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Best Practices in Content Marketing for the Travel Industry

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Content marketing allows you to go beyond traditional advertising and banner ads and truly connect with your audience through great stories. And when done effectively, it can have real business results, increasing brand awareness, engagement, and leads.

In this SlideShare, you'll learn content marketing best practices, steps to build a content strategy, how to utilize content across the traveler's buyer journey, and case studies of best-in-class luxury travel brands.

Published in: Marketing
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Best Practices in Content Marketing for the Travel Industry

  1. 1. Best Practices in Content Marketing for the Travel Industry How to Create Content Travelers Love Caitlin  Domke @NewsCred  –  Brand  Strategist @caitlindomke
  2. 2. It’s clear that traditional advertising methodologies are no longer working. 70% of consumers prefer getting to know a company through content vs. ads 72% of marketers think branded content is more effective than advertising Source: Content Marketing Institute   #ULTRA15 Source: Custom Content Council   @CaitlinDomke
  3. 3. of millennials said that a compelling advertisement would make them trust a brand more. 1% *Forbes/Elite Daily study, Jan. 2015. #ULTRA15@CaitlinDomke
  4. 4. Banners? You are more likely to . . . #ULTRA15@CaitlinDomke
  5. 5. “Rather than talk at consumers, we’re shifting to speaking with them using attention-grabbing content that adds value to consumers’ lives by providing them with information and entertainment at the right time and in the right context.” – David Beebe, head of Marriott International Content Studio #ULTRA15@CaitlinDomke
  6. 6. Why build your house on rented land? Publish on your own Content Hub. #ULTRA15@CaitlinDomke
  7. 7. NewsCred is dedicated to helping brands connect with their audiences through great content. Software ServicesContent #ULTRA15@CaitlinDomke
  8. 8. Today •  What is content marketing •  How to build a successful content marketing strategy •  Utilizing content across the traveler’s buyer journey •  Content distribution + amplification #ULTRA15@CaitlinDomke
  9. 9. What is Content Marketing? How to Build a Successful Content Strategy Content Distribution + Amplification Utilizing Content Across the Traveler Journey
  10. 10. “Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” -Content Marketing Institute •  Not advertising or PR •  It is continuous •  Customer, not brand-focused •  Seeks to answer customer questions across the buyer journey •  Owned media = An Asset for your business with ROI Content Marketing Defined #ULTRA15@CaitlinDomke
  11. 11. The Promise of Content Marketing: To earn your audience . . . . . . versus buying it! #ULTRA15@CaitlinDomke
  12. 12. Unique Point of View Trap Too easy to become consumed with your story, not your customers. #ULTRA15@CaitlinDomke
  13. 13. “Content marketing is like a first date. If all you do is talk about yourself, there won’t be a second date.” – David Beebe #ULTRA15@CaitlinDomke
  14. 14. Ann Handley: “Take your brand out of the story. . . . . .Make your customers the hero.” Our Natural Instinct Content Marketing Brand Purpose What Customers Want Charity #ULTRA15@CaitlinDomke
  15. 15. Content Marketing Success How to Build a Successful Content Strategy Content Distribution + Amplification Utilizing Content Across the Traveler Journey
  16. 16. Steps to achieve content marketing success: 1.  Start with a strategy. 2.  Create great content aligned with the buyer’s journey. 3.  Share strategically. 4.  Track ROI #ULTRA15@CaitlinDomke
  17. 17. 18 Determine and document your content strategy.
  18. 18. Why is it important to have a documented content marketing strategy? Source: CMI #ULTRA15@CaitlinDomke
  19. 19. •  Thinking and acting like a publisher •  Delivering content your audience wants •  Managing content as an asset (with an ROI) What is a Content Marketing Strategy? #ULTRA15@CaitlinDomke
