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WHAT IS CONTENT DEVELOPMENT?
Web content development is the process researching, writing, gathering, organizing and editing information for publication on web sites.
Website content may consist of prose, graphics, pictures, recordings, movies or other digital assets that could be distributes by a hypertext transfer protocol server, and viewed by a web browser.
THE MODERN WORLD’S CHALLENGES
Consumers rely on search engines for immediate access to information, creating a rich source of online content provides the relevant, engaging information they seek and elevates your travel brand.
Travel marketers have to create relevant, engaging content that attracts visitors to the website and tells a brand story.
Travel and tourism consumers today tune out interruptive marketing and instead, actively seek relevant travel information through search engines and social networks.
Travel managers use online content – articles, blogs, videos, and more – to attract and engage these information-hungry travelers and provide a depth of content that traditional marketing doesn’t allow.
Information is perceived as more credible when consumers find it themselves, so it makes sense to post it where and when they need it.
CONTENT DEVELOPMENT STRATEGY
Defining a sustainable content strategy Content development: strategy to implementatio n
Building a long-term publishing capacity 1. DEFINING A SUSTAINABLE CONTENT
The key to building a successful content development program is to start with a sustainable content strategy. Creating and publishing content that is relevant to the travelers’ searches helps your resort or attraction rank high in search engine results. An effective strategy includes choosing the keywords and SEO phrases your audiences are searching for, developing topics related to those searches and identifying and mobilizing resources (people and funding) to create keyword-rich and engaging content on a regular basis.
2. CONTENT DEVELOPMENT: STRATEGY
You need to have the knowledge of current trends and best practices, which can help you build your content strategy, spearhead the launch of your plan or handle content development from start to finish.
You need a team to enhance and complement your capabilities.
You need qualified content creators, people who understand destination marketing and can write intelligently on topics of interest to prospective patients, while maximizing use of keywords and SEO so your content ranks for your chosen keywords.
3. BUILDING A LONG-TERM PUBLISHING
Once created, content can be promoted in the channels where the audiences are spending their time, such as social media platforms, news sites, blogs and YouTube. Outbound marketing (online display, social media, outdoor and even television advertising) can be used in conjunction with inbound strategies to bring attention to your content and help consumers find it faster. Monthly analytics reports can show which content topics and platforms perform the best and where to concentrate your efforts.
Rich content and inbound marketing won’t gain traction overnight. Adequate time and resources need to be dedicated for ongoing content development, and for search rankings to build.
HOW CONTENT DEVELOPMENT DRIVES
“Content” can do much more than build brand awareness though; it attracts interest, builds trust and ultimately, creates new customers.
Customers want you to add value for them with your content.
By harnessing the right conversation and providing the right content value to the right people on the right platform at the right time, you will ultimately reach the sales summit.
Content developers are responsible for converting leads to sales, not just for generating content. They are key players in the sales process.
When it comes to social sales, the space between marketing and sales collapses.