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@andrevankets
Working with
travel companies
#1
Answer a burning
question.
18 July 2013
Question:
What does a
successful travel
blog's stats look
like?
At what point is a
blog considered
successful?
When will people
start paying me to
travel and
write?
http://leahtravels.com/site/people/my-favorite-place-on-earth-landlo...
@traveldudes@velvetescape @LandLopers @wildjunket
August
2012
http://www.travelstart.co.za/blog/underrated-travel-blogs/
AntonMeruschka Sarah Dawn
We will compare...
Twitter followers
Facebook likes
Traffic
Age of blog
People metrics
We will compare...
Twitter followers
Facebook likes
Traffic
Age of blog
Number of pages
Number of links
Domain Authority
(a...
http://researchcenter.paloaltonetworks.com/2011/12/dropbox-and-icloud-david-vs-goliath/
http://researchcenter.paloaltonetworks.com/2011/12/dropbox-and-icloud-david-vs-goliath/
People metrics
INTERNATIONAL
Twitter
56,876 followers2,936
INTERNATIONAL
Facebook
8,862 likes408
INTERNATIONAL
Traffic
58,000 uniques/month1,502
INTERNATIONAL
Blog Age
4.3 years2.3
INTERNATIONAL
Blog Age
4.3 years2.3
http://moz.com/blog/21-tactics-to-increase-blog-traffic-2012
Technical metrics
INTERNATIONAL
# Pages
16,503 pages1,074
INTERNATIONAL
# Pages
16,503 pages1,074
INTERNATIONAL
# Linking websites
1,340 sites41
INTERNATIONAL
# Linking websites
1,340 sites41
http://moz.com/tools/seo-toolbar
INTERNATIONAL
Domain Authority
56 /10029
http://moz.com/tools/seo-toolbar
INTERNATIONAL
Domain Authority
56 /10029
http://moz.com/tools/seo-toolbar
“Domain Authority is the
best prediction for how...
People metrics
4.3 years2.3
58,000 uniques/month1,502
8,862 likes408
56,876 followers2,936
Technical metrics
56 /10029
1,340 sites41
16,503 pages1,074
www.sarahduff.com
#2
What travel company owners
care about most.
http://www.sarahduff.com/?portfolio=places#jp-carousel-87
www.sarahduff.comhttp://angieaway.com/2011/10/12/hot-air-ballooning-in-turkey/
http://www.sarahduff.com/?portfolio=places#jp-carousel-87
ROIRETURN ON INVESTMENT
http://www.sarahduff.com/?portfolio=places#jp-carousel-87
ROI is the concept of
an investment of
some resource
yielding a ...
www.sarahduff.comhttp://angieaway.com/2011/10/12/hot-air-ballooning-in-turkey/
http://www.sarahduff.com/?portfolio=places#jp-carousel-87
R25K
Investment
R10K flights
R5K accom
R3K food
R2K drinks
R5K ex...
http://www.sarahduff.com/?portfolio=places#jp-carousel-87
Investment
R10K flights
R5K accom
R3K food
R2K drinks
R5K extras
...
http://www.sarahduff.com/?portfolio=places#jp-carousel-87
Investment
R10K flights
R5K accom
R3K food
R2K drinks
R5K extras
...
Investment
R10K flights
R5K accom
R3K food
R2K drinks
R5K extras
http://www.sarahduff.com/?portfolio=places#jp-carousel-87
...
Investment
R10K flights
R5K accom
R3K food
R2K drinks
R5K extras
http://www.sarahduff.com/?portfolio=places#jp-carousel-87
...
