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Content
marketing
research for a
travel related
website
ASSIGNMENT 5 – TASK 1
LORENZO BIELLI - N°
76004075
Fig. 1, business2community.com [graphic creation]
Overview:
Your online personal brand is growing and your digital marketing
expertise is in high demand. Your latest client (a travel related
website) wants to improve their business using content marketing
and has asked you to prepare a content marketing pitch to give them
ideas on how this can be achieved.
CONTENT IS KING
Lot of times, articles, marketing experts and podcasts says that “Content is
king”. We will try now to analize good examples of content marketing about
travel companies.
HOW MANY TYPES OF CONTENT CAN WE CREATE?
1. Blogs
2. Videos
3. Infographics
4. Case studios
5. Ebooks
6. User generated-
content
7. Podcasts
8. Checklists
9. Memes
10.
Testimonial/reviews
11. Whitepapers
12. How to
guides/academies
13. Influencers/paid
ad content
(blog.hubspot.com,
2022)
WHAT MAKES GREAT
CONTENT
• AUDIENCE
• VALUE
• ORIGINALITY
• ENGAGEMENT
• ACTIONABLE
TRAVEL COMPANIES
COMPARED
BLOGS EXAMPLES
AUDIENCE: good for everyone who want to discover
Thailand
VALUE: the table of contents is very satisfying
ENGAGEMENT: “8 unmissable places” is a good engagement
title
ORIGINALITY: It is original for the audience of people who want
to travel
ACTIONABLE: You can discover the travels in Thailand and
book it by clicking directly in the CTA button in the article.
WE ROAD blog, available at:
https://stories.weroad.travel/what-
to-see-in-thailand/
BLOGS EXAMPLES
Another good example is this article about the Malta
Pride which match the 5 characteristic of content
marketing.
HAYS TRAVEL blog, available at:
https://www.haystravel.co.uk/blog/cit
y-breaks/malta-pride-2022-
educational-trip
VIDEO EXAMPLES
AUDIENCE: good for everyone to find out the best
place to go in January, and the quality and the style
of the video is in line with the high standard of the
company
VALUE: the video tell us lot of interesting things
about places, where to go.
ENGAGEMENT: It is, beautiful images and good
quality of audio speech.
ORIGINALITY: It is original, lot of traveller looking
for this type of videos and informations
ACTIONABLE: the caption contain a link to the blog
article, where you can discover more informations
about this places
KUONI YOUTUBE CHANNEL,
available at:
https://www.youtube.com/watch?v
=UaGTBLOv088&t=14s
VIDEOS EXAMPLES
GAP 360 Tik Tok profile, available
at:
https://www.tiktok.com/@gap360offi
cial/video/7147974418310991110?is
_copy_url=1&is_from_webapp=v1
Another good example is the GAP 360 Tik tok video
about Rankings for worlds tourism day!
Tik tok is one of the best plaforms for shared video.
Reels are one the most quickly and famous way to go
viral now!
Creating good reels is a must for a social media page.
TESTIMONIAL/REVIEWS
EXAMPLES
AUDIENCE: good for Gap 360 audience, with text
and adventures pictures!
VALUE: people want to read reviews before to
buy.
ENGAGEMENT: In this case, engagement create
trust in the company.
ORIGINALITY: The match of reviews and pictures is
original.
ACTIONABLE: You can watch pictures of the
testimonials and on the left there is the telephone
number and the email for ask info to the company.
GAP 360 review page, available at:
https://www.reviews.co.uk/compan
y-reviews/store/gap-360
TESTIMONIAL/REVIEWS
EXAMPLES
These example is not about reviews, but
testimonials. The travel coordinators speak about
how to travel are organized and how people feel
during this type of holiday.
I think it would be better if they create testimonials
content also with ex traveller, not just with
coordinators.
WE ROAD Instagram profile,
available at:
https://www.instagram.com/p/Cim
o3quv6Rz/
MEMES
AUDIENCE: Young audience, something fun like
this meme is always good.
VALUE: value is not the main goal of this post I
suppose.
ENGAGEMENT: It is very easy to leave a like, a
commnet or share this post.
ORIGINALITY: It’s very original and the subject shown
something recently happened (when Federer quit from
tennis).
ACTIONABLE: Actionable is not the main goal of
this post, but someone can go to visit the Instagram
page after seeing this post smiling
WE ROAD Instagram page,
available at:
https://www.instagram.com/p/CjA
mgu7uWnF/
EBOOKS
Always ebooks are good content examples of
value. In this case, Hays travel wants to show all
the destinations in autumn/winter 2022 with relative
prices. I think is something like an agency catalog,
so not too original but good for guaranteeing a
good experience to the consumers like they are in a
physical agency.
In general ebooks is good content for AUDIENCE,
VALUE and, ENGAGEMENT. They also might be
ORIGINAL and ACTIONABLE.
HAYS TRAVEL EBOOK available
at:
https://online.flippingbook.com/vie
w/1051075390/
PODCASTS
Podcasts are a recent way of
content marketing, they might be
created by a travel company, for
customers who want to discover
things by listening speak audio, or
created by travel influencers on
behalf of companies.
Want you gain greater
brand exposure and
tons of new leads
without spending a
single cent on paid
ads?
