I anticipate many changes in the world of travel writing and content creation in 2014. If you are a company in the travel and hospitality industries, I would like to ask you a question.
Is your content addressing the need of your ideal customers or are you still stuck not knowing how to create content? Since I returned from South America, I have researched and discussed with my clients about our travel writing services and strategies.
Here are five tips for hiring a travel copywriter:
One: Know and understand the needs of your ideal client
Hiring a travel copywriter or content writer who can’t feel the emotions and hear the voice of your ideal customer isn’t enough. A travel copywriter who hasn’t been abroad or been through immigration and customs won’t understand the hassles their ideal client may have to go through. So, if you need content to get international travel tips or reduce your stress when traveling abroad, an inexperienced travel writer may not be able to write effective content.
For example, when I wrote for a travel and wellness company, one of the prerequisites was that I try their products. I smelled them and touched them, put them on my body and used them. That was the only way to understand the products and successfully describe the texture, smell, and everything the ideal customer needed to know and feel before making a purchase, which brings us to tip #2.
Two: Know the products or services
Like the previous tip, I need to know the products or services I write about. I have more authority and power in my copy and content when I know the products or services well.
I have not been to Africa. When Sandfield Travel hired me to rewrite their website content two years ago, I was overwhelmed and charged far less than I normally would have. I did the research, studied the photos, watched videos, and worked really hard to ensure the content was SEO-friendly and keyword-rich.
In my opinion, the content could have been better if I had walked the streets of Uganda or personally volunteered in orphanages. I’m just being honest now that I’ve done more travel writing compared to two years ago.
If you’re marketing a destination and need someone to work on your blog, email newsletters, and social media platforms, be sure to keep this tip in mind. This is connected to tip #3…
Three: have first-hand experiences (in the travel and hospitality industries)
Not all travel writers have traveled to every country in the world, but some of us travel more or less than others. After traveling to South America for eight months (39 countries in total), I know that I can now write better content about South America compared to last year.
All he had was second-hand information. At the moment I know what altitude sickness is like, I can describe in detail the city of Cuzco or Machu Picchu or the difference between the Otavalo Market in Ecuador and the Witches Market in Bolivia.
Another crucial first-hand experience that sets a travel copywriter apart from the rest is experience in the travel industry. If we had time, I would sit down with you over a cup of coffee or tea and tell you all the stories of being a travel agent/tour consultant/ticket agent/tour guide and more (12 years of tales!!) . Nothing beats first-hand experiences.
Four: understand the WordPress content management system (CMS)
WordPress is no longer just for bloggers. Companies like CNN, eBay, and Oprah use WordPress. I am referring to self-hosted WordPress websites. It’s easy to use, allowing you to update or edit your content without the need to code, mess with html, or hire a techie to help you.
You can easily access your back office to delete, add or update content, images or videos.
Most travel and hospitality companies hire a travel copywriter because they don’t have the time to write, manage, and publish content through blogs and other platforms. A travel copywriter who can do all the work for you and who understands the WordPress CMS will free up her time and allow her to focus on other money-making activities.
Within WordPress, you need a travel writer who understands meta descriptions, focus keywords, and other things related to producing and publishing relevant content on your website.
Five: You know how to seamlessly connect your blog content, email newsletter, and social media platforms
You’re not optimizing your content marketing strategies if you’re not connecting your blog with a newsletter and social media platforms. A travel writer who uses these three channels constantly in his own business also understands their needs.
I believe in being consistent when writing my own blog posts, newsletters, and engaging with followers on Twitter. I must admit that I am not always consistent on my social media platforms, but I have not stopped blogging and posting my weekly newsletter since I started in November 2010, even when traveling by sea and in remote areas of Peru. That’s what it means to ‘walk the talk’!
Finally, a travel writer who believes in and sticks to deadlines and cares about your success.
