content marketing

1. Content Marketing

2. Content marketing entails the use of content
to draw in consumers and produce revenue.
Such content must be
created in a relevant and
consistent way with the
audience in mind
Thus traditional marketing in the format of pitching
products and irrelevant information and services has
taken a step back, and in stead content marketing is
widely used and distributed to engage customers

3. Content Marketing in Travel
Intrepid Travel
(Intrepid Travel, 2018)
Intrepid Travel encourages individuals to travel in groups
and part-take in life changing adventures.
• This is facilitated by content marketing; namely a
travel blog or ‘hub’ called The Journal
• The content offered on this forum is relevant to
those keen on travelling on going by adventures as
it offers real life accounts and travel tips from other
likeminded travel enthusiasts
(Optinmonster, 2018)
The use of social media should not be understated – when
creating travel content, it is fundamental that you ‘inspire’
travel in a connected way
• Intrepid Marketing comprises of creating content on their
Facebook page, but also utilising images from other
travellers into their own content
• This has the potential to reach over half a million
individuals whom are connected with the Intrepid Travel
Page

4. Travel Airlines use content marketing to stay
aheadJetBlue
As one of the words leading airlines, it is fundamental that JetBlue stays ahead, thus marketing in a unique, and
creative manner gives the company an edge over its competitors
Video Marketing
 JetBlue is making use of the growth of video marketing to connect with
customers in order to show off its brand identity
 With over 24,000 subscribers on YouTube and views go into the millions –
thus the potential for YouTube as a marketing tool is huge
 E.g. the company have previously put forward a Reach Across the Aisle
campaign and created videos supporting the campaign in a consistent
manner to create unity in customers by showing what united travellers
https://www.youtube.com/watch?v=xQyfu1LrOSM
Another example of JetBlue using content marketing to boost its
brand’s image is by creating blog posts that gives customers tips on
how to have a positive journey when travelling with youngsters
JetBlue (2018)
http://blog.jetblue.com/mothers-day/

5. Create a Balance
• It is fundamental that travel content does not overly fall into the trap of traditional marketing, i.e. become
another way for companies to broadcast offers and services whilst failing to take into account the needs of
its customers
Thomson Blog has created the ideal balance; the blog offers
one click commercial opportunities such as downloading the
official app, but also incorporates useful, creative and relevant
content that will draw customers in
Thomson Blog (2017)
The Blog involves posts from different parts of the world –
from the United Kingdom to the Rivera, this is because it
creates content with the audience in mind. Not all customers
will want to travel to the same place, have the same budget,
etc. The blog is therefore a creative platform for a maximum
audience.

6. Bonvoy Adventure Travel
Bonvoy offers adventure travel in the outdoors and is
a prime example of an organisation boosting in site
traffic via effective content marketing
Previously the brand reached a minimal
audience via simply using emails to connect
with customers – arguably an outdated
method as the emails may have ended up as
spam or deleted to irrelevant content
They reformulated their technique and now offer
extensive content information such as guest columns
from experts to offer customers content with value
rather then a mere sales pitch that does not engage
customers.
Content is now relevant and therefore the company had
approximately 148% boost in website traffic showing how pivotal
relevant content is (Blue Fountain Media, 2016)
(Blue Fountain Media, 2018)

7. Influencers to create Social Media Content
PYMNTS (2016)
HotelTonight offers convenient hotel booking via an app for last minute customers;
particularly targeted at young individuals whom are digital savvy looking for last
minute cheap deals as well as travellers on last minute business trips.
HotelTonight have used
influencers on Instagram
and Twitter to promote
their content by offering
such influencers with
free trips in exchange for
high quality images and
content, with
influencers using catchy
‘hashtags’ and tagging
the company in posts.
This provides HotelTonight with
ample useful and relevant
content to post to their own
feed, and each image is unique
in nature. This is also
occasionally complimented
with a unique promotional
code that allows the brand to
offer traditional marketing
techniques using modern
content marketing.
Importantly, the company is visible to the influencers large and like-
minded audience whom may also enjoy travelling and thus emulate the
influencer and use the app to book hotels.

