What is content marketing? 5 examples of content marketing related to the Travel Industry

1. CONTENT MARKETING
Assignment 5

2. What is content marketing?
“Content is the reason search began in the first place. - Lee Odden, Marketing Expert”
[Digitalmarketinginstitutecom, 2018]
Before promoting information or a message for a particular audience on different channels, like Social Media,
Blogs or other Websites it is important to create this information first.
Success in today’s permission marketing requires exceptional, compelling content [Digital Marketing
Excellence] to build trust and rapport with the audience. Content Marketing is a strategic marketing approach
and business process focused on creating and distributing valuable, relevant and consistent content. Content
is designed to attract the audience, retain them and drive customer action. [Contentmarketinginstitutecom,
2018]
Content Marketing is important for:
● Increasing Sales
● Cost Savings and
● Getting loyal customer
● SEO - creating great content will rank you higher
● PPC: For PPC to work, you need great content behind it

3. Content marketing relies on anticipating and meeting an existing customer need for information.
Once a business has identified the customer's need, information can be presented in a variety of formats,
including news, video, white papers, ebooks, infographics, email newsletters, case studies, podcasts, how-to
guides, question and answer articles, photos, blogs. [Curatacom, 2017]
Historic Examples of Content Marketing
● Already, in 1888, Johnson & Johnson introduced a publication called “Modern Methods of Antiseptic
Wound Treatment” that was targeted to doctors that used bandages. They also released two
publications that contained tips for the medical community.
● In 1900, Michelin developed the Michelin Guide, offering drivers information on auto maintenance,
accommodations, and other travel tips. 35,000 copies were distributed for free in this first edition
Michelin Guide 1900

4. How to create a successful content marketing
approach?
1. Tell a Story
2. Generate content Ideas - Which types of content will
engage the audience?
3. Planning a long-term Strategy
4. Promote effectively
5. Analyse and Measure

5. 1. Tell a Story
The most important is to gain trust and build a relationship with customers. Storytelling is a great way to do
that. People remembering a good story more than just facts or statistics. Ask Questions: “How can you help
your audience? What your audience value’s the most?” [Lindsay kolowich, 2018]
What is needed to create a great story?
Essential Elements of a Story:
Character - connection between you, storyteller and audience
Conflict - Every Story should have a lesson
Resolution - call to action to fulfill the purpose
The buyer's persona is important to understand the goals and challenges that your character will face.
When creating a Story it is necessary to be consistent and authentic. Keep it clear and concise, tell the truth,
but keep it fascinating.
(Hubspot, 2018)

6. 2. Generate content Ideas - Which types of content will engage the audience?
Creating content is not easy and very time consuming. That is why it is important to think strategically about the
content that will resonate most with the audience.
Ideas are essential and it is inevitable to gather raw material; to read and consume material. Analyse
competitors and be up to date with the specific industry.
Try to understand the new found material. Make connections, find relationships. Rest your mind and try not to
think about until you get the ultimate Eureka Moment.
I.e. Blog content: A blog provides an opportunity to discuss a topic in-depth.
Other types of content are videos, white papers, ebooks, infographics, emails, newsletter, case studies,
podcasts, how-to guides, question, answer articles or photos.
(Hubspot, 2018)

7. The use of a Buyer persona is very important. (Stateofdigitalcom, 2017)

8. 3. Planning a long-term Strategy
A proper plan can improve the ability to initiate and remain active in the online market. It is really important to
know your market and to do research first. (Udaya, 2018)
Making a plan consistent in approach can help achieve better ROI (Return of Investment) and helps to stay
organised. Set SMART Goals: Specific - Measurable - Attainable - Relevant - Timely (Hubspot, 2018)
Perform Content Audit - Content audit can help identify marketing assets and the resources already available
to create content while saving time. Create a worksheet for content audit, which will include (Justin champion,
2018):
● Content title
● Buyer’s journey stage
● Marketing funnel stage
● Format or type of content
● Which buyer persona this is targeting
● Any additional notes that provide value or context.

9. 4. Promote effectively
There are two ways of promoting content. “Organic Promotion” and “Paid Content Promotion”. (Justin
champion, 2018)
Organic Content Promotion
Promoting content in influencer networks, on Social Media, via Email Marketing or with webinars can
generate more traffic and visibility organically without a limited Budget.
Paid Content Promotion
The benefit of Paid Content Promotion is the ability to develop and deliver highly-targeted content to
consumers who will find the content most relevant.
How to promote effectively?
The content needs to be analysed first in order to choose the best performing content with high engagement
rates. The Top Performing Content needs to be promoted at the right time and the right platform using Paid
and organic Content Promotion all together.
A Promotion Calendar is necessary to schedule the different types of posts, to distribute and help everyone
to keep on track. For each channel every message needs to be customised. Of course, experimenting and
optimising what works is important. (Justin champion, 2018)

10. 5. Analyse and Measure
All efforts of creating and promoting the content are worthless if you don’t analyse and measure them. Only
with this data you know which content worked the best and find out areas you need to improve in.
(Contentmarketinginstitutecom, 2016)
Measuring the performance of content helps maximize sales leads, conversions, and return on investment.
(Contentmarketinginstitutecom, 2016)
1. Determine the most relevant metrics for each piece of content, establish benchmarks/goals, and
continuously measure performance against these marks.
2. Measure whether a specific piece of content leads audiences to the next phase of the buyer’s journey
Analyse your data with:
Google Analytics
Hubspot CRM
Facebook Statistics
LinkedIn Statistics

