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Best Practices in Content Marketing
for the Travel Industry
How to Create Content Travelers Love
Caitlin  Domke
@NewsCred  –  Brand  Strategist
@caitlindomke
It’s clear that
traditional advertising
methodologies are no
longer working.
70% of consumers prefer
getting to know a company
through content vs. ads
72% of marketers think
branded content is more
effective than advertising
Source: Content Marketing Institute	
  
#ULTRA15
Source: Custom Content Council	
  
@CaitlinDomke
of millennials said that a
compelling advertisement
would make them
trust a brand more.
1%
*Forbes/Elite Daily study, Jan. 2015.
#ULTRA15@CaitlinDomke
Banners?
You are more
likely to . . .
#ULTRA15@CaitlinDomke
“Rather than talk at consumers, we’re shifting to
speaking with them using attention-grabbing
content that adds value to consumers’ lives by
providing them with information and
entertainment at the right time
and in the right context.”
– David Beebe, head of Marriott International Content Studio
#ULTRA15@CaitlinDomke
Why build your house on rented land?
Publish on your own Content Hub.
#ULTRA15@CaitlinDomke
NewsCred is dedicated to helping
brands connect with their audiences
through great content.
Software ServicesContent
#ULTRA15@CaitlinDomke
Best Practices in Content Marketing for the Travel Industry
Today
•  What is content marketing
•  How to build a successful content marketing strategy
•  Utilizing content across the traveler’s buyer journey
•  Content distribution + amplification
#ULTRA15@CaitlinDomke
What is Content Marketing?
How to Build a Successful
Content Strategy
Content Distribution +
Amplification
Utilizing Content Across
the Traveler Journey
“Content marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly defined and
understood target audience – with the objective of driving profitable customer action.”
-Content Marketing Institute
•  Not advertising or PR
•  It is continuous
•  Customer, not brand-focused
•  Seeks to answer customer questions across the buyer journey
•  Owned media = An Asset for your business with ROI
Content Marketing Defined
#ULTRA15@CaitlinDomke
The Promise of Content Marketing:
To earn your audience . . .
. . . versus buying it!
#ULTRA15@CaitlinDomke
Unique Point of View Trap
Too easy to become
consumed with your story,
not your customers.
#ULTRA15@CaitlinDomke
“Content marketing is like
a first date. If all you do is talk
about yourself, there won’t be a
second date.”
– David Beebe
#ULTRA15@CaitlinDomke
Ann Handley: “Take your brand out of the story. . .
. . .Make your customers the hero.”
Our Natural Instinct
Content
Marketing
Brand
Purpose
What
Customers
Want
Charity
#ULTRA15@CaitlinDomke
Content Marketing
Success
How to Build a Successful
Content Strategy
Content Distribution +
Amplification
Utilizing Content Across
the Traveler Journey
Steps to achieve content marketing success:
1.  Start with a strategy.
2.  Create great content aligned with the buyer’s
journey.
3.  Share strategically.
4.  Track ROI
#ULTRA15@CaitlinDomke
18
Determine and document your
content strategy.
Why is it important to have a documented content
marketing strategy?
Source: CMI
#ULTRA15@CaitlinDomke
•  Thinking and acting like a publisher
•  Delivering content your audience wants
•  Managing content as an asset (with an ROI)
What is a Content Marketing Strategy?
#ULTRA15@CaitlinDomke
Content Marketing Roadmap
Discovery Destination Team Topic Models
Customer
Journey
KPIs /
Reporting
Optimization
•  Audience insights
•  Business Case
•  Current State
•  Budget
•  Branding/Design
•  Platform
•  Firm Integration
•  Who does what?
•  Agency
•  NewsCred
•  Distribution
•  Structure
•  Topics
•  Types
•  Content by Stage
•  Conversions
•  Subscriptions
•  Define report
•  Who / when?
