SUN, SEA AND
CONTENT MARKETING
Fergus Parker, CEO of Axonn Media
Who we are
16. April 2014
Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig
2014
BUY OUR STUFF!
Axonn Media
16. April 2014
Sun, Sea and Content Marketing : - The Social Travel Summit | Leipzig
2014
RIGHT...
I love content marketing!
16. April 2014
Sun, Sea and Content Marketing : - The Social Travel Summit | Leipzig
2014
content
Helping hand
16. April 2014
Sun, Sea and Content Marketing : - The Social Travel Summit | Leipzig
2014
Content marketing trends
16. April 2014
Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig
2014
Video trends
16. April 2014
Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig
2014
Content Marketing in Travel
16. April 2014
Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig
2014
• 474 travel professionals
• Small hotels & low-cost tour operators to major
airlines & agencies
• Interviews at World Tra...
Content
is KING!
Content is NOT King
Content is the
KINGDOM
90%of the world’s information
today has been created
in the last 2 years(source: IBM)
By 2020...
over 50 BILLION
connected devices globally
(Cisco 2013)
But...
58% of content marketing
efforts are
NOT EFFECTIVE(CMI 2013)
Effective content marketing
16. April 2014
Sun, Sea and Content Marketing - The Social Travel Summit | Leipzig
2014
That sounds logical, but...
16. April 2014
Sun, Sea and Content Marketing : - The Social Travel Summit | Leipzig
2014
The 1st pillar...
16. April 2014
Sun, Sea and Content Marketing - The Social Travel Summit | Leipzig
2014
Know your Audience
AND
Understand the
CUSTOMER JOURNEY
16/04/2014
Make sure its worth it
Personas
16. April 2014
Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig
2014
At a glance....
16. April 2014
Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig
2014
The 2nd pillar...
16. April 2014
Sun, Sea and Content Marketing - The Social Travel Summit | Leipzig
2014
Inspirational travel campaigns....
The 3rd pillar..
16. April 2014
Sun, Sea and Content Marketing - The Social Travel Summit | Leipzig
2014
16/04/2014
Sun, Sea and Content Marketing - The Social Travel Summit | Leipzig
2014
Converged media
Wrapping it up!
• Map your personas to your
customer journey
• Produce a more equal amounts
of reassuring content to
inspi...
Thank you!
16. April 2014
Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig
2014
Fergus Parker
Axonn Me...
PROUDLY SPONSORED BY
Social Travel Summit Leipzig: Sun, Sea and Content Marketing by Fergus Parker
Social Travel Summit Leipzig: Sun, Sea and Content Marketing by Fergus Parker
Social Travel Summit Leipzig: Sun, Sea and Content Marketing by Fergus Parker
Social Travel Summit Leipzig: Sun, Sea and Content Marketing by Fergus Parker
Social Travel Summit Leipzig: Sun, Sea and Content Marketing by Fergus Parker
Social Travel Summit Leipzig: Sun, Sea and Content Marketing by Fergus Parker
Social Travel Summit Leipzig: Sun, Sea and Content Marketing by Fergus Parker
Social Travel Summit Leipzig: Sun, Sea and Content Marketing by Fergus Parker
Social Travel Summit Leipzig: Sun, Sea and Content Marketing by Fergus Parker
Social Travel Summit Leipzig: Sun, Sea and Content Marketing by Fergus Parker
Social Travel Summit Leipzig: Sun, Sea and Content Marketing by Fergus Parker
Social Travel Summit Leipzig: Sun, Sea and Content Marketing by Fergus Parker
Social Travel Summit Leipzig: Sun, Sea and Content Marketing by Fergus Parker
Social Travel Summit Leipzig: Sun, Sea and Content Marketing by Fergus Parker
Social Travel Summit Leipzig: Sun, Sea and Content Marketing by Fergus Parker
Social Travel Summit Leipzig: Sun, Sea and Content Marketing by Fergus Parker
Social Travel Summit Leipzig: Sun, Sea and Content Marketing by Fergus Parker
Social Travel Summit Leipzig: Sun, Sea and Content Marketing by Fergus Parker
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Social Travel Summit Leipzig: Sun, Sea and Content Marketing by Fergus Parker

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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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Transcript of "Social Travel Summit Leipzig: Sun, Sea and Content Marketing by Fergus Parker"

  1. 1. SUN, SEA AND CONTENT MARKETING Fergus Parker, CEO of Axonn Media
  2. 2. Who we are 16. April 2014 Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig 2014
  3. 3. BUY OUR STUFF! Axonn Media 16. April 2014 Sun, Sea and Content Marketing : - The Social Travel Summit | Leipzig 2014 RIGHT NOW! € € € € € € €
  4. 4. I love content marketing! 16. April 2014 Sun, Sea and Content Marketing : - The Social Travel Summit | Leipzig 2014 content
  5. 5. Helping hand 16. April 2014 Sun, Sea and Content Marketing : - The Social Travel Summit | Leipzig 2014
  6. 6. Content marketing trends 16. April 2014 Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig 2014
  7. 7. Video trends 16. April 2014 Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig 2014
  8. 8. Content Marketing in Travel 16. April 2014 Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig 2014
  9. 9. • 474 travel professionals • Small hotels & low-cost tour operators to major airlines & agencies • Interviews at World Travel Market • 3 in 4 respondents from the UK, with the rest from various territories including Europe, USA,, Slovakia, India and China Research methodology 16. April 2014 Sun, Sea and Content Marketing : - The Social Travel Summit | Leipzig 2014
  10. 10. Content is KING!
  11. 11. Content is NOT King
  12. 12. Content is the KINGDOM
  13. 13. 90%of the world’s information today has been created in the last 2 years(source: IBM)
  14. 14. By 2020... over 50 BILLION connected devices globally (Cisco 2013)
  15. 15. But... 58% of content marketing efforts are NOT EFFECTIVE(CMI 2013)
  16. 16. Effective content marketing 16. April 2014 Sun, Sea and Content Marketing - The Social Travel Summit | Leipzig 2014
  17. 17. That sounds logical, but... 16. April 2014 Sun, Sea and Content Marketing : - The Social Travel Summit | Leipzig 2014
  18. 18. The 1st pillar... 16. April 2014 Sun, Sea and Content Marketing - The Social Travel Summit | Leipzig 2014
  19. 19. Know your Audience AND Understand the CUSTOMER JOURNEY
  20. 20. 16/04/2014 Make sure its worth it
  21. 21. Personas 16. April 2014 Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig 2014
  22. 22. At a glance.... 16. April 2014 Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig 2014
  23. 23. The 2nd pillar... 16. April 2014 Sun, Sea and Content Marketing - The Social Travel Summit | Leipzig 2014
  24. 24. Inspirational travel campaigns....
  25. 25. The 3rd pillar.. 16. April 2014 Sun, Sea and Content Marketing - The Social Travel Summit | Leipzig 2014
  26. 26. 16/04/2014 Sun, Sea and Content Marketing - The Social Travel Summit | Leipzig 2014 Converged media
  27. 27. Wrapping it up! • Map your personas to your customer journey • Produce a more equal amounts of reassuring content to inspirational • Luxury travellers and families are most likely to engage with content marketing • Do what the data tells you!
  28. 28. Thank you! 16. April 2014 Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig 2014 Fergus Parker Axonn Media: www.axonn.co.uk Email: fergus.parker@axonn.co.uk Twitter: @fergus_parker LinkedIn: uk.linkedin.com/pub/fergus- parker/10/7b0/2a3
  29. 29. PROUDLY SPONSORED BY
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