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Connect through content - part two

Capturing the attention of potential travellers is more critical than ever. If you want to make a connection, you’re going to need to know how to tell a good story that works across channels (Facebook, website, Instagram etc.). 

If you have already discovered your story, it’s time to learn how to tell it.

1. Great beginnings. Busy readers take seconds to decide whether to read past your first sentence. Open with something provocative, funny, surprising or awe-inspiring, and then make them want more.

2.  Add some drama. Travel Alberta Global Content Manager Tom Babin points out the foundation of storytelling is conflict. “It doesn’t have to mean a disagreement, but your story should have an element of urgency, drama, suspense and emotion – a sense of accomplishment, a challenge taken or a goal reached.”

3. Tell, don’t Sell. Stories aren’t advertisements. Both are important, but they connect with customers in different ways. Stories focus on experiences, not marketing jargon, price points or lists of amenities.

4. Show, don’t tell. People better remember stories that evoke emotions and senses more than facts. Don’t tell them why your attraction is thrilling. Show them through vivid descriptions and anecdotes.

5. Choose your words carefully. Travel articles are often peppered with cliché, generic words like “stunning,” “bustling” or “beautiful”. Look for language that’s specific to what you’re describing and write as if you are talking to a friend.

6. A picture is worth a 1,000 words. Yes, the story is important, but make sure you also have great photos and video to complement your words.

For more information about storytelling best practices, visit the ATIS Resource Hub and follow this quarterly Travel Alberta Story Series.

Next time, we’ll talk about how to best share your story with your audiences.

Travel Alberta