•  Content
•  Platform
•  Distribution
#ULTRA15@CaitlinDomke
YOUR BRAND
PURPOSE
Content
Marketing
Brand
Purpose
What
Customers
Want
KEY AUDIENCE
INSIGHTS
YOUR MISSION
STATEMENT
Developing your mission statement
#ULTRA15@CaitlinDomke
Follow this template:
Become a destination for [target audience] interested in [topics].
To help them [customer value].
This will help us [content marketing goals]
•  Earn your audience’s attention vs. just buying it
•  Reach, engage and convert NEW buyers
NewsCred Example:
Become a destination for marketers interested in content marketing. To help them be
better at their jobs and achieve marketing success. This will help us reach, engage, and
convert new buyers and engage with existing customers.
#ULTRA15@CaitlinDomke
Key responsibilities
Content
Marketer /
Editor
Strategizes, writes,
and oversees
content projects to
ensure brand
consistency and
alignment with
business
objectives.
Community
Manager
Distributes content
across social
channels, engages
online communities,
and contributes to
content projects.
Designer
Brings content to life
through the user
experience and rich
visuals.
Contributors
Any content creator-
blogger,
photographer,
designer — who
contributes to your
project.
SEO / Paid
Specialist
Manages the paid
distribution of
content online.
Analytics
Defines best/ worst
performers,
conversion
optimization and
measurement
communications.
Curation
Fines and re-
purposes the best
content from your
business and from
around the web.
#ULTRA15@CaitlinDomke
Key factors to content marketing success:
1.  Documented content strategy and mission statement
2.  Have someone accountable for content
3.  Consistently publish quality content
4.  Map content to consumer journey
5.  Balance Paid, Owned, and Earned Media
6.  Track Content Marketing ROI
#ULTRA15@CaitlinDomke
Give yourself a grade!
Best Practice R Y G
Have a documented content strategy?
Have someone managing content
Content maps to the buyer journey
Publishing quality, volume and variety
Social activation of content
Measurement template / ROI defined
Overall:
?
#ULTRA15@CaitlinDomke
Content Marketing
Success
Building a Successful
Content Strategy
Content Distribution +
Amplification
Utilizing Content Across
the Traveler Journey
Utilize the Right Mix of Content
Custom Content
Share on-brand stories which are created specifically
for your brand.
Community Content
Leverage content from customers, employees,
influencers that grows and engages your community.
Licensed Content
Boost credibility, publishing cadence, and direct traffic
with a high-volume of fully-licensed, compliant content.
#ULTRA15@CaitlinDomke
Utilize the Right Mix of Content
Custom Content
Share on-brand stories which are created specifically
for your brand.
Community Content
Leverage content from customers, employees,
influencers that grows and engages your community.
Licensed Content
Boost credibility, publishing cadence, and direct traffic
with a high-volume of fully-licensed, compliant content.
+28%
brand
engagement
#ULTRA15@CaitlinDomke
According to Google,
travelers visit 22
different sites over an
average of 9.5 sessions
before booking.
#ULTRA15@CaitlinDomke
Content across the traveler’s buyer journey
•  Broader, shareable content that inspires travel
•  Aim to start long relationships, don’t over-emphasize your brand or push
for conversions yet (but make sure to have CTA)
•  Channels: social/video/photo sites; search engines; email
•  Help your customers plan with destination-specific content
•  Don’t pressure towards bookings (but make sure to have CTA)
•  What makes your brand/company unique? Tell those stories.
•  Consider UGC (user reviews, testimonials and brand advocates) to
speak for you.
•  Keep the conversation going with a consistent cadence of TOFU/MOFU
content
•  Email and social are great channels for this
Inspiration
Retain
Research &
Discovery
Booking &
Preference
#ULTRA15@CaitlinDomke
Reach, Engage and Convert
the Right People.
Early-­‐stage	
  Searches	
  
Middle-­‐stage	
  
Brand	
  Searches	
  
Search	
  /	
  Social	
  Volume	
  
“What  are  the  world’s  best  
beaches?”
(10-­‐3000  X)
“What  should  I  do  in  Bali?”
