![WHATIS
CONTENT
MARKETING?
A type of marketing that involves the creation and sharing of online
material (such as videos, blogs and social media posts) that does
not explicitly promote a brand but is intended to stimulate interest
in its products and services.
(Fig 1
)
Paunova, D., 2021. What is the Content Marketing Cycle and how can it help you?. [online] Simplifie.com. Available at:
<https://www.simplifie.com/marketing-blog/what-is-the-content-marketing-cycle-and-how-can-it-help-you> [Accessed 20
June 2021].](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Unit 2 assignment 5 pdf
- 1. CONTENT MARKETING FOR TRAVEL BY LAUREN MILLAR Conduct online research to develop your understanding of the content marketing used by different organisations.
- 2. WHATIS CONTENT MARKETING? A type of marketing that involves the creation and sharing of online material (such as videos, blogs and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products and services. (Fig 1 ) Paunova, D., 2021. What is the Content Marketing Cycle and how can it help you?. [online] Simplifie.com. Available at: <https://www.simplifie.com/marketing-blog/what-is-the-content-marketing-cycle-and-how-can-it-help-you> [Accessed 20 June 2021].
- 3. DIFFERENT EXAMPLES OF CONTENT MARKETING FOR TRAVEL WEBSITES TUITRAVELS
- 4. Online Video Content TUI Travel website has online marke ti ng video content that has lots of useful ti ps. They have video content that state “What the food is like in Spain”. This is a great marke ti ng ti p as drives the audience to book holidays to Spain. TUI video content is be tt er than other companies as it has a wide range of di ff erent videos, they relate to di ff erent countries that the customers want to go to therefore, this causes customers to come to their website, improving SEO as they build more tra ffi c. 2021. [online/ Screenshot] Available at: <h tt ps://www.tui.co.uk> [Accessed 20 June 2021]. Different examples of content marketing for travel websites TUI TRAVELS (Fig 2)
- 5. Blogging: TUI's use of blogging is a great example of content marke ti ng. It can be seen on the website, their most recent; “Why to book your summer 2022 holiday?”. This is a perfect way to drive the audience into the TUI website as they have interests in booking, the reasons why will mo ti vate them to book more holidays through TUI. TUI’s blogging is e ff ec ti ve as they are consistent and provides informa ti on that the customers want to know about e.g. Time of ge tti ng prepped as seen in fi gure 3. 2021. [image] Available at: <h tt ps://www.tui.co.uk/des ti na ti ons/discover/Culture/best-summer- Different examples of content marketing for travel websites TUI TRAVELS Fig 3
- 6. Online Brochures: TUI have online brochures on their website. This allows customers to look through their website and read their work. The customers can also share brochures through networks. This allows awareness to be spread and TUI to gain popularity as more people are clicking on their page, allowing the company to improve its SEO. TUI online brochures can be seen as be tt er than other companies by the way they are presented online, it's easily demonstrated and accessible to get to the brochures allowing the customers lives to be easier and not was ti ng any ti me. 2021. Screenshot. [online] Available at: <h tt ps://www.tui.co.uk/brochures/> [Accessed 20 June 2021]. Different examples of content marketing for travel websites TUI TRAVELS Fig 4
- 7. TUI in numbers (Infographics): On the TUI website they wanted to show the numbers that they have had throughout the 2020 coronavirus pandemic, it demonstrates the number of cases of coronavirus (Zero) to how many calls and messages they received each day. Allowing customers to know that they still worked extremely hard through the pandemic and shows the results of this. Infographics are very effective, especially for TUI, they clearly demonstrated the number of different scenarios to measure the customers. Not many travel companies put this on their website so it is very beneficial for TUI. Tuigroup.com/ Screenshot. 2021. Looking back over our year: TUI in numbers. [online] Available at: <https://www.tuigroup.com/en-en/media/stories/2020/2020-12-23-tui-in- numbers> [Accessed 21 June 2021]. TUI TRAVELS Different examples of content marketing for travel websites Fig 11
- 8. Interview: TUI has a website called “The TUI Group”, this includes: - Interviews - Speeches - Presentations This is a very good method of content marketing as it gains audience attention and trust and informs the audience about recent events, updates etc. TUI TRAVELS Different examples of content marketing for travel websites Fig 12 Tuigroup.com. 2022. Interviews, speeches & presentations. [online] Available at: <https://www.tuigroup.com/en-en/media/interview-speeches-presentations> [Accessed 20 February 2022] Fig 1 2 .
