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Content marketing presentation
1. CONTENT MARKETING
FOR TRAVEL AGENCY
Lyn Chapman
Assignment 5
Certificate Course in Digital Marketing
Academy of Digital Marketing
2. THE WHAT OF CONTENT MARKETING
Who is your customer? Who are we directing
content to.
This shapes content essence and structure and method
Engaging content
Reputation is revenue, 81% of travellers find travel reviews
important
https://www.siteminder.com/r/hotel-reviews-manage-online-property/
How to reach customers?
Website LinkedIn
Emails Facebook
Chatbots Instagram
Blogs Twitter
Links from other websites Reddit
Podcasts YouTube
3. BEST AND WORST PRACTICE
Important to maintain best practice as this keeps with proven success.
This can be summerised as ‘usability and enjoyment’
Need to ensure that the customer can easily find what they are looking for and enjoy the
experience
Some examples of poor practice are :
Co-operative Travel forces the user to navigate multiple pages, their drop-down menus are unavailable
to users without a mouse and uses poor colour contrast
Last Minute has good screen layout and headings yet made the mistake of putting it on a white
backdrop which can cause glare issues and make reading difficult.
https://www.clickz.com/which-are-the-best-and-worst-travel-websites-for-accessibility/102764/
7. TRIPADVISOR : EMAIL MARKETING
What do TripAdvisor do?
1st email: Personalised a bit e.g. location, 1 simple call to action
2nd email: Entice based on what I showed interest in and send more of the
same.
3rd email: Eye Candy, beautiful pictures of locations I like
4th email: Get me engaging by reviewing and joining them
…
https://www.getvero.com/resources/guides/tripadvisors-unfair-advantage/#1
Email: Open 15.45% Click trough 7.26%
Keep Short,
Target specific customer segment
Single clear call to action
https://knowledgebase.constantcontact.com/articles/KnowledgeBase/5409-average-industry-rates?lang=en_US
8. QANTAS
Reach though magazine, online, social, video
Reaches 22.8m people per year
Useful location-based content on website
Engaging video on Facebook
Focus on building 18-35 audience through special hub
Make all bookings at once
9. QANTAS
Podcasts
Inflight
‘The Talking CEO’ Leadership series created by Qantas
Multiple channels of contact
Notifications, webchat, text message, help, user login