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Phase 02

Content strategy (in-house)

In this stage, the Goal here is to begin rolling out our marketing techniques bit by bit. We start with.
publishing 2 to 3 think pieces a month, not daily posts / Top 10 things to do (doesn't speak class), instead;
We answer the ("What" & "Why");
What this place feels like e.g (What the streets of Portugal looks like this time of the year)
Why the experience matters?
NB: we could have a series Where we post articles or blogs based on continent. So 2 countries per continent. E.g January = Africa (Mozambique & Nigeria), February = Europe (Germany & Italy)
NB: No destination content without cultural context language (We're all about perfection)

2.2 content Strategy

A) The Destination Dossier

Purpose:

context & educational
The "why" behind a destination, architecture, Love of Art / Opera, Hotspots accross town.
Format : Long-form articles .
Example : How the Ancient Chinese Architected the Great wall as a Fortress and Border
OR
Venice : From a flooded city to a city above the water
NB : This trumps the "Top 10 things you didn't know about the great wall of china 🫠"
B) Taste and Culture

Purpose:

emotional connection
We show a certain peoples culture through high res image / 4K videos (Showing the world through another lens).
How they greet, or how it differs from other cultures. This utilizes visual storytelling
Format: Articles, Editorial Photography : Photo cards, 4K reels
C) Experience Design

Purpose:

helping them decide
The luxe Experience has to be felt from the screen, right from the website to every article, video or social post published.

Example: A Luxury concierge pickup at the airport, High res drone shot of landscapes
OR
Users on an adventure being captured in real time.
Format: video / 4k shots.
Channel: Youtube, Instagram, Tik-Tok & Website Gallery
D) practical planning

purpose :

reduce friction

This would be technical guides, spec sheets / facts about a country, A packing list for a climate

Format: Articles, Social Media post, A short-form.
Example: "when to visit Japan if you hate crowds". (Short form article)
OR
"A list of essentials for Norway this winter" (short form video reel for tik-tok or Instagram)
OR
"How the Popular underground caves in Brazil was used to win the war in 1919" (Article)
E) Trust & proof

purpose:

credibility

A means to validate feedback from the customers

Example: A video feedback at destination, Member only insights.

2.3 messaging hierarchy

This is where the content strategy is displayed alongside ux writing skill, because we define how the message changes depending on where the user is in the product.

1). Core Brand Narrative.
Message: Travel isn't just about stories and visits, to us it's about building memories that lasts.
Placement: Landing pages, key notes presentations or captions a few times a year.
2). category value. For the destination categories and details, instead of India, Switzerland or China, we can take it up a notch with these;
Message:
Dubai ❌ = Desert Escapade
Laucala Island ❌ = Quiet Luxury
Brazil ❌ = Tropical Wilderness.
Placement: Service description, Landing page headers.
3) Destination level.
Message: "Japan rewards patience and attention more than Speed".
Placement: Product cards, Meta data.

2.4 Funnel based content mapping

This is moving the stranger from Scrollling >> Subscribing >> Customer

2.4.1 Top - Funnel : Awareness
Content Goal: Aims to stop the audiece scrollling
UX copy / Caption: "The brutalist retreat you haven't seen yet". OR "Why Santorini isn't the go to luxury destination this summer."
Format: Short form (Carousel or Video)
Channel: Instagram or tiktok or Pinterest?
2.4.2 Middle - Funnel : Consideration
Content Goal: Build rapport
Copy action: St Moritz vs Mykonos: Which fits your personality ?.
Format: Long form (Articles / Video)
Channel: Blog or Newsletter
2.4.3 Bottom - Funnel : Conversion
Content Goal: Drive Action
Copy action: Clear CTA.
Format: Clear button Instructions
Channel: Product page / email

2.5 Channel Specific Architecture

Channel Content Ecosystem & Architecture
2.5.1 Website
Pillar pages
Cluster content (Amalfi, Tuscany, Capri)
Linking based on intent
2.5.2 E-mail
SEQUENCE
Welcome series (Brand story, what to expect)
Newsletter (Bi-weekly / Monthly)
A) Understanding Amalfi : culture, taste, experience.
B) Defining your route
C) When to go & Where to ?
D) Exclusive offers & last minute deals.
2.5.3 Social Media
A) GWRM as i pack my bag for a 7 day trip
B) The best Taco's you'd find in aure Mexico
C) Why France is the destination for the Romantic this February
Format : Instagram carousel / Tik-tok Post
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