(2-­‐10  X)
“Four  Seasons  in  Bali”	
  
#ULTRA15@CaitlinDomke
INSPIRATION + AWARENESS
STAGE
#ULTRA15@CaitlinDomke
of people don’t know where
they want to go when first
looking into booking a trip.
70%
*Google/Ipsos MediaCT
#ULTRA15@CaitlinDomke
Many leisure travelers go into planning undecided
on a brand.
#ULTRA15@CaitlinDomke
RESEARCH + DISCOVERY
STAGE
#ULTRA15@CaitlinDomke
Search terms that travelers use in planning
#ULTRA15@CaitlinDomke
BOOKING
STAGE
#ULTRA15@CaitlinDomke
Content directly influences
purchase decisions.
85% of consumers regularly seek out trusted content
when considering a purchase.
Source: Nielsen
#ULTRA15@CaitlinDomke
Information sources used by U.S. travelers while
planning/booking their most recent trip
40%
38%
38%
25%
19%
18%
16%
13%
Hotel sites
Online travel agencies
Airline sites
Search engines
Travel publications/sites
Family/Friend
Rental car sites
Search engine travel sites
Source:
eMarketer/
Expedia Media
Solutions
conducted by
comScore Nov
2014
#ULTRA15@CaitlinDomke
User-Generated Content during Booking Stage
of travel planning study
respondents report
reading travel reviews
prior to booking
95%
Source: New York University and TrustYou; 2015
of millennials post on
social networks and
share experiences with
friends while traveling
97%
#ULTRA15@CaitlinDomke
Source: Chase Card Services Study, 2014
To what extent do
you trust the
following forms
of advertising?
#ULTRA15@CaitlinDomke
Some tips:
•  Make sure to obtain legally!
•  Ask for testimonials from notable
or loyal clients
•  Show off UGC photos via rights-
cleared photo companies
•  Compile the best UGC, like Warby
Parker
#ULTRA15@CaitlinDomke
Case Study:
Four Seasons Magazine
#ULTRA15@CaitlinDomke
Four Seasons Magazine
•  Mission statement: “providing
interesting and evocative content about
some of the world’s most fascinating
travel destinations”
•  Reads like a high-quality travel
magazine
•  Beautiful imagery
•  Frequently publish
•  Clear site architecture
•  Content pillars: Travel, Food, Style,
Weddings
.
#ULTRA15@CaitlinDomke
SAMPLE INSPIRATION STAGE CONTENT
#ULTRA15@CaitlinDomke
SAMPLE INSPIRATION STAGE CONTENT
SAMPLE RESEARCH AND DISCOVERY
STAGE CONTENT
SAMPLE BOOKING AND PREFERENCE STAGE CONTENT
Best Practices in Content Marketing for the Travel Industry
SUBSCRIPTION
SAMPLE
RETAIN STAGE
CONTENT
(NEWSLETTER)
Case Study:
Mr. and Mrs. Smith blog
SAMPLE INSPIRATION STAGE CONTENT
SAMPLE RESEARCH AND DISCOVERY STAGE CONTENT
SAMPLE BOOKING STAGE CONTENT
SAMPLE
RETAIN STAGE
CONTENT
(NEWSLETTER)
Content Marketing
Success
Content Distribution +
Amplification
Utilizing Content Across
the Traveler Journey
Content Distribution +
Amplification
Building a Successful
Content Strategy
Share your stories.
Even great content needs a push.
#ULTRA15@CaitlinDomke
Average Hollywood movie splits 40-50%
production with 50-60% distribution
#ULTRA15@CaitlinDomke
Maximizing the Reach of Your Content
We believe in a “converged media” approach utilizing paid, owned, and earned media
to deliver content the audience wants and maximizing the reach of that content.
