Read on to discover 12 of the Best Examples of Content Marketing in Travel Today

1. Content
Marketing
A presentation to Client A
Marie Wiseman
Unit 2 – Inbound & Social Media Marketing – Assignment 5
Image 1 – Startup Stock Photos (ND) – ‘Person Using Laptop Computer on Table’ (photograph)
Best Practices in the
Travel Industry

2. What Is Content Marketing?
 Great content is
 Well targeted
 Valuable – ideally sharable
 Original
 Engaging
 Actionable
‘Content marketing involves the planning,
creation and distribution of valuable, relevant
information. It is designed to attract your
audience, retain them and drive customer
action. (DMAI ND)
Image 2 – RetroSupply (ND) – ‘Vintage Teal Typewriter Beside Book’ (photograph)

3. Types of Content Marketing
Video
Infographics
Podcasts
eBooks Email
Blogs
Quiz
Checklists
White Papers
Courses Webinars
Slide Decks
User Generated Content
Image 3 – Banerjee B (ND) – ‘Photography of Aircraft Wing’ (photograph)
Images
Interactive Content

4. Today We Will Focus On These
Video
Infographics
Podcasts
eBooks Email
Blogs
Quiz
Checklists
White Papers
Courses Webinars
Slide Decks
User Generated Content
Image 3 – Banerjee B (ND) – ‘Photography of Aircraft Wing’ (photograph)
Images
Interactive Content

5. Blogs are a Must in Travel
 Establishes you as a thought leader
 Develops trust
 Great for SEO
https://www.oyster.com/articles/
Image 4 – www.Oyster.com website (2021) – screen shot
‘Roughly 350 new blog posts
went live while you were
reading this’
(Johnson Z 2020)
Oyster.com
https://www.travelfish.org/travel-planning/what-to-pack
Travelfish.org
Image 5 – Travelfish.org website planning page (2022) – screen shot

6. Images Matter
 Grab attention
 Build understanding
 Evoke emotions
https://www.spottedbylocals.com/
Image 6 – Spotted by Locals website home page (2021) – photograph
‘Facebook posts with images
see 2.3X more engagement
than those without’
(Mawhinney J 2021)
Spotted by Locals
https://bit.ly/346un2r
Wanderlust Travel Magazine
Image 7 – Wanderlust (2022) - Wanderlust Member Event: On Safari in the Masai
Mara – photograph
 Memorable
 Create engagement
 Sharable

7. Video Content Matters More
 Engaging
 Easy to interpret
 Sharable
 Very memorable
 Good for SEO
 Maximises purchase intent
https://www.introtravel.com/small-change/
Image 8 – Intro Travel website ‘Make A Difference’ page (2022) – screen shot
‘Videos get 1,200% more
shares than text and images
combined’
(Richie J, 2017)
Intro Travel
https://www.youtube.com/watch?v=izq6PwH3VaI&t=42s
Image 9 – Lonely Planet YouTube page (2022) – screen shot
Lonely Planet and GoPro

8. Podcasts are Proving Popular
 Convenient & easy to consume
 Portable
 On demand
 Cost effective
 Builds engagement
 Good for SEO
https://open.spotify.com/show/1Xw6H3aYX7t0OGguf6c3dO#_=_
‘The % US adults listening to
podcasts has grown more
than 40% in the past 3 years’
(Nielsen Buying Power 2021)
Image 10 – Zero To Travel Podcast website home page (2022) – screen shot
Zero to Travel

9. Webinars Are Growing Fast
 Convenient
 Broadens reach
 Builds reputation/highlights expertise
 Cost effective
https://www.youtube.com/watch?v=cDB17w720VE&list=PLjMiODDzNMitWDw4UdTOMdIxDGDtSxVfY
‘The use of webinars
increased 162% and
attendance nearly quadrupled
to more than 60 million
people in 2021’
(Businesswire 2021)
Image 11 – Wanderlust YouTube channel (2021) – screen shot
Wanderlust Travel Magazine

