Content management

The Natural Adventure had incredible products, a beautiful story, an inspiring cause, and a team full of experts - but the content wasn't telling that story effectively. Blogs lacked structure and purpose, tour and destination pages were outdated, Instagram wasn't engaging, and newsletters lacked consistency. Most importantly, the content wasn’t working together as a whole. What the brand needed was unity, consistency, and clear direction.

Key actions

Defined the core content areas essential to The Natural Adventure’s growth.
Prioritised actions based on urgency and commercial impact.
Established a structured, systematic process for content creation across all channels.

Approach

Prioritised storytelling and emotional connection over simply pushing products, recognising that holidays are deeply personal, emotional purchases.
Aligned content to support every stage of the customer journey, from awareness to retention.
Balanced data-driven insights with creativity to achieve both impact and authenticity.
Introduced a dedicated content specialist to ensure consistent, high-quality execution.

Key results

Before

After

Destination pages were empty and offered little value to customers.

Revamped all 50+ destination pages with fresh, SEO-friendly content that both supports customer research and boosts discoverability.

→

Blog posts were published on an ad-hoc basis without clear direction.

Introduced a structured blog strategy with defined content pillars to support research, highlight expertise, promote products, and educate on responsible travel. Produced 250+ articles over three years, driving a 90% increase in organic traffic in 2024 alone.

→

Social media treated as a side project.

Positioned Instagram as a key channel to build trust, inspire, and educate. Introduced a consistent posting schedule (3x per week) featuring customer reviews and blog content. The feed came alive with a strong sense of adventure and community, and followers grew organically from 1k to 14k.

→

Tour pages were cluttered, inconsistent, and difficult to navigate.

→

Refined content across 500+ tour pages and enhanced layout using user behaviour insights, making information clear, engaging, and conversion-focused.

Inconsistent newsletters

→

Turned newsletters into a core channel for nurturing and conversion. Introduced a weekly schedule balancing inspiration, education, and sales. Refreshed the design to align with the brand, and continuously tested content to learn what resonated best. Built partnerships and promotions to grow the database. Result: subscriber list grew to 30k+ with a consistent 50% open rate.