Assignment 5 - Inbound and Social Media Marketing

CONTENT MARKETING
Examples of Content Marketing for Travel Related Websites
BRITISH ACADEMY OF DIGITAL MARKETING
Mark Witney - Student number: 76367947 - Assignment 5

INTRODUCTION
Content is at the heart and soul of any digital marketing campaign - the foundation
on which the search, social, email and paid traffic campaigns are built. Without
content, Google has nothing to discover, social media users have nothing to share,
newsletters have no news, and paid traffic become one-dimension sales pitches.
(Henneberry, 2017)
For inbound marketing, content can be used to attract visitors to a website and help
to keep them engaged while they are there. Content can therefore be seen as a
stepping stone on the path of lead to customer, and from customer to engaged,
frequent buyer. (Henneberry, 2017)

INTRODUCTION
Content can take many forms; text, images, videos, blog posts, newsletters and social media
posts, etc.
And content shouldn’t necessarily be directly related to a product of service – while the main
content of a website would link directly to the product or service, effective content marketing
would also allow for indirect content, that while still related to the nature of the products or
services on offer, are supplementary to the main content of the website.
Especially suited to blogs, newsletters and social media, indirect content can often be helpful,
humorous, informative, problem solving, how-to’s, stories, interviews, reviews, opinions and
much more – all helping to engage with viewers and generate trust (as a source of
information) with both potential and existing customers.

EXAMPLE #01
As a leading travel booking website, Expedia has lots of
content to help search engines point customers their way.
Here they not only offer the option to book a flight to
Dubai, but they also have a handy guide to help promote
Dubai as a destination. The beauty of this is that if
searching for information on Dubai, potential customers
could navigate to this, and then also end up booking their
flight there once on the site.
As well as text, there is also embedded video content to
help engage with viewers.
https://www.expedia.co.uk/Dubai.d1079.Holidays-City-
Breaks?MCICID=MSNTEUKDXB

EXAMPLE #02
Thomas Cook are a good example of indirect content,
with their blog offering lots of advice and information
supplementary to their core business.
This blog post offers advice for how to get kids to eat
new food while on holiday. Your kids eating new food
isn’t directly related to booking a holiday with Thomas
Cook, but the post is designed to offer helpful advice
and allow customers to build trust in Thomas Cook as a
helpful and reliable tour operator.
https://www.thomascook.com/blog/holidays/family/ho
w-to-get-kids-to-eat-new-food-on-holiday/

EXAMPLE #03
Thomas Cook also took advantage of ‘Pancake
Day’ with a themed post on the Top 10 pancakes
from around the world.
The beauty of this post is that someone searching
for ‘pancakes’ on Pancake Day, with no intention
of booking a holiday, could stumble upon this
post and then be tempted with holiday package
offers, etc.
https://www.thomascook.com/blog/traditions/10-
pancakes-from-around-the-world/

EXAMPLE #04
Interviews are also a good source of content, with
industry experts giving their opinion, endorsing
the messaging the company would like to get
over to their customers.
Thomas Cook demonstrate this with an interview
with Dr. Sam Wass about the important of a family
holiday.
https://www.thomascook.com/blog/holidays/famil
y/dr-sam-wass-interview-the-importance-of-a-
family-holiday/

EXAMPLE #05
Thomas Cook also have their own YouTube
channel, with video content to support their other
messaging.
Their sub-channel, ‘Rocking it on Holiday’, attracts
viewers who may be researching holiday locations,
with the real life families featured in the videos
providing a case study to convince other holiday-
makers to book a similar holiday.
https://www.youtube.com/playlist?list=PLZTKwRPJ
GkskQYeXIhDlfCTzCEgDr_j3L

EXAMPLE #06
Visit Britain look to gain visitors to their website,
and of course Great Britain, by linking in with
Game of Thrones.
Therefore, Game of Thrones fans are likely to
discover the page and it promotes a reason for
them to ‘Visit Britain’ and boost UK tourism.
https://www.visitbritain.com/gb/en/top-game-
thronesr-filming-locations-northern-ireland-and-
how-find-them#Bwxf7iLXdJbb7rKS.97

EXAMPLE #07
Ryanair, unsurprisingly, take a humorous approach
to some of their content.
This video is a parody of John Lewis’ ‘Man on the
Moon’ Christmas TV advert, not only creating
humorous, entertaining content, but also
capitalising on the hype of John Lewis’ marketing
campaign.
https://www.youtube.com/watch?v=b_IHBmHYgfE

EXAMPLE #08
easyJet also get in the Christmas spirit with a
Twitter post to feature their ‘#CaptainClaus’
campaign, which is the sort of post viewers would
have been likely to share, as well as maybe giving
families a reason for choosing easyJet for their
Christmas getaway?
https://twitter.com/easyJet/status/9445368709685
49378

EXAMPLE #09
Podcasts are an often overlooked form of digital
content, and the Travel Stories Podcasts on iTunes offer
lots of supplementary information and inspiration.
With new episodes regularly uploaded, this can help
encourage repeat listeners, and the good thing about
podcasts for the travel industry, is that travellers will
often look to download podcasts to listen to while on
their journies.
https://itunes.apple.com/gb/podcast/travel-stories-
podcast/id1097413901?mt=2

EXAMPLE #10
Disneyland Paris have a rather formal News page,
featuring not only news updates, but some
behind-the-scenes snippets.
This article details a new Marvel themed
attraction, adding to the content on the website
and demonstrating Disney’s strive for innovation.
http://disneylandparis-news.com/en/disneyland-
paris-unveils-plans-for-new-marvel-themed-
attraction/

EXAMPLE #11
Louie Cole is a popular Travel Vlogger, with
approx. 1.9m YouTube subscribers.
With independent bloggers/vloggers, they are the
product, so all content helps to promote them,
their brand and their channels, etc.
This can then attract advertisers and product
placement opportunities, allowing other brands to
share the blogger’s content as part of their own.
https://www.youtube.com/user/FunForLouis

EXAMPLE #12
Content can also be imagery, and none more so
than on Instagram, the image based social
network.
Blackpool’s Pleasure Beach theme park use
Instagram to post images and videos of life at the
park, while also being able to monitor and re-post
other user’s content from their visits to the park.
https://www.instagram.com/pleasure_beach/

REFERENCES
• Henneberry, R. D. /. R., 2017. Digital Marketing for Dummies. 1st Edition ed.
Hoboken(New Jersey): John Wiley & Sons, Inc..

VIDEO NOTES

VIDEO URL
https://youtu.be/rMV_CVJ2qcM

BLOG POST & SLIDESHARE URL’S
Blog Post:
http://wibber78.blogspot.co.uk/2018/03/assignment-5-inbound-social-media.html

Assignment 5 - Inbound and Social Media Marketing

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Assignment 5 - Inbound and Social Media Marketing