10. User Generated Content (UGC)
 Builds trust
 Drives positive word of mouth
 Unique content
Image 12 – Failte Ireland (2021) – ‘Winning photo of Connemara from
Genevieve Callander – Call of the Wild campaign- – photograph
 Personalised
 Delivers audience insights
 Cost effective
https://www.failteireland.ie/Utility/News-Library/Millions-to-Go-
Wild-on-Social-Media-for-Wild-Atlan.aspx
https://www.tripadvisor.ie/Attraction_Review-g187791-d197714-
Reviews-Pantheon-Rome_Lazio.html
‘79% of people say UGC
highly impacts their
purchasing decision’ (Kunsman T
2021)
Department of Transport, Tourism and Sport,
Fáilte Ireland and Tourism Ireland
Image 13 – Tripadvisor (2021) and Flexgirl58 (2021) – Pantheon – screen shot
Tripadvisor

11. Interactive Content
 Highlights authority/expertise
 Increases brand loyalty
Image 14 – Wanderlust website (2021) – Quiz link – screen shot
 Engaging and entertaining
 Increases time on page
 Helps with data capture
https://www.wanderlust.co.uk/content/the-ultimate-florida-travel-quiz/
‘The most shared quiz in the
last 5 years has gotten a total
of 5.4 million social
interactions’
(UNUM 2021)
Wanderlust (Quiz) Expedia Palace Resort (Eye Tracking Camp)
https://www.palaceresorts.expedia.com/us.html#/intro
Image 15 – Expedia Palace Resorts ‘Never Lift a Finger’ Eye
Tracking Campaign (2019) – screen shot

12. Summary
 Good content is well targeted, valuable,
original, engaging and actionable
 Blogs are a must in travel as are videos
 Podcasts and webinars are increasing in
popularity
 User Generated Content can
significantly build trust
 Interactive Content is very engaging
and can build brand loyalty
Image16 – Hazelwood S (ND) ‘A Vintage Typewriter’ (photograph)
For my thoughts on which of the examples used in this presentation are particularly strong, visit
https://mariewisemandigitalmarketing.blogspot.com/

13. ‘Content builds
relationships.
Relationships are built
on trust. Trust drives
revenue.’
Andrew Davis
Marketing & Customer Experience
Keynote Speaker & Author Image 17 – Twitter (2022) ‘Andrew Davis @DrewDavisHere’ (photograph)

14. Bibliography
 Startup Stock Photos (ND) – ‘Person Using Laptop Computer on Table’ (photograph) from Pexels.com. Available at
https://www.pexels.com/photo/person-using-laptop-computer-on-table-7357/ [accessed 2 January 2022]
 DMAI (ND) – ‘Content Marketing’ DMAI (online). Available at https://www.dmai.ie/olc/library [accessed 30 December 2021]
 RetroSupply (ND) – ‘Vintage Teal Typewriter Beside Book’ (photograph) from Unsplash.com. Available at https://unsplash.com/photos/jLwVAUtLOAQ
[accessed 30 December 2021]
 Banerjee B (ND) – ‘Photography of Aircraft Wing’ (photograph) from Pexels.com. Available at https://www.pexels.com/photo/photography-of-aircraft-
wing-1056528/ [accessed 2 January 2022]
 (Johnson Z 2020) – ‘15 Crazy and Interesting Facts About Blogging and WordPress’ Jeff Bullas (online). Available at https://www.jeffbullas.com/facts-
about-blogging/ [accessed 30 December 2021]
 Oyster.com website (2021) – ‘Articles’ (screen shot). Available at https://www.oyster.com/articles/ [accessed 31 December 2021]
 Travelfish.org website (2022) – ‘Planning’ (screen shot.). Available at https://www.travelfish.org/travel-planning/what-to-pack [accessed 2 January 2022]
 Richie J (2017) – ‘5 Reasons Why Video Is More Effective Than Text’ Idea Rocket (online). Available at https://idearocketanimation.com/17385-reasons-
video-effective-text/?nab=0&utm_referrer=https%3A%2F%2Fwww.google.com%2F [accessed 2 January 2022)
 Mawhinney J (2021) – ‘50 Visual Content Marketing Statistics You Should Know in 2021’ Hubspot (online). Available at
https://blog.hubspot.com/marketing/visual-content-marketing-strategy [accessed 3 January 2022]

