Axonn CEO, Fergus Parker, spoke at the Social Travel Summit in Leipzig, Germany, in April 2014. He spoke about the key trends the travel industry should look at when approaching a content marketing strategy and how you can get the most out of creating personas and catering your content towards your customer's journey.
In reality it is “connection” that is the new King. Without connection you can’t be successful with your content. Connection is our new King ruling a Kingdom which is growing faster than anyone ever anticipated!
58% of marketers are still saying that they are doing content marketing ineffectively - where content marketing is to attract and engage an audience to elicit a return.
We call these the three pillars of Content Marketing:
Strategy - personas and customer journey
Content - what content is gaining the most traction with different audiences
Technology - what platforms are being used to get optimal results
The first thing we discovered was that over 60% of the travel companies we spoke to still weren't writing down their content strategy, which makes a huge difference to its effectiveness!
Two essentials before creating any content that weren't happening amongst travel companies:
1) Know your Target Audiences/Personas - a distinct lack of understanding of really who their audiences really were - GET IN THEIR SHOES
2) Know where they engage on the customer Journey - where their audiences got involved in the customer journey - an insight not unique to travel!
In the travel industry all too often the focus is solely on the inspirational content which is particularly good at the start of the customer journey when your audience is looking for ideas but not necessarily to convert.
Ultimately connection is created with an audience by being human and creating trust, and there is still very little to touch user-generated content in generating trust.
You need to be making sure that you are maximising the reach of your content and getting a balance between your owned, earned and paid for assets. The only way to do that is through converged media (relationship between online assets) and an omni-channel approach (on and offline).
Big Data is a whole presentation in itself, but ultimately by having the right tools in place to analyse what is working with which audiences and when that is how you will be able to:
- Adapt your strategy
- Change your content
- And generate leads and sales
Read more on www.axonn.co.uk
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