- 9. DIFFERENT EXAMPLES OF CONTENT MARKETING FOR TRAVEL WEBSITES EASYJETTRAVELS
- 10. Podcasts EasyJet uses Podcasts in order to drive regular engagement with customers and fuel content creation. EasyJet mobile marketing is very effective and stands out as upload post cast regularly to customers about deals and offers. This allows loyal customers to stay with the company and have positive feedback, allowing more customers to visit their site, driving traf fi c . Corporate.easyjet.com. 2022. [online] Available at: <https://corporate.easyjet.com/~/media/Files/E/Easyjet/pdf/ investors/results-centre/2021/annual-report-2021.pdf> [Accessed 20 February 2022]. Different examples of content marketing for travel websites EASYJET Fig 5 Weekly podcast
- 11. News le tt ers When you sign up to an account on EasyJet you get the option of subscribing to Newsletters, this is a great way of content marketing as they are engaging with their customers and providing relevant updates. It has lots of advantages: - Connection with customer s - Drive new leads and sale s - Enhance analytics 2022. [ONLINE] AVAILABLE AT: <HTTPS://WWW.EASYJET.COM/EN/REGISTER> [ACCESSED 20 FEBRUARY 2022]. 2022. [online] Available at: <https://www.easyjet.com/en/Register> [Accessed 20 February 2022] Different examples of content marketing for travel websites EASYJET Option to receive updates Fig 6
- 12. Educational articles: EasyJet has Educational articles on their website which is very bene f icial as it allows tra ff ic to their website. It also allows the readers to answer their own questions and gives them a chance to educate the customers. This allows them to - Attract customers - Know their audience - Bring new content - Stand out to competitors EASYJET.COM/ SCREENSHOT. 2021. HELP AND INFORMATION FROM EASYJET | EASYJET. [ONLINE] AVAILABLE AT: <HTTPS://WWW.EASYJET.COM/EN/HELP> [ACCESSED 20 JUNE 2021]. Different examples of content marketing for travel websites EASYJET “10 Incredible lesser-known UK beaches” - attracts customers to book holidays to these beaches through their website as they know what they are talking about Fig 7
- 13. DIFFERENT EXAMPLES OF CONTENT MARKETING FOR TRAVEL WEBSITES TRAVELREPUBLIC
- 14. Checklists: A checklist on the website is very bene f icial for a travel site because customers want to double-check they have everything before going abroad. It is great as it: - Bring customers and tra ff ic to the website - SEO improvements - Better relationship with customers 2021. Screenshot. [image] Available at: <https://www.travelrepublic.co.uk/booking-checklist> [Accessed 20 June 2021]. TRAVEL REPUBLIC Different examples of content marketing for travel websites Fig 9
- 15. Customer reviews: It is important for a company to share their customer reviews. Travel republic have their trust pilot on show on their website. This is great as it allows customers to have relevant information and build their audience. The more positive reviews they get the more leads they may receive as they know people trust them as people can relate. Travel Republic. 2022. Cheap hotels, fl ights and holidays from Travel Republic. [online] Available at: <https://www.travelrepublic.co.uk/reviews> [Accessed 21 February 2022]. (Fig 14 ) Carmicheal, K., 2022. 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 21 February 2022]. Trustpilot. 2022. Travel Republic is rated "Excellent" with 4.6 / 5 on Trustpilot. [online] Available at: <https://uk.trustpilot.com/review/ www.travelrepublic.co.uk> [Accessed 21 February 2022]. (Fig 10) TRAVEL REPUBLIC Different examples of content marketing for travel websites (Fig 10) 4.6 / 5 From their website (Fig 14)
