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What We Learnt from Analysing 2000 Pieces of Travel Content


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What We Learnt from Analysing 2000 Pieces of Travel Content was originally created for SearchLDN to present the findings of our travel whitepaper

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What We Learnt from Analysing 2000 Pieces of Travel Content

  1. 1. What We Learnt from Analysing 2000 Pieces of Travel Content Bobbi Brant - Kaizen
  2. 2. Introduction to the Study Most Successful Content Formats Title Analysis Top Performing Content Coming Up...
  3. 3. Introduction to the Study
  4. 4. Why Travel?
  5. 5. Content Types Included InfluencerInfographicInteractive Video Article Other
  6. 6. How we Measured Success URL Rating Number of Referring Domains Social Shares
  7. 7. Split of Content
  8. 8. Who’s Creating the Best Content?
  9. 9. Top Performing Content
  10. 10. Fall Foliage Map Referring Domains 956 URL Rating 56 Social Shares 148,436
  11. 11. 11 Untranslatable Words From Other Cultures Referring Domains 324 URL Rating 43 Social Shares 48,843
  12. 12. 7 Ancient Ruins Around the World, Reconstructed Referring Domains 305 URL Rating 42 Social Shares 902
  13. 13. Most Successful Content Formats
  14. 14. Best Performance for Referring Domains On average, interactive content pieces gain 17.5 links from referring domains, 7.5 more than the next best content type
  15. 15. Best Performance for Social Shares On average, interactive content pieces have nearly 3000 more social shares than the next best performing content type
  16. 16. Interactive Content ◆ On average 40% stronger overall than the next most effective content type ◆ Greater chance for users to engage with the content ◆ More stories to pull out for journalists
  17. 17. Infographics ◆ Second best content for social shares ◆ Good quality of pick-up based on standard of URL rating ◆ Equally consistent for referring domains as interactives
  18. 18. To Influencer or Not to Influencer... ◆ Lowest score on referring domains ◆ Below average score on social shares ◆ Has its place but very little SEO value
  19. 19. “We would recommend going down the route of content collaboration, where both parties contribute to create something more authentic, meaningful and, ultimately, shareable. “ - Colin Carter, Director at “Partnering with travel bloggers can be effective if you approach it holistically and take referral traffic and the halo effect of their social media reach into account beyond just the link.” - Jamie Starr, Head of Marketing, Day Out With The Kids
  20. 20. Results Overview
  21. 21. Title Analysis
  22. 22. Question Words? is the most common and effective question word to have in a title - mostly thanks to ‘how to’ guides Surprisingly for travel, ‘where’ titles don’t add a huge amount apart from social shares titles are more prominent and perform slightly better than where - mostly instructional
  23. 23. Number Headlines 123 A common marketer’s ‘hack’, for travel pieces numbers don’t make a huge difference even on social.
  24. 24. Location, Location, Location ◆ Titles with locations get nearly twice as many social shares ◆ City names perform better than countries ◆ Rome content performs better than any other!
  25. 25.
  26. 26. Key Takeaways
  27. 27. Not Just for Travel... “While this project was travel focused, I noticed a lot of similarities with the research we conducted on content in the FinTech sector - particularly in terms of interactives and titles with question words performing well.” - @roblnewnham, Lead Researcher
  28. 28. Key Takeaways ◆ Interactive content is the most successful and reliable for all metrics ◆ The interactivity must be central to telling the story of the content ◆ Influencers and videos may work well for brand awareness & other metrics but have less SEO value ◆ Question words in titles marginally improve performance - particularly ‘how to’ or ‘why you should’ ◆ If you’re using a location in the title make it specific
  29. 29. THANK YOU @bobbibrant Get in touch with us!