Advertisement
Content

A Complete Guide to Content Repurposing for Travel Brands

Creating high-quality content on a consistent basis is a time-consuming task, especially for small travel businesses. Discover how content repurposing can help you make the most of everything you create.

Content is everything in the travel industry when it comes to marketing.

Having a killer content strategy is the best way to be remembered by potential customers and build a strong reputation in your industry, from entertaining travel vlogs created by influencers to blog posts sharing unique insight into destinations.

This is not only one of the best ways to showcase your company’s offerings, but it also allows you to demonstrate your brand values and cultivate an image that will appeal to your target audience.

However, creating and distributing high-quality content consistently can be time-consuming, especially if your travel company is small.

When you come across a good idea or an approach that resonates with your target audience, you want to make the most of it without devoting too much time to it.

Content repurposing is the solution to this problem.

And you’ll learn everything you need to know about repurposing content for travel brands in this guide.

What is Content Repurposing?

Content repurposing is the process of updating, editing, or adapting existing content to create something new, usually in a different format or for a different channel.

It generates new content that is valuable and relevant on its own, saving time and resources and assisting brands in producing a steady stream of content in the most efficient way possible.

Take a long-form piece of blog content you’ve written about a specific destination and create a series of social media posts inspired by each of the key points or recommendations listed in this article as an example of content repurposing.

You could also modify the text to use as part of email marketing content or as a caption for images shared across multiple platforms.

As a travel company, one of the most important ways to grow your customer base, inspire potential customers to pay for your services or products, and establish a recognizable brand image that puts you ahead of your competitors is through content.

Repurposing content allows you to maximize the impact of everything you create, resulting in a wider reach and a more effective marketing strategy.

Read: How to Increase Your Small Business Visibility and Generate New Customers.

What Are the Advantages of Content Repurposing?

The most significant advantage of content repurposing is that it saves time.

Reduce the number of resources needed for content creation

If you have a content schedule that calls for multiple blog posts per week, social media posts every day, a regular email newsletter, and video updates for a variety of channels, you’ll need a lot of resources to keep up.

Instead of coming up with completely new ideas every time you need to share something with your audience, you can repurpose existing content and distribute it across your travel brand’s platforms or in different marketing campaigns.

Increase the Value of Your Content

Second, repurposing content is an excellent way to maximize the impact of previously successful pieces of content.

Perhaps a video showcasing one of your travel experiences that have been shared by a large number of people, or you spent a significant amount of time writing an ebook full of unique advice for visiting a specific destination, such as Las Vegas.

Taking the key ideas from these pieces and then changing their format allows you to capitalize on your success while ensuring that nothing is wasted.

Conversely, if a piece doesn’t perform well for whatever reason, content repurposing can be a great way to give it a second chance at success.

We’ve all had social media posts that were ruined by the algorithm, or blog content that simply wasn’t shared at the right time. You can overcome these setbacks by repurposing the content and re-sharing it.

As a way of getting noticed and generating leads, many travel brands create content that targets different segments of their target audience.

Improved Service to Specific Audience Segments

Repurposing content is a great way to take an existing piece and edit it for a new audience, increasing the impact of the content and giving you more material to work with.

When you edit content into different formats, you can share it across different channels and target different segments of your audience who use different platforms.

In Search, Different Intents Should Be Targeted

Finally, content repurposing can be a powerful component of an SEO marketing strategy.

If you’re trying to get your travel brand to rank for a specific keyword phrase, approaching a topic in multiple formats or with different pieces of recycled content will increase your chances of performing well for that search term and driving more traffic to your website.

The Key to Successful Repurposing Is Evergreen Content

Before we get into plenty of actionable ways you can start repurposing the content your travel brand has created, it’s important to understand an important part of creating content that can be reused and recycled in the first place.

To get the most out of your travel content, it must be evergreen.

Evergreen content is any content that remains relevant regardless of when it is consumed.

It focuses on giving advice, making recommendations, or explaining concepts and ideas, as opposed to content that responds to a current event, ties into a passing trend, or describes a limited-time experience.

If you want to develop a successful content repurposing strategy, the majority of the content produced by your travel brand should be evergreen.

This ensures that you will continue to generate content that is relevant and valuable to your audience, no matter how long it has been since the original publication date.

Not everything you post or share has to be timeless. In some cases, content that responds to, explains, or capitalizes on something that is currently happening will generate the most engagement.

However, the majority of the content you share must be long-lasting and sustainable.

Not only will this make repurposing your content easier, but it also means that potential customers are more likely to engage with older content and continue to boost its impact.

8 Content Repurposing Strategies for Travel Brands

Now that we’ve covered the fundamentals of content repurposing, as well as why it’s important and the value of evergreen content, here are eight of the best ways that travel brands can repurpose their content.

1. Revitalize Existing Content

If you’re looking for a relatively quick way to breathe new life into content, it’s worth identifying pieces that haven’t been performing particularly well and determining whether they can be improved.

This method works best for blog posts. It can also be extremely beneficial if your travel company provides downloadable content such as guides, FAQs, and previous customer experiences.

