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.

Who 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.


Section 1: Introduction & Learning Objectives
Introduction to AdventureEDU
Introduction and Course Overview
What is Content Strategy?
Industry Overview
Learning Objectives Overview
Understanding the Funnel
Section 2: Inspiration Phase: Dreaming of Adventure
Classic Content Marketing and Content That Inspires
Channels: Content Amplification & Audience Building
Touchpoints: Converting Audiences Into Prospects
Inspiration Stage Summary
Section 3: Consideration Stage: Planning The Next Adventure
Consideration Stage Overview
Content That Informs and Educates
Informative Resources For Decision Making
Consideration Stage Summary
Section 4: Discovery Stage: Preparing To Book
Discovery Stage Overview
Channels: Building A Search Magnet
Channels: PPC Search Retargeting
Discovery Stage Summary
Section 5: Decision Stage: Booking The Trip
Decision Stage Overview
Maximizing Conversions
Section 6: Retention Stage: Memories & Relationships
Retention Stage Overview
Channels for Customer Retention - Email Marketing
Channels for Customer Retention - Social Media Curation
Retention Stage Summary
Section 7: Building A Content Strategy
Review Of Marketing Funnel
Buyer Personas and Content Mapping
Campaign Planning
Content Performance
Content ROI - Goal Values
Content ROI - Content Drill Down
Content ROI: Channel Drill Down
Content Strategy Overview and Next Steps

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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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