The Problem…
Travel content has become fast food…
Here’s the bottom line; people are consuming content in a very different way. 3+ million influencer accounts, thousands competing for the same space in a nearly endless sea of eyeballs. Influencers post by the numbers not by the quality. AI slop drowns out any real content you produce.
How do you reach your true audience and give them something they truly crave?
Traditional Journalist
High Quality Content
Trusted Voice
Substantial Shelf Life
Pro’s
Untargeted Release
Single Publishing
Captive Visibility
Cons
The tried and true traditional journalism approach offers solid performance for a limited audience. While you get high quality, authentic and organic content, it doesn’t have the reach or potential to influence a large audience as more modern media avenues do. Traditional journalism is often one piece of content that lives evergreen online, but requires additional strategic elements to engage its full potential making it not just discoverable but celebrated.
Influencer
Quick Content
Potential Large Audience
Modern Standard
Pro’s
Never Brand Orientated
Uncontrolled
Disposable Content
Cons
Influencers have the potential to reach millions instantly and direct a massive amount of attention to a brand or destination in a hot flash, but by definition they promote themselves first at the expense of the destination or experience. They are the brand after-all. “Follow me”, “come with me”, “experience with me” means that they come first always, and with a twitch of the thumb your audience is fed a new piece of content which statistically is 99% from your competitor. That’s disposable content and that’s the algorithm for you.
Media Buy (ad)
Strategic Placement
High Quality
Brand Controlled Messaging
Pro’s
Costly
Socially Non-Effective
Ew…it’s an ad.
Cons
Advertising is tough. Quality campaigns come with a tremendous amount of creative planning and strategic release. There is a science behind the art and if done incorrectly you get “Ew…it’s an ad” which happens all too often. In this brave new social media world the world of advertising has to evolve or be left behind with skywriting and sandwich clapboard signs. Authenticity is king, and story trumps all.
