Developing a content strategy is the best approach to measuring the success of your content. Creating unique content that is engaging and persuasive can be time-consuming so it pays to ensure your efforts are not wasted. Here are several questions that you can use as the basis for your strategy.

  1. What is the case for developing a content strategy? How does it fit in with your business goals? What are the benefits and the risks associated with the strategy?
  1. How would the content strategy fit in with your overall marketing strategy to achieve those business goals?
  1. What are your content strategy goals and how and when will you measure them?
  1. What are your competitors doing when it comes to content?
  1. Who are you trying to engage? Who is your target audience? What are their behaviour patterns? What are their content consumption patterns? Where are they located? What language do they consume content in? What are their challenges? (If you have more than one target audience, you will need to profile for each.)
  1. Do you have the relevant brand information to create consistent content, such as a tone of voice document that defines your communication and differentiates you from the competition?
  1. What are you key messages that need to be included? What are your brand messages that need to be included? Do you have a list of key words for SEO purposes?
  1. What channels / platforms will you use to distribute the content?
  1. Who in the company will be responsible for distribution?

Further reading:

Global Content Trends

Making Social Media Work For You

How Blogging Can Help Your Social Media Efforts

Why Blogging Is Good For Business

4 Ways To Improve Your Online Presence


All Travel Ink Content Packages include a content strategy. Save time by using our team of professional writers. Email or call + 971 4 368 0882.

Karen Osman
Karen Osman
Originally from England, Karen has lived the ex-pat life for the last 15 years across Asia, Europe and the Middle East. After completing a B.A. in Linguistics and English Language at the University of Durham, a two year period teaching in Tokyo was the start of a career that combined her two great loves; travel and the English language. Moving to Dubai in 2004, Karen engaged in a sales, marketing and public relations role for a luxury hospitality company. It was a great opportunity to develop communication for luxury brands, gaining experience in writing and adapting copy for both off-line and on-line channels. After identifying a gap in the market for specialised writing services for the travel, tourism and hospitality sector, Karen set up Travel Ink in 2011, steadily building the business to include some of the most high-profile hotels, airlines and tourism establishments in the region. In addition to her role as Managing Director, Karen is also the Travel and Tourism Chair Person for the British Business Group and a committee member of Business Network International.

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