Brett Henry's presentation to the Travel Daily GM Summit 3 August 2018 @ Park Hyatt Bangkok

1. BRETT HENRY
CEO,TRAVELDAILY

3. Hi. I’m Brett Henry
@bretthenry

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INBOUNDOUTBOUND VS.

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THEN
• Advertisers had all the Control
• Consumers bombarded with ads
• Didn’t like this but nothing they
could do about it.

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THEN
• Advertisers had all the Control
• Consumers bombarded with ads
• Didn’t like this but nothing they
could do about it.

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NOW
• Buyer Has Power
• Buyer Has Tools To Discover and
Research
• Buyer Makes Their Own Decision

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The Old Model Is Broken
91% Unsubscribe
from emails*
Majority of 18-34 Year Olds
are Banner Blind
0.06% Clickthourgh Rate
For display ads**
* Hubspot, **Display Benchmark Tool, ***Inforlinks and bannerblindness.org

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“The Biggest Problem
With The Old PlayBook
Is It Fights For
People’s Attention By
Interrupting Them”
Seth Godin

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Attracting Attention
Requires You Provide Something
People Will Love

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People Love Content
Blog Posts and
Articles
Video + PodcastsPhotos + Infographics
* Hubspot, **Display Benchmark Tool, ***Inforlinks and bannerblindness.org
Presentations + eBooks

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HOW GOOD IS YOUR HOTELS
WEBSITE?
hotelwebsitegrader.org
Grade Your Hotels Website
Get Your Grade

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People Love Content
Blog Posts and
Articles
Video + PodcastsPhotos + Infographics
* Hubspot, **Display Benchmark Tool, ***Inforlinks and bannerblindness.org
Presentations + eBooks

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1. Target

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We Want to Know Exactly Who We Want to See our Content
Who Do We Want To
See Our Content?
Who Do I Want To See My Content?…

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You Should
Know Exactly
What They
Care About

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Content Safari - Persona’s

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What Are They Already Searching For?

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2. Prioritise Content Development

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Prioritise

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Find Longtail Keywords

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TD Case Study: Luxury Retreats by Airbnb

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3.Optimize

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1.Top List
2.Promise
3.A Question
4.Call to Action
5.Infographic
6.How To
7.Intrigue

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Thumbs Matter

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Make Content Skim-able

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Call to Action

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4.Understand

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Total Blog Posts
%LeadGrowth
200
100
300
400
500
600
10 or Less 11 to 20 21 to 50 51 to 100 101 - 200 Over 200
Leads
Effort
Why Content Wins