8. User Generated Content
Many companies have formed a specific content strategy in order to facilitate travellers to make decisions – these
strategies have resulted in a boost in bookings from company websites
The Case of TripAdvisor
• Arguably one of the first names one
thinks of when thinking about
travelling and booking hotels
• Initially focused on creating certain
content to engage visitors on the
website however later recognised it
was user generated reviews that had
the highest traffic
• By chiefly focusing on user-generated
reviews, the company produces both
credible and insightful content that is
relevant to customers looking to
travel in the same / similar locations
For example, the website providers views that range in credibility
depending on user profile as well as offering a direct booking link
for revenue
(Hilton, 2018)

9. Content for a Target Audience
In order to create quality content that is relevant, it
is vital to understand your target audience and what
travel products you are essentially marketing
This is easier to do for certain organisations, e.g. Mr and Mrs
Smith whom have a specific and very niche target audience
of married couples whom want a high quality deluxe
getaway. This shapes the content on their website; pictures
of expensive hotels, luxurious foods and occasionally
content of a humorous nature for couples
Due to luxury content on offer; the content often
features on high profile and celebrity publications such
as Conde Nast, which further serves as a marketing tool
to the masses.
Mr & Mrs Smith. Jori White PR (2018).

10. Content Marketing – Not just bound Online
When looking at Content Marketing; it is important to note, whilst relevant online content marketing is absolutely vital, it is
not the only form of content marketing, as highlighted by British Airways.
https://youtu.be/GtJx_pZjvzc
British Airways – at the forefront of the airline industry –
have created a clever #lookup campaign on billboards
which generates conversation and promotes the brand.
Furthermore it uses offline content with online content
as users can use the hashtag to search and post their
own content which is user generated with the target
audience in mind.

11. Content Marketing Institute. (2018). What is Content Marketing?. [online] Available at: https://contentmarketinginstitute.com/what-is-content-marketing/ [Accessed 30 Aug. 2018].
Intrepid Travel (2018). How we changed the Elephant Riding Industry. [image] Available at: https://www.intrepidtravel.com/adventures/ [Accessed 30 Aug. 2018].
TripAdvisor (2018). Hilton Tower Bridge. [image] Available at: https://www.tripadvisor.co.uk/Hotel_Review-g186338-d614236-Reviews-Hilton_London_Tower_Bridge-London_England.html
[Accessed 31 Aug. 2018].
Optinmonster (2018). [image] Available at: https://optinmonster.com/content-marketing-examples/ [Accessed 30 Aug. 2018].
Mother's Day. (2018). [Blog] JetBlue. Available at: http://blog.jetblue.com/mothers-day/ [Accessed 30 Aug. 2018].
Thomson Blog. (2017). [Blog] TUI BLOG. Available at: https://blog.tui.co.uk/ [Accessed 30 Aug. 2018].
Blue Fountain Media. (2018). Bonvoy Adventure Travel | Case Study | Blue Fountain Media. [online] Available at: https://www.bluefountainmedia.com/case-studies/bonvoy-adventure-travel
[Accessed 30 Aug. 2018].
PYMNTS (2016). Capital One, Hotel Tonight And The Beauty Of Simple Rewards. [image] Available at: https://www.pymnts.com/news/loyalty-and-rewards-news/2016/capital-one-hotel-tonight-
partnership-rewards/https://www.pymnts.com/news/loyalty-and-rewards-news/2016/capital-one-hotel-tonight-partnership-rewards/ [Accessed 30 Aug. 2018].
Jori White PR (2018). [image] Available at: http://joriwhitepr.co.uk/case-studies/mr-mrs-smith/ [Accessed 31 Aug. 2018].