Investment
R10K flights
R5K accom
R3K food
R2K drinks
R5K extras
http://www.sarahduff.com/?portfolio=places#jp-carousel-87
...
#3What do travel companies
look for when hiring travel
writers and bloggers?
research
25travel companies
marketing managers
content managers
business owners
web editors
Flight websites
Accom Portals
Online Travel Co’s
Tour Operators
Hotels & Lodges
Tourism Bodies
Digital Agencies
Question format
findings
Relevant writing course or
qualification ?
A portfolio of work ?
Perfect grammar
and spelling ?
Unique voice ?
Own quality photos to go
along with copy ?
Photoshop or similar
photo editing skills ?
Active on social networks ?
A large social following ?
SEO copywriting skills ?
Basic HTML skills ?
Punctual / responds to
emails timeously ?
Responds well to critique ?
Awareness of your travel
brand‘s objectives ?
Some form of travel
industry experience ?
Some form of
marketing experience ?
Has travelled within
the last 6 months ?
First-hand travel experience to
destination(s) writing about ?
A good dose of travel
experience around Africa ?
A good dose of travel
experience around the world ?
Meet deadlines ?
Meet deadlines
Brand objectives
Portfolio
Perfect grammar
Respond well to critique
Punctual with emails etc
Unique voice
F...
✓ Travel industry exp
✓ SEO copywriting
✓ Africa travel exp
✓ Large social media following
✓ Worldwide travel exp
✓ Travel...
Focus on this...
1. Meet deadlines
2. Brand objectives
3. Portfolio
4. Respond well to critique
5. Punctual with emails et...
Focus on this...
1. Meet deadlines
2. Brand objectives
3. Portfolio
4. Respond well to critique
5. Punctual with emails et...
A few quotes from
travel peeps...
“Right attitude,
team player”
“Focus on story telling.”
“We take a close look at
the types of followers
bloggers have.”
“Ultimately we are
trying to generate
leads.”
“The blogger needs to be
an extension of my brand
in personality,
presentation and their
own promotion.”
Some things travel
peeps don’t like...
“When someone is
enthusiastic in theory
but then needs to be
chased for submissions -
that sucks.”
“Writers that are too
precious about their
content and don't
respond well to
changes.”
“Somebody who
overpromises and
under-delivers.”
In summary...
http://moz.com/tools/seo-toolbar
http://moz.com/tools/seo-toolbar
www.discoverafricagroup.com/blogskills
"A goal is not always
meant to be reached,
it often serves simply
as something to
aim at."
- Bruce Lee
@andrevankets
Thank You.
3 Travel blogger insights for working with travel companies
3 Travel blogger insights for working with travel companies
3 Travel blogger insights for working with travel companies
3 Travel blogger insights for working with travel companies
3 Travel blogger insights for working with travel companies
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3 Travel blogger insights for working with travel companies

