Private jet content marketing can be widely beneficial for companies in the private aviation space. However, it can be a massive waste of time and money if done incorrectly.
This short yet comprehensive guide will illuminate the benefits of content marketing for the private aviation sector and give you a step-by-step framework to work from.
If you want to work with a professional instead, contact us at Luxury Content to get started on a content marketing strategy tailored to your brand’s needs. Our team has a decade of proven results generating profitable content marketing strategies for medium to enterprise-level brands.
Table of Contents
5 Benefits of Content Marketing In Private Aviation
Content marketing is one of the most effective methods of generating long-term results in the digital marketing space. There are a few key benefits that private aviation companies of all types should be aware of when considering whether to pursue content services.
Improves lead generation and conversion rates
Conversion rates for companies with professional content strategies can be as high as 10% to 15%.
High conversion rates are critical to driving revenue and maximizing the profitability of your private aviation business and the ROI of your marketing spending. That said, the digital space has become highly competitive, and conversion rates are getting tighter across the board.
Content marketing, however, still offers companies willing to put in the work a healthy conversion rate. Different estimates peg the average conversion rate for content marketing at between 1% and 3%. However, this is a bit misleading, as conversion rates can vary significantly across industries and based on efforts.
More interesting to private jet marketing managers is that content marketing conversion rates for companies with professional content strategies can be as high as 10% to 15%. This can go even higher in rare cases, with edge cases reported as high as 25% or more.
The main takeaway is that your aviation business can enjoy high conversion rates with a professionally developed and managed content strategy.
Saves money over other aviation marketing tactics
Over the long run, costs are front-loaded, with the results potentially lasting for years or decades.
Another point that private aviation business leaders can find solace in is the long-term savings potential of content.
Let’s be clear here: content marketing can be expensive depending on your business’s specific needs. However, over the long run, costs are front-loaded, with the results potentially lasting for years or decades.
Upkeep on content is relatively minimal, with ongoing costs much lower than paid advertising, where prices are expected to rise over time and will require more lavish spending for increased results.
Increases opportunities to market to your audience
Content marketing often increases the time a previous or future client will spend engaging with your business.
One massive benefit often overlooked when evaluating the benefits of content marketing is how much it increases your ability to market to your audience.
Content marketing often increases the time a previous or future client will spend engaging with your business. This also increases opportunities to collect things like a person’s email address or other contact information.
Using this increased engagement time and contact information, your business now has more opportunities to promote your offers and the benefits of your services to an audience that is better educated and more engaged. This can lead to a significant increase in sales and improve the likelihood of repeat business.
Allows you to generate authority within the private aviation industry
Increased authority means your target clientele is more likely to see your private aviation brand as the only reliable choice.
Most company stakeholders know that increased authority of the brand in the minds of consumers can lead to more sales and higher profitability.
Content marketing provides opportunities to increase authority within your industry and beyond. Some examples where your image and authority can be directly impacted by content marketing include:
- Content demonstrating expertise and experience
- Improve potential to be a source for reporters and journalists
- Ability to better convey benefits and defining characteristics of your brand
Each of these directly elevates the value of your brand in the minds of consumers. This increased authority means that when it comes time to make a purchasing decision, your target clientele is more likely to see your private jet brand as the only choice, increasing your number of clientele and the amount you can charge them for services.
Provides more opportunities to drive traffic from organic search through SEO
If done correctly, search engines will send you highly qualified visitors, meaning more significant opportunities to convert search traffic into paid clients.
One final point directly impacting your bottom line is the increased opportunities to capture valuable search engine real estate, leading to increased traffic and conversions.
The more content you have, and the higher quality of that content, whether long-form articles or videos, the greater the chance you will be listed as a search result on search engines like Google, Bing, Duck Duck Go, and others.
Depending on the volume of search terms, this can mean hundreds to thousands and even tens of thousands of extra eyeballs on your website each month. If done correctly, search engines will send you highly qualified visitors, meaning more significant opportunities to convert search traffic into paid clients.
It’s critical that you don’t go about your content marketing strategy haphazardly if you want to maximize the SEO potential of your content. For this reason, working with an expert content firm is critical to getting the highest possible return from your content marketing efforts.
What Content Should Private Jet Companies Focus On?
Not all content marketing mediums will be a great fit for private jet companies. Depending on the audience you are targeting, such as family or business travelers, these are the specific types of content you should focus your efforts on producing.
The commonly held belief is that people don’t like to read, so content should focus entirely on video or concise content. However, as of 2023, 77% of internet users still regularly read articles online.
For private aviation companies, there are plenty of opportunities to create content that your specific audience will want to read, including:
- Destination guides for leisure travelers
- City guides tailored to business travelers
- Partnership articles with local businesses (concierge services, rental car companies, hotels, conference centers, etc.)
- Informational articles for first-time flyers
- Other helpful guides that answer questions from potential clientele
All of this content increases the opportunity to help out potential and current clientele and capture valuable real estate on search engines like Google.
Social media allows private aviation companies to reach different audience segments at the right time.
