Content Marketing Strategy For Adventurous Brands

Putting the Theory into Practice
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  • Lectures 32
  • Length 1.5 hours
  • Skill Level Intermediate Level
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 11/2015 English

Course Description

Almost every adventure travel company will be doing “content marketing” in some form or another, even without knowing it. If you’re maintaining social media, sending out an email newsletter or running a travel blog, that’s all content marketing. But it’s not content strategy.

The clue is in the name: this course is about doing all those things strategically, avoiding channel overload and tactical confusion. Most importantly it’s about understanding our goals and how to measure them.

Although “content marketing” has been much discussed over recent years, there are still huge questions around how content strategy can be done effectively, and how its results and outcomes should be measured.

In this course we explore how content marketing is done properly, and how to bring it all together into a unified content strategy.


About AdventureEDU Educator Matthew Barker

Matthew Barker is a U.K. based digital marketing consultant and strategist specializing in travel and destination marketing. He is head of strategy at I&I Travel Media which sits at the nexus of digital publishing and travel consumer marketing, working on content strategies for tourism brands and providers of all sizes. His work deals with the challenges of creating and delivering content to hard-to-reach audiences in an ever noisier environment, in nurturing audiences into sales and in using robust analytical methodologies to measure these processes and their returns to a high degree of accuracy.

He is a semi-permanent traveller who has spent much of the past 10 years working in four continents, is a frequent speaker at industry events and discussions and is regularly published in the trade media. He is also a co-founder of Outbounding .org, a community of prominent travel writers, publishers and bloggers.

What are the requirements?

  • A background knowledge of web marketing strategy and tactics is ideal, the course is not aimed at absolute beginners.
  • Google Analytics installed to your website, with sufficient time to collect useful data.
  • Having goal tracking and goal values configured in Google Analytics is ideal but not essential.

What am I going to get from this course?

  • Understand the online marketing funnel in the adventure travel space, and how different marketing activities contribute to the “customer journey” to purchase.
  • Analyse their own online funnel to see where web visitors first come from and how they gradually turn into leads.
  • Use different types of content to nurture audiences and understand how to use various digital channels to develop and secure leads.
  • Create strategic content plans aimed at the right audiences at the right time & place.
  • Measure and evaluate their activities to understand and improve ROI.

What is the target audience?

  • Business owners who play a proactive role in their company’s digital marketing activities or with agencies or contractors working on their behalf.
  • Marketing managers responsible for strategy and resource management.
  • Marketing staff who wish to gain a deeper grasp of the strategy behind digital marketing activities and improve their tactical efficiency.

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.

Curriculum

Section 1: Introduction & Learning Objectives
Introduction to AdventureEDU
Preview
01:32
Introduction and Course Overview
Preview
01:25
What is Content Strategy?
Preview
02:25
Industry Overview
Preview
01:22
Learning Objectives Overview
Preview
01:44
Understanding the Funnel
Preview
05:09
Section 2: Inspiration Phase: Dreaming of Adventure
Classic Content Marketing and Content That Inspires
04:27
Channels: Content Amplification & Audience Building
02:34
Touchpoints: Converting Audiences Into Prospects
06:03
Inspiration Stage Summary
00:50
Section 3: Consideration Stage: Planning The Next Adventure
Consideration Stage Overview
01:32
Content That Informs and Educates
03:23
Informative Resources For Decision Making
05:43
Consideration Stage Summary
00:54
Section 4: Discovery Stage: Preparing To Book
Discovery Stage Overview
03:18
Channels: Building A Search Magnet
03:04
Channels: PPC Search Retargeting
02:35
Discovery Stage Summary
01:00
Section 5: Decision Stage: Booking The Trip
Decision Stage Overview
02:24
Maximizing Conversions
02:54
Section 6: Retention Stage: Memories & Relationships
Retention Stage Overview
02:59
Channels for Customer Retention - Email Marketing
03:10
Channels for Customer Retention - Social Media Curation
01:46
Retention Stage Summary
00:51
Section 7: Building A Content Strategy
Review Of Marketing Funnel
01:33
Buyer Personas and Content Mapping
02:52
Campaign Planning
03:23
Content Performance
01:42
Content ROI - Goal Values
03:09
Content ROI - Content Drill Down
03:48
Content ROI: Channel Drill Down
02:26
Content Strategy Overview and Next Steps
01:24

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Instructor Biography

AdventureEDU ., Adventure Travel Education

AdventureEDU courses educate companies to deliver the best adventure travel experiences in a safe and sustainable practice. AdventureEDU is the only United Nations World Tourism Organization (UNWTO)-backed training program with courses specifically designed to address the unique needs of adventure travel companies. AdventureEDU educators are experienced adventure business owners and trainers; they share proven techniques to help drive profitability and sustainability.

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