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#1 - Know your blog's most important metrics, so that you know where you stand on the scale from novice to master travel blogger.

#2 - If you want to get sent on multiple writing assignments for travel companies, there's one thing you must keep foremost in mind: the company wants a return on their investment (ROI).

#3 - What are the things that matter most to travel companies when contracting, commissioning or hiring travel bloggers? A 20-point questionnaire answered by 25 marketing and content managers at travel companies reveals some interesting insights into what matters most.

Test your own blogger skills:
http://www.discoverafricagroup.com/blogskills

Look under the hood of your website and find all those important metrics for search engine success by installing the free Moz SEO browser toolbar:
http://moz.com/tools/seo-toolbar

A detailed analysis of the research in this slidedeck can be found here:
http://www.discoverafricagroup.com/blog/travel-writer-travel-blogger-research/

These slides were presented at the 2013 Getaway Travel Bloggers Conference - http://conference.getaway.co.za/speaker/conference/travelblog/

Published in: Travel, Technology, Business

3 Travel blogger insights for working with travel companies

  1. 1. @andrevankets Working with travel companies
  2. 2. #1 Answer a burning question.
  3. 3. 18 July 2013 Question:
  4. 4. What does a successful travel blog's stats look like?
  5. 5. At what point is a blog considered successful?
  6. 6. When will people start paying me to travel and write? http://leahtravels.com/site/people/my-favorite-place-on-earth-landlopers-edition
  7. 7. @traveldudes@velvetescape @LandLopers @wildjunket August 2012
  8. 8. http://www.travelstart.co.za/blog/underrated-travel-blogs/ AntonMeruschka Sarah Dawn
  9. 9. We will compare... Twitter followers Facebook likes Traffic Age of blog People metrics
  10. 10. We will compare... Twitter followers Facebook likes Traffic Age of blog Number of pages Number of links Domain Authority (alternative to PageRank) People metrics Tech metrics
  11. 11. http://researchcenter.paloaltonetworks.com/2011/12/dropbox-and-icloud-david-vs-goliath/
  12. 12. http://researchcenter.paloaltonetworks.com/2011/12/dropbox-and-icloud-david-vs-goliath/
  13. 13. People metrics
  14. 14. INTERNATIONAL Twitter 56,876 followers2,936
  15. 15. INTERNATIONAL Facebook 8,862 likes408
  16. 16. INTERNATIONAL Traffic 58,000 uniques/month1,502
  17. 17. INTERNATIONAL Blog Age 4.3 years2.3
  18. 18. INTERNATIONAL Blog Age 4.3 years2.3 http://moz.com/blog/21-tactics-to-increase-blog-traffic-2012
  19. 19. Technical metrics
  20. 20. INTERNATIONAL # Pages 16,503 pages1,074
  21. 21. INTERNATIONAL # Pages 16,503 pages1,074
  22. 22. INTERNATIONAL # Linking websites 1,340 sites41
  23. 23. INTERNATIONAL # Linking websites 1,340 sites41 http://moz.com/tools/seo-toolbar
  24. 24. INTERNATIONAL Domain Authority 56 /10029 http://moz.com/tools/seo-toolbar
  25. 25. INTERNATIONAL Domain Authority 56 /10029 http://moz.com/tools/seo-toolbar “Domain Authority is the best prediction for how a website will perform in search engine rankings.”
  26. 26. People metrics 4.3 years2.3 58,000 uniques/month1,502 8,862 likes408 56,876 followers2,936
  27. 27. Technical metrics 56 /10029 1,340 sites41 16,503 pages1,074
  28. 28. www.sarahduff.com #2 What travel company owners care about most.
  29. 29. http://www.sarahduff.com/?portfolio=places#jp-carousel-87
  30. 30. www.sarahduff.comhttp://angieaway.com/2011/10/12/hot-air-ballooning-in-turkey/
  31. 31. http://www.sarahduff.com/?portfolio=places#jp-carousel-87 ROIRETURN ON INVESTMENT
  32. 32. http://www.sarahduff.com/?portfolio=places#jp-carousel-87 ROI is the concept of an investment of some resource yielding a benefit to the investor.
  33. 33. www.sarahduff.comhttp://angieaway.com/2011/10/12/hot-air-ballooning-in-turkey/
  34. 34. http://www.sarahduff.com/?portfolio=places#jp-carousel-87 R25K Investment R10K flights R5K accom R3K food R2K drinks R5K extras
  35. 35. http://www.sarahduff.com/?portfolio=places#jp-carousel-87 Investment R10K flights R5K accom R3K food R2K drinks R5K extras R25K Benefit Copy Photos