  20. 20. Content Marketing Roadmap Discovery Destination Team Topic Models Customer Journey KPIs / Reporting Optimization •  Audience insights •  Business Case •  Current State •  Budget •  Branding/Design •  Platform •  Firm Integration •  Who does what? •  Agency •  NewsCred •  Distribution •  Structure •  Topics •  Types •  Content by Stage •  Conversions •  Subscriptions •  Define report •  Who / when? •  Content •  Platform •  Distribution #ULTRA15@CaitlinDomke
  21. 21. YOUR BRAND PURPOSE Content Marketing Brand Purpose What Customers Want KEY AUDIENCE INSIGHTS YOUR MISSION STATEMENT Developing your mission statement #ULTRA15@CaitlinDomke
  22. 22. Follow this template: Become a destination for [target audience] interested in [topics]. To help them [customer value]. This will help us [content marketing goals] •  Earn your audience’s attention vs. just buying it •  Reach, engage and convert NEW buyers NewsCred Example: Become a destination for marketers interested in content marketing. To help them be better at their jobs and achieve marketing success. This will help us reach, engage, and convert new buyers and engage with existing customers. #ULTRA15@CaitlinDomke
  23. 23. Key responsibilities Content Marketer / Editor Strategizes, writes, and oversees content projects to ensure brand consistency and alignment with business objectives. Community Manager Distributes content across social channels, engages online communities, and contributes to content projects. Designer Brings content to life through the user experience and rich visuals. Contributors Any content creator- blogger, photographer, designer — who contributes to your project. SEO / Paid Specialist Manages the paid distribution of content online. Analytics Defines best/ worst performers, conversion optimization and measurement communications. Curation Fines and re- purposes the best content from your business and from around the web. #ULTRA15@CaitlinDomke
  24. 24. Key factors to content marketing success: 1.  Documented content strategy and mission statement 2.  Have someone accountable for content 3.  Consistently publish quality content 4.  Map content to consumer journey 5.  Balance Paid, Owned, and Earned Media 6.  Track Content Marketing ROI #ULTRA15@CaitlinDomke
  25. 25. Give yourself a grade! Best Practice R Y G Have a documented content strategy? Have someone managing content Content maps to the buyer journey Publishing quality, volume and variety Social activation of content Measurement template / ROI defined Overall: ? #ULTRA15@CaitlinDomke
  26. 26. Content Marketing Success Building a Successful Content Strategy Content Distribution + Amplification Utilizing Content Across the Traveler Journey
  27. 27. Utilize the Right Mix of Content Custom Content Share on-brand stories which are created specifically for your brand. Community Content Leverage content from customers, employees, influencers that grows and engages your community. Licensed Content Boost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant content. #ULTRA15@CaitlinDomke
  28. 28. Utilize the Right Mix of Content Custom Content Share on-brand stories which are created specifically for your brand. Community Content Leverage content from customers, employees, influencers that grows and engages your community. Licensed Content Boost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant content. +28% brand engagement #ULTRA15@CaitlinDomke
  29. 29. According to Google, travelers visit 22 different sites over an average of 9.5 sessions before booking. #ULTRA15@CaitlinDomke
  30. 30. Content across the traveler’s buyer journey •  Broader, shareable content that inspires travel •  Aim to start long relationships, don’t over-emphasize your brand or push for conversions yet (but make sure to have CTA) •  Channels: social/video/photo sites; search engines; email •  Help your customers plan with destination-specific content •  Don’t pressure towards bookings (but make sure to have CTA) •  What makes your brand/company unique? Tell those stories. •  Consider UGC (user reviews, testimonials and brand advocates) to speak for you. •  Keep the conversation going with a consistent cadence of TOFU/MOFU content •  Email and social are great channels for this Inspiration Retain Research & Discovery Booking & Preference #ULTRA15@CaitlinDomke
