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The Key Components of a Jaw-Droppingly Good Tourism Blog

By Paige Rowett
Published on March 21, 2015

Content Marketing is more or less the creation, publishing and sharing of hugely engaging content online (as it relates to attracting and converting more of your Ideal Customers), with a blog being the main publishing platform for this content.

To learn why blogging is a crucial online marketing tactic for the tourism industry, then quickly pop over (and back) to my post titled 9 Reasons Why Blogging is Essential for Tourism Businesses, as this will give you some insight into the strategic purpose of having a blog.

This purpose of this post, however, is not to convince you to start a blog on your tourism website, but to ensure that the blog you have got set up it is geared for maximum conversions!

1. Get your Blog Design Right

A good blog section will have a number of fundamental design elements that are geared toward offering a easy interface for users, optimisation for search engines, and also optimised for conversions.

Blog Home Page Design

Structurally, at a minimum your blog home page (which is like this page on our website – where all of your blog posts are listed) should have the following components:

  • Post Title
  • Large Feature Images for each blog post
  • Excerpt of text (that you can optimise for each individual post – rather than it being automatically generated)
  • Read More button for each post
  • Author’s Name, and date of post (which can be helpful for those looking for posts written by certain people)
  • Next and Previous Post buttons (so users can scroll through the posts)

Single Blog Post Design

In addition to this, each single blog post (like this one you are reading) should feature the following design elements:

  • Post Title
  • Author’s Name and date of post
  • Feature image (same one featured on blog home page)
  • Social Sharing buttons (best locations are floating on the left hand side of the content, up the top of the content, or directly after the end of the post)
  • Author Biography
  • Relevant call to actions (sales/emarketing, depending on your objectives for the page)
  • Comments section (always best to allow option for users to login using their Facebook account, or use a plugin like Disqus as users may not want to create an account with your website just to post a comment).
  • Next and Previous post buttons
  • Some websites feature a ‘related posts’ section, but it depends on what the main call to action is for your Blog and overall website

2. Produce a content calendar

While you are getting your blog set up, you will need to be thinking about what you are actually going to write about!

In our post 3 Tourism Content Themes that Attract & Convert Customers, you can learn all about what content themes you need to create in order to increase engagement and conversion of your most profitable prospects – your Ideal Customers.

Once you have decided what themes you are going to write about, then start making a list of potential stories/topics that you can write under those themes, and then pop them in an excel document where you can map out your blog posts with your blogging frequency.

3. Craft compelling content

With 80% of online visitors prepared to watch a video in it’s entirety, and only 20% willing to read a full piece of text on a webpage, it is clear that if you want to fully engage your website audiences, you need to be using more than just words on a page!

So, once you have you blogging topics and frequency mapped out, it’s time to get creative! You should be thinking about what mediums you can use to further engage your blog readers in the content you are sharing. This includes photos and videos that you have created yourself, to support the text component of your post.

Also, you will need to take into consideration the way people consume information online, and how you need to structure your copy, to ensure you are giving yourself the best opportunity to convert more of your blog readers into customers.

Although Tourism & Events Queensland is a State Tourism organisation, they do a brilliant job of creating hugely compelling content on their Hello Sunshine Blog, using a variety of mediums.

Visit Tourism Queensland Blog >

4. Get your article some Google Love

Creating content on a blog is the fundamental step in your Search Engine Optimisation Strategy. So when writing your blog posts, you literally have to have to immediately think about how that piece of content could be found in search engine result pages, and ensure that you optimise your article to get as much Google Love as possible!

To get yourself familiar with how to improve your rankings in Google, then you may like to do some extra reading on Search Engine Optimisation > 

It’s time to start optimising your blog!

Now it’s over to you – think about what you can do initially to optimise your blog (eg. what is in your control) and then speak with your website developer (and consult your goals and objectives of course) about some of the upgrades to the design of your blog to ensure that it is geared to convert more of your engaged readers into actual visitors to your business!

Paige Rowett

Paige is a tourism marketing specialist and co-director of Tourism eSchool. Paige is passionate about working with tourism destinations & operators to create sustainable marketing strategies, specialising in marketing strategy, customer advocacy, customer experience, content marketing, website strategy, search engine optimisation & blogging.

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