11. You can set up an AB test to compare two variations of a campaign independently. For example, you might
launch two eBooks at a similar time and in a similar way to determine which one is more appealing to your
target audience.
(Audiencebloomcom, 2016)

12. Content Marketing used by Travel companies

13. Examples of Six Travel Companies/ Blogs
1. Expedia
2. Tripadvisor
3. Kimkim
4. AirBnB
5. FourSeasons
6. Two Monkeys Travel Group

14. The Travel Industry is very challenging and always changing. So, it is hard to keep up with all the new
digital trends.
According to Statista, $104.6 billion and 49.2 billion were spent on Hotels and Package Holiday bookings in
2016 (worldwide) alone.
Here are the most important
Travel Companies!
(Stateofdigitalcom, 2017)
(Statistacom, 2018)

15. 1. Expedia for example is focusing on insightful travel tips and ideas. The featured destinations do not
provide factual guide-book like texts, but focus on personal recounts on the things to see and do.
Expedia greatly embraces the video format and utilizes YouTube to perfectly accommodate its focus on
telling stories of travel. Furthermore, the brand engages in customer interactions on social media, creating
interactive games, such as the Expedia Travel Profile on Facebook. (01storytellingcom, 2018)
(Expediacouk, 2018)

16. Example for Expedia Travel Guide Video
Frankfurt Vacation Travel Guide - (Youtubecom, 2018)

17. 2. TripAdvisor - the world’s largest online travel portal
Content Plan: First, TripAdvisor strived to map their audience persona—in order to determine the type of
users they expect to see as registered members and customers.
SEO: TripAdvisor leveraged international SEO to attract travellers from all over the world and uses their
User generated content for reviews. [UGC]
UGC: TripAdvisor create their own content based on these reviews too. You can get user reviews for tourist
attractions, hotels, and advice for just about anywhere you intend to travel to. The scoring system allows
them quickly and easily (and without necessarily having to produce lots of editorial) to produce in depth
guides of the best things to do in various places. (Stateofdigitalcom, 2017)
TripAdvisor Logo (Twittercom, 2018)

18. TripAdvisor Website

19. TripAdvisor Commercial (Youtubecom, 2018)

20. TripAdvisor Blog

21. 3. KimKim:
Challenge: Kinkim wanted to rank higher for travel search phrases, but had so many competitors.
What they have done?
They started to inspect every web page and analysed data and conducted their Team to understand their
audience. They partnered with local guides that create useful insights and information with the objective of
giving their users the best experience.
They also used digital PR to build their link portfolio, and they created high-quality relevant content on their
blog to attract the target audience
Kimkim’s is a good example of a Travel Company, which increased over 300% in organic search traffic in 4
months. They developed a winning strategy first, before anything else. As a result of that, the company’s
website now generates search traffic consistently. (Stateofdigitalcom, 2017)

22. Kimkim’s website - (Kimkimcom, 2018)

23. Kimkim’s Travel Blog Page - (Kimkimcom, 2018)
Kimkim’s Travel Facebook Page - (Facebookcom, 2018)

24. Podcast by Kimkim (Soundcloudcom, 2018)

25. 4. AirBnB:
“According to Airbnb CMO Jonathan Mildenhall, all content will come directly from the product: Each host
will have a video trailer and a poster. Airbnb’s marketing team can then leverage those assets to promote
the brand in an authentic, user-centric way.” (Newscredcom, 2017)
AirBnB shares content via Facebook, Twitter and Instagram.
Airbnb’s popular destination guidebooks, are comprised of thousands of recommendations from locals all
over the world.
Guidebooks by AirBnB -(Airbnbcouk, 2018) Instagram - (Instagramcom, 2018)

26. AirBnB Homepage
(Airbnbcouk, 2018)

27. AirBnB Video [youtube]

28. AirBnB Twitter (Twittecom.2018 left) and on Facebook (Facebookcom. 2018. right)

29. 5. Four Seasons (Magazine)
The Four Seasons Magazine was once an exclusive in-room perk for hotel guests. But as technology changed,
so did the company’s content marketing strategy.
Now the brand is staying connected with luxury travelers who want to be in-the-know about the latest food,
drink, and destination news.
The digital edition of the Four Seasons Magazine features beautiful photography and editorial about
destinations.
Stories include call-to-actions where interested users can click to learn more about, or even book, the related
Four Seasons property.
The magazine also has a newsletter to build an ongoing relationship with fans and potential customers.
(Newscredcom, 2017)

30. Four Seasons Magazine - Main Page
(Fourseasonscom, 2018)

31. Four Seasons is active on social media, promoting its magazine content on Facebook. Plus, it engages fans by
thanking and regramming their photos on Instagram.
Facebook Page Four Seasons (Facebookcom, 2018) Instagram account Four Seasons (Instagramcom, 2018)

32. 6. Two Monkeys Travel Group (Blog)
Two Monkeys Travel was launched in 2013 by a couple to store memories and experiences.
The Blog has opened new opportunities to establish a travel group. The Blog is offering advice to travellers
in the form of posts, itineraries, and travel guides, pointing out the best things to do and see while exploring.
Two Monkeys Travel Group - Image

33. Two Monkeys Travel Group is a great example of a brand who really gets this. They are very authentic
and consistent. The Blog is telling a great story of the couples travel journey - offering experience and help
for others.
They distribute their content via Social media, Facebook and focusing on Video - youtube. The content is
connecting with their audience, because it is exciting and does not come across boring or in any way like a
money driven Travel company, who just want you to book. They are providing internal and external links to
rank even higher in the SEO. (Silktidecom, 2018)
(Facebookcom, 2018)

34. Video from Two Monkeys Travel Group (Youtubecom, 2018)