3 Ways to Personalize Food and Travel Marketing Content


According to research by Core dna, 78% of people surveyed say that personal, relevant food and travel content plays a major role in their decision to buy.

How do you create this type of content? Here are three ways.

1. Know Your Customers.

Do some digging to find out what your current customers have in common and what kind of information they’re seeking. Then supply that type of content. For example, if your customers frequently ask about different uses for your food products, NewsCred suggests regularly providing them with unique recipes featuring your products, via blog posts, a subscription newsletter, or a recipe section on your company’s website.

Stonewall Kitchen’s website is a great example of this, and the recipe section is full of delicious ways that their customers can use their products.

2. Encourage Your Customers to Share Their Experiences.

The food and travel industries are tailor-made for sharing information, since people enjoy posting photos of a stunningly plated meal, a breathtaking vacation site, or even routine tasks like running errands. The Content Marketing Institute says that encouraging customers to connect with you and with each other attracts their attention and grows your business. Izea confirms this finding, stating that customers who engage with different content more than three times are as much as six times likelier to buy your product or book a trip).

VisitScotland leverages this type of user-generated content to highlight Scotland’s spectacular countryside, exciting cities, and unique wildlife.

3. Create Content Based on a Specific Niche.

The Content Marketing Institute also recommends focusing your marketing content on a specific reason that your customers travel, such as business travel or a food-inspired vacation.

Travelocity put this into practice by forming the Gnomads, a national group of travel experts and influencers. Each Gnomad provides content about a particular travel interest and demographic.

Implementing these content marketing tips creates food and travel content that does double duty: informing your customers about topics that are meaningful to them, and attracting attention to your company.

For more information on this subject, visit these sites:
Core dna: Fully integrated Web Content Management, eCommerce, Intranet & Marketing.

NewsCred: Content Marketing for Global Brands.

Content Marketing Institute: Advancing the practice of content marketing through online education, print, and in-person events.

Izea: Marketing Software and Services.

Stonewall Kitchen: Award-Winning Specialty Food Creators

Travelocity: Online Travel Agency.

VisitScotland: Scotland’s National Tourism Agency.

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