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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/
Citation preview
@andrevankets
Working with travel companies
#1Answer 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 andwrite?
http://leahtravels.com/site/people/my-favorite-place-on-earth-landlopers-edition
@traveldudes@velvetescape @LandLopers @wildjunket
August2012
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(alternative to PageRank)
People metrics Tech metrics
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
56,876 followers2,936
INTERNATIONAL
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 sites 41
INTERNATIONAL
# Linking websites
1,340 sites 41
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 thebest prediction for how a website will perform in
search engine rankings.”
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
#2What 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 benefit to the investor.
www.sarahduff.comhttp://angieaway.com/2011/10/12/hot-air-ballooning-in-turkey/
http://www.sarahduff.com/?portfolio=places#jp-carousel-87
R25K
InvestmentR10K flightsR5K accomR3K foodR2K drinksR5K extras
http://www.sarahduff.com/?portfolio=places#jp-carousel-87
InvestmentR10K flightsR5K accomR3K foodR2K drinksR5K extras
R25K
BenefitCopy
Photos
http://www.sarahduff.com/?portfolio=places#jp-carousel-87
InvestmentR10K flightsR5K accomR3K foodR2K drinksR5K extras
R25K
BenefitCopy
PhotosExposure
TrafficSales
InvestmentR10K flightsR5K accomR3K foodR2K drinksR5K extras
http://www.sarahduff.com/?portfolio=places#jp-carousel-87
R25K ?
BenefitCopy
PhotosExposure
TrafficSales
InvestmentR10K flightsR5K accomR3K foodR2K drinksR5K extras
http://www.sarahduff.com/?portfolio=places#jp-carousel-87
R25K LESSTHANR25K
BenefitCopy
PhotosExposure
TrafficSales
InvestmentR10K flightsR5K accomR3K foodR2K drinksR5K extras
http://www.sarahduff.com/?portfolio=places#jp-carousel-87
MORE T H A N R 2 5 K
LESSTHANR25KR25K
BenefitCopy
PhotosExposure
TrafficSales
#3What do travel companies look for when hiring travel writers and bloggers?
research
25travel companies
marketing managerscontent managersbusiness 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 deadlinesBrand objectives
PortfolioPerfect grammar
Respond well to critiquePunctual with emails etc
Unique voiceFirst hand destination exp
Active on social mediaQuality photos
Travel industry expSEO copywritingAfrica travel exp
Large social media followingWorldwide travel exp
Travelled last 6 monthsQualification
Photoshop skillsBasic HTML
Marketing exp
✓ 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...
Focus on this...1. Meet deadlines2. Brand objectives3. Portfolio4. Respond well to critique5. Punctual with emails etc
6. Grammar & spelling7. Unique voice8. Destination experience9. Active on social media10. Quality photos
Focus on this...1. Meet deadlines2. Brand objectives3. Portfolio4. Respond well to critique5. Punctual with emails etc
6. Grammar & spelling7. Unique voice8. Destination experience9. Active on social media10. Quality photos
www.discoverafricagroup.com/blogskills
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
www.discoverafricagroup.com/blogskills
"A goal is not always meant to be reached,it often serves simply as something to aim at."
- Bruce Lee
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