A content marketing review used by different organisations in the travel sector.

1. Get Started Credit: Canva Stock
Joanna Peristiani

2. WHAT MAKES
GOOD CONTENT?
What’s next? - am I
inspired to do anything
further.
Asking ourselves these 5 questions:
The audience - does the content
understand me as an audience, what I
understand and my level of knowledge?
Is the content providing
value? am I entertained or
being informed.
Have I seen this
before - Is the content
original.
Engagement - do I want
to continue engaging
with the content.

3. BLOGS ✅Attracts customers by providing answers and improves organic traffic through SEO (Carmicheal, 2022).
Pillar content - travel categories
Answers questions & provides solution
Appealing imagery breaks up text & appealing
format
Internal links
Call to action guides reader to book
Outbound links to external content such as
Spotify playlist.
Fig. 1
Booking.com

4. BLOGS
Great at building awareness
subtly
Enhances the credibility of the post
Good use of imagery
Brand colours - inbound links in
Call to action is to sign up to
newsletter
Pillar content
through showing the views
signature orange colour
Fig. 2
Get Your Guide

5. PICTURES ✅Preferred as it creates connection through emotion. Also improves organic visibility
by being eye-catching (Hollingsworth, 2023).
Images of people to create
emotion
Eye catching clean imagery
No direct call to action, only
location in the caption
Content is paired with short
captions full of highlights of the
place
Type of content matches current
campaigns shared on other
platforms
Airbnb
Fig.3

6. PICTURES
Images paired with the text of
topic of discussion
High quality
Less of an emotional connection,
focus on location
Clean and informative visuals
builds the consideration stage
Lonely Planet
Fig. 4

7. VIDEOS ✅Quickly engage an audience and caters for shorter attention spans (Carmicheal, 2022)
Eye catching visual videos
Informative
Seasonal
Actionable, captions prompt further
action
Answers audience questions
Heavy focus within their videos is
providing information in a visually
appealing way.
Lonely Planet
Fig.5
Fig.6

8. VIDEOS
People centric to build emotional
connection
Short
Comedic
Build exposure by catering to
different audiences through
different categories. E.g., if you like
trains, there is a video on Air bnb’s
for you, similar if you like plants
Influencers to build credibility
Mix between informative and
entertaining
Airbnb
Fig. 7 Fig.8

9. INFLUENCERS ✅Attract niche audiences and builds engagement. Can also strengthen
reputation and increase conversions (Peters, n.d.)
Localised influencers based on
location of airbnb
E.g., popular K-Pop group
Enhypen are the hosts of a
location in Seoul, South Korea.
Airbnb
Fig.9
Fig.10

10. INFLUENCERS
Use community to encourage
UGC content
Main goal is to inspire
Use hashtags across influencer
content rather than using the
influencer to complement a
location
UCG transfered to their blogs
Lonely Planet
Fig.11

11. PODCASTS ✅Builds brand awareness and engages audiences in a community (Galav, 2022)
Expert insights into travel industry
Focus on travel business as niche market
Informative
Powering Travel by Expedia Group
Fig.12
The Travel Diaries
Provides value through storytelling
Features well known guests to build
credibility and an organic audience
Fig.13

12. Carmicheal, K. (2022). ‘The 12 types of content marketing in a marketer’s arsenal’ HubSpot [online]. Available at:
https://blog.hubspot.com/marketing/content-marketing-types. [accessed 07 October 2023]
Galav, A. (2022). ‘How podcasts play an important role in your digital marketing strategy’ Great Learning [online]. Available at:
https://www.mygreatlearning.com/blog/podcasts-play-an-important-role-in-digital-marketing-strategy/
[accessed 13 October 2023]
Hollingsworth, S. (2023). ‘7 reasons why content needs amazing images, videos & visuals’ Search Engine Journal [online]. Available at:
https://www.searchenginejournal.com/why-content-needs-amazing-images-videos-visuals/268911/#close. [accessed 07 October 2023]
Peters, B. (n.d.). ‘Influencers in content marketing, the basics’ Eistein Marketer [online]. Available at:
https://www.einsteinmarketer.com/influencers-content-
marketing/#:~:text=Influencers%20bring%20an%20engaged%20following,influencers%20could%20be%20the%20answer. [accessed 13
October 2023]
REFERENCES

13. Fig 1: https://www.booking.com/articles/48-hours-new-york.en.html?aid=356980&label=gog235jc-1DEghhcnRpY2xlcyiCAjjoB0gJWANoUIgBAZgBCbgBB8gBDdgBA-
gBAfgBAogCAagCA7gCkdrbqAbAAgHSAiRmZDNkZGM4NC00NDA0LTQ4OTgtYTFkZi02MzhjMmNlZDg3NGLYAgTgAgE
Fig. 2: https://www.getyourguide.com/magazine/2020/03/10-facts-about-paris/
Fig. 3 https://www.instagram.com/p/Cx8p-ikRhnN/?img_index=1
Fig. 4 https://www.instagram.com/p/CxqU4gMMagm/?img_index=1
Fig. 5 https://www.tiktok.com/@lonelyplanet/video/7283616746408545542?is_from_webapp=1&sender_device=pc&web_id=7242303750723143194
Fig. 6 https://www.instagram.com/p/Cxd7vgTu0_X/
Fig. 7 https://www.tiktok.com/@airbnb/video/7283874784339873066?is_from_webapp=1&sender_device=pc&web_id=7242303750723143194
Fig. 8 https://www.tiktok.com/@airbnb/video/7177531505219063082?is_from_webapp=1&sender_device=pc&web_id=7242303750723143194
Fig. 9 https://www.instagram.com/p/CsWFqpNr09W/?img_index=1
Fig. 10 https://www.tiktok.com/@airbnb/video/7234135353425268010?is_from_webapp=1&sender_device=pc&web_id=7242303750723143194
Fig. 11 https://www.instagram.com/explore/tags/mylpguide/
Fig. 12 https://open.spotify.com/show/4gaaqGF4oxYzdhIF4MZzZv
Fig. 13 https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwi9pe6B-
PKBAxVP_bsIHVuRDl4QFnoECBkQAQ&url=https%3A%2F%2Fpodcasts.apple.com%2Fgb%2Fpodcast%2Fthe-travel-diaries%2Fid1471130008&usg=AOvVaw1KVZceLwA5bi3x4ATX6hGt&opi=89978449
REFERENCES; ILLUSTRATIONS