About us

More About The Site

Since the initial launch in 2008, the site has mostly stayed the same, except for minor edits to pages and additional information being added and removed. The site was still gaining traffic and being used as a source of valuable information for travellers. However, the site was essentially abandoned. 

It was around spring 2019 that while doing keyword and competitor research for a client, we came across Causeway Coast Holiday and saw the opportunity to develop it. So, we approached Tila to buy the site from them. Due to having been awarded a start-up grant that had to be spent by the end of the year, we offered a five-figure sum in Australian Dollars, almost 4 times what the independent valuation we had carried out valued the site at the time…. remember, this was only a few months before the world shut down and travel was heavily restricted for the next few years.

Sadly, in the intervening years, something was done to the site, and it lay abandoned, with the information increasingly needing to be updated. We kept an eye on it as part of our competitor analysis but never paid much attention.

However, around May 2023, we noticed that the site was no longer appearing in the Search Engine Results Pages as a competitor to our other sites, VisitPortrush.co.uk, Ballycastle.info, GiantsCausewayofficialguide.com and a few others. Upon more research, we found that they still needed to renew the domain name with their hosting, which had now dropped. As with most domains like this, the hosting company or their broker put it up for auction. Here, we bought the domain and started planning how to use the built-up authority to make the site even better than before. While doing this, we put up a temporary site, as the site had been offline for several months.

Once we had brought it into the Content Kings stable, we figured out how to best use the site. Instead of going down our usual route of setting the site up to make money for us, we decided to develop the site as a source of local information that the larger government-funded tourism organisations cannot provide as we live in the area.

Who are Content Kings?

Content Kings Media is a premier digital property development company specialising in travel, tourism, and leisure properties. With a rich history and a commitment to excellence, we have carved a niche for ourselves in the ever-evolving digital landscape.

Our aim is that our sites contribute, promote and showcase the diverse cultural, historical, and natural attractions of many areas of Northern Ireland where we have sites, including Portrush, Ballycastle, Ballymoney, The Giants Causeway and the Causeway Coastal Route, driving sustainable tourism that benefits both visitors and residents. We aim to provide authentic, enriching local experiences for travellers, fostering a deeper understanding and appreciation of the unique heritage, landscapes, and traditions of the areas our sites cover. Through our efforts, we seek to boost local economies, create job opportunities, and ensure that tourism development respects and preserves our environment and communities for future generations.

Our Starting Point:

Founded by a team of passionate travel enthusiasts and digital experts, Content Kings Media began its journey with a vision to revolutionise the online travel and tourism sector in the UK and Ireland. Over the years, we have grown exponentially, leveraging cutting-edge technologies and innovative strategies to deliver unparalleled digital experiences for our clients and their audiences. Our sites have tens of thousands of visitors each month, millions of impressions and drive revenue for locally owned and run businesses across Northern Ireland and Ireland.

What Content Kings Does:

While we offer a range of SEO, Content Creation and consultation services, our main business is transforming underused, outdated or abandoned websites into modern, functional and helpful places, whether travel, tourism, or leisure. 

Our Strategy With Our Sites

Our Marketing Strategy here as Content Kings has been one of sticking to the fundamentals and following the Pareto principle. This has involved the following points.

Niche Focus: Given our specialisation in travel, tourism, and leisure websites in Ireland, we have maintained a clear niche focus. This allows for targeted content that appeals to domestic travellers within Ireland and international tourists interested in visiting Ireland.

Content Creation Using Correlation Engines:

Utilise correlation engines to analyse vast amounts of data to identify patterns, trends, and topics that resonate with the target audience along with search engines. This ensures that our content is SEO-optimized but also relevant and timely.

SEO-Optimized Blogging:

Keyword Research: Identify high-volume, low-competition keywords related to travel, tourism, and leisure in Ireland.

On-Page SEO: Ensure that each blog post is optimised with meta titles, descriptions, headers, and internal linking.

Local SEO: Given the focus on Ireland, emphasise local SEO strategies, including optimising local search terms and creating location-specific content.

Link Building: Acquire backlinks from reputable Irish travel and tourism websites to boost domain authority and EEAT

Strategic Website Acquisitions:

Identify Opportunities: Regularly scout for travel, tourism, and leisure websites in Ireland that have growth potential and are currently underused, underdeveloped or abandoned.

Due Diligence: Before purchasing, conduct thorough research to ensure the website has a clean backlink profile, genuine traffic, and growth potential.

Integration: Once acquired, integrate the new websites into the existing portfolio, ensuring consistent branding and content strategy.

Collaborative Blogging:

Engage with local influencers, travel bloggers, and tourism businesses in Ireland for guest blogging opportunities. This will provide fresh perspectives, enhance content quality, and expand the reach to a broader audience.

Regular Content Updates:

Given the dynamic nature of the travel industry, keeping the content updated is crucial. Regularly revisit and update older blog posts to remain relevant and accurate.

Analytics and Performance Tracking:

Monitor traffic: Use tools like Google Analytics to track website traffic, user behaviour, and conversion rates.

SEO Performance: Regularly check the SERP rankings of the targeted keywords to ensure the SEO strategy is effective.

Adjust Strategy: Refine and adjust the content and SEO strategy as needed based on the analytics.

In conclusion, our marketing strategy for an online property developer in Ireland specialising in travel websites is a blend of data-driven content creation, SEO optimisation, strategic acquisitions, and community engagement. By consistently delivering high-quality, relevant content and leveraging the power of SEO, we have established ourselves as a trusted authority in the Irish travel, tourism, and leisure sectors.

