This document provides examples of great content marketing across various platforms and channels. It examines travel blogs, videos, podcasts, and social media accounts that produce engaging, informative content through high-quality writing, photography, and storytelling. Key elements that make for successful content include consistent publishing, clear focus on a central topic or idea, use of multiple formats and platforms, and adding value for the intended audience.

1. ASSIGNMENT 5
U N I T 2 : I N B O U N D & S O C I A L M E D I A
M A R K E T I N G
Prepared by Kristie Keppel

2. TASK 1

3. WHAT IS CONTENT MARKETING
' C O N T E N T M A R K E T I N G I S T H E P R O C E S S O F C R E A T I N G V A L U A B L E , R E L E V A N T C O N T E N T T O :
A T T R A C T N E W C U S T O M E R S
A C Q U I R E T H E I R C U S T O M
E N G A G E T H E I R I N T E R E S T
B U T I N A N O I S Y , C R O W D E D D I G I T A L S P A C E , I T ’ S N O T S O E A S Y .
B U Y E R S A N D C U S T O M E R S T O D A Y R E C E I V E M O R E M A R K E T I N G M E S S A G E S T H A N E V E R B E F O R E –
M O R E T H A N 2 , 9 0 0 P E R D A Y , B Y C U R R E N T E S T I M A T I O N S . T H I S C R E A T E S A N E N V I R O N M E N T O F
A T T E N T I O N S C A R C I T Y , C H A L L E N G I N G M A R K E T E R S T O P R O D U C E E N G A G I N G C O N T E N T T H A T C U T S
T H R O U G H T H E S T A T I C .
A W E L L - C R A F T E D C O N T E N T M A R K E T I N G S T R A T E G Y M A K E S Y O U R B U S I N E S S A T H O U G H T L E A D E R ,
B U I L D I N G B R A N D P R E F E R E N C E A S Y O U I N F O R M A N D E D U C A T E B U Y E R S . P R O V I D I N G H E L P F U L A N D
E N T E R T A I N I N G C O N T E N T C A N F O R M A S T R O N G B O N D B E T W E E N Y O U R B R A N D A N D C U S T O M E R S
T H A T C O N T I N U E S T O G R O W A N D S T R E N G T H E N O V E R T I M E ' . ( B R E N N E R , 2 0 2 2 )

4. EXAMPLES OF GREAT CONTENT MARKETING
F o l l o w M e T o - T r a v e l B l o g
W e l l C r a f t e d P o s t s
E n g a g i n g
P r o f e s s i o n a l I m a g e r y
E a s y N a v i g a t i o n
S E O I n P l a c e
F i g . 1 . O s m a n n M & O s m a n n N . ( 2 0 2 2 ) . D u b a i G u i d e . [ I m a g e ] F i g . 2 . O s m a n n M & O s m a n n N . ( 2 0 2 2 ) . D e s t i n a t i o n s . [ I m a g e ]

5. EXAMPLES OF GREAT CONTENT MARKETING
F o l l o w M e T o - V i d e o
D i v e r s e c o n t e n t
M u l t i p l e S o c i a l C h a n n e l s
I n f o r m a t i v e
R e l e v a n t T i p s
F i g . 3 . O s m a n n M & O s m a n n N . ( 2 0 2 2 ) . K a m c h a t k a [ V i d e o ]

6. EXAMPLES OF GREAT CONTENT MARKETING
F o l l o w M e T o - I n s t a g r a m
E f f e c t i v e u s e o f f o l d e r s
E f f e c t i v e u s o f S t o r i e s & R e e l s
P l a t f o r m d o c u m e n t s l i f e s t o r y
O p p o r t u n i t y t o i n c r e a s e h a s h t a g s
F i g . 4 . O s m a n n M & O s m a n n N . ( 2 0 2 2 ) . I n s t a g r a m [ I m a g e ]

7. F o l l o w M e T o - I n s t a g r a m
EXAMPLES OF GREAT CONTENT MARKETING
E x a m p l e o f s i n g l e p i e c e
o f s t i l l i m a g e c o n t e n t
l o c a l i s e d f o r a n o t h e r
c o u n t r y i n c o p y
F i g . 5 . O s m a n n M & O s m a n n N . ( 2 0 2 2 ) . I n s t a g r a m [ I m a g e ]

