Understanding Content Marketing for Tourism

You’ve probably heard the phrase “content is king” more than once. And while marketing trends come and go, content has proven to be a solid foundation for destination marketing—not a passing fad. When I joined the team at TAP (formerly Break the Ice Media) back in 2011, content marketing was the new buzz word. Some said it wouldn’t last. Facebook was “on the way out.” That was 15 years ago—and yet here we are, still writing blogs and social posts. And as social media has evolved and video content has become top dog on many platforms, we’ve added the Reels and TikToks full of trip inspiration. 

So what is content marketing, exactly, and what does it have to do with social media? More importantly, why is it still one of the most powerful tools in your tourism marketing kit?

What is Content Marketing?

Let’s start with the basics. “Content” is any kind of consumable, informational material. This blog? Content. Videos, newsletters, infographics, podcasts, white papers, ebooks—they’re all content too.

Marketing is how we promote a product, place, or service. Content marketing is using that information—the blogs, the guides, the visuals—to connect with the right people at the right time. It builds trust. It shows expertise and provides value. At its most basic level, the content educates the consumer on the topic at hand, which helps them to feel more confident choosing you over someone else.

What does content marketing have to do with social media?

In short: everything.

Content marketing predates the internet (hello, travel brochures and visitor guides!), but social media amplified the need for content exponentially. Social platforms are how content spreads today—whether it’s a heartfelt TikTok from a local business or a photo essay on Instagram about your destination’s hidden gems.

Social media is the ultimate delivery tool for content marketing. Instead of mailing postcards or pamphlets, a simple share button can put content in front of thousands of people at once. On the flip side, social media needs content to share in order to fill its feeds and engage followers – for both individuals and organizations. That’s how accounts grow and communities engage. Whether you’re a DMO, a tour operator, or a museum in a small town—if you’re active on social, you’re already doing content marketing.

Why won’t Content Marketing go away?

Simply put, content marketing won’t go away because it always has been, and always will be a big part of marketing. Consumers want to know more about what they’re buying, and who they are buying from—or visiting.

As long as travelers are searching for stories, seeking out tips, and scrolling through ideas, content marketing will be there to guide them—and the increasing desire for connection to people, places and stories will ensure that content remains king.

So what makes great content?

Now that we have the basics down, let’s dive a little deeper.

Many marketers turn to the Content Marketing Institute for a definition of content marketing. I’m partial to this roundup on Linkedin for an answer to “what is content marketing.” These definitions go beyond the basics and aim to define great content marketing.

You don’t need a big budget or a viral idea. Here are the essentials of great content for marketing:

Provide Value.

Great content should should teach, inform, inspire, or offer something useful. There is substance to it, and it provides value in some way to the target audience.

Stay Relevant.

Talk about what matters to your audience. Highlight what’s unique about your destination or service. Talking about something off-topic does nothing to help a marketer promote their product or service; additionally, it’s not interesting to the consumer, and it can prevent algorithms from showing your content to the right people.

Educate.

One of the best ways to be valuable and relevant is to give your audience some new knowledge. People want to learn something new—whether it’s travel tips, itinerary ideas, or how to support local.

Show (Don’t Tell).

Let your content demonstrate your strengths. Don’t just say you’re welcoming—share a story that proves it. Content marketing is a great way to demonstrate expertise rather than saying it over and over. Shorter, sales-focused messages purport your expertise, but longer form content gives you a chance to really show off.

Engage & Entertain.

Be human. People connect with personality, authenticity, and a little charm—even in B2B marketing. When you’re marketing to a business, you’re still talking to people, so content needs to be engaging and entertaining, no matter what you’re promoting.

Don’t Be Salesy.

Honestly, if you are a business or organization, people know you are selling/promoting something. While it’s great to have a call-to-action, with content marketing the action is usually softer and leads the customer to more content or another way to engage with you. You’re building relationships: that takes trust.

Be Compelling & Attractive.

I love the 13th quote in the content marketing Linkedin roundup from Rebecca Lieb, Conglomotron LLC. She says “…it’s a pull strategy — it’s the marketing of attraction.” It’s a way of pulling the audience in with great information about your topic.

Content Marketing that Works for Tourism

Chances are, content marketing is already part of what you do. Whether you’re publishing a blog post, filming a behind-the-scenes video, or sharing a traveler’s photo—you’re telling a story. You’re building a connection.

Now that you understand content better, you can more effectively work it into your strategic marketing plan.

Learn more about content marketing for tourism:

• Marketing and PR Strategy with the PESO Model
• Social Media Strategy Building Blocks
• Owned Media Foundations: How Your Website, Email, and Blog Support Tourism Marketing