Writing effective blog posts for your experience business

A blog is a great way to promote your experience business, offering readers valuable content and helping them form an emotional connection with your business. Whilst writing articles can seem like a barrier, it needn’t be complicated. As a business offering great experiences, you already have plenty to talk about - it’s just a matter of writing it down!

If you’re not sure where to start, we recommend building a simple content plan for your blog. Once you’ve done this, you can write articles in bulk and schedule them in advance. 

Silence your inner critic

There’s nothing worse than a blank page for stifling your creativity. Your best bet is to start putting words to paper, and try not to get too hung up on the quality of your writing at first. Once you’ve written your article, you can review it and straighten out any unclear sentences or mistakes.

Include a call-to-action

Make sure that every article contains at least one call-to-action, or CTA, providing your customers with a link to your booking page. This should come near the beginning and/or the end of your article. CTAs to consider include Book here, Find out more, and See available activities.

Plan a structure for your article

Make a few bullet points outlining the main things you want to get across to your audience. This will help break the article down into bite size chunks. Knowing which kind of article you are writing will also help keep your writing on track.

Example

A Kent-based watersports business wants to promote vouchers as a gift idea in the lead up to Christmas. Under the title 5 activity gifts for adventure seekers in Kent, they plan out a simple structure for their article:
Introduction with CTA

• Section one: Stand-up paddleboarding
• Section two: Kayaking
• Section two: Surfing
• Section three: Windsurfing
• Section four: Kitesurfing
• Wrap-up with CTA

Each section will be around 100-200 words, making it easy to write the article in stages.

Write in plain English

You don’t have to write like Shakespeare to get an audience. In fact, you definitely shouldn’t write like Shakespeare - you should write like you! Stick to plain English and focus on the value you can provide to your readers. Keep it short, simple, and to the point.

It’s a blog - not a sales pitch

From a marketing perspective, a blog’s main goal is to encourage readers to book onto one of your activities. But you should avoid focusing too much on ‘selling’ whatever it is you’re writing about. Instead, focus on being informative and evocative. 

Articles that provide genuinely valuable content to readers will serve the larger goal of driving them towards making a booking. That’s because these kinds of articles convey that you are a trustworthy, experienced, and honest business willing to offer advice and insight into your area of expertise.

Include inspiring imagery

Once you’ve written your article, it’s important to add some great pictures. Imagery is extremely important - your pictures should be vibrant, emotionally engaging, and of a high quality. Where possible, use images that show people enjoying the activities you offer, so your customers can get a sense of what it might be like to try these activities themselves. 

We hope this article has helped inspire you to start marketing your business via a blog. If you want to find out more about how blogging can benefit your experience business, check out our article on the subject. And be sure to visit the eola Academy for more tips and tricks.

We hope you found this article helpful and informative. Be sure to check out our complete guide to blogging for experience businesses and activity centres for more!

For more marketing tips and ideas, visit the eola Academy, and give us a follow on Instagram for all the latest updates.

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