Azamara Club Cruises - Blog Submissions

The Azamara blog is an essential channel for introducing potential guests to the brand, while also catering to the interests of Azamara’s existing customers. Striking the right conversational tone while providing engaging, informative content is the most challenging task that, as evident by the results, has been achieved over the past year. The approach to the blog is almost scientific. At the beginning of each month, we review SEO research and key destinations for the brand. Then we develop a monthly plan to highlight important topics in our writing.
Our strategic approach, combined with strong client confidence, made 2019 the most successful year to date for the Azamara blog. New visitors increased by 44% (to 199,723), and overall visits saw a 42% increase (to 272,597). Throughout 2019, the blog became a valuable tool for driving clicks from Azamara email newsletters. At the beginning of the year, email was driving only 1.9% of all traffic. However, by the end of 2019, it was contributing 15.8%. Guests interested in the longer form newsletter were also compelled to enjoy the blog’s rich content.
While 2019 offered opportunities for Azamara to explore a range of topics and immerse readers in their ports of call, 2020 has forced a shift in the content strategy. With COVID-19 pausing the global cruise industry, we quickly pivoted to focus blog content on the crew that differentiates Azamara’s onboard service. While guests remain home, the blog has become a hub where readers can enjoy stories from Azamara crew members, entertainment suggestions, cooking tutorials, and even virtual performances. This content highlights not only a commitment to Azamara’s guests, but also its crew. This dramatic, but necessary shift has paid off. It has received very positive feedback on social media, where we primarily promote this content.
The blog has been essential to Azamara’s ability to communicate long-form with their guests, and provide compelling and wide-ranging evergreen content for them to enjoy.