What makes us stand out?

In the vast realm of travel blogging, where giants like Tourism Ireland, Discover Northern Ireland, and Visit Causeway Coast and Glens dominate the scene, one might wonder how a small Irish travel blogger could stand out. Yet, precisely our modest scale and genuine approach grants us a distinctive competitive edge. Our content is imbued with authenticity, stemming from personal experiences that resonate deeply with our readers. We possess the agility to swiftly adapt to emerging trends, ensuring our content remains fresh and relevant. Furthermore, our direct engagement with our Audience fosters a sense of community, trust, and loyalty that larger entities often struggle to achieve. With a keen focus on niche markets, localised knowledge, and passion-driven content, we offer a unique and enriching perspective on Irish travel. This combination of attributes differentiates us and positions us as a formidable force in the travel blogging industry.

Personal Touch & Authenticity: Unlike large organisations, small travel bloggers like ourselves offer a personal touch to their content. Our experiences, stories, and recommendations come from genuine personal experiences, making them more relatable to the average traveller. This authenticity can resonate more deeply with our readers, leading to a loyal and engaged audience.

Niche Focus: While larger competitors like Tourism Ireland or Discover Northern Ireland cater to a broad audience, we can focus on niche markets or specific interests. This specialisation can attract a dedicated following of readers interested in those niche areas.

Agility & Adaptability: We have the flexibility to quickly adapt to trends, respond to feedback, and pivot our content strategy. We can easily experiment with new content formats, platforms, and strategies without the bureaucratic delays that larger organisations might face.

Unique Perspectives: We can offer fresh and unique perspectives that larger competitors might not cover. We delve into off-the-beaten-path destinations, local secrets, and personal anecdotes, providing a richer and more diverse view of Irish travel.

Cost-Effective Marketing: With a smaller budget, we often employ creative and cost-effective marketing strategies. These grassroots efforts, such as collaborations with local businesses or leveraging user-generated content, can result in organic growth and a dedicated follower base.

Passion-Driven Content: For us, blogging about the areas our sites cover is a passion project. This passion shines through in our content, making it more compelling and engaging. Readers can sense the enthusiasm and are more likely to be influenced by it.

Localised Knowledge: While larger competitors might provide an overview of regions, we can dive deep into local knowledge, offering insights into local customs, traditions, and hidden gems that only a local or passionate traveller would know.

Transparency: We often share the highs and lows of their travel experiences, providing a balanced view. This transparency is appreciated by readers looking for honest reviews and recommendations.

Diverse Monetisation Strategies: Unlike large organisations that rely heavily on traditional advertising, we explore diverse monetisation strategies, from affiliate marketing to sponsored posts, giving them a competitive edge in sustainability.

In conclusion, while large competitors like Tourism Ireland have their strengths, a small Irish company like ours brings unique advantages. Our authenticity, agility, and deep connection with our Audience make us a formidable competitor in the travel blogging space.

How we contribute to the local tourism economy

In the dynamic world of travel and tourism, having a multi-faceted online presence is paramount. Our company, with its diverse portfolio of websites including visitportrush.co.uk, visitballymoney.com, causewaycoast.holiday, Ballycastle.info, and GiantsCausewayoffcialguide.com are pivotal in bolstering tourism in the Causeway Coast and Glens areas.

Localised Insights: Each site focuses on specific locales within the Causeway Coast and Glens regions. This allows us to provide in-depth, localised knowledge, from hidden gems in Portrush to cultural events in Ballymoney. Tourists benefit from these insights, gaining a richer and more comprehensive travel experience.

Diverse Audience Reach: We can reach a broader spectrum of potential tourists with multiple sites catering to different interests and locales. Whether someone is looking for the natural wonders of the Giant’s Causeway or the serene landscapes of Ballycastle, our platforms cater to varied tourist inclinations.

Holistic Tourism Experience: Our multi-site approach ensures that tourists can access a holistic view of what the Causeway Coast and Glens areas offer, from accommodation options on causewaycoast. Holiday to historical insights on Ballycastle.info, we provide a one-stop solution for all travel needs.

Boosting Local Businesses: By highlighting local attractions, eateries, accommodations, and events, our websites play a crucial role in driving traffic to local businesses. This not only boosts the local economy but also ensures that tourists get an authentic experience of the region.

Community Engagement: Our platforms serve as a bridge between tourists and the local community. We foster a sense of community through features like user reviews, event listings, and local stories, making tourists feel more connected and welcomed.

Promotion of Lesser-Known Attractions: While the Giant’s Causeway might be globally renowned, there are countless lesser-known treasures in the region. Our websites spotlight these attractions, ensuring they receive the attention they deserve and offering tourists a more diverse experience.

Real-time Updates: With multiple platforms, we can provide real-time updates on events, weather conditions, and other essential information. This ensures tourists are always well-informed, enhancing their travel experience.

Sustainable Tourism: We encourage tourists to explore beyond the main tourist hubs by promoting off-the-beaten-path attractions and local businesses. This helps evenly distribute tourist traffic, reducing the strain on popular sites and promoting sustainable tourism.

Our company’s multi-site approach is not just about promoting tourism; it’s about enriching the tourist experience, supporting local communities, and ensuring sustainable tourism growth in the Causeway Coast and Glens areas. Through our dedicated efforts, we aim to showcase the region in its full glory, making it a must-visit destination for travellers worldwide.