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At Travel Alberta, we collaborate with talented local creators whose inspiring content enhances our channels. We provide a platform for these creators to share their expertise with Alberta’s tourism industry in our series Creator Spotlight.

Compelling digital content can help industry members grow their business by reaching potential travellers through social media, their website, and travelalberta.com via ATIS. This series empowers Alberta’s tourism operators to learn from the best in the industry.

In the next instalment of our series, Jody Robbins, a distinguished freelance lifestyle journalist and blogger, offers tips on how to create compelling content to market your tourism business. Written content varies in form and function, from long blog posts to short social media captions and engaging ATIS descriptions. It also supports business needs like media announcements and business plans, helping you put your best foot forward in any situation.

You may recognize some of Jody’s work on our consumer website, including articles like 10 Amazing Things To Do In Bragg Creek, The Most Unique Accommodations, And Reaching For The Stars In Jasper.

From teaching to freelance writing, a journey worth 1000 words

Although she’s been a freelance writer for the past 15 years, Jody’s journey to becoming a full-time freelance writer was anything but conventional! Jody transitioned from teaching English in Japan to working in marketing for a technology company and it was during this time that Jody discovered her passion for writing and travelling. In 2010, she sent her first freelance pitch to a local newspaper, marking the beginning of her writing career. Eager to hone her craft, Jody immersed herself in learning through a weekend course, books, and extensive research.

Five Tips to create compelling written content

Writing compelling written content to promote your business might seem like a lot of work, but it makes a huge difference for travellers. A study by Expedia found that travellers rely on a mix of online and offline resources during this initial trip inspiration phase, including social media (71 per cent), travel blogs and online review sites (49 per cent), and destination websites (45 per cent).

Tip #1 – learn about marketing strategies and tools

You don’t need a marketing background to write compelling copy. Take some time to learn about marketing strategies like search engine optimization (SEO), keyword placement, and value propositions, to effectively engage and convert travellers with your content.

Tip #2 – it takes a village to succeed!

Gather your community, whether it’s coworkers, friends or industry peers, and recruit their knowledge or experience to help. They might be able to proofread, share what has been working for them, or edit your content from a traveller's point of view, helping you hone your copy.

Tip #3 – everyone’s first draft is terrible

This is a universal experience for any writer! Start with a brain dump and get your thoughts on paper. From there, you can incorporate marketing strategies or edit to craft a storyline. Once your first draft is complete, take a step back from it and approach it with fresh eyes later.

Tip #4 – use tools available to you

From books and resources to digital aids like writing assistants and voice recorders, there are countless ways to support your writing journey. Don’t forget to take advantage of them! Jody recommends Grammarly for spell-checking and Voice Memos for thoughts or interviews on the go.

Tip #5 – be authentic, be human

More often than not, your audience wants to see the company’s human side. Whether through written or visual content, showcasing this aspect fosters genuine connections. Jody emphasizes that making mistakes is part of creating authentic content. In fact, some of her best-performing pieces highlight the human elements over a polished, scripted approach.

Jody’s most memorable

Since beginning her career as a full-time writer, Jody has taken on a wide variety of writing projects. One of her most memorable assignments was for LEAP, the Alberta Cancer Society’s magazine, where she wrote a heartfelt piece about travelling with her mother, who had stage 4 cancer. This experience underscored the importance of her role as a writer in creating meaningful and resonant content for her readers. In recognition of her diverse body of work, Jody was honoured as the Travel Media Professional of the Year by the Tourism Association of Canada in 2023.

When we asked Jody which Travel Alberta project was her favourite to work on, Jody looked fondly on her Heartland Itinerary which took her back to her small-town roots and an article she wrote about Alberta’s geological wonders (stay tuned!).

Jody Robbins Biography

Jody is an award-winning lifestyle writer, recognized as the Canadian Travel Media of the Year by the Tourism Industry Association of Canada (2023). She is the wellness columnist for the Calgary Herald and pens syndicated travel features for PostMedia News, Toronto Star and Zoomer magazine. Additionally, Jody helps DMOs share their story by writing for Travel Alberta and Banff Lake Louise Tourism websites. In 2023, Reader’s Digest named Jody as one of Canada’s top travel influencers to watch. She is a frequent guest on Global News, CTV and CBC, sharing travel tips and destination advice. Prior to freelancing, Jody spent four years living in Japan and five years managing a European sales channel for a not-so-sexy AV company.

Join our Creator Community!

Interested in joining Travel Alberta’s Creator Community? We’re always looking for creators passionate about capturing the moments that make Alberta unforgettable.

Apply Now!

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