Content Marketing Strategy For Adventurous Brands
4.1 (12 ratings)
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Content Marketing Strategy For Adventurous Brands

Putting the Theory into Practice
4.1 (12 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
63 students enrolled
Created by AdventureEDU .
Last updated 11/2015
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Current price: $10 Original price: $50 Discount: 80% off
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  • 1.5 hours on-demand video
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • 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.
View Curriculum
  • 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.

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.

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.
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Curriculum For This Course
32 Lectures
Inspiration Phase: Dreaming of Adventure
4 Lectures 13:54
Classic Content Marketing and Content That Inspires

Channels: Content Amplification & Audience Building

Touchpoints: Converting Audiences Into Prospects

Inspiration Stage Summary
Consideration Stage: Planning The Next Adventure
4 Lectures 11:32
Consideration Stage Overview

Content That Informs and Educates

Informative Resources For Decision Making

Consideration Stage Summary
Discovery Stage: Preparing To Book
4 Lectures 09:57
Discovery Stage Overview

Channels: Building A Search Magnet

Channels: PPC Search Retargeting

Discovery Stage Summary
Decision Stage: Booking The Trip
2 Lectures 05:18
Decision Stage Overview

Maximizing Conversions
Retention Stage: Memories & Relationships
4 Lectures 08:46
Retention Stage Overview

Channels for Customer Retention - Email Marketing

Channels for Customer Retention - Social Media Curation

Retention Stage Summary
Building A Content Strategy
8 Lectures 20:17
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
About the Instructor
AdventureEDU .
4.1 Average rating
54 Reviews
181 Students
4 Courses
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.