed to be a time to go dark by most. Perhaps less surprising were the sectors people wanted to hear more from:

Healthcare and pharma – 33% wanted to hear more
Supermarkets – 33% wanted to hear more
Food and drink – 28% wanted to hear more
Retailers – 21% wanted to hear more
Household goods – 20% wanted to hear more

When looking at who should be fronting the messaging, the response, without question, was those in the front line, with influencers and celebrities coming bottom. Practical, authentic information is in demand during a time of crisis. A 12 market brand trust report from Edelman found that brands should sell solutions…

84% percent of respondents said they want brand advertising to focus on how brands help people cope with pandemic-related life challenges.”

Who’s active right now

Aside from the Government, the most active sectors according to Winmo have been FMCG (comfort food in particular), home improvement (homes & garden) and entertainment (subscription streaming services, toys, computer games). There’s also been a big shift in channels with OOH and print budgets shifting online. From our own perspective, we’ve seen incredible engagement with home and garden content as people spend every day at home looking at all the jobs they’ve put off!

Who’s succeeding

Brands seen to be adding value by directly helping with the crisis are generating plenty of brand love online – from Barbour manufacturing scrubs, to Tesco donating millions to food banks, but there’s also plenty of space for those brands helping the public maintain some sense of normativity – Nike, for example, has made it’s training club app free of charge.

We’re currently helping brands react to the new “new” by using long form content to communicate information. Our tips on how to communicate in a crisis are here, or feel free to get in touch to see how we can help you distribute brand content across premium publisher’s here.

 

Hands showing signs

How to produce brand content that performs in 2020

By | Banner - Advertisers, Banner - Content Creation, Banner - True Native, Content, Content Marketing, main blog

January, by its very nature, often allows for a period of reflection. The madness of Q4 has passed and it seems like an opportune moment to take a look back at what worked well in 2019 and do more of the good stuff in 2020. With that in mind, I’ve been revisiting some of the most successful content we ran last year to see why it worked so well.

I’m going to keep this quite top line as we’re planning more regular sector specific pieces throughout the year (health, property, fashion, food & drink) – if you missed our recent travel content tips, you can find them here.

So, in no particular order, here’s some recommendations for your future brand content campaign:

Be authentic

We’ve been running multiple articles for a leading London hotel over the past 12 months. Whilst London recommendation pieces have worked well (arts, restaurants, events), the most powerful theme was actually under our noses – the hotel itself. Writing about the history of this iconic hotel and how you can feel it in the building proved to not only to be the most successful content in terms of engagement but also CTAs. The audience were keen to discover how they could buy into the magic.

Be useful

Campaigns that provide useful information based on the specialism of the brand continue to perform exceptionally well. Examples include an eye drops brand explaining how you can tell if you’ve dry eyes via a blink test, a housebuilder detailing exactly how Help To Buy works and a children’s food company with top tips for teething toddlers. If you’ve earned the right to talk expertly about a subject, use it for all its worth!

Be inspiring

It’s sometimes easy to forget that we’re in the market to sell something, whether that be the wider brand or an individual product. Think about how the content you are creating gives the reader inspiration to do something, whether that be create a spectacular cheeseboard for Christmas, start a new university course, or go and explore a new country. Three very different outcomes, but all successful this past December.

Computer keyboardBe data driven

Whilst the creative process is unlikely to be replaced by AI anytime soon, a good content strategy should make use of the wealth of amazing insights we can now report on. For several brands this year, we’ve tested advertorial content alongside softer, less product led content. Each article produced different outcomes, but broadly we found that advertorial content produced better CTAs, with the content marketing style pieces producing better CTRs. Map these to your business goals to produce better outcomes going forward.

Finally, if you do all these things, don’t be ashamed that you’ve something to sell in return – It’s what the value exchange is all about!

Contact us today to discover how we can help you create meaningful engagement with your target audience.

 

World Travel

Why long form content is key to influencing travellers

By | Banner - Advertisers, Banner - Content Creation, Content, Content Marketing, main blog, Uncategorized

2019 has been turbulent for the travel industry. 17 airlines have gone bust so far this year including heritage brand (and high street travel agent) Thomas Cook. As a parliamentary enquiry examines the reasons behind the company’s collapse, it’s clear there were multiple factors – from a botched merger to a pile of debt.

However, one reason that can’t be overlooked is changing consumer habits. According to trade body ABTA, only one in seven of us booked our holiday with a high street travel agent last year, and of those people it tended to be older and less wealthy consumers.

For most of us, both the starting and end points of planning and booking a holiday is now online, with many of us choosing to be our own travel agent, purchasing our flights and accommodation separately. But this user journey is far from simple – research from Expedia shows that in the 45 days before making a purchase, British travel consumers visit travel sites an average of 121 times!

Family seaside holiday

Decisions, decisions!

Perhaps the most surprising finding from the same report is that:

“More than half of British online travel shoppers begin their research with multiple destinations in mind — 54% are still considering multiple destinations when they begin their travel booking journey”

So, with nearly half of all consumers open minded regarding destinations, the opportunity for tourist boards, hotels, airlines and OTE’s (Online travel agents) has never been greater – with three quarters of the 50 million of us online in the UK engaging specifically with travel content.

January blues

As we approach peak booking period in the UK, when around 5 million brits secure their getaway each January, now is the time to inspire potential bookers and get front of mind. The way to do that? Inspirational long form content. Indeed, 65% of us are influenced by brand content while planning their trip according to travelagentcentral.com

Cruise Holiday Sunshine

So, what works?

We’ve run hundreds of travel campaigns over the past few years for hotels, airlines, train operators, cruise lines, OTE’s and tourist boards. Here’s three reoccurring content ideas that I’ve noticed driving the best engagement for our clients:

Think ahead – as summer draws to a close, minds turn towards Christmas markets. As the cold dark nights of January hit us hard, thoughts turn towards sunshine and beaches. There’s a good reason the BBC schedule Caribbean detective drama Death in Paradise each January! Use these themes in both article copy and headlines to connect with your audience.

Specialist Themes. Run multiple articles aimed at different interest groups. Think foodies, adventure travellers, solo travellers and even train geeks. Some of the best performing content we’ve run has targeted specialist interest groups, rather than just a broad-brush approach to a destination or country. You genuinely wouldn’t believe how many people love trains…

Build an itinerary. Successful brand content usually includes one of two things – useful or interesting information (and hopefully both!). It’s what we call the value exchange between advertiser and audience. City breaks are now the nation’s favourite getaway, and by their very nature, tend to be for a long weekend. “48 hours in the city of your choice” is a fantastic format that hooks the reader and provides useful information.

For more insights into native travel campaigns or to book a campaign, please contact us