- 16. LAUREN MILLAR REFERENCING 1. CARMICHEAL, K., 2022. 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 21 FEBRUARY 2022]. 2. 2022. [IMAGE]/SCREENSHOT] AVAILABLE AT: <HTTPS://WWW.TUI.CO.UK/DESTINATIONS/DISCOVER/CULTURE/BEST-SUMMER-HOLIDAY-DEALS> [ACCESSED 20 FEB 2022]. (FIG 3) 3. 2022. [ONLINE] AVAILABLE AT: <HTTPS://WWW.EASYJET.COM/EN/REGISTER> [ACCESSED 20 FEBRUARY 2022].(FIG 6) 4. EASYJET.COM/ SCREENSHOT. 2021. HELP AND INFORMATION FROM EASYJET | EASYJET. [ONLINE] AVAILABLE AT: <HTTPS://WWW.EASYJET.COM/EN/HELP> [ACCESSED 20 FEB 20221]. (FIG 7) 5. PAUNOVA, D., 2022. WHAT IS THE CONTENT MARKETING CYCLE AND HOW CAN IT HELP YOU?. [ONLINE/SCREENSHOT] SIMPLIFIE.COM. AVAILABLE AT: <HTTPS://WWW.SIMPLIFIE.COM/MARKETING-BLOG/WHAT-IS-THE-CONTENT- MARKETING-CYCLE-AND-HOW-CAN-IT-HELP-YOU> [ACCESSED 20 FEB 2022]. (FIG 1) 6. 2021. SCREENSHOT. [ONLINE] AVAILABLE AT: <HTTPS://WWW.TUI.CO.UK/BROCHURES/> [ACCESSED 20 JUNE 2021]. (FIG 4) 7. TUIGROUP.COM. 2022. INTERVIEWS, SPEECHES & PRESENTATIONS. [ONLINE] AVAILABLE AT: <HTTPS://WWW.TUIGROUP.COM/EN - EN/MEDIA/INTERVIEW - SPEECHES - PRESENTATIONS> [ACCESSED 20 FEBRUARY 2022].. (FIG 12) 8. TRUSTPILOT. 2022. TRAVEL REPUBLIC IS RATED "EXCELLENT" WITH 4.6 / 5 ON TRUSTPILOT. [ONLINE] AVAILABLE AT: <HTTPS://UK.TRUSTPILOT.COM/REVIEW/WWW.TRAVELREPUBLIC.CO.UK> [ACCESSED 21 FEBRUARY 2022]. (FIG 10) 9. TRAVEL REPUBLIC. 2022. CHEAP HOTELS, FLIGHTS AND HOLIDAYS FROM TRAVEL REPUBLIC. [ONLINE] AVAILABLE AT: <HTTPS://WWW.TRAVELREPUBLIC.CO.UK/REVIEWS> [ACCESSED 21 FEBRUARY 2022]. (FIG 14) 10. CORPORATE.EASYJET.COM. 2022. [ONLINE] AVAILABLE AT: <HTTPS://CORPORATE.EASYJET.COM/~/MEDIA/FILES/E/EASYJET/PDF/INVESTORS/RESULTS-CENTRE/2021/ANNUAL-REPORT-2021.PDF> [ACCESSED 20 FEBRUARY 2022]. (FIG 5) 11. 2021. SCREENSHOT. [IMAGE] AVAILABLE AT: <HTTPS://WWW.TRAVELREPUBLIC.CO.UK/BOOKING - CHECKLIST> [ACCESSED 20 JUNE 2021]. VIDEO. (FIG9) 12. TUIGROUP.COM/ SCREENSHOT. 2021. LOOKING BACK OVER OUR YEAR: TUI IN NUMBERS. [ONLINE] AVAILABLE AT: <HTTPS://WWW.TUIGROUP.COM/EN - EN/MEDIA/STORIES/2020/2020 - 12 - 23 - TUI - IN - NUMBERS> [ACCESSED 20 FEB 2022]. (FIG 11) 13. VIDEO - TV AD. AVAILABLE AT: <HTTPS://TRAVELWEEKLY.CO.UK/ARTICLES/319999/TRAVEL - REPUBLIC - LAUNCHES - ITS - BIGGEST - MARKETING - CAMPAIGN> [ACCESSED 20 JUNE 2021]. (FIG 8) 14. EN.WIKIPEDIA.ORG. 2021. TUI FLY DEUTSCHLAND - WIKIPEDIA. [ONLINE] AVAILABLE AT: <HTTPS://EN.WIKIPEDIA.ORG/WIKI/TUI_FLY_DEUTSCHLAND> [ACCESSED 21 JUNE 2021]. (FIG 13) 15. TUI.CO.UK. 2022. TUI.CO.UK | HOLIDAYS, FLIGHTS & CRUISES 2022 / 2023. [ONLINE] AVAILABLE AT: <HTTPS://WWW.TUI.CO.UK> [ACCESSED 20 FEBRUARY 2022]. (FIG 2)
- 17. LINK TO BLOG: HTTPS://LAURENMILLAR000.WIXSITE.COM/WEBSITE/POST/ 619F631C27CB5E0016DB55DB/EDIT LINK TO VIMEO: <IFRAME TITLE="VIMEO - PLAYER" SRC="HTTPS://PLAYER.VIMEO.COM/VIDEO/ 686035590?H=4CB811C474" WIDTH="640" HEIGHT="1137" FRAMEBORDER="0" ALLOWFULLSCREEN></ IFRAME> LINKS
- 18. SCRIPTP1 UNIT 2- Assignment 5 The script: Hello, my name is Lauren Millar and welcome to my pitch about content marketing. Before we go into the best practices of content marketing, let's explore what content marketing is. It is a type of marketing that involves the creation and sharing of online material (such as videos, blogs and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products and services. The examples I will be talking about today in my video today are: Blogging Online video content Newsletters Podcasts I will be explaining why these are best practices of content marketing and also comparing them to other content marketing examples. As you can see from my presentation I used blogging as part of an example of content marketing. Therefore, let's talk about the use of blogging. Blogging is a discussion or informational website that allow the public to read and have opinions. Blogging is a very effective way of content marketing as it pulls interest in the product or services that a brand is selling. Therefore, blogging is one of