The Content Gym (TCG) Launches Hyperflex Contracts To Support Bounce Back

Paul Edwards, ex Managing Director of Sunmaster & Holiday Gems, has launched a new agency, The Content Gym, to bring a low-cost flexible resource to Travel companies planning for a Summer 21 bounce back.

The new agency will provide a range of services focused on quality content to help drive visitor numbers and improve conversions including SEO, Content Generation, PR and Social Media Services.

Services will be provided through “Hyperflex” client contracts which are seen as hugely important as the industry approaches a rebuild phase over the next couple of years.

Edwards commented “In the current Covid-19 world, nobody wants to pay expensive fixed monthly retainers for SEO, Content, Social or PR support. Many companies have been forced to reduce their in-house marketing teams and will not be able to build these anytime soon.  The Content Gym has signed flexible employment contracts with its staff meaning work and time are closely aligned.”

The Content Gym claims that their flexible labour model and low operating base means it can supply highly cost-effective solutions for its partners.

Having worked within the Travel industry for many years, Edwards is keen to emphasise that the only real alternative to costly PPC is to have a holistic content strategy.

Commenting, Edwards said “Many SEO companies provide technical advice but stop short of providing the necessary high-quality content and methods of distribution needed to generate backlinks and drive rankings. Travel businesses are often left with a disjointed content strategy. The Content Gym brings together specialists who are technical experts in their sectors to provide a holistic plan and delivery for optimal results”.

Investor and industry veteran, Steve Endacott said, “With the Travel Industry virtually in shut down, it may seem an odd time to invest in a “SEO centric content business”. However, recent announcements about a Covid-19 Vaccine roll out, shows there is light at the end of the tunnel and travel business need to start investing now in their Content Strategy, to avoid the hyperinflation in PPC costs that is coming. Google’s PPC algorithms reward top positions, but PPC history has been lost over the shutdown, meaning larger players will spend their way to dominant positions and in doing so create a “hyper-inflation” in PPC costs. Smaller business must avoid this through using content to driving traffic.”

The Content Gym also has a strong focus on User Generated Content, harvested from social media platforms including Instagram, Facebook and Twitter to drive customer engagement and improve conversions. 

The agency offers this as a platform to clients or as a managed service.

Edwards commented “We are working with travel companies to create content that doesn’t just drive site visitors, but also improves conversions levels.  Supporting stock photos with customer produced images perfectly contextualises a destination, a resort, a hotel or excursion and improves conversion, just as reviews did when they were introduced. In addition, if permissions are gained from the photo’s originators for wider use by a brand, it can also dramatically reduce image licencing costs”.

Edwards also emphasised the importance of consumer and trade PR campaigns as part of a holistic content strategy. 

Finally, Endacott said “I am involved in a number of businesses crossing various industries. The Content Gym will act as an inhouse project provider for several of these businesses giving us the luxury of launching with an established client portfolio.