I’ve spent the last few years discovering what works for content marketing, especially for tourism boards, tour & activity operators, and other brands in travel. So much of it has come down to experiences and stories.
I've wanted to share that knowledge.
During my time in travel, I've published hundreds of thousands of words of content, built content marketing teams, and interviewed destinations and operators for research reports. I've led content projects to help tens of thousands of experience providers – big and small – and several destinations to get more bookings and understand their industry. I've got to see what the most successful tourism businesses have in common and what goals and pain points they most need help with.
Since moving on to start my own businesses, I've looked at travel under the microscope from other directions. I've worked with tech providers and seen the travel landscape from their bird's eye perspective. I got some time to play with creating some B2C content – working with Switzerland Tourism to promote their hiking trails with content that inspires visitors to spend time in the incredible Swiss Alps.
And for the last four years, I've shared my own adventures online, whether it's climbing Fuji in Japan or Mount Toubkal in Morocco, walking 400km across Switzerland, or swimming in glacial lakes every week throughout a winter.
Experiences and stories have been at the heart of my content marketing philosophy, as well as so much of my wider life and work.
In this book, I'll show you everything I've learned about how stories can power your own brand's success. I'm looking forward to sharing it with you later this year.
Founder of The Content Brand, consultant, writer & adventurer.