Paid Social Influencer/
movable media
Leverage your owned
content and channels
Maximize organic buzz,
social engagement,
and PR
Organic Traffic & SEO
Quickly grow your
audience & jumpstart
engagement
Converged
Native Ads (Nativo)
Paid Content Distribution
(Outbrain, Sharethrough)
Earned Paid
Owned
#ULTRA15@CaitlinDomke
In conclusion…
#ULTRA15@CaitlinDomke
Key factors to content marketing success:
1.  Documented content strategy and mission statement
2.  Have someone accountable for content
3.  Consistently publish quality content
4.  Map content to consumer journey
5.  Balance Paid, Owned, and Earned Media
6.  Track Content Marketing ROI
#ULTRA15@CaitlinDomke
Hope you’re excited to create
amazing content!
#ULTRA15@CaitlinDomke
Thank you!
Caitlin.Domke@NewsCred.com
@CaitlinDomke

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Best Practices in Content Marketing for the Travel Industry

  • 1. Best Practices in Content Marketing for the Travel Industry How to Create Content Travelers Love Caitlin  Domke @NewsCred  –  Brand  Strategist @caitlindomke
  • 2. It’s clear that traditional advertising methodologies are no longer working. 70% of consumers prefer getting to know a company through content vs. ads 72% of marketers think branded content is more effective than advertising Source: Content Marketing Institute   #ULTRA15 Source: Custom Content Council   @CaitlinDomke
  • 3. of millennials said that a compelling advertisement would make them trust a brand more. 1% *Forbes/Elite Daily study, Jan. 2015. #ULTRA15@CaitlinDomke
  • 4. Banners? You are more likely to . . . #ULTRA15@CaitlinDomke
  • 5. “Rather than talk at consumers, we’re shifting to speaking with them using attention-grabbing content that adds value to consumers’ lives by providing them with information and entertainment at the right time and in the right context.” – David Beebe, head of Marriott International Content Studio #ULTRA15@CaitlinDomke
  • 6. Why build your house on rented land? Publish on your own Content Hub. #ULTRA15@CaitlinDomke
  • 7. NewsCred is dedicated to helping brands connect with their audiences through great content. Software ServicesContent #ULTRA15@CaitlinDomke
  • 9. Today •  What is content marketing •  How to build a successful content marketing strategy •  Utilizing content across the traveler’s buyer journey •  Content distribution + amplification #ULTRA15@CaitlinDomke
  • 10. What is Content Marketing? How to Build a Successful Content Strategy Content Distribution + Amplification Utilizing Content Across the Traveler Journey
  • 11. “Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” -Content Marketing Institute •  Not advertising or PR •  It is continuous •  Customer, not brand-focused •  Seeks to answer customer questions across the buyer journey •  Owned media = An Asset for your business with ROI Content Marketing Defined #ULTRA15@CaitlinDomke
  • 12. The Promise of Content Marketing: To earn your audience . . . . . . versus buying it! #ULTRA15@CaitlinDomke
  • 13. Unique Point of View Trap Too easy to become consumed with your story, not your customers. #ULTRA15@CaitlinDomke
  • 14. “Content marketing is like a first date. If all you do is talk about yourself, there won’t be a second date.” – David Beebe #ULTRA15@CaitlinDomke
  • 15. Ann Handley: “Take your brand out of the story. . . . . .Make your customers the hero.” Our Natural Instinct Content Marketing Brand Purpose What Customers Want Charity #ULTRA15@CaitlinDomke
  • 16. Content Marketing Success How to Build a Successful Content Strategy Content Distribution + Amplification Utilizing Content Across the Traveler Journey
  • 17. Steps to achieve content marketing success: 1.  Start with a strategy. 2.  Create great content aligned with the buyer’s journey. 3.  Share strategically. 4.  Track ROI #ULTRA15@CaitlinDomke
  • 18. 18 Determine and document your content strategy.