  36. 36. http://www.sarahduff.com/?portfolio=places#jp-carousel-87 Investment R10K flights R5K accom R3K food R2K drinks R5K extras R25K Benefit Copy Photos Exposure Traffic Sales
  37. 37. Investment R10K flights R5K accom R3K food R2K drinks R5K extras http://www.sarahduff.com/?portfolio=places#jp-carousel-87 R25K ? Benefit Copy Photos Exposure Traffic Sales
  38. 38. Investment R10K flights R5K accom R3K food R2K drinks R5K extras http://www.sarahduff.com/?portfolio=places#jp-carousel-87 R25K LESS THAN R25K Benefit Copy Photos Exposure Traffic Sales
  39. 39. Investment R10K flights R5K accom R3K food R2K drinks R5K extras http://www.sarahduff.com/?portfolio=places#jp-carousel-87 MORET H A N R 2 5 K LESS THAN R25KR25K Benefit Copy Photos Exposure Traffic Sales
  40. 40. #3What do travel companies look for when hiring travel writers and bloggers?
  41. 41. research
  42. 42. 25travel companies
  43. 43. marketing managers content managers business owners web editors
  44. 44. Flight websites
  45. 45. Accom Portals
  46. 46. Online Travel Co’s
  47. 47. Tour Operators
  48. 48. Hotels & Lodges
  49. 49. Tourism Bodies
  50. 50. Digital Agencies
  51. 51. Question format
  52. 52. findings
  53. 53. Relevant writing course or qualification ?
  54. 54. A portfolio of work ?
  55. 55. Perfect grammar and spelling ?
  56. 56. Unique voice ?
  57. 57. Own quality photos to go along with copy ?
  58. 58. Photoshop or similar photo editing skills ?
  59. 59. Active on social networks ?
  60. 60. A large social following ?
  61. 61. SEO copywriting skills ?
  62. 62. Basic HTML skills ?
  63. 63. Punctual / responds to emails timeously ?
  64. 64. Responds well to critique ?
  65. 65. Awareness of your travel brand‘s objectives ?
  66. 66. Some form of travel industry experience ?
  67. 67. Some form of marketing experience ?
  68. 68. Has travelled within the last 6 months ?
  69. 69. First-hand travel experience to destination(s) writing about ?
  70. 70. A good dose of travel experience around Africa ?
  71. 71. A good dose of travel experience around the world ?
  72. 72. Meet deadlines ?
  73. 73. Meet deadlines Brand objectives Portfolio Perfect grammar Respond well to critique Punctual with emails etc Unique voice First hand destination exp Active on social media Quality photos Travel industry exp SEO copywriting Africa travel exp Large social media following Worldwide travel exp Travelled last 6 months Qualification Photoshop skills Basic HTML Marketing exp
  74. 74. ✓ Travel industry exp ✓ SEO copywriting ✓ Africa travel exp ✓ Large social media following ✓ Worldwide travel exp ✓ Travelled last 6 months ✓ Qualification ✓ Photoshop skills ✓ Basic HTML ✓ Marketing exp Less on this...
  75. 75. Focus on this... 1. Meet deadlines 2. Brand objectives 3. Portfolio 4. Respond well to critique 5. Punctual with emails etc 6. Grammar & spelling 7. Unique voice 8. Destination experience 9. Active on social media 10. Quality photos
  76. 76. Focus on this... 1. Meet deadlines 2. Brand objectives 3. Portfolio 4. Respond well to critique 5. Punctual with emails etc 6. Grammar & spelling 7. Unique voice 8. Destination experience 9. Active on social media 10. Quality photos www.discoverafricagroup.com/blogskills
  77. 77. A few quotes from travel peeps...
  78. 78. “Right attitude, team player”
  79. 79. “Focus on story telling.”
  80. 80. “We take a close look at the types of followers bloggers have.”
  81. 81. “Ultimately we are trying to generate leads.”
  82. 82. “The blogger needs to be an extension of my brand in personality, presentation and their own promotion.”
  83. 83. Some things travel peeps don’t like...
  84. 84. “When someone is enthusiastic in theory but then needs to be chased for submissions - that sucks.”
  85. 85. “Writers that are too precious about their content and don't respond well to changes.”
  86. 86. “Somebody who overpromises and under-delivers.”
  87. 87. In summary...
  88. 88. http://moz.com/tools/seo-toolbar
  89. 89. http://moz.com/tools/seo-toolbar www.discoverafricagroup.com/blogskills
  90. 90. "A goal is not always meant to be reached, it often serves simply as something to aim at." - Bruce Lee
  91. 91. @andrevankets Thank You.

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