Expert strategy for travel industry content

Gain more revenue and online presence with a content strategy for travel experiences and tourism destinations.

Steer your business in the right direction with a measurable content marketing strategy for travel.

We don’t need data to inform you that somewhere across the globe, a traveller is sitting with a laptop or mobile phone, sourcing inspiration to discover the next destination. The benefit of strategic content marketing for travel is that you help others find the right information and alleviate stress. You also increase your chance of becoming their most reliable source.

What is content marketing?

Thriving businesses know that the quality of content you distribute online can greatly influence whether customers trust your brand and expertise. This is why it’s important that your content strategy for travel includes formats that your ideal customer is interested in.                            

There’s more to content marketing than tourism blogging and uploading scenic photos. It’s a strategic approach to marketing, focused on creating and sharing consistently valuable information online. A sign of exceptional travel industry content marketing is when the material either educates, entertains or zeros in on engaging with a clearly defined audience.

Content types that increase brand awareness:

  • Compelling website copy
  • Informative whitepapers and ebooks
  • High-quality videography and photography
  • Influencer relations
  • Outreach and sponsored placements
  • Social media campaigns
  • Seo blog posts
  • Infographics and graphics
  • Email marketing and campaigns

Our content marketing services

How well does your brand highlight the benefits of your services? As a travel and tourism marketing agency, we are able to share revenue-generating do’s and don’ts with you when it comes to messaging. Our job is to tell your story in a manner that most resonates with customers.

Content marketing services we offer:


Instead of assuming that all travellers are interested in the same topics, travel content marketing agencies conduct extensive research to understand who your ideal audience is, what your primary goals are, how we can help you elevate existing content and which proactive options would suit your business.


  • An introductory meeting & workshop
  • Strategy building
  • Production & delivery
  • Reporting
  • Optimisation & improvements


All potential customers want to know is what sets you apart from other tourism service providers and industry professionals. Why should they choose you? The answer may not always be the same and it should always confidently fulfil its purpose. To ensure that your ideal traveller finds you, we use a measurable content marketing funnel and build a virtual roadmap to your services online. We’re happy to share the details of the system we use below as our success lies in transparency and execution.

The stages of content marketing for travel clients at Mankind Digital are:

  1. Audit
  2. Target
  3. Update
  4. Create
  5. Convert  

The best free content marketing tools

Your content may be useful but how relevant is it to the current climate? Are you capitalising on industry trends, and do you know which content formats perform better on each platform? We use content marketing tools to monitor the relevance of content we intend to produce, as well as using SEO search tools to uncover topics that our clients should be covering.

If you’re looking for ways to implement this yourself or learn more about content strategy for travel, you can find various free SEO search tools to assist with creating inspiring travel content.

Google Keyword Planner tells you which words and phrases people are using to find products and services online. This helps travel content marketing agencies choose the best words to promote brands and destinations.

If you’re running out of ideas for content, one of the best ways to provide customers with value is by answering their questions. AnswerThePublic is a keyword tool that tracks the most popular questions asked on the internet. Enter your keyword and a search cloud of related questions will appear which you can use to create various types of content from explainer videos and blog articles to social media posts.

This underrated keyword tool will help you choose the best words to use in your next ad campaign. You’ll be able to improve your content strategy by monitoring the growth and decline of any keyword.

Use Google’s auto-suggestion tool to refine the words you use for industry campaigns. Google search users who enable the auto-suggest feature will receive word, phrase and sentence suggestions as keywords are typed. This is helpful to quickly see which synonyms are the most popular.

SEO experts have been studying Google’s algorithm for decades. They have identified a framework to help businesses get found on Google.

An SEO agency or search engine marketer is usually focused on improving the visibility of a tourism website for SEO or a specific web page on search engines. They are also focused on improving a brand’s overall digital footprint, online perception and converting new, high-quality leads into enquiries and sales.

In the context of tourism, there are several specialist SEO strategies specifically designed to deliver results for tourism organisations and destinations, depending on their tourism marketing objectives.

SEO specialists will often be targeting destination-oriented and location-based travel keywords for SEO that promote activities, attractions and experiences offered in the region.

They will develop a long-term SEO strategy that is designed to attract new customers for the services or activities offered, then work towards achieving (and retaining) this every month using an SEO management plan.

Social media marketing for tourism and travel businesses is another valuable way to build an SEO strategy. 

Speak with us about how we can help you in this area.

Gain in-depth insight into travel industry content marketing by monitoring the working strategies of your competitors. You can also view a detailed SEO report of your own web traffic and which pages or blog posts people are taking the time to read.

How to build a content marketing strategy for the tourism industry?


Your target market is unique to the group of potential buyers that you want to attract. Knowing who they are, which social media platforms they use, how they shop and what their other interests are can make or break your content marketing efforts. It’s best to avoid targeting everyone and focus on potential buyers who already share an interest in your services.


What performance goals do you have for the content you create? Will your website act as a shop window for your brand or destination? Do you want users to email you for more information or book services directly on social media?