  • 19. Why is it important to have a documented content marketing strategy? Source: CMI #ULTRA15@CaitlinDomke
  • 20. •  Thinking and acting like a publisher •  Delivering content your audience wants •  Managing content as an asset (with an ROI) What is a Content Marketing Strategy? #ULTRA15@CaitlinDomke
  • 21. Content Marketing Roadmap Discovery Destination Team Topic Models Customer Journey KPIs / Reporting Optimization •  Audience insights •  Business Case •  Current State •  Budget •  Branding/Design •  Platform •  Firm Integration •  Who does what? •  Agency •  NewsCred •  Distribution •  Structure •  Topics •  Types •  Content by Stage •  Conversions •  Subscriptions •  Define report •  Who / when? •  Content •  Platform •  Distribution #ULTRA15@CaitlinDomke
  • 22. YOUR BRAND PURPOSE Content Marketing Brand Purpose What Customers Want KEY AUDIENCE INSIGHTS YOUR MISSION STATEMENT Developing your mission statement #ULTRA15@CaitlinDomke
  • 23. Follow this template: Become a destination for [target audience] interested in [topics]. To help them [customer value]. This will help us [content marketing goals] •  Earn your audience’s attention vs. just buying it •  Reach, engage and convert NEW buyers NewsCred Example: Become a destination for marketers interested in content marketing. To help them be better at their jobs and achieve marketing success. This will help us reach, engage, and convert new buyers and engage with existing customers. #ULTRA15@CaitlinDomke
  • 24. Key responsibilities Content Marketer / Editor Strategizes, writes, and oversees content projects to ensure brand consistency and alignment with business objectives. Community Manager Distributes content across social channels, engages online communities, and contributes to content projects. Designer Brings content to life through the user experience and rich visuals. Contributors Any content creator- blogger, photographer, designer — who contributes to your project. SEO / Paid Specialist Manages the paid distribution of content online. Analytics Defines best/ worst performers, conversion optimization and measurement communications. Curation Fines and re- purposes the best content from your business and from around the web. #ULTRA15@CaitlinDomke
  • 25. Key factors to content marketing success: 1.  Documented content strategy and mission statement 2.  Have someone accountable for content 3.  Consistently publish quality content 4.  Map content to consumer journey 5.  Balance Paid, Owned, and Earned Media 6.  Track Content Marketing ROI #ULTRA15@CaitlinDomke
  • 26. Give yourself a grade! Best Practice R Y G Have a documented content strategy? Have someone managing content Content maps to the buyer journey Publishing quality, volume and variety Social activation of content Measurement template / ROI defined Overall: ? #ULTRA15@CaitlinDomke
  • 27. Content Marketing Success Building a Successful Content Strategy Content Distribution + Amplification Utilizing Content Across the Traveler Journey
  • 28. Utilize the Right Mix of Content Custom Content Share on-brand stories which are created specifically for your brand. Community Content Leverage content from customers, employees, influencers that grows and engages your community. Licensed Content Boost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant content. #ULTRA15@CaitlinDomke
  • 29. Utilize the Right Mix of Content Custom Content Share on-brand stories which are created specifically for your brand. Community Content Leverage content from customers, employees, influencers that grows and engages your community. Licensed Content Boost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant content. +28% brand engagement #ULTRA15@CaitlinDomke
  • 30. According to Google, travelers visit 22 different sites over an average of 9.5 sessions before booking. #ULTRA15@CaitlinDomke
