They tasked us with revising their content strategy to target a key audience, the ‘ultra-high earners’, which they knew very little about.
The Thinking Traveller is a high-end villa rental company offering Mediterranean accommodation. They were struggling with their blog content, which was low-performing and unfocused, generating low organic traffic and very few conversions. They tasked us with revising their content strategy to target a key audience, the ‘ultra-high earners’, which they knew very little about.
We used GWI to interrogate their audience, using a set of parameters including income and travelling habits. We focused on psychographics to find out what made them tick and found that they were very socially responsible and big on supporting local businesses. We also undertook keyword research and dived into Instagram data to find out what our audience was searching for.
Using this information, we followed a ‘hero-hub-hygiene’ model to create a content calendar designed to engage our audience, drive traffic and attract coverage from relevant publications to increase their brand awareness and online visibility.
Search-led (Hygiene): The Thinking Traveller had concierges who were brimming with information about the best backstreet restaurants and high-end activities to do in each area. We leveraged this to create highly informational blog content that only a true local would know to target the terms our audience was searching for.
Data-led (Hub): We identified experiences, requirements, and questions about the areas our audience searched for most. We used free Instagram and search data to create link-worthy content to attract coverage from relevant publications and increase brand awareness.
Insight-led (Hero): Armed with insight into sustainability and social responsibility, we launched an awareness day called ‘The Thoughtful Traveller’ to encourage tourists to leave reviews for businesses abroad affected by the pandemic. Read more on this hero piece.
+300%
Increase in organic visibility
+169%
Increase in traffic YoY
+313%
Increase in average time on site
>£200k
Worth of free coverage
350
Membership requests and >100 new reviews for small businesses that we can attribute to The Thoughtful Traveller Day
We exceeded their expectations by interrogating their audience and using these insights, together with free available data, in an innovative and clever way. This creative interpretation of data truly solved their problem and delivered these impressive results.
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