19. http://bit.ly/kaizen-travel@bobbibrant
“We would recommend going down the route of
content collaboration, where both parties contribute to
create something more authentic, meaningful and,
ultimately, shareable. “
- Colin Carter, Director at weather2travel.com
“Partnering with travel bloggers can be effective if you
approach it holistically and take referral traffic and the
halo effect of their social media reach into account
beyond just the link.”
- Jamie Starr, Head of Marketing, Day Out With The
Kids
22. http://bit.ly/kaizen-travel@bobbibrant
Question Words?
is the most common and effective
question word to have in a title -
mostly thanks to ‘how to’ guides
Surprisingly for travel, ‘where’
titles don’t add a huge amount
apart from social shares
titles are more prominent and
perform slightly better than where -
mostly instructional
27. http://bit.ly/kaizen-travel@bobbibrant
Not Just for Travel...
“While this project was travel focused,
I noticed a lot of similarities with the
research we conducted on content in
the FinTech sector - particularly in
terms of interactives and titles with
question words performing well.”
- @roblnewnham, Lead Researcher
28. http://bit.ly/kaizen-travel@bobbibrant
Key Takeaways
◆ Interactive content is the most successful and
reliable for all metrics
◆ The interactivity must be central to telling the
story of the content
◆ Influencers and videos may work well for brand
awareness & other metrics but have less SEO
value
◆ Question words in titles marginally improve
performance - particularly ‘how to’ or ‘why you
should’
◆ If you’re using a location in the title make it
specific