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Top tips for creating evergreen content to inspire clients

Clients will no doubt be dreaming of when they can travel once again. Debbie Ward expains what sort of content to create for your agency website now to inspire them to travel once the coronavirus pandemic is over

As the period of frantic rebooking makes way for downtime, agents can focus some of their energy into building great website content to engage with and inspire their customers

 

Creating rich, inspirational website content, which can also be shared in marketing e-shots and on social media when the time is right, will get you ready for making sales when the market picks up once again. Some of that content can even be shared with clients now.


“The type of content that will see most brands through is evergreen, [meaning] content that doesn’t date. It’s not sales-focused and instead reflects your passion and expertise. Now is the perfect opportunity to spend time updating and refining this,” advises Ali McLean, founder and managing director of tour operator The Aurora Zone.


Tucan Travel is following a similar tack. Marketing executive Emma Nelson says: “We are ensuring we have the right inspirational content ready for when the time is right. We have recently been working on our city guides for destinations around the world, which we will start to push out as inspiration once travelling is back on the horizon.”


The team at The Experience Travel Group is also refreshing its evergreen content: “We’re tidying up what we call our ‘virtual shop window’ while we’ve got the chance,” explains managing director Sam Clark.


Engaging customers during the slump


You needn’t necessarily see the content as purely a project for future use. While sales messages could currently be considered in poor taste and get lost among the constant news coverage, some operators believe as the weeks go by, wider travel content could be used to inspire and entertain clients and keep you front of mind for when bookings resume.


McLean says: “As time passes, people will certainly be thinking about seizing opportunities and making the most of the world, so anything that’s inspirational and gets your customers excited about what they can do once things improve will also be ideal to keep your audience engaged – think destination guides and travel editorials.

 

“Nostalgia pieces and content that’s focused on the future will be pivotal in getting brands and customers through the tough period.”


Experience Travel Group is currently taking a two-pronged approach, with half the team handling rebookings and the other half working on “business as usual” strategies.


Clark says: “It’s not about pushing people to think about booking right now, that’s silly and maybe counterproductive. We’re thinking start a conversation with your clients and give them a resource to engage them when they’re stuck at home.”


The company is making some of these resources available to travel agents on request, including its travel booklet – a browsing brochure without prices that includes stories on a range of destinations and is available in PDF format.


It is also encouraging agents to request its fun Travel Toppers card game that gives scores to destinations for wildlife, culture, best beaches and more. Agents can send a PDF to clients to print out and cut out into cards, for use if they’re entertaining children.

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