(Searchenginejournal.com, 2020)
Fig.3 Weroad.travel website, (2022)[photograph]
Thank you

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CONTENT MARKETING

  • 1. Content marketing research for a travel related website ASSIGNMENT 5 – TASK 1 LORENZO BIELLI - N° 76004075 Fig. 1, business2community.com [graphic creation]
  • 2. Overview: Your online personal brand is growing and your digital marketing expertise is in high demand. Your latest client (a travel related website) wants to improve their business using content marketing and has asked you to prepare a content marketing pitch to give them ideas on how this can be achieved. CONTENT IS KING Lot of times, articles, marketing experts and podcasts says that “Content is king”. We will try now to analize good examples of content marketing about travel companies.
  • 3. HOW MANY TYPES OF CONTENT CAN WE CREATE? 1. Blogs 2. Videos 3. Infographics 4. Case studios 5. Ebooks 6. User generated- content 7. Podcasts 8. Checklists 9. Memes 10. Testimonial/reviews 11. Whitepapers 12. How to guides/academies 13. Influencers/paid ad content (blog.hubspot.com, 2022)
  • 4. WHAT MAKES GREAT CONTENT • AUDIENCE • VALUE • ORIGINALITY • ENGAGEMENT • ACTIONABLE TRAVEL COMPANIES COMPARED
  • 5. BLOGS EXAMPLES AUDIENCE: good for everyone who want to discover Thailand VALUE: the table of contents is very satisfying ENGAGEMENT: “8 unmissable places” is a good engagement title ORIGINALITY: It is original for the audience of people who want to travel ACTIONABLE: You can discover the travels in Thailand and book it by clicking directly in the CTA button in the article. WE ROAD blog, available at: https://stories.weroad.travel/what- to-see-in-thailand/
  • 6. BLOGS EXAMPLES Another good example is this article about the Malta Pride which match the 5 characteristic of content marketing. HAYS TRAVEL blog, available at: https://www.haystravel.co.uk/blog/cit y-breaks/malta-pride-2022- educational-trip
  • 7. VIDEO EXAMPLES AUDIENCE: good for everyone to find out the best place to go in January, and the quality and the style of the video is in line with the high standard of the company VALUE: the video tell us lot of interesting things about places, where to go. ENGAGEMENT: It is, beautiful images and good quality of audio speech. ORIGINALITY: It is original, lot of traveller looking for this type of videos and informations ACTIONABLE: the caption contain a link to the blog article, where you can discover more informations about this places KUONI YOUTUBE CHANNEL, available at: https://www.youtube.com/watch?v =UaGTBLOv088&t=14s
  • 8. VIDEOS EXAMPLES GAP 360 Tik Tok profile, available at: https://www.tiktok.com/@gap360offi cial/video/7147974418310991110?is _copy_url=1&is_from_webapp=v1 Another good example is the GAP 360 Tik tok video about Rankings for worlds tourism day! Tik tok is one of the best plaforms for shared video. Reels are one the most quickly and famous way to go viral now! Creating good reels is a must for a social media page.
  • 9. TESTIMONIAL/REVIEWS EXAMPLES AUDIENCE: good for Gap 360 audience, with text and adventures pictures! VALUE: people want to read reviews before to buy. ENGAGEMENT: In this case, engagement create trust in the company. ORIGINALITY: The match of reviews and pictures is original. ACTIONABLE: You can watch pictures of the testimonials and on the left there is the telephone number and the email for ask info to the company. GAP 360 review page, available at: https://www.reviews.co.uk/compan y-reviews/store/gap-360
  • 10. TESTIMONIAL/REVIEWS EXAMPLES These example is not about reviews, but testimonials. The travel coordinators speak about how to travel are organized and how people feel during this type of holiday. I think it would be better if they create testimonials content also with ex traveller, not just with coordinators. WE ROAD Instagram profile, available at: https://www.instagram.com/p/Cim o3quv6Rz/
  • 11. MEMES AUDIENCE: Young audience, something fun like this meme is always good. VALUE: value is not the main goal of this post I suppose. ENGAGEMENT: It is very easy to leave a like, a commnet or share this post. ORIGINALITY: It’s very original and the subject shown something recently happened (when Federer quit from tennis). ACTIONABLE: Actionable is not the main goal of this post, but someone can go to visit the Instagram page after seeing this post smiling WE ROAD Instagram page, available at: https://www.instagram.com/p/CjA mgu7uWnF/
  • 12. EBOOKS Always ebooks are good content examples of value. In this case, Hays travel wants to show all the destinations in autumn/winter 2022 with relative prices. I think is something like an agency catalog, so not too original but good for guaranteeing a good experience to the consumers like they are in a physical agency. In general ebooks is good content for AUDIENCE, VALUE and, ENGAGEMENT. They also might be ORIGINAL and ACTIONABLE. HAYS TRAVEL EBOOK available at: https://online.flippingbook.com/vie w/1051075390/
  • 13. PODCASTS Podcasts are a recent way of content marketing, they might be created by a travel company, for customers who want to discover things by listening speak audio, or created by travel influencers on behalf of companies.
  • 14. Want you gain greater brand exposure and tons of new leads without spending a single cent on paid ads? (Searchenginejournal.com, 2020) Fig.3 Weroad.travel website, (2022)[photograph] Thank you