To reach business travelers, you can attract them on LinkedIn through content that appeals to company executives and other stakeholders. Similarly, if you are trying to get wealthy private travelers, Instagram gives you the power to woo these people through tailored visual content.
Regardless of your target demographic, there is a platform they will frequent. This makes social media one of the most versatile and scalable content marketing methods.
The major downside is that platforms can change, and trends are fleeting. So, consulting with a professional who understands your target platforms would be wise if you plan to implement a social media strategy.
Short-form videos heavily overlap with social media content marketing. However, they are not precisely the same thing. Most social platforms have included short-form videos as a component of their platform, especially post-TikTok, when short-form videos have become so popular.
The primary benefit of short-form video is that, when done right, it allows you to convey large amounts of information in short, easily digestible chunks. This makes reaching newer audiences with shorter attention spans who aren’t interested in reading blog articles or consuming long-form videos easier.
Before engaging in a short-form video campaign, you must understand who you are targeting and what they are looking for.
Also, consult with experts who understand the different platforms where short-form videos are popular. It’s not always apparent to the uninitiated what will do well, and each platform has its own set of idiosyncracies that should be understood to maximize effectiveness.
White papers can be an incredibly effective tool for conveying the value of your services to corporate clients.
For private jet charter companies working primarily with corporate clients, white papers can be an incredibly effective tool for conveying the value of your services.
The added benefit of white papers is that they are a professionally recognized medium for conveying information. So, unlike some other types of content on this list, they are more likely to reach corporate stakeholders who decide on spending for business travel.
Some examples of white papers that could be used for private jet charters and other private aviation companies include:
- Flying Green: Sustainability Initiatives in Private Aviation for Environmentally-Conscious Corporations
- Choosing the Right Private Aviation Partner: Key Considerations for Corporate Decision-makers
- Unleashing Global Expansion: Leveraging Private Aviation for International Business Ventures
- Beyond Business Travel: Utilizing Private Jet Charters for VIP Client Entertainment and Special Events
- Time is Money: The Economic Impact of Private Jet Charters on Corporate Efficiency
Creating white papers that strategically serve a business’s needs can be labor-intensive and challenging. Further, knowing the exact tactics needed to get this white paper in front of decision-makers involves specific knowledge many companies lack.
Working with a professional content marketing firm is highly advised to maximize the potential of creating the right white paper and getting it in front of the right people.
Five Steps To Profitable Private Jet Content Marketing
You understand the benefits of private jet content marketing and what types of content will work best in the industry. It’s time to set up a framework for creating your content marketing strategy within your business.
Here are five high-level steps you can immediately utilize to further your company’s strategic goals through content marketing.
Define your target clientele
Always base buyer personas on actual data from your desired clientele. The more accurate your data, the better your results will be.
Before you even start to plan your content, you need to understand why your target demographic is. Not just on a superficial level, either. It’s critical that you know important details such as:
- Why they are
- What do they spend their time doing
- Where they work
- What roles do they have at work
- What kind of content do they consume
- How much time do they spend engaging with content
- What days and times do they engage with content
- What platforms do they use to engage with content
- What types of content do they engage with most often
- What do they typically do after engaging with content
All of this can best be found by creating buyer personas. These are semi-fictional representations of your target audience to guide your marketing and sales efforts.
The key here is that these should be based on actual data of your target or desired audience. The more accurate your data, the better your results will be. So, try and survey your current clients or, if you are starting a company, the clients of your closest competitors.
Examine the competitive landscape
You should thoroughly evaluate the competitive landscape to understand what competitors are doing in content marketing and what gaps you can squeeze through.
Make sure to understand your exact competitors so that you don’t copy or work from poor data.
For example, if you are a private jet charter company that only caters to corporate clientele, you want to ignore a company that works only with medical charters.
Focusing on other companies that are successful with your desired audience will help you to understand what types of content are performing best and ensure that you are creating a foundation based on proven tactics rather than theoretical ideas.
Once you have a list of competitors, sit down and examine what they are currently doing in content marketing. Using tools such as Semrush or Ahrefs, you can figure out what content they are currently running and how much traffic this content is averaging.
Other information you want to look at includes:
- Social media content
- Video content
- Paid advertising
- Lead magnets
- Email content
- Sales and marketing collateral
Do your best to understand how their content marketing is working together. Look at how they use content to drive their audience down their funnels, which we will discuss in the next step.
Finally, ensure you have a list of keywords each of your competitors currently ranks for and understand which topics will be easier to begin ranking for early on. You should also look for gaps that may present easy opportunities early on. Ahrefs or Semrush will allow you to find this information.
Map out your content strategy
At this point, you should have a list of easy-to-rank topics your competitors are ranking for and topics they haven’t thoroughly addressed that are essential to your audience. It’s time to start mapping out this content to understand how it will take visitors from unaware of your brand into loyal customers.
This is most commonly done through the use of a marketing funnel. While there are different theories behind marketing funnels, with some even having wholly abandoned the funnel in favor of the flywheel, we will stick to the basic marketing and sales funnel for simplicity.
