ALL ABOUT YOU — BUSINESS ADVICE
MOVERS & SHAKERS
Balkan Holidays has appointed Chris Rand as sales and marketing manager to
replace Rupert Diggins, who is leaving to join Beachcomber Tours. Rand held the same position at the operator from 1999-2009 and has since been a national account manager for Monarch Travel Group.
Loveholidays.com has appointed Dermot Blastland (pictured), former managing director of Tui Travel UK and Ireland, as a non-executive director, and Matthew Lawson, previously head of conversion at
AO.com, as director of e-commerce.
BMI Regional has appointed Paul Roberts as chief financial officer. Roberts was previously
chief financial officer at Skywest Airlines, based in Perth, Australia.
The Tunisian National Tourist Office (TNTO) for the UK and Ireland has a new director and deputy director in its London office. Tarek Aouadi has been appointed director and Mounira Derbal-Ben Cherifa deputy director. Aouadi was previously director of the TNTO for the Czech Republic and Slovakia, while Derbal-Ben Cherifa formerly worked in the Tunis head office.
As traditional marketing methods have less impact, travel content marketing becomes increasingly important. In the last of our five- part cut-out-and-keep series, Melt Content’s Dan Hart guides you through the process of travel content marketing. He’s already talked about how to develop your content marketing, from using your assets to outlining your strategy and creating your content. Now’s the time to measure and analyse its effects.
Assessing your results
ASSESS YOUR
CONTENT STRATEGY
Adapting your strategy
If you had a solid strategy, with a realistic time frame and expectations in place before producing content,
you will be on the path to success. However, there are always things you can adapt to improve the
impact of your content. The first thing to look at is
tweaking the content itself. If you are producing a lot of
If you have been following my advice throughout this series, you will now be regularly creating, posting and promoting original, informative and engaging travel content. Congratulations! But I’m afraid you are not done yet – you now need to see how your content is performing. There are many different ways to measure the
results of your content, but ultimately your key performance indicators (KPIs) will be dictated by your primary objectives. If your aim was to increase the traffic to your
website, you can use web analytics tools such as Google Analytics to assess your content’s impact. If you wanted to improve your social media
impact and interactivity, services such as Brandwatch measure your presence across social media platforms. And if your ultimate goal is to improve your
website’s search engine visibility, tools such as Search Metrics provide a view of how your visibility has progressed during your campaign.
46 •
travelweekly.co.uk — 27 November 2014
Advice from Dan Hart
managing director,
meltcontent.com
content according to a content calendar, there are times when your work will need to be updated to reflect global developments. The second thing to look at is
tweaking your overall strategy. The world of content marketing
is ever-changing, with new technologies available, new platforms entering the market
and new updates in search algorithms, so you should be ready to adapt your strategy to take advantage of these developments.
Managing future output
The longer you are creating new travel content, the smoother the process will become. Your prior planning, detailed calendar and diligent
contributors will ensure that there is a constant stream of content pitching, creation, publishing and promotion. The chances are that your content will become increasingly ambitious and challenging. But it’s important to always keep your initial
objectives and strategy at the front of your mind. Every single piece of content should be contributing towards achieving your ultimate goal. Of course, you will learn new things as you go along, and may even amend your initial aims, but you should never forget why you started this whole process.
MIND YOUR OWN BUSINESS!
YOUR CUT-OUT-AND-KEEP GUIDE PART FIVE
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84