At Mankind Digital, our goal is to help you meet your objective while creating a pleasant experience for your ideal traveller. We often see travel and tourism brands with great potential miss out on online exposure and leads because they have failed to establish clearly defined goals.


There’s no need to break the bank on short-term targeting tools to reach your audience. Many high-performance tools are freely available for you to use, it’s just a matter of sourcing and implementation.

As a travel content marketing agency, we’re constantly updating our skills and tools to improve user experiences for our clients, which means that as our client, you’ll have access to what we know and learn more about. Some tools can easily be implemented on your own but will require time and dedication to master. We do the research and testing so that our clients don’t have to.


According to the Content Marketing Institute, 65% of the most successful content marketers regard the documentation of their strategies as a key indicator of success. Writing down the method of content marketing you’d like to use creates a blueprint on which your entire team can align on.

Whether you’re a solopreneur or part of a conglomerate with more than 100 people, documenting your methods will ensure that you and others are clear on the way forward. From here, you can confidently implement the action plan towards reaching your goals.

What is the importance of content marketing?

More and more customers are turned off by overly salesly ads and constant brand promotions. The digital world affords more choice than ever and customers want to know what’s in it for them when choosing the services your business offers. That’s where content marketing comes in. We use a non-traditional marketing approach to build relationships that result in loyal customers. We may address the pain points that your customers experience or encourage their dreams. If done right, content marketing can be highly effective at turning customers into brand ambassadors.


Content Marketing FAQs

It’s important to understand that content marketing is a long-term strategy to gain high-quality leads. Our process at Mankind Digital includes planning, creating, publishing and distributing value-based content on various online channels in a manner that appeals to your ideal traveller.

Only the travel and tourism brands who implement clearly defined goals and understand how to execute their plans are the companies you’ll hear about. The more effective your content strategy is, the more you will establish yourself as a travel and tourism thought leader who really understands your audience. Let’s explore some good examples of content marketing:

Interactive content marketing

If you want to make your business personable, find a way to show travellers what real-life interactions with your business would be like. Allow them to ask questions and prompt action through captivating travel and tourism websites development, design and copy.

Video content marketing

Video is the fastest growing and most effective content marketing format around. The only format that beats the visual appeal of a well-filmed and entertaining video, is live stream video which intrigues viewers with the most updated version of the topic discussed.

Blogging content marketing

Blogging is one of the first formats that comes to mind when most people think of content marketing. Great examples of blog posts include scannable content with subheadings and easy-to-read information, story-form blogs which take readers on a journey and describe a destination or outcome, and in-depth articles which include simplified information about specific topics that were searched.

Social media content marketing

Use social media to show consumers the fun and creative side of your brand or take the opportunity to highlight your values by addressing issues that are important to you and your consumer.

B2B content marketing

This type of content marketing commands a more clean and practical approach with educational information that exceeds the execution of competitors. B2b content marketing allows our clients to highlight how their services benefit their ideal travel and tourism partner.

Creative content marketing

Conceptual or creative content marketing involves coming up with attention-grabbing ideas and creating original content that tells a story and captivates your target audience. This may include Mankind Digital pitching campaign ideas that would perfectly suit your brand or destinations.

As content marketing specialists for travel and tourism. We nurture our clients’ online reputations. Our role as we’ve described by the content marketing funnel we use is to develop a measurable content strategy, deliver impactful creative concepts, write and edit digital copy, work with other digital specialists to produce and distribute your content, and monitor our results to exceed current performance.

  • Content marketing for travel is vital since it improves conversion rates. Travel and tourism websites with blog sections are known to receive more organic web traffic for example.
  • The content pillars you choose aside from brand promotions will display your brand personality and what you stand for.
  • Brands that share consistently high-quality and value-based content gain consumer trust.
  • The more content you create, the more exposure and consumer engagement you are able to cultivate.
  • Travel content that appeals to a consumer can easily enhance brand affinity.
  • Sharing your expertise and opinions on industry-related topics will establish your brand as a thought leader.

The content formats, style, tone and platforms you choose to use for content marketing will depend on how well you understand your audience and what your objectives are. It’s best to have a personalised content strategy developed to ensure that all factors related to your brand have been considered instead of applying a random online strategy that was developed for a company that doesn’t share all of your goals and concerns.

Absolutely. When content is not optimised for SEO, it’s usually part of a creative campaign that is promoted in other ways. Since all digital publishing platforms have search features, SEO for tourism plays a huge role in how industry brands gain organic reach. SEO is also one of the most affordable tools to promote your brand and has a longer lifespan than traditional marketing.

Client Case Studies & Testimonials

“A very thorough SEO strategy, which has made a huge difference for my website.”
“We now have lots more traffic and conversions on our website which we couldn't have done without Mankind! Thank you!”
“In the time we have been partnered with Mankind Digital our website and SEO performance has increased with enquiries beyond our expectations.”