8. EXAMPLES OF GREAT CONTENT MARKETING
F l i g h t o f F a n c y - P o d c a s t
F i g . 6 . G r o u n d w a t e r B . ( 2 0 2 2 )
A b o u t B e n B l o g . [ I m a g e ]
F i g . 7 . G r o u n d w a t e r B . ( 2 0 2 0 )
S p o t i f y E p i s o d e L i s t [ I m a g e ]
C r e a t e d n i c h e d i s c u s s i n g
r e m o t e e x o t i c l o c a t i o n s
W e l l s t r u c t u r e d
F o c u s e s o n c e n t r a l i d e a
R e g u l a r s c h e d u l e
I n c o r p o r a t e s g u e s t s
A u t h e n t i c

9. EXAMPLES OF GREAT CONTENT MARKETING
B e n G r o u n d w a t e r - B l o g
W e l l w r i t t e n u t i l i s i n g h i s
b a c k g r o u n d i n j o u r n a l i s m
P r a c t i c a l y e t a s p i r a t i o n a l
c o n t e n t
P r o f e s s i o n a l i m a g e r y
u t i l i s e d l e v e r a g i n g
p r o f e s s i o n a l
p h o t o g r a p h i c s k i l l s
E a s y n a v i g a t i o n & S E O
u t i l i s e d
F i g . 8 . G r o u n d w a t e r B . ( 2 0 2 2 ) A b o u t B e n B l o g . [ I m a g e ]

10. EXAMPLES OF GREAT CONTENT MARKETING
N a d i n e S y k o r a - V l o g
5 0 0 k s u b s c r i b e r s
G r e a t o n c a m e r a p e r s o n a l i t y
5 5 + c o u n t r i e s v i s i t e d
A v e r a g e s 2 v i d e o u p l o a d s p / w
F i g . 9 . S y k o r a . S . ( 2 0 2 2 ) H e y N a d i n e . [ V i d e o ]

11. EXAMPLES OF GREAT CONTENT MARKETING
N a d i n e S y k o r a - I n s t a g r a m
D i v e r s e c o n t e n t p o s t e d
U t i l i s e s s h o r t f o r m v i d e o s &
s t i l l i m a g e s
U s e s h u m o u r w e l l
F i g . 1 0 . S y k o r a . S . ( 2 0 2 2 ) H e y N a d i n e . [ V i d e o ] F i g . 1 1 . S y k o r a . S . ( 2 0 2 2 ) I n s t a g r a m . [ I m a g e ]

12. EXAMPLES OF GREAT CONTENT MARKETING
N a d i n e S y k o r a - T r a v e l E - B o o k
W e l l d e s i g n e d E - b o o k
N a d i n e d e m o n s t r a t e s
t h e v a l u e o f h e r E - B o o k
b y s h a r i n g a p r e v i e w o f
w h a t i s c o n t a i n e d i n t h e
E - b o o k
F i g . 1 2 . S y k o r a . S . ( 2 0 2 2 ) I n s t a g r a m . [ I m a g e ] F i g . 1 2 . S y k o r a . S . ( 2 0 2 2 ) E b o o k . [ I m a g e ]

13. EXAMPLES OF GREAT CONTENT MARKETING
F a m i l y T r a v e l A u s t r a l i a - P o d c a s t
F i g . 1 3 . G u e r i n . K & G u e r i n P . ( 2 0 2 2 ) F a m i l y T r a v e l P o d c a s t . [ I m a g e ]
F o c u s e d o n c e n t r a l i d e a p e r
p o d c a s t
P l a y s w e l l t o a u d i e n c e w i t h
f a m i l i e s
G o o d u s e o f A u d i o e d i t i n g
s o f t w a r e

14. EXAMPLES OF GREAT CONTENT MARKETING
T r a v e l l e r C h e c k l i s t
F i g . 1 4 . S a r k i s . C ( 2 0 2 1 ) T h e U l t i m a t e P a c k g i n g L i s t [ I m a g e ]
G r e a t p i e c e o f a d d e d v a l u e
c o n t e n t e v e r y t r a v e l l e r w i l l
a p p r e c i a t e
D o w n l o a d a b l e , e d i t a b l e &
m o b i l e f r i e n d l y c o n t e n t

