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Matthew Barker, I&I Travel Media
@hitriddle
Get the slides! http://bit.ly/manchestermassive
What is
brand publishing
and w...
Marketing used to be so simple.
Source: Ben Chestnut
Now, the customer journey begins long before the bags are packed.
Travel companies are trying to act like travel publishers.
The problem is, they don’t always know how.
How *have* content creators been helping?
Producing
content Blog/press
trips
Advertising
Social media
promotion,
“impressi...
Content
curation
Editorial planning
(and creation)
How *could* content creators be helping?
Audience building
(and sharing...
● Treat content creators as audience builders, not marketers or
salespeople.
● Partnerships should aim to build (and share...
Thank you!
For more information please visit:
ianditravelmedia.com
Case studies | Insights blog
info@ianditravelmedia.com
...
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What is brand publishing and why do content creators care?

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Slides from our Travel Massive Manchester session looking at the role that bloggers and other content creators can play in the brand publishing/content marketing revolution.

Published in: Marketing
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What is brand publishing and why do content creators care?

  1. 1. Matthew Barker, I&I Travel Media @hitriddle Get the slides! http://bit.ly/manchestermassive What is brand publishing and why should content creators care?
  2. 2. Marketing used to be so simple. Source: Ben Chestnut
  3. 3. Now, the customer journey begins long before the bags are packed.
  4. 4. Travel companies are trying to act like travel publishers.
  5. 5. The problem is, they don’t always know how.
  6. 6. How *have* content creators been helping? Producing content Blog/press trips Advertising Social media promotion, “impressions” etc... Link sales & “SEO”
  7. 7. Content curation Editorial planning (and creation) How *could* content creators be helping? Audience building (and sharing) Audience insights & data
  8. 8. ● Treat content creators as audience builders, not marketers or salespeople. ● Partnerships should aim to build (and share) targeted, qualified audiences - not simply promote services/destinations. ● Content creators are also valuable as curators, helping separate the wheat from the chaff (see also Outbounding.org). ● Go focused and niche. Aim for specialist knowledge and targeted audiences. ● Go beyond “uniques per month.” Aim to gather (and share) deep audience data and insights. How can companies & content creators work together?
  9. 9. Thank you! For more information please visit: ianditravelmedia.com Case studies | Insights blog info@ianditravelmedia.com (+1) 303.800.4556 (US) (+44) 793.579.8024 (UK)

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