As the ways that people research and book travel continue to evolve, so must our techniques as travel agents and advisors to provide our clients with the necessary tools and tricks to help answer all their travel questions before they even know they need to ask. But just because technology has pushed for a more digitally focused content strategy doesn’t mean that all your past hard work should go to waste or become obsolete.
From a marketing perspective, it only makes sense that you combine the old with the new and create a modernized version of your content that will withstand the digital age. One easy way to achieve that is by repurposing your content into a branded podcast.
Podcasts have become all the rage over the past several years. There’s a podcast for just about everything from true crime to love and relationships, and it’s become a moneymaker for almost everyone involved. With nearly half of the country having listened to at least one podcast in their lifetime, it may be worth your while to branch out and start upcycling your existing travel content into something that listeners will look forward to enjoying week after week. This can be an easy yet effective way to reach new audiences and attract new clients.
Unsure of where to begin? We’ve got you covered!
Pull Content That Resonates With Your Audience
Throughout your career, you’ve probably tried your hand at any number of marketing content tactics to help promote your business and get new clients booking trips and traveling the world. To begin transforming your existing content into a well-thought-out podcast, you’ll need to sift through your content to find the major topics that appeal most to your audience. At this stage, the type of content isn’t important. Blog posts and infographics are all on the same level playing field because it’s more about what you’re saying than how you’re saying it.
Begin Clustering Content into Episodes/Seasonal Arcs
Once you have a few core content themes picked out, you’ll find that it’s easier to begin building entire episodes of a podcast based on your content. For example, if you’re finding a lot of existing content in your archives focused on topics such as traveling on a budget or international travel do’s and don’ts, these are broad enough topics that could fill an hour-long podcast or even multiple episodes. In some cases, you may find enough content under the same umbrella theme that you could even dedicate an entire season to your topic.
During the planning process, if you find that you only have about two or three episodes worth of content for a podcast on international beach locations, it may be worth it to brand your podcast as somewhat of a limited run. The more content you have on a given topic, the easier it will be to produce content that is set for a more weekly release format.
Existing Content is Only A Starting Point
When preparing episodes of your podcast, remember that people are expecting quality content that offers some form of payoff for their time. By this, I mean people are willing to dedicate 45 minutes to an hour to hear you and other experts talk about travel and provide tips and tricks that they can use in their own experiences. This cannot be done by simply reading your existing blog posts into the microphone. Instead, you should be using your existing content as a jumping point to delve deeper into the topic.
Always ask yourself, “Is this something I would listen to?” If not, then it’s probably not something your listeners are going to enjoy. The goal of a travel podcast like the one you’re trying to create is to attract new audiences that will want to book trips and adventures with your help, and none of that is possible if your audience checks out before they ever press play.
It might seem like a daunting task, but once you hit the ground running, you’ll realize just how easy crafting a branded podcast can be, especially if you’re using existing content to help get you started. You may even be surprised at how many new would-be clients will be accessing your website to hear all travel secrets, tips, and tricks.
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