Learn more about this course.

Creating your content

Zelda’s business offers personalized travel planning for adventurous young adults and families avoiding package holidays. With limited social media us

You’ve now had the chance to work through your thoughts on the content plans for the case study in Step 1.12: Zelda’s small business.

In this step, you’ll see some additional suggestions on how to approach shaping your content ideas based on the information you have available.

You already know a little about the case study for Zelda’s home-based travel logistics business and the target audience. In summary, here’s what they offer:

organise independent travel itineraries
advise on best options for transport and accommodation
create bespoke activity packages relevant to the audience specialist interests
aimed at 20-30 year olds looking for adventure-filled independent travel
caters for families with children looking to avoid package resorts.

Contact with the audience is via low-level social media activity on Twitter and Instagram, and an under-used company website. The email newsletter could therefore be a good way to keep in touch with the high number of repeat clients, increase her customer base and increase the number of bookings.

Look through the activity, Create Your Content, to see some tips on how you might plan your approach to the newsletter, including the type of content to include, the tone and style you might adopt, and the key words to feature to encourage audience response.