Lets Get Serious About Content 4

Great Content Will Be the Number 1 Most Asset for Travel Websites in 2013.

Relying on poor quality, or duplicate content simply no longer works. There are of course many ways of getting compelling content, the simplest of course being to just

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write the stuff yourself.

If you are only interested in targeting a couple of locations or hotels, that would work

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well – the problem is if you want to scale to hundreds or even thousands of destinations.

We often suggest to our partners that they use a content production company. There lots of choices these days, with their business models generally being content “marketplaces” where you as a client would order a certain number of pieces of content, then a writer or group of writers would bid on fulfilling the contract.

Results can be very good from these companies (otherwise we wouldnt recommend them), but the drawback is that you are likely still dealing with authors who havent necessarily been to the place they are writing about. It is of course possible to research the destination and write a compelling description, but nothing replaces personal experience, and pasion for the subject.

Travel Bloggers

Travel Bloggers generally write better content as travel is either a hobby or a profession – either way, this group is far better qualified to produce this kind of information.

Here at EAN we love

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innovating and trying new things out. With this in mind, we are looking into building a way to connect bloggers directly with some of the worlds largest travel sites.

The profile of who we are

looking for is:
People who have been to the places they write about – and would be interested in seeing their content on major travel sites.

This would of course be fully credited back to you, with your name, photo, details and so on being published alongside your contribution so you can raise your profile in the community. We are studying how payments could work in future as well, but thats currently undecided.

We want people that will be proud of what they have written!
If that sounds like something you would be interested in, we would love to hear from you:

About Martin Macdonald

Martin is Inbound Marketing Director at Expedia EAN. In his career he has executed organic campaigns in industries from Gambling to Entertainment before moving to Travel. He is a regular speaker at conferences worldwide about inbound marketing, and regular writer and contributor to respected publications on the topic.

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4 thoughts on “Lets Get Serious About Content

  • Chase Buckner

    Hi Martin,

    I just filled out the survey but didn’t see anything about international travel blogging. I’ve been living in Puerto Vallarta, Mexico for almost four years now and would be interesting in blogging about any cities/regions within the country if you will be connecting with sites that cover international material.


    Chase Buckner

  • Martin Macdonald Post author

    Hi Chase,

    thanks for filling in the survey – we will be rolling this out to all destinations globally providing the beta test of the concept works. As you will have seen in the survey at the moment its rather US centric, that was just done to try and make the data manageable as I need to demonstrate that its a workable concept.

    Im hoping to have a further rollout of major destinations in January, and looking at it globally shortly afterwards.


  • David Whitley

    If payments are something that might be worked out in future, you are not getting serious about content. You are trying to get content for free. And, guess what? That content isn’t going to be very good.

    Getting serious about content means paying for it.

    • Martin Macdonald Post author

      Hi David,

      thanks for your comment, its probably my fault for not being clearer on the point.

      We ARE thinking about how payments could be worked out, but lets be totally clear about the point here – this is not something that EAN will be including in our API or roadmaps, its more of an ad-hoc project to see if we can create a marketplace where content producers can be matched up in a totally transparent environment with companies that need content.

      Therefore, while we appreciate that of course professional writers need compensating for their efforts, its not something that we have any particular desire to get in the middle of. We would much rather just act as an introduction service between two parties who would then arrange details.

      As I mention though, this is more of a proof of concept right now than any kind of business idea, so if its something you might want to be involved with in future, feel free to sign up for the beta test!