  31. 31. Reach, Engage and Convert the Right People. Early-­‐stage  Searches   Middle-­‐stage   Brand  Searches   Search  /  Social  Volume   “What  are  the  world’s  best   beaches?” (10-­‐3000  X) “What  should  I  do  in  Bali?” (2-­‐10  X) “Four  Seasons  in  Bali”   #ULTRA15@CaitlinDomke
  32. 32. INSPIRATION + AWARENESS STAGE #ULTRA15@CaitlinDomke
  33. 33. of people don’t know where they want to go when first looking into booking a trip. 70% *Google/Ipsos MediaCT #ULTRA15@CaitlinDomke
  34. 34. Many leisure travelers go into planning undecided on a brand. #ULTRA15@CaitlinDomke
  35. 35. RESEARCH + DISCOVERY STAGE #ULTRA15@CaitlinDomke
  36. 36. Search terms that travelers use in planning #ULTRA15@CaitlinDomke
  37. 37. BOOKING STAGE #ULTRA15@CaitlinDomke
  38. 38. Content directly influences purchase decisions. 85% of consumers regularly seek out trusted content when considering a purchase. Source: Nielsen #ULTRA15@CaitlinDomke
  39. 39. Information sources used by U.S. travelers while planning/booking their most recent trip 40% 38% 38% 25% 19% 18% 16% 13% Hotel sites Online travel agencies Airline sites Search engines Travel publications/sites Family/Friend Rental car sites Search engine travel sites Source: eMarketer/ Expedia Media Solutions conducted by comScore Nov 2014 #ULTRA15@CaitlinDomke
  40. 40. User-Generated Content during Booking Stage of travel planning study respondents report reading travel reviews prior to booking 95% Source: New York University and TrustYou; 2015 of millennials post on social networks and share experiences with friends while traveling 97% #ULTRA15@CaitlinDomke Source: Chase Card Services Study, 2014
  41. 41. To what extent do you trust the following forms of advertising? #ULTRA15@CaitlinDomke
  42. 42. Some tips: •  Make sure to obtain legally! •  Ask for testimonials from notable or loyal clients •  Show off UGC photos via rights- cleared photo companies •  Compile the best UGC, like Warby Parker #ULTRA15@CaitlinDomke
  43. 43. Case Study: Four Seasons Magazine #ULTRA15@CaitlinDomke
  44. 44. Four Seasons Magazine •  Mission statement: “providing interesting and evocative content about some of the world’s most fascinating travel destinations” •  Reads like a high-quality travel magazine •  Beautiful imagery •  Frequently publish •  Clear site architecture •  Content pillars: Travel, Food, Style, Weddings . #ULTRA15@CaitlinDomke
  45. 45. SAMPLE INSPIRATION STAGE CONTENT #ULTRA15@CaitlinDomke
  46. 46. SAMPLE INSPIRATION STAGE CONTENT
  47. 47. SAMPLE RESEARCH AND DISCOVERY STAGE CONTENT
  48. 48. SAMPLE BOOKING AND PREFERENCE STAGE CONTENT
  49. 49. SUBSCRIPTION
  50. 50. SAMPLE RETAIN STAGE CONTENT (NEWSLETTER)
  51. 51. Case Study: Mr. and Mrs. Smith blog
  52. 52. SAMPLE INSPIRATION STAGE CONTENT
  53. 53. SAMPLE RESEARCH AND DISCOVERY STAGE CONTENT
  54. 54. SAMPLE BOOKING STAGE CONTENT
  55. 55. SAMPLE RETAIN STAGE CONTENT (NEWSLETTER)
  56. 56. Content Marketing Success Content Distribution + Amplification Utilizing Content Across the Traveler Journey Content Distribution + Amplification Building a Successful Content Strategy
  57. 57. Share your stories. Even great content needs a push. #ULTRA15@CaitlinDomke
  58. 58. Average Hollywood movie splits 40-50% production with 50-60% distribution #ULTRA15@CaitlinDomke
  59. 59. Maximizing the Reach of Your Content We believe in a “converged media” approach utilizing paid, owned, and earned media to deliver content the audience wants and maximizing the reach of that content. Paid Social Influencer/ movable media Leverage your owned content and channels Maximize organic buzz, social engagement, and PR Organic Traffic & SEO Quickly grow your audience & jumpstart engagement Converged Native Ads (Nativo) Paid Content Distribution (Outbrain, Sharethrough) Earned Paid Owned #ULTRA15@CaitlinDomke
  60. 60. In conclusion… #ULTRA15@CaitlinDomke
  61. 61. Key factors to content marketing success: 1.  Documented content strategy and mission statement 2.  Have someone accountable for content 3.  Consistently publish quality content 4.  Map content to consumer journey 5.  Balance Paid, Owned, and Earned Media 6.  Track Content Marketing ROI #ULTRA15@CaitlinDomke
  62. 62. Hope you’re excited to create amazing content! #ULTRA15@CaitlinDomke
  63. 63. Thank you! Caitlin.Domke@NewsCred.com @CaitlinDomke

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