Even as the world starts waking up again and popular summer destinations, like parks, campgrounds, and beaches, are starting to reopen, not everybody is comfortable with just getting back out there just yet. Some are turned off by the social distancing rules. Some just don’t feel safe yet doing the kinds of things they used to do without threats like COVID-19 intruding on their good time.
As responsible content marketers, it is our job and responsibility to be sensitive to the needs and concerns of our readers. We cannot perpetuate fear, but we also cannot encourage irresponsible or risky behaviors. Many people find home and the things familiar to them to be safer than places they’ve never been or that are far enough away from home to remove that perceived safety net that comes with familiarity.
The fact is, no one place is really safer than another. There is a lot to think about these days when deciding how and when to break quarantine and get back out among people. In this volatile travel market, it is necessary to position ourselves as allies with local authorities and individuals alike. We want to encourage safe fun and play, but we also want to encourage people to keep themselves and others safe.
One of the simplest ways to do this is to focus on staycations. The concept of the staycation is even more in the foreground this year with so many people out of work and struggling to keep the bills paid. Add to it the confidence that comes with being close to home, and you have a recipe for a successful blogging campaign.
So, how does a responsible blogger mesh people’s desire to get out with the need to stay safe? It comes in how we frame our messaging. This is not an article that I’ve designed to give you blogging ideas. We have other content on our blog that can help with that.
This time around, I want to focus on our responsibility to put people’s needs first. They need to be safe, but after months of isolation, they also need to get out. So, how do successful travel content marketing professionals strike that balance? I have a few suggestions that I think will help you maintain your credibility and your readers’ trust and loyalty.
1. Choose Less-Popular Activities and Venues
People love hiking, fishing, swimming, and all the things that make up the perfect summer season. It can be communicated effectively that your readers need not abandon the idea of taking part in these activities. Rather, just find less-populated places to do them.
Instead of ocean beaches, talk about smaller swimming venues, like lakes and hidden swimming holes that don’t get that much tourist traffic. Swimming and fishing locations that require hiking and are not directly accessible from a parking lot are great places to direct social distancing fun-seekers. Encourage midweek excursions to limit the probability of encountering too many strangers or large congregations of people. Research the locations about which you want to blog and give good advice on days and times to visit that are less trafficked than usual.
2. Blog About Backyard Products and Activities
A growing trend in staycations involves outdoor “drive-ins” and screen-centered activities. Why not start up a blog about backyard movie equipment, like inflatable screens and digital projectors? Make an event out of it with some new barbecue equipment. Along those lines, you can play up popular movies and streaming services that can be streamed via smartphone and projected directly onto a backyard screen.
You could also blog about different grilling methods and offer recipes that put a new spin on the whole concept of backyard grilling. Use plenty of descriptive language. Let people see themselves having vacation-level fun without ever leaving their own backyards.
Keep costs in mind and try to focus on products that have the right balance of quality and affordability. This becomes an even better idea when coupled with a backyard staycation-themed e-commerce site. Offer products that can be drop-shipped, so they pass through fewer hands and allow you to fulfill orders without ever touching the product.
3. Blog About Social Distancing and Safety
Make your readers feel more comfortable about going out by continuously educating them on the best ways to remain safe. You can even make this a product-based blog by spotlighting items like fashionable masks, tents, and sanitizing products that help prevent the spread of germs: “Top X Reasons to Use Beach Tents for Social Distancing,” for example.
No matter what your blog theme may be, this concept should be part of it. You will also earn major points by explaining why you are making the recommendations in your posts. We’re all being told what to do on an almost minute-by-minute basis. Understanding why it’s important and what our actions and behaviors do to help flatten the curve is of far greater value. Weave this messaging into all of your travel blogging efforts until the threat is neutral.
4. Don’t Keep Fear in the Foreground
COVID-19 is a touchy subject, and people respond to even just the mention of it in a variety of ways. Don’t present the virus as a looming threat. Rather, present your ideas in a manner that makes people feel in control, proactively motivated, and confident. That said, don’t instill false confidence.
Research all your claims. A beach tent by itself isn’t a deterrent; how that item is used can be when done right. Presenting the information in this way helps frame your messaging as trustworthy. Examine the pros and the cons. Be transparent about the risks, but emphasize the concept of prevention and self-protection. This tells readers two things: that you are on their side and that you have a genuine concern for both their safety and their sanity. We need to leave home eventually, even if it’s just to go outside.
This is a difficult time for vacation and travel blogging, but it doesn’t need to be put on hold. I hope you will use my suggestions to develop a powerful and lucrative blog. I also hope you’ll reach out to our talented team of travel copywriters for help and support when you need it. Regardless of how you approach your blog, we at Beez hope you stay safe and that you guide your readers into some safe staycation fun during this summer of social distance.
