Travelr Content Strategy

Key Performance Indicators (KPIs)

1. Grow LinkedIn, Twitter, and Facebook following by 25% per month.
2. Increase new blog views by 33% per month.
3. Gain 500 new opt-ins for Travlr newsletter per month. 
4. Reach 100 social shares per daily deal

Target Audience

1. 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.  
2. Eloise the Explorer: Always looking for the next place to go, Eloise has travel destinations on the backlog for years to come and has a number of travel discount sites on her browser's bookmarks tab.
3. Sally the Saver: This young traveler is all about the savings. Hostels are her go-to accommodation and she always chooses economy flights. 

Keywords

1. Travel
2. Flights
3. Hotels
4. Exploration
5. Budget Vacation
6. Travel Deals
7. World Traveler

Content Type

1. Vacation inspiration photos
2. Travel tips (posts and articles)
3. City guides: where to stay, eat, and what to do
4. Top 10 destination guides (to go during Summer Vacay, to visit during the winter, to watch the solar eclipse, etc.)
5. Shared content from customers using #TravlrTuesday, #TravlrSavings
6. Graphics and videos highlighting product features and benefits
7. Guest Posts from travel influencers 

  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 Gateways

• Social:
  
  • Daily Hotel Deals - especially promoting romantic options 
  • Romantic getaway photo inspiration 
  • #TravlrFor2 Shared posts from the couple of travelers.
• Blog Topics:
  
  • City-Guide: Paris in Love
  • Top 10 Romantic Getaways

  April

Blooming Vacation

• 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

  March

All About Travelr

• 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

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
• Travelr 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.