15. R E F E R E N C E S
Brenner, M. (2022) 'Content Marketing A Complete Guide'. [Online]. in Marketo. Available at:
https://www.marketo.com/content-marketing/#What. [Accessed 31st of July].
Guerin. K & Guerin P. (2022). 'Family Travel Australia' [Podcast]. in Spotify. Available at:
https://open.spotify.com/show/4P9LKd7Wn4VVKkcoOzDN5x
O s m a n n M & O s m a n n N . ( 2 0 2 2 ) . ' D e s t i n a t i o n s ' [ I m a g e ] i n F o l l o w M e T o T r a v e l B l o g . A v a i l a b l e
a t : h t t p s : / / f o l l o w m e t o . t r a v e l / d e s t i n a t i o n s
O s m a n n M & O s m a n n N . ( 2 0 2 2 ) . ' D u b a i G u i d e ' [ I m a g e ] i n F o l l o w M e T o T r a v e l B l o g . A v a i l a b l e
a t : h t t p s : / / f o l l o w m e t o . t r a v e l / d e s t i n a t i o n s
G r o u n d w a t e r B . ( 2 0 2 2 ) ' A b o u t B e n B l o g ' . [ I m a g e ] i n A b o u t B e n B l o g . A v a i l a b l e a t :
h t t p : / / b e n g r o u n d w a t e r . c o m / a b o u t - b e n / . [ A c c e s s e d 3 1 s t o f J u l y ] .
G r o u n d w a t e r B . ( 2 0 2 0 ) ' S p o t i f y E p i s o d e L i s t ' [ I m a g e ] i n S p o t i f y . A v a i l a b l e a t :

16. R E F E R E N C E S
O s m a n n M & O s m a n n N . ( 2 0 2 2 ) . ' K a m c h a t k a ' [ V i d e o ] i n F o l l o w M e T o T r a v e l B l o g . A v a i l a b l e
a t : h t t p s : / / f o l l o w m e t o . t r a v e l / d e s t i n a t i o n s
O s m a n n M & O s m a n n N . ( 2 0 2 2 ) . ' F o l l o w M e T o I n s t a g r a m ' [ I m a g e ] i n I n s t a g r a m . A v a i l a b l e
a t : h t t p s : / / w w w . i n s t a g r a m . c o m / f o l l o w m e t o / ? h l = e n . [ A c c e s s e d 3 1 s t o f J u l y ] .
S y k o r a . N ( 2 0 2 2 ) . ' H o w t o T r a v e l E b o o k ' [ I m a g e ] i n I n s t a g r a m . A v a i l a b l e
a t : h t t p s : / / w w w . i n s t a g r a m . c o m / h e y n a d i n e / r e e l s / [ A c c e s s e d 1 s t o f A u g u s t 2 0 2 2 )
S y k o r a . N ( 2 0 2 2 ) . ' H e y N a d i n e I n s t a g r a m ' [ I m a g e ] i n I n s t a g r a m . A v a i l a b l e
a t : h t t p s : / / w w w . i n s t a g r a m . c o m / h e y n a d i n e / r e e l s / [ A c c e s s e d 1 s t o f A u g u s t 2 0 2 2 ) .
S y k o r a . N ( 2 0 2 2 ) . ' H e y N a d i n e ' [ Y o u t u b e C h a n n e l ] i n Y o u T u b e . A v a i l a b l e a t :
h t t p s : / / w w w . y o u t u b e . c o m / c / h e y n a d i n e [ A c c e s s e d 1 s t o f A u g u s t ] .
S a r k i s , C . ( 2 0 2 2 ) ' T h e U l t i m a t e P a c k i n g L i s t ' . [ O n l i n e ] . i n S m a r t e r T r a v e l . A v a i l a b l e
a t : h t t p s : / / b u d g e t b a k e r s . c o m / t r a v e l - c h e c k l i s t s / [ A c c e s s e d 3 1 s t o f J u l y ] .
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