the best practices of content marketing because it builds traf f ic to a website which allows the product or service to become more popular especially if people are talking about it and the positive discussion from the blogs spreads causing more people wanting to go to the site and purchase the product or service, allowing there to be pro f its in the business. Furthermore, blogging can be seen as more successful than the content marketing method online brochures as blogging allows there to be a speci f ic topic on the product or service that the target market can have an in-depth discussion on however, with online brochures, they mainly just provide information about the brand - product or service so there is a lack of discussion. The reason why blogging is so popular as it gets more people to engage in the product or service.
- 19. LAUREN MILLAR SCRIPTPT2 Another example we want to explore is Interviews, it is used to gain the audience's attention and trust. It is a very good method of content marketing as it informs the audience about recent events, updates and discussions. It can potentially improve conversions and generate new leads to a business whilst also strengthening its reputation. This example of content marketing can be seen as more effective than Newsletters as nowadays people like to watch videos about interviews instead of reading. Therefore, the business will receive more clicks-per-costs and be able to track what the customer wants to know by their clicks and heat maps. The business may potentially receive a wider audience on their interviews than people reading newsletters. Newsletters can also be missed by junk mails. Furthermore, online video marketing is any content format that features or includes video. Common forms of video content include vlogs and live videos etc. It is a perfect use of content marketing as it brings people to their page and has more interest in the product or services, this improves the SEO as there is more traf f ic on the site. The popularity of content marketing gets more people talking about the product or services, this allows the viewers and potential buyers to learn more about the product and for them to have an increased understanding of the prodigy and service which can potentially raise sales, increasing pro f its. Nevertheless, there are lots of different examples of content marketing, online video marketing is very important for a product or service, this is because it is shown that more people would rather watch a video about the market than read about it. Therefore, online video marketing will stand out from Educational articles as viewers or the market may f ind it dull. This means that online video marketing will attract more of the audience and public eyes, drawing more attention and positive exposure to the products/ services. Lastly, we need to talk about the use of Podcasts. It is a multi-channel online marketing technique focused on targeting a very speci f ic audience on their smartphones, iPads, laptops etc through website, email, SMS. This is a very effective use of content marketing as again most of the population use the Internet and check their messages therefore, the marketing technique will always be seen and knowledge. This also builds more traf f ic to the site, allowing the public to be viewing the product and services. In conclusion, Podcasts s a very useful and effective method of content marketing, it allows the method to be a more personal approach to the customers. This can be seen as more effective than Social Media content as social media content is more of a general approach to reach customers. However, podcasts can lead to loyal customers, which allows them to come back to the products and services, allowing an excellent reputation and higher pro f it views.