Examples of successful content market pertaining to the travel industry.

1. Content
Marketing: A
User's Guide
An ode to Inbound

2. Horses for courses in the content marketing
world
• 1. The blog is one of the most effective uses of content marketing.
• This example is from a Northern Territory tourism company
called VentureNorth, written by “Camp Host Holly”. It details the
transitory life for her family, as they entertain guests each year in the
Top End.

3. Another form of content marketing is the “peer review”, as penned by a recent
user. Here touring company Contiki has used the words of one of its customers
to describe her adventure holiday Sweet as South.
This is punchy and impactful, authenticated by its author not using capital letters,
and written in a style which is “so young person”.

4. • Reviews by professional
travelers add further
credibility to content
marketing as the author’s
years of sight-seeing
provides gravitas.
• This review on the Ghan
Railway was published by
Girl Tweets World. Its author
has been travelling the world
and blogging for a decade.
Group A
Group
B
Group
C

5. Video blogging, or vlogging, is excellent
content marketing as it combines the
benefits of audio and visual
information. Perfect for a content-
saturated public that just wants to
watch and learn.
This is a vlog from Expert Vagabond
about Backpacking in Afghanistan,
replete with wonderful vision. This
piece is rounded off by first-person
commentary and Afghani music in the
audio.

6. • Here’s another kind of vlog
from Nomadasaurus. This is
more about the personalities b
ehind this production.
• This couple began vlogging in
2008 and have acquired
a reputation from which
content marketers could draw.
• However, for travel purists, this
style of vlogging is less
rigorous and
more frivolous than the
previous slide by Expert
Vagabond.

7. • Ebooks are growing in popularity
and offer content marketers an
opportunity to source wider fields of
information that have been
condensed and brought into one
setting.
• This is an ebook put together by
Lonely Planet. It is effectively a
digitised version of its hardcopy
product. There are countless
ebooks produced by Lonely
Planet collating information
from around the globe.

8. This blog is written by a Lonely
Planet staff writer, of which
there are many.
This story populates Lonely
Planet’s website but it
and stories like it are a haven
for content marketers.
Because they features many
references to places and
things which have their own
marketing concerns.

9. Podcasts are another form of content
marketing, allowing broadcasters to
delve into travel experiences for the
listening pleasure of their followers. This
is the Extra Packet of Peanuts Travel
Podcast, part of its “7 Lessons Learned
on Being Location Independent for 7
Years” series.
This podcast is sponsored by a
backpacking luggage company.
Podcasting is a popular way of
marketing to specific interest groups.

10. In this podcast, a travel
professional gives his six tips to
successful cruising.
This differs from the previous
podcast example in its focus and
in the talent doing the speaking.
The presenter, Gary Bembridge,
is considered a SME on cruising,
as well as being an industry
author and writer.
Discerning industry comment is
gold to content marketers. It has
more "street cred" than the
previous podcast and is therefore
more impactful.

11. Articles that appear in mainstream or trade
media can also be used by content marketers.
In doing so, much credibility is procured as the
piece appears utterly independent of the client
and marketers.
Luxury Travel’s article on Lord Howe Island’s
inclusion in a Lonely Planet travel list is A-grade
content.

12. This piece of Humboldt County
CTA health information could be
used across numerous
Californian tourism
providers, informing them of the
COVID-19 health warning
stages ordered by the state.
Changing the locations would
give this piece of health content
marketing
widespread geographic reach.

13. Finally, a promotional video that a
content marketer might need to
purchase from its owner - but what a
well of content!
High production values and a great
script can entice even the most
jaded.

14. References and citations
Assignment 5
Task 1
• Holly, Camp Host, 2020. Article. Venture North website. Available at https://venturenorth.com.au/northern-territory-tourism-blog/ Accessed 21 August, 2020.
• Sam, 2020. TourRadar. Article. Sweet as South. Available at https://www.tourradar.com/t/34704 Accessed 21 August, 2020
• Gorman, Jayne. Girl Tweets World. Article. “Travelling On The Ghan: Australia’s Best Rail Journey”. Available at https://www.girltweetsworld.com/timeless-journey-
on-board-the-ghan-australias-iconic-railway/ Accessed 21 August, 2020
• Expert Vagabond. Video. “Backpacking Afghanistan”. Available at https://expertvagabond.com/youtube-travel-videos/ Accessed 21 August, 2020
• Nomadasaurus. The Best Day Ever! Antarctica. Video. Available at https://www.nomadasaurus.com/ Accessed 25 August, 2020
• Lonely Planet. Ebook. “Australia’s Best Trips” Available at https://shop.lonelyplanet.com/products/australias-best-trips-
2?via=Z2lkOi8vbG9uZWx5LXBsYW5ldC9Xb3JrYXJlYTo6Q2F0YWxvZzo6Q2F0ZWdvcnkvNTllZTQ5YmRmOTJlYTE0MTg2MDU4Njhm Accessed 25 August 2020
• Gentile, Jay, 2020. Lonely Planet website. Blog. The Great Colorado ‘fourteener’ Road Trip. Available at https://www.lonelyplanet.com/articles/colorado-fourteeners
Accessed 26 August, 2020
• You Serious Wanderlust”. Available at https://www.nomadicmatt.com/travel-blogs/best-travel-podcasts/ Accessed 25 August, 2020
• Tomelty, Madelin, 2019. Article. “The Surprising Australian Island on Lonely Planets’s ‘Best in Travel, 2020’ list” Available at
https://www.luxurytravelmag.com.au/article/the-surprising-australian-island-on-lonely-planets-best-in-travel-2020-list/ Accessed 25 August, 2020
• EPOP, 2020. 7 Lessons Learned Being Location Independent for 7 Years. Podcast. Available at: https://extrapackofpeanuts.com/7-lessons-learned-being-location-
independent-7-years Accessed 26 August, 2020
• Bembridge, Gary, 2020. Essential Cruise Tips. Podcast. Available at https://player.fm/series/essential-cruise-tips Accessed 26 August, 2020
• Humboldt County, 2020. Humboldt County: California's Redwood Coast website. CTA. Available at https://humboldtgov.org/ Accessed 27 August, 2020
• Expedia website, 2020. Sydney Travel Guide Video. Video. Available
at https://www.expedia.com.au/Sydney.dx178312?rfrr=HP.destinationRecommendations/?rfrr=editorial.Sydney.click Accessed 26 August, 2020