Digital Assignment No. 5 by Marie Viado

1. Content Marketing
DIGITAL ASSIGNMENT 5
MARIE VIADO

2. What is Content Marketing?
According to Content Marketing Institute, It is defined as follows:
“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to
attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
(Content Marketing Institute, 2020)
Companies are seeing the value of using this type of Marketing not just because they want to drive profits up
their door, but they also want to bring cost benefit and ultimately build loyal customers.
Content Marketing is targeted and knows it’s audience. It also enables engagement and is not just product
focused but customer focused.
Why is it being rated so high? Because content marketing builds your website experience. Relevant content
elevates the site and ranking in Search Engine Optiimatisation (SEO’s). And with this creates a “pathway” for
one to reach and engage the customer, arming them with enough “information” to probably take them to the
next stage of transacting or an action resulting to sales or whatever purpose you had intended them to do.

3. Content Marketing
Flight Centre: Blogs
One of the best way to attract people
interested to travel is to make them
“read” what it is like to be there, to
experience it and that’s really best
conveyed through Blogs.
Having a catchy title also helps one to
choose that “Blog” to read. As per this
example in Flight Centre website, “7
Romantic Destinations that aren’t just
for couples” – it doesn’t “exclude”
people who are single or families, and
you know that you are not going to
read a blog that is pages long as you
know it’s limited to 7 points.

4. Content Marketing
Flight Centre: Checklist
Checklists are also another form of
content marketing.
The Flight Centre website, features this
Checklist on “Essential items Checklist for
your Summer Holiday” it’s a great way to
provide information in a step by step
methodology, while they go through the
list, it also highlights popular summer
destinations you can actually consider
along the read.

5. Content Marketing
Flight Cente: Social Media Specialist
We listen when the “specialist” speak or
share, same with a social media specialist.
Another example of content marketing.
Flight Centre has invested in Sam Locke
who is the dedicated Social Media
Specialist for them in Flight Centre
Australia, she handles the twitter and
facebook social media platforms for the
website and this is where she shares her
views, recommendations, tips and in many
other ways and forms, this helps one make
their minds up about certain destinations or
periods to travel. It’s a great way as well to
engage the public with direct
comments/responses. Goldmine of
information if harvested properly.

6. Content Marketing
STA Travel: Videos
Videos are another way to produce great
content marketing. According to Hubspot
research, 54% of audiences want to see
videos from brands they support.
(Carmichael, 2020)
In this particular video featured in the STA
Travel website, they feature two guys
called “Tempest Two” who travelled South
America via their bikes as part of “Project
Patagonia”, It’s a great way to “advertise”
the South America route by actually
seeing the sights via the bike video. If
you like biking and this type of outdoor
adventure, this is a great way to “sell” the
next holiday to consider South America.

7. Content Marketing
Expedia: App – “How to” “Tips”
Offering an App that contains “Rewards”,
How to/Helpful Travel Tips are another
example of content marketing.
Expedia is offering an Expedia App, that will
provide you with “value” through their
rewards programme, if you book through it,
you get double rewards, they also offer
How to or Helpful Tips whether it’s the latest
Travel updates or How to get your visas
organised. With these in your fingertips, it
makes traveling definitely, “light work”.

8. Content Marketing
Expedia: Customer Reviews
Customer Review is another content
marketing example.
Expedia is has a dedicated page for
Customer reviews and you can actually
read through how “happy” (or not) was
their customer experience. This is actual
feedback on how people found Expedia site
or customer experience, “will you book
through this site”, are they easy to deal
with, how about refunds in case of
unforeseen circumstances? You can read
all about it in these section. Real-life
people selling your service/products.
Careful, could also be a double-edged
sword if in case the customer experience
fails.

9. Content Marketing
Contiki: Memes
Ever heard of Meme’s? It’s been all over
the internet and our use of social media.
It’s also another content marketing
example.
Contiki is a very “young” travel related
website. They are specifically aimed for a
certain younger age group. Their site is full
of interesting section such as “six-two”
where you can find all kinds of interesting
“travel related” experiences. Meme being
one of them. It’s something that the “age
group” target can “relate to”. Again, making
one realise that Contiki gets them, and
makes that booking another step closer to
happening.

10. Content Marketing
Agoda: Testimonials
Customer Testimonials are the real deal.
It’s also another example of content
marketing.
Agoda made their name as a “hotel”
website. If you need a hotel in any part of
the world, Agoda is a great hotel finder
website. True enough, when you scroll
down to their main landing page, the centre
of the site shows actual customer
testimonials that once you click will show
you the hotel content you want to consider
given the said testimonial. It’s probably as
well a location that is not so popular,
therefore, it makes you read further and
possibly consider. That’s what clever
content marketing do.

11. Content Marketing
Lonely Planet: e-books
E-books. They are game changers. It
changed the way we read from the
standard hard bound/paperback version of
the book as we know it. They are also
another example of content marketing.
Lonely planet is probably one iconic “book”
that we know in travel, you find them in
bookshops with that signature lonely planet
logo and you expect to know everything
and anything about a city/country on that
book. With that premise, the lonely planet
website has moved with the times with e-
books, you an learn “tons” of information
on these books, it also helps if you get
“discounts” on the site if you subscribe to
the newsletter. (See circled item in red)

12. Content Marketing
Traveler: Podcast
Of course you’ve heard of Podcasts? If you
haven’t In the Telegraph UK defines it as an
audio show, usually spread across a series of
episodes, which can be downloaded from the
internet and you can listen to it either on a
computer, MP3 or through your phone. The
term coined in 2004 is a portmanteau of Apple’s
iPod and broadcast. (Naughton,2020) It is also
another example of content marketing.
The Traveller website, features flight of fancy
podcasts, the podcast talks about travel
destinations to tips and experiences Some of
the latest podcast featured in the site are like
“Places to visit in 2020”, “What it’s like to be a
female traveller”, great content marketing to
guide you in your future travel plans.

13. Reference List
• Page 2 : Content Marketing Institute. (2020). What is Content Marketing?. [online] Available at:https://contentmarketinginstitute.com/what-
is-content-marketing/ [Accessed 16 Feb. 2020].
• Page 4: Carmicheal, K. (2020). The 12 Types of Content Marketing in a Marketer's Arsenal. [online] Blog.hubspot.com. Available at:
https://blog.hubspot.com/marketing/content-marketing-types [Accessed 16 Feb. 2020].
• Page 12: Naughton, P. (2020). What is a podcast and where can I find the best ones to listen to?. [online] The Telegraph. Available at:
https://www.telegraph.co.uk/radio/podcasts/what-is-a-podcast-and-where-can-i-find-the-best-ones-to-listen-t/ [Accessed 16 Feb. 2020].