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Content marketing
- 2. A-Star Travel • For the purpose of this presentation I have created a fictional travel company which I can then use as a way of explaining how current companies content marketing strategies & techniques could be used by travel related website. • This fictional company will be called A-Star travel, and are an online based company who provide services for booking flights, hotels, activities etc.
- 3. Air bnb – Content Guidebooks What they do - • Allows hosts to suggest local attractions such as restaurants etc, in order to give travelers a personalized guide to the city. Relevance to A-Star travel- • Can provide travelers with firsthand information on the location they ar staying. • Makes A-Star a source of information & knowledge
- 4. Air bnb – Air bnb stories What they do – • Provides a platform whereby both Hosts & guests can offer insights into their experiences through features & videos. Relevance to A-Star travel- • Allowing people who have experienced the company to share their experiences. • Helps potential customers to build trust with the company.
- 5. STA Travel - Blog Relevance to A-Star Travel – • Provides customers with something that they find useful. • Customers are likely to continue to return to A-Star's website for regular information. What they do – • This blog which is regularly updated with tips and advice for travelers as well as guides on certain destinations.
- 6. STA Travel - YouTube Channel What they do – A channel which is used as a platform to post videos of experiences & vlogs from STA employees around the world. Relevance to A-Star travel – • YouTube is now the second largest search engine behind Google. • Creating content on this platform means that it's going to be seen, and engages customers whilst promoting the brand.
- 7. STA Travel – Destination Guide What they do – • STA create a range of destination guidebooks for nearly any destination in the world & are available online via their website for digital viewing. Relevance to A-Star travel – • Shows STA's knowledge in the industry. • Shows customers that A-Star travel are willing to do the research in order to create something that provides value to their customers and contribute to the value proposition of the company.
- 8. HostelWorld - Travel Blog Relevance to A-Star travel – • A-Star travel could use a blog as a way to allow collaboration between the company & travelers. • Creates valuable content targeted specifically at travelers, and builds trust by delivering content from both sides (company & customer). What they do – • HostelWorld have a blog which contains destination information, hostel information & tips as well as stories & photos from travelers.
- 9. HostelWorld – Social Media Content What they do – • Use of social platforms to deliver interesting and engaging content, including pictures, videos and useful CTA's to their website. Relevance to A-Star travel – • Engaging content on social media helps A- Star to capture new customers. • Exciting and engaging content on social media helps to push new customers through to their website.
- 10. American Express – Open Forum What they do – • American express have created a platform which is designed to help small business grow by providing insights and online resources. Relevance to A-Star travel – • Something like this is content marketing best practice as it would provide A-Star travels customers with huge amounts of value in return for the amount of time they are taking to consume the information.
- 11. Cisco – My Networked Life What they do – • My Networked life is a documentary style video series looking at how various people are using connected technology. Relevance to A-Star travel – • A-Star could use something like this to add to their value proposition. • Content like this is also original and would improve A-Star's reliability and SEO.
- 12. Coca-Cola - Infographics What they do – • Coca-Cola have created numerous infographics as way of advertising both their products and ideologies. Relevance to A-Star travel – • Can use infographics as a way to promote products or deals in a very digestible and attractive way. • Things such as destinations or deals could be presented along with stats or prices.
Editor's Notes
- For the purpose of this presentation I have created a fictional travel company which I can then use as a way of explaining how current companies content marketing strategies & techniques could be used by travel related website. This fictional company will be called A-Star travel, and are an online based company who provide services for booking flights, hotels, activities etc.
- The first example of content marketing is from air bnb. Air bnb create something called content guidebooks, which let hosts suggest local spots, like restaurants, grocery stores, parks, and attractions. Some cities also have city guidebooks, which are combined lists of recommendations that hosts have added to their own guidebooks In terms of its relevance to air star travel & how they could use this themselves, creating these guidebooks provides travelers with firsthand information on the location they are staying, from the people who know about it best . It would allow A-Star Travel to become a source of information as well as site for purchasing
- Staying with air bnb, another form of content marketing they use are air bnb stories. Airbnb’s audience is comprised of both hosts who provide lodging as well as the guests who use it and these stories provide in-depth features and videos to offer insight into both experiences. Using something like this would allow people who have experienced the company to share their experiences. This is a good way of helping potential customers to build trust with the company, which would be very important for a young company like A-star travel
- The next example is from STA travel. STA have a blog which is regularly updated with posts that include tips and advice for travelers as well as guides on certain destinations. A blog like this could be used by A-Star on their website, and would give customers something that they find useful. As they find it useful they are likely to continue to return to A-Star's website for regular information, in term increasing their brand awareness and customer loyalty.
- STA also have a YouTube channel which is used as a platform to post videos of experiences & vlogs from STA employees around the world. Having a YouTube channel would be hugely valuable for A-star as YouTube is now the second largest search engine behind Google. This means that content created on this platform is going to be seen, and is a great way to engage customers whilst promoting the brand.
- My third example from STA is destination guides. STA create a range of destination guidebooks for nearly any destination in the world, which they provide for free in their stores. They also however make these guidebooks available online via their website for digital viewing. Creating these guidebooks shows STA's knowledge in the industry. By creating something like this, it would show customers that A-Star travel are willing to do the research in order to create something that provides value to their customers and contributes to the value proposition of the company.
- The next example is from HostelWorld who also do a travel blog. In a similar way to STA, HostelWorld have a blog which contains destination information, hostel information & tips as well as stories & photos from travelers. This kind of blog could be used by A-Star travel as a way to allow collaboration between the company & travelers. Doing this creates valuable content targeted specifically at travelers, and builds trust by delivering content from both sides (company & customer).
- Another example from Hostelworld is their social media content. HostelWorld use their social platforms to deliver interesting and engaging content, including pictures, videos and useful call to actions to their website. Creating Engaging content on social media would be a good way for A-Star to capture new customers. Providing exciting, relevant & up to date content on social media would help to push new customers through to their website.
- This next content marketing example is from Amercan express. American express have created a platform called open forum which is designed to help small business grow by providing insights and online resources. Something like this is content marketing best practice as it would provide A-Star travels customers with huge amounts of value in return for the amount of time they are taking to consume the information. This kind of content contributes to their value proposition by providing more than just their primary service and giving plenty back to the consumer.
- Next is an example from Cisco who do something called 'My Networked Life', a documentary-style video series that takes you around the world for a look at how young professionals, entrepreneurs, artists and students are using connected technology to achieve goals and realize dreams. Again, A-Star could use something like this to add to their value proposition. They could replace young proffesionals and entrepreneurs with travellers, who use certain strategies to improve their travelling experience. Content like this is also original and would improve A-Star's reliability and SEO.
- My final example is from coca-cola. Coca-Cola have created numerous infographics as way of advertising both their products and ideologies. A-Star could create infographics as a way to promote products or deals in a very digestible and attractive way. Things such as destinations or deals could be presented along with stats or prices.