Matt Barker, CEO at Horizon Guides, talks about the 'enshitification' of the travel content world - how for the past 10 years every brand and company has tried to become a media company and publisher on the side, with disastrous results. His company Horizon Guides uses specialist writers and niche topics to offset this, trying to expose people to unsung places and experiences, rather than the tired and over-subscribed ones.

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Also covered:

Trying to stand out by being blisteringly honestThe niche benefits of being a small publisherThe commissioning policyWhen and how to use ChatGPT in travel writingHow Google's algorithm affects travel publishingHow 'information gain' can help with SEOWriters and the need to create a 'knowledge graph' with GoogleUsing email lists to offset Google's changesUsing intuition, not playing the SEO gameOne project that didn't quite die

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Keywords: travel writing, travel blogging, travel content creation, demand generation, niche travel, honest travel reviews

Want to stand out as a travel writer? This video explores unconventional content creation and the power of honest reviews in the travel industry. Our guest, Matt Barker, founder of Horizon Guides, shares his journey from marketing to travel writing and the challenges of today's travel media landscape.

Key Points:

The "enshitification" of travel media: Most travel content focuses on marketing destinations, neglecting the downsides. (10:00)

Horizon Guides' approach: They focus on niche experiences and lesser-known destinations, providing honest reviews with a focus on reality. (5:24)

Demand generation vs. demand capture: Creating content that sparks interest in unexplored places, not just catering to pre-existing trends. (6:35)

Using email sequences to nurture leads: Capture website visitors and slowly introduce them to alternative travel options. (11:30)

The importance of writer experience: Google prioritizes content with authority and verifiable expertise. (24:59)

AI writing assistants as tools, not replacements: AI can help research existing content, but human writers craft unique and insightful perspectives. (17:44)

Is churning out generic travel content leaving you uninspired? Learn from Matt's innovative approach and discover how to create content that resonates with travelers seeking authentic experiences.

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