The Thinking Traveller Case Study | Content Marketing

Services

Content Marketing

Sectors

B2C Services
Travel

The challenge.

The Thinking Traveller, a premier villa rental company specialising in luxurious Mediterranean accommodation, faced challenges with their blog content. Their existing content was underperforming, lacking focus and failing to attract organic traffic or drive conversions effectively.

Recognising the need for a change, they tasked us with overhauling their content strategy to specifically target the ‘ultra-high earners’. This affluent audience was largely unfamiliar to them and they needed a fresh approach to engage and appeal to this high-value group.

Our response.

We used GWI to interrogate their audience, using a set of parameters including income and travelling habits. We focused on psychographics to find out what made them tick and found that they were very socially responsible and big on supporting local businesses. We also undertook keyword research and dived into Instagram data to find out what our audience was searching for.

Using this information, we followed a ‘hero-hub-hygiene’ model to create a content calendar designed to engage our audience, drive traffic and attract coverage from relevant publications to increase their brand awareness and online visibility.

Search-led (Hygiene)

The Thinking Traveller had concierges who were brimming with information about the best backstreet restaurants and high-end activities to do in each area. We leveraged this to create highly informational blog content that only a true local would know to target the terms our audience was searching for.
Data-led (Hub)

We identified experiences, requirements, and questions about the areas our audience searched for most. We used free Instagram and search data to create link-worthy content to attract coverage from relevant publications and increase brand awareness.
Insight-led (Hero)

Armed with insight into sustainability and social responsibility, we launched an awareness day called ‘The Thoughtful Traveller’ to encourage tourists to leave reviews for businesses abroad affected by the pandemic. Read more on this hero piece.

The impact.

We exceeded their expectations by interrogating their audience and using these insights, together with free available data, in an innovative and clever way. This creative interpretation of data truly solved their problem and delivered these impressive results.

+300%

Increase in organic visibility
+169%

Increase in traffic YoY
+313%

Increase in average time on site
>£200k

Worth of free coverage
350

Membership requests and >100 new reviews for small businesses that we can attribute to The Thoughtful Traveller Day

They really spent the time to understand the company when we first began working together. I’ve worked with a couple of SEO agencies over the last sort of eight or nine years and a lot of the time, they’re very numbers-focused, which you would expect – the numbers dictate the content.

I think because Passion spent so long and put so much time and effort into understanding the business, the tone of voice and our position in the market, they’ve provided a unique ability to marry a numbers-focused strategy with a content plan. It’s very much in tune with what we want and it’s the kind of flavor we would expect – I personally haven’t experienced that with another organic search agency.

Dale Bray

Digital Marketing Manager

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