Here is an example marketing funnel for luxury travelers:
Before you rush to begin creating content, you must understand how each piece of content will work together to move visitors closer to a conversion. If your content is disjointed, your efforts will be largely ineffectual.
To avoid this, you need to create and understand the specific stages of your marketing and sales funnel. These steps will differ depending on whether you are focused on a B2B or B2C audience.
An example of a B2B content marketing funnel might look like this:
Whereas a B2C content marketing funnel might look something like this:
Take note that there is an extra stage in the B2C content funnel. This is because it is often much easier for individuals to churn for a variety of factors. Companies are more likely to stick to a solution so long as it meets their needs due to the complexity of sourcing an alternative.
You should clearly understand your target audience’s needs at each stage of the funnel and ensure your content addresses them and pushes them to the next step.
You must also consider all the different content types for each funnel stage. A video and article covering the same topic with contradictory information would do you no good.
So, make sure that you list out all of the content you want to create and the different types of content you can make to reach a broader audience and provide more value to potential clients.
Once you have that list entirely written out, map it to each stage of your content funnel to better understand how it works together.
Look for gaps that need to be filled where visitors might bounce to a different company. Remember that if you aren’t giving people what they want or need, they will visit elsewhere to get it.
Create a long-term plan for content production
The best way to ensure consistent and high-quality content production for your private jet charter business is through content SOPs.
Outlining your strategy is only the beginning. If you genuinely want to succeed over the long term, you need a plan in place for consistent and high-quality content production. The best way to ensure this process is implemented correctly at your private jet charter business is through SOPs.
You should create SOPs for every type of content you intend to produce. Some of the information that you should include in these SOPs, at minimum, are as follows:
- Tools used (CMSs, DAMs, image editors, video production tools, etc.)
- Content and brand style guides
- Content production stages
- Job roles (editors, designers, writers, videographers, voice artists, etc.)
- Anything specific to your brand relevant to content production
You must keep your SOPs updated and have new hires or contractors go through these to ensure consistency at all stages of content production.
You should also consider creating a regularly occurring meeting to review content production. Ideally, you will want a regular meeting every few weeks or once each month for content review based on your production scale and then one meeting every three to six months for future content planning.
Finally, ensure during these meetings that you are working off hard data, which you will gather during the final step of the private jet content marketing process.
Measure and adapt as data comes in
What doesn’t get measured doesn’t get improved. So, it would behoove you to properly track every piece of content you produce and how each piece of content works within your funnels.
Do not ever produce content and leave it as you won’t know which content types and topics are driving your results.
There are various tools and types of metrics that you should be tracking. Some have to do with design, such as heat mapping, and some have to do with event tracking, such as Google Analytics 4.
The specific metrics you track will be highly relevant to the type of content you are working with. Still, there are a few particular metrics every company utilizing content marketing should keep track of, including:
- Average engagement time
- Bounce rate
- Traffic sources
- Social shares
You will also want to track backlinks and ranking positions for target keywords. This will help you to understand how relevant your content is to other publications within your space.
You can track and optimize for many more things, but these metrics will provide a good starting point to understand how well your content is performing.
Common Questions About Private Jet Content Marketing
Here are a few of the most commonly asked questions to further help you understand how to implement your private jet content marketing plan correctly.
How long does content marketing take for private aviation companies?
Content marketing takes, on average, anywhere between nine and eighteen months to begin seeing noticeable results.
This varies considerably based on how established your company is, your content promotion budget, and your output level. These factors can significantly shorten the time it takes to see consistent and noticeable results from your efforts.
Is organic content marketing better than paid advertising?
Organic content marketing is better than paid advertising over the long term. This is because content marketing costs are front-loaded and often become cheaper as time goes on.
Once a piece of content is produced, it will generally continue growing results organically. This contrasts paid advertising, which requires you to increase spending to increase results and becomes typically more expensive with time.
What other steps can I take to improve my private jet content marketing?
Other steps to improve your private jet content marketing include utilizing high-quality media such as images, video, infographics, etc., and ensuring that each piece of content you create entirely addresses the end-user’s needs.
Remember that content marketing aims to help your audience conclude that your product or service is the best solution to their problems. With that in mind, the more you give in terms of content, the more likely you are to convert them into a long-term client.
Getting The Most From Your Private Jet Content Marketing Efforts
If done correctly, private jet content marketing can be one of your aviation business’s most powerful marketing tactics.
You must fully understand your strategic goals, your target audience, and how to bridge those two through your content. If you understand these two things, you can rest easy knowing your efforts will likely succeed.
Lastly, remember that content should be helpful to users first and foremost. There are many tricks and shortcuts that you will find people in the digital space implementing. However, the private aviation companies that will succeed in this long term are those that maximize the value they provide to their target clientele.
Ace content marketer with a decade of proven results for small businesses to enterprise brands. Specialized in content strategy and implementation for luxury brands via distinctive and bold content that captivates readers.