Travelr Content Strategy
Save money on flights.
Edit me
Images
Edit me
Core Goals
- Grow customer base organically through deals and compelling content.
- Establish brand as the standard travel saving website.
- Become an industry leader in creating fun, informative travel guides.
Key Performance Indicators (KPIs)
- Grow LinkedIn, Twitter, and Facebook following by 25% per month.
- Increase new blog views by 33% per month.
- Gain 500 new opt-ins for Travlr newsletter per month.
- Reach 100 social shares per daily deal
Target Travelers
- Ben the Businessman: Ben is your typical business class traveler. This traveler needs to be comfortable and doesn't mind paying for it...but saving money always looks good in the company's books.
- Eloise the Explorer: Always looking for the next place to go, Eloise has travel destinations on backlog for years to come and has a number of travel discount sites on her browser's bookmarks tab.
- Sally the Saver: This young traveler is all about the savings. Hostels are her go-to accommodation and she always chooses economy flights.
Keywords
- Travel
- Flights
- Hotels
- Exploration
- Budget Vacation
- Travel Deals
- World Traveller
Content Type
- Vacation inspiration photos
- Travel tips (posts and articles)
- City guides: where to stay, eat and what to do
- Top 10 destination guides (to go during Summer Vacay, to visit during the Winter, to watch the solar eclipse, etc.)
- Shared content from customers using #TravlrTuesday, #TravlrSavings, etc.
- Graphics and videos highlighting product features and benefits
- Guest Posts from travel influencers
Frequency Calendar
We'll be sharing on social at least twice a day. The blog will be updated twice a month with high-quality articles
about traveling, from go-to destinations to budget travel tips.
January
Winter Warmup
Social:
Daily Flight Deals
Winter Wonderland travel inspiration pics
#WinterWarmup Shared posts from the community
Winter Travel Tips (what to pack, where to go, off-season tourist deals)
Blog Topics:
Testimonial: How Travlr Saved Eloise hundreds of dollars on her trip to London
Top 10 Winter Destinations
February
Romantic Getaways
Social:
Daily Hotel Deals - especially promoting romantic options
Romantic getaway photo inspiration
#TravlrFor2 Shared posts from the couple travlrs.
Blog Topics:
- City-Guide: Paris in Love
Top 10 Romantic Getaways
March
All About Travlr
Social:
#TravlrSavings campaign to highlight users and their savings
Daily tips on traveling on a budget
Highlight product features and benefits
Blog Topics:
- Feature Article: How Travlr Disrupted the Vacation Booking Industry
The Ultimate Guide to Traveling on a Budget
April
Blooming Vacations
- Social:
Daily all-inclusive Deals (Flight Hotel)
Travel Inspiration featuring spring blooms
#TravlrTuesday Shared posts from the community
Blog topics:
City Guide: Amsterdam (highlight visiting during Tulip season)
Top 10 Places To See the Spring Blooms Around the World
May
Exotic Destinations
Social:
Daily Specials - all-inclusive deals to exotic locations
Exotic destination inspiration
#WheresYourNexTrip: Campaign to promote a free exotic destination giveaway.
Blog Topics:
The World's Most Exotic Vacation Locations
Travel Guide: The Fiji Islands
June
Summer Vacay Prep
Social:
Daily Specials - Summer flight deals to the most popular vacation spots
Summer vacation inspiration
#FunInTheSun: Shared posts from the community's summer trips
Blog Topics:
- Top 10 Summer Travel Tips: How to Stay Safe and Save in the Most Popular Summer Spots
City Guide: Maui, Hawaii
Publishing Procedures
Make sure all content follows these bullet points before being published:
- Social posts should be under 250 characters, keeping the tone fun and informative.
- All social and blog posts should end with a call-to-action (i.e. Book your trip!)
- Blogs should include a direct and compelling title which should match the URL.
- Assign Alt Text to any images inserted in posts for optimized SEO.
- Optimize social share language and images accordingly.
- Write a compelling meta description and title.
- Attach related keywords mentioned in the section above.
Distribution Channels
Our customers are eager to explore the world and are always searching online for ways to save money while doing that. Let's make it easier for them!
- Social Media: Facebook, Twitter, LinkedIn
- Travlr Blog
- Weekly Travelr Newsletters
- Traditional PR
- Influencers (high-clout 'Eloise the Explorers')
Trends & Analytics
Looking at our monthly trends, we can make changes to improve our content:
- We reached 185 newsletter opt-ins during December.
- Our daily deals averaged 40 social shares per post.
- The blog views increased by 38% last month.
- Facebook followers grew by 30%, Twitter followers grew by 18% and LinkedIn followers grew by 9% .
Optimizations & Action Items
We can always improve! Here are some things we should optimize:
- Target specific groups on whichever channels they might be using (for example, if Bob the Businessman is mainly on LinkedIn, promote business class deals there. If Eloise the Explorer loves to Tweet, promote more destination inspiration on that channel.)
- Create more interactive graphics (i.e. gifs, memes)
- Play with call-to-action language to fit specific target audience on each channel
About Travelr
Flight and Hotel pricing is complicated, and travelers often don't have the information they need to get the best deals on flights. Travelr provides insightful, data-driven research to help travelers make smarter decisions about how, when, and where they should travel. At Travelr, we use data sets that gather billions of flight and hotel prices to help travelers find the right destination for their budget.