If a post initially sparked a lot of interest but has since dwindled in popularity, updating it is a simple way to rekindle interest and ensure that everything on your brand’s blog remains valuable.

This could be as simple as changing the title, taking a different approach, or targeting a different segment of your audience to see if engagement increases.

If you have content that makes recommendations, such as the best hotels, restaurants, or tourist attractions in a given location, you can update it regularly to ensure that it remains relevant every time someone views it.

If you find and incorporate relevant keyword phrases into the text, you can improve the SEO of a post.

2. Republish Outdated Content

If you don’t think a quick edit, new photos, and a new title are necessary, another option for repurposing older content is to simply republish it.

This works best if the piece you’re republishing is quite old, as you don’t want your audience to recognize it when you share it again.

If the topic you wrote about is no longer relevant, you believe a completely different tone and approach would be more effective, or your writing skills have improved and you believe you can do a better job now, the most effective tactic is sometimes to delete and try again.

In some cases, it’s the most effective way to significantly boost the impact of a previously written piece.

3. Edit Your Text Posts by cutting, copying, pasting, and pasting

One of the simplest ways to begin repurposing content is to take text from a blog post, ebook, or email and transform it into something else.

The written word accounts for a large portion of marketing content produced by brands, and you most likely already have a large archive of text posts to work with.

Never just copy and paste content word for word. However, with careful editing, it is possible to create entirely new written content from existing pieces in a relatively short period.

This method is especially useful if you’ve spent a significant amount of time writing a long-form guide to a destination, holiday type, or travel experience.

Although it will take some time to create this initial piece of content, you can then:

Make several short blog posts out of it.
This text should be used for social media posts and image captions.
In emails and other customer communications, use quotes or snippets.

4. Create Ebooks by Combining Blog Posts

Ebooks and other long-form content are frequently the most time-consuming to create, but they are also frequently the most valuable.

It’s a key format that is used in numerous marketing strategies, whether you’re using it as a lead magnet, showcasing your expert knowledge of a specific location or type of holiday, or offering incentives to potential customers.

If you have a blog for your travel company, you most likely have groups of blog posts that all focus on similar topics.

Identifying which posts work together thematically and then creating “ultimate” guides from these can be shared in ebook form is a great way to create a new piece of longer-form content.

5. Create an Email Newsletter Based on Blog Content

Email marketing is a particularly effective strategy for engaging your audience and guiding potential customers through the buyer funnel. However, deciding what you’re going to share in these messages can be difficult at times.

Using existing blog posts as inspiration, condensing the subject into a couple of paragraphs, and then including a link to the full article to generate more traffic to these pages is a great content repurposing technique.

This is a particularly effective strategy if your travel company’s blog publishes several pieces of content per week. It enables you to create a weekly newsletter that compiles all of this content and ensures that your audience does not miss out.

It can also be used to share any other brand-related news, offers, or content.

6. Topics should be condensed into social media posts

Consider recycling ideas from your blog posts if you’re stuck for what to post on your travel brand’s social media accounts.

Perhaps you have some advice you’d like to share with a larger audience, or you’ve provided unique insight into a destination that you know your followers will appreciate.

You can use direct quotes from your blog posts to create Instagram graphics, or you can edit paragraphs down to a condensed form that can be shared as a Twitter thread or Facebook post.

Include a link back to the original post to encourage more engagement and to get your audience to read as much of your content as possible.

7. Produce Video Scripts From Written Content

Video is one of the most effective forms of content for increasing audience engagement, especially in the travel industry.

There is no better way to arouse wanderlust and show potential customers what they can expect if they travel with your company than through video. It’s also a great way to add a personal touch to content, which will increase brand affinity and have a greater emotional impact on the viewer.

It can be difficult to come up with a video idea from scratch, but if you use an existing blog post as a script, all you have to do is sit down and press record!

This is a great way to explain a topic, show a customer testimonial, or simply condense a post into a short video that can then be shared on social media or as part of an email marketing campaign.

8. Convert Transcripts to Text Posts

To flip that last piece of advice, another excellent method of repurposing content is to take transcripts and edit them into text pieces such as blog posts.

Whether your company produces a podcast or a lot of videos, you can use software like Descript to quickly create text files that can then be edited and merged to create new, unique content.

Quotes can be turned into graphics, small clips of video or audio can be animated with their text, and blog posts with the highlights and key takeaways from interviews can be easily created.

Summary

The possibilities for content repurposing are vast, and the benefits of such a strategy for a travel business can be enormous.

Once you’ve begun to view each piece of content as a potential springboard for several others, you’ll be able to develop an incredibly effective content strategy for your brand that ensures your audience always has something new and valuable to engage with – regardless of how they found you or which platform they follow you on.

Need help with our free SEO tools? Try our free Keyword Position, Keyword Density Checker, Keywords Suggestion Tool.

Learn more from Content Marketing and read What to Do If Your Competitors Purchase Your Brand Keyword.

Related Articles

Back to top button

Adblock Detected

Don't miss the best oppertunities.