This document discusses various types of content marketing that can be used for a travel-related website, including blogging, videos, ebooks, podcasts, customer reviews, case studies, infographics, checklists, interviews, and FAQs. Examples are provided for each type of several travel companies that successfully utilize that content marketing strategy on their own websites to engage customers and increase sales.
2. Introduction
Promoting products and services to potential customers is
becoming outdated with Content Marketing coming in to the
forefront. This marketing strategy is focused on putting out
content that is relevant and valuable to customers.
With most leading brands now using content marketing, it has
become one of the most effective ways to attract and engage
customers leading to increased sales (Content Marketing Institute, 2018).
In this presentation I will be showcasing examples of content
marketing that can be used for a travel related website.
3. Blogging
(The Ultimate Travel Company, 2018)
Blogging is one of the most effective ways of organically increasing search
results and exposure. Ensuring that relevant and quality content is shared is
key to achieving results (Medium.com, 2017).
A good example of this is The Ultimate Travel Company who have a blog
section on their website showcasing their trips and travel news.
4. Video
(STA Travel YouTube Channel, 2017)
STA Travel spend a lot of time posting video content to their website
through YouTube including, Vlogs and Top Tips. Doing this exposes their
brand to a wider audience and can increase trust in future customers when
seeing how current customers are reacting to their services.
5. EBooks
Creating an EBook is a great way to educate customers on your products or
services and can be kept consistent with the brand.
A great example of this is travel site, Gap 360, who offer a downloadable
brochure as soon as you enter their website.
(Gap360, 2018)
6. Podcast
(Zerototravel.com, 2018)
The use of podcasts as a form of marketing has increased in recent years
due to the content being readily available, on-demand and the ability to
now consume this type of content while travelling (articulatemarketing.com).
A good example of this are travel site, Zero To Travel, who post regular
podcasts on to their website, relevant to the services they provide.
7. Customer Reviews
By allowing customer reviews, it allows for the focus to be on the results
your products or services provide. It is also a great way to allow current
customers to help build your brand reputation.
Travel site, Gap 360, have a review section on their website for customers to
post comments and images.
(Gap360, 2018)
8. Case Studies
(Gapwork.com, 2018)
Case Studies are more in depth and focus on how your product or services
provided the desired outcome for customers. By using this content
marketing strategy, you are not directly promoting your services but can
increase trust with future customers (Forbes.com, 2018).
Gapwork.com post regular case studies on their website showcasing
customer expectations and how the company then delivered on that.
9. Infographics
(Amadeus, 2015)
Infographics are used to educate customers while remaining engaging and
appealing with the use of visuals. This type of content marketing is most
effective when sharing information such as statistics (Lyfemarketing.com, 2018).
Travel technology site, Amadeus, often publish infographics to their website
to help customers better understand the information being given.
10. Checklists
(Gap360, 2018)
Checklists have become a great form of content marketing as, when
relevant, it holds significant value to a companies target audience
(Lyfemarketing.com, 2018).
A good example of this are Gap 360 who provide customers with relevant
checklists on what to do once you have purchased their products and
services.
11. Interviews
Conducting interviews as a part of your content marketing strategy is a
great way to increase your companies reputation as being an expert in the
industry (Lyfemarketing.com, 2018).
Zero To Travel use their podcast series as a way of incorporating interviews
with relevant industry leaders or experts in the travel field.
(Zerototravel.com, 2018)
12. FAQ’s
(STATravel.com, 2018)
Including an FAQ page on your website is not only a great way to increase
user experience but can also be beneficial to search rankings
(Brickmarketing.com).
STA Travel have set up a Travel Cares section on their website, which
includes an FAQ page, to help their customers with general queries.
13. References
— Content Marketing Institute (2018). What is Content Marketing?. [online] Available at:
https://contentmarketinginstitute.com/what-is-content-marketing/ [Accessed 23rd May 18].
— Gap360 (2018). [online] Available at: https://www.gap360.com/ [Accessed 23rd May 2018]
— STA Travel YouTube Channel (2017). [online] Available at:
https://www.youtube.com/watch?v=nXpTtlkjkbU&list=PLQPiWN5n7kFiGh97P0l9vtYKHFUJTVafm [Accessed 23rd May
2018]
— The Ultimate Travel Company (2018). Ultimate Travel Blog. [online] Available at:
https://www.theultimatetravelcompany.co.uk/blog/ [Accessed 23rd May 2018]
— Medium.com (2017) Content Marketing, Blogging & SEO. [online] Available at: https://medium.com/strategic-content-
marketing/content-marketing-blogging-and-seo-595f33d1e5f3 [Accessed 23rd May 2018]
— Zerototravel.com (2018) Travel Podcast Directory. [online] Available at: http://zerototravel.com/travel-podcasts-
directory/ [Accessed 23rd May 2018]
— Forbes.com (2018) How Valuable Are Case Studies For Content Marketing? [online] Available at:
https://www.forbes.com/sites/jaysondemers/2018/01/15/how-valuable-are-case-studies-for-content-
marketing/#42710a806d74 [Accessed 23rd May 2018]
14. — ArticulateMarketing Podcasts as content: is it right for your marketing strategy? [online] Available at:
https://www.articulatemarketing.com/blog/podcasts-as-content [Accessed 23rd May 2018
— Brickmarketing.com Reasons To Add FAQ Pages To Your Content Marketing Strategy [online] Available at:
http://www.brickmarketing.com/blog/faq-content-marketing.htm [Accessed 23rd May 2018]
— Lyfemarketing.com (2018) Target Your Customers With These Top 10 High-Performing Types of Content Marketing [online]
Available at: https://www.lyfemarketing.com/blog/types-of-content-marketing/ [Accessed 23rd May 2018]
— Amadeus.com (2015) [Infographic[ The Rise of the Mobile-App Empowered Traveller [online] Available at:
http://www.amadeus.com/blog/13/03/infographic-the-rise-of-the-mobile-app-empowered-traveller/ [Accessed 23rd May
2018]
