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Nowadays, most businesses heavily rely on digital presence as it is the main way of attracting leads and generating sales. The concept of e-commerce has also become quite common as many people choose it as a primary means of shopping, and that includes tours.

However, all websites depend vitally on content, as it acts as the main means of communication between the end-user and the company. Content has to be engaging in order to appeal to those who are intentionally seeking out the site, as well as those who may randomly stumble upon it, artfully presenting the brand and its services. The good news is, many of the “rules” for good content on a website also apply to social media. However, keep in mind that every platform has its own specifics in terms of what’s considered the norm as well as formatting when it comes to how much text readers expect.

But producing good content is not just about sitting down, writing, and calling it a day. Research, careful thought, and proper planning are vital to creating engaging material that will keep people reading, and have them coming back. Technically speaking, when it comes to SEO, the parameters of what is considered “good content” are always changing as Google adjusts its preferences and metrics of what it values most towards ranking.

No matter if the content exists on a website or a social media profile it needs to be engaging. It plays a vital role both actively and passively to enhance Google’s ranking and overall credibility of your tour brand. Here are the ten simple ways to create content that will keep your site or profile visitors intrigued in the content itself as well as your business.

1. Target a Specific Audience

It is crucial to create any content keeping the factor of the target audience in mind(opens in a new tab). Here, rather than trying to appeal to everyone, you’re trying to appeal to the people who are most relevant to your brand, your potential, and current customers. Attributes like the language, tone, and amount of detail vary according to who your customer is(opens in a new tab). And different customer types have different expectations when it comes to the content(opens in a new tab). Moreover, targeted content can lead to additional exposure as people can share it among others with the same preferences.

2. Make the Content Visual

Visual content always helps hold the concentration of the end-user. But visual content is not just about the imagery, it’s also about how things are described. When creating the content, use language in such a way that the viewer can create a picture in their mind with the right descriptive word choices. This may be describing the location of your tours, the smells and sounds they’ll experience, or anything else that you can think of in order to help them visualize the great experience they can expect. While pictures are a great tool, adding video clips with written content can instantly boost quality to another level. Across all platforms as well as on websites, video is a great tool(opens in a new tab) to take advantage of to keep viewers interested.

3. Add Infographics

A twist on content meets visuals are infographics. Infographics quickly engage readers by allowing them to grasp complicated information within seconds. Infographics can also be displayed on a video clip or added as a part of the content. There are a variety of different tools and platforms where you can easily make infographic content easily online without much technical knowledge.

4. Make the Content More Conversational

Unless you run a particularly formal tour business such as educational tours content on digital platforms like social media sites(opens in a new tab) or websites should be created in a conversational tone. But even then, more formal content should remain accessible. Conversational content helps the end-users to related to the content as it comes across as more relatable and more personable, almost as if directed to them personally. In the same way that a guide’s personality matters when it comes to the overall tour experience, the same applies to the personality you inject into your content.

5. Check All Information for Accuracy

Accuracy is another vital trait that improves audience engagement towards content. When it comes to content published online it’s best to cross-check a fact multiple times rather than half to apologize for misinformation or take the post down. When writing about a product or service on a website, false or unclear information will immediately turn your readers off, this includes out of date information. On a larger scale it also negatively affects your brand’s credibility.

6. Add the Fun Factor

As technology changes, audience preferences regarding web and social media content are also changing. Nowadays, people read appreciate content that stands out and has a fun factor. However, too much of anything (no matter how great it is) can have adverse effects, and the same goes for humor or jokes. Show off your brand’s personality, but it a way that will add to the visitor’s experience not take away from it by being a distraction.

7. Concentrate on Structuring

The content’s structure is another way you can engage viewers through a logical flow of information and allow them to intrinsically navigate the content of your website. Additional elements such as subheadings, bullet-point lists, and tables all help break up longer textual elements, and ultimately complement what you’re trying to say.  Small digestible content and clearly marked sections and subsections will make the content look more appealing.

8. Show Your Passion

If you’re excited about your tours, if your tours are partnered with a cause, share this energy with your readers. Let people know the story behind your business and the people whose work make it possible via a great “about us page”(opens in a new tab). This emotional side is about creating that deeper connection with your customer. If your tours benefit a charity or cause such as an environmental foundation, this is another element to show off. Because at the end of the day, people are not just booking a tour, they’re booking your tour.

9. Add Stats to Your Content

Statistics and data are another way to engage people to read your site or social media content. Like infographics, charts bring together data and visuals. However, your stats should serve a purpose in promoting the brand, and not just for the sake of having some. How many years you’ve been in business, how many customers you had or tours you’ve given, and customer satisfaction could all work as examples. As previously mentioned, credibility is a significant factor as well, as false information will inevitably work against you.

10. Encourage Audience Participation

Nowadays, a successful brand is not just about the brand itself, it’s about the people that interact with it. User-generated content(opens in a new tab) and guest participation encourage other guests to engage which can be used both on your website and on social media. This could include photos, testimonials, contests(opens in a new tab), personalized hashtags where guests can tag photos from their tours with you, or polls where you can gather additional feedback or information from past and prospective customers.

Final Words

Having a beautiful website is one thing, and the stunning visuals are what gets people intrigued. But it’s the informational, well-structured content with personality and keeps people interested. On social media, regularly engaging content will keep your followers entertained and help you grow your audience. With these 10 tips, you’ll be well on your way to happy readers, and accordingly more sales!


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