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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.
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|Section 1: Introduction & Learning Objectives|
Introduction to AdventureEDUPreview
Introduction and Course OverviewPreview
What is Content Strategy?Preview
Learning Objectives OverviewPreview
Understanding the FunnelPreview
|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
|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
Content ROI - Goal Values
Content ROI - Content Drill Down
Content ROI: Channel Drill Down
Content Strategy Overview and Next Steps
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.