15. Bibliography
 Spotted by Locals website (2021) – ‘Home’ (photograph). Available at https://www.spottedbylocals.com/ [accessed 3 January 2022]
 Wanderlust (2022) – ‘Wanderlust Member Event: On Safari in the Masai Mara’ (photograph). Available at https://www.wanderlust.co.uk/events/masai-
mara-event/?fbclid=IwAR1b2iuww_Zh73PaeZJNPZVRVq0mswOM2CVRw-tCn1ItEn8Vu9XEQWd3Dbo [accessed 3 January 2022]
 Intro Travel website (2022) – ‘Make A Difference’ page (screen shot). Available at https://www.introtravel.com/small-change/ [accessed 2 January 2022]
 Lonely Planet YouTube page (2022) – ‘See Lisbon from the water on a sailing adventure - Lonely Planet x GoPro’ (screen shot). Available at
https://www.youtube.com/watch?v=izq6PwH3VaI&t=42s [accessed 2 January 2022]
 Nielsen Buying Power (2021) – ‘Lighter podcast listeners are fueling audience growth’ Nielsen Insights (online). Available at
https://www.nielsen.com/us/en/insights/article/2021/lighter-podcast-listeners-are-fueling-audience-growth/ [accessed 3 January 2022]
 Zero To Travel Podcast website (2022) – ‘Home’ (screen shot). Available at https://open.spotify.com/show/1Xw6H3aYX7t0OGguf6c3dO#_=_ [accessed 2
January 2022]
 Businesswire (2021) – ‘Global Report Shows Use of Webinars Triples, Driving Digital-First Engagement Across Industries’ Businesswire (online). Available
at https://www.businesswire.com/news/home/20210602005035/en/Global-Report-Shows-Use-of-Webinars-Triples-Driving-Digital-First-Engagement-
Across-Industries [accessed 3 January 2022]
 Wanderlust YouTube channel (2021) – ‘Wanderlust reader event: Discover Georgia, USA's unspoilt and undiscovered coastline’ (screen shot). Available
at https://www.youtube.com/watch?v=cDB17w720VE&list=PLjMiODDzNMitWDw4UdTOMdIxDGDtSxVfY [accessed 3 January 2022]

16. Bibliography
 Kunsman T (2021) – ‘36 User-Generated Content Statistics That You Can’t Ignore’ everyonesocial (online). Available at
https://everyonesocial.com/blog/user-generated-content-statistics/ [accessed 3 January 2022]
 Failte Ireland (2018) – ‘Winning photo of Connemara from Genevieve Callander’ (photograph). Available at https://www.failteireland.ie/Utility/News-Library/Millions-
to-Go-Wild-on-Social-Media-for-Wild-Atlan.aspx [accessed 3 January 2022]
 Tripadvisor (2021) and Flexgirl58 (2021) – ‘Pantheon’ (screen shot). Available at https://www.tripadvisor.ie/Attraction_Review-g187791-d197714-Reviews-Pantheon-
Rome_Lazio.html [accessed 2 January 2022]
 UNUM (2021) – ‘21 Interactive Content Stats To Boost Your Business in 2021’ (online). Available at https://www.unum.la/blog/21-interactive-content-
stats-to-boost-your-business-in-2021 [accessed 3 January 2022]
 Wanderlust (2021) – ‘The Ultimate Florida travel quiz’ (screen shot). Available at https://www.wanderlust.co.uk/content/the-ultimate-florida-travel-quiz/
[accessed 3 January 2022]
 Expedia Palace Resorts (2019) – ‘Palace Resorts Eye Tracking Campaign’ (online). Available at https://www.palaceresorts.expedia.com/us.html#/intro
[accessed 3 January 2022]
 Hazelwood S (ND) – ‘A Vintage Typewriter’ (photograph). Available at https://www.pexels.com/photo/a-vintage-typewriter-3601081/ [accessed 3
January 2022]
 Twitter (2022) – ‘Andrew Davis @DrewDavisHere’ (photograph). Available at https://mobile.twitter.com/drewdavishere [accessed 3 January 2022]

17. Slideshare Link
 https://www.slideshare.net/MarieDavies13/content-marketing-best-
practices-in-the-travel-industry