  • 31. Content across the traveler’s buyer journey •  Broader, shareable content that inspires travel •  Aim to start long relationships, don’t over-emphasize your brand or push for conversions yet (but make sure to have CTA) •  Channels: social/video/photo sites; search engines; email •  Help your customers plan with destination-specific content •  Don’t pressure towards bookings (but make sure to have CTA) •  What makes your brand/company unique? Tell those stories. •  Consider UGC (user reviews, testimonials and brand advocates) to speak for you. •  Keep the conversation going with a consistent cadence of TOFU/MOFU content •  Email and social are great channels for this Inspiration Retain Research & Discovery Booking & Preference #ULTRA15@CaitlinDomke
  • 32. Reach, Engage and Convert the Right People. Early-­‐stage  Searches   Middle-­‐stage   Brand  Searches   Search  /  Social  Volume   “What  are  the  world’s  best   beaches?” (10-­‐3000  X) “What  should  I  do  in  Bali?” (2-­‐10  X) “Four  Seasons  in  Bali”   #ULTRA15@CaitlinDomke
  • 34. of people don’t know where they want to go when first looking into booking a trip. 70% *Google/Ipsos MediaCT #ULTRA15@CaitlinDomke
  • 35. Many leisure travelers go into planning undecided on a brand. #ULTRA15@CaitlinDomke
  • 37. Search terms that travelers use in planning #ULTRA15@CaitlinDomke
  • 39. Content directly influences purchase decisions. 85% of consumers regularly seek out trusted content when considering a purchase. Source: Nielsen #ULTRA15@CaitlinDomke
  • 40. Information sources used by U.S. travelers while planning/booking their most recent trip 40% 38% 38% 25% 19% 18% 16% 13% Hotel sites Online travel agencies Airline sites Search engines Travel publications/sites Family/Friend Rental car sites Search engine travel sites Source: eMarketer/ Expedia Media Solutions conducted by comScore Nov 2014 #ULTRA15@CaitlinDomke
  • 41. User-Generated Content during Booking Stage of travel planning study respondents report reading travel reviews prior to booking 95% Source: New York University and TrustYou; 2015 of millennials post on social networks and share experiences with friends while traveling 97% #ULTRA15@CaitlinDomke Source: Chase Card Services Study, 2014
  • 42. To what extent do you trust the following forms of advertising? #ULTRA15@CaitlinDomke
  • 43. Some tips: •  Make sure to obtain legally! •  Ask for testimonials from notable or loyal clients •  Show off UGC photos via rights- cleared photo companies •  Compile the best UGC, like Warby Parker #ULTRA15@CaitlinDomke
  • 44. Case Study: Four Seasons Magazine #ULTRA15@CaitlinDomke
  • 45. Four Seasons Magazine •  Mission statement: “providing interesting and evocative content about some of the world’s most fascinating travel destinations” •  Reads like a high-quality travel magazine •  Beautiful imagery •  Frequently publish •  Clear site architecture •  Content pillars: Travel, Food, Style, Weddings . #ULTRA15@CaitlinDomke
  • 46. SAMPLE INSPIRATION STAGE CONTENT #ULTRA15@CaitlinDomke
  • 48. SAMPLE RESEARCH AND DISCOVERY STAGE CONTENT
  • 49. SAMPLE BOOKING AND PREFERENCE STAGE CONTENT
  • 53. Case Study: Mr. and Mrs. Smith blog
  • 55. SAMPLE RESEARCH AND DISCOVERY STAGE CONTENT
  • 58. Content Marketing Success Content Distribution + Amplification Utilizing Content Across the Traveler Journey Content Distribution + Amplification Building a Successful Content Strategy
  • 59. Share your stories. Even great content needs a push. #ULTRA15@CaitlinDomke
  • 60. Average Hollywood movie splits 40-50% production with 50-60% distribution #ULTRA15@CaitlinDomke
  • 61. Maximizing the Reach of Your Content We believe in a “converged media” approach utilizing paid, owned, and earned media to deliver content the audience wants and maximizing the reach of that content. Paid Social Influencer/ movable media Leverage your owned content and channels Maximize organic buzz, social engagement, and PR Organic Traffic & SEO Quickly grow your audience & jumpstart engagement Converged Native Ads (Nativo) Paid Content Distribution (Outbrain, Sharethrough) Earned Paid Owned #ULTRA15@CaitlinDomke
  • 63. Key factors to content marketing success: 1.  Documented content strategy and mission statement 2.  Have someone accountable for content 3.  Consistently publish quality content 4.  Map content to consumer journey 5.  Balance Paid, Owned, and Earned Media 6.  Track Content Marketing ROI #ULTRA15@CaitlinDomke
  • 64. Hope you’re excited to create amazing content! #ULTRA15@CaitlinDomke