Content Marketing is the creation and promotion of content that is valuable – whether that be educational, informational, or entertaining - to an audience. It helps attract and retain an audience, moving them along the buyer’s journey, in a non-intrusive manner. Content can be written, visual, or audible: here, I look at a best practice blog, e-book, photograph, and video from travel related websites.

1. Content Marketing
Best Practices
TRAVEL
INDUSTRY

2. Blog
Fig 1. Virtuoso
Tags
Fig 2. Lonely Planet
Internal Links
Fig 3. Quintessentially
Shareability

3. Fig 4 and 5. Black Tomato: Topic Variety and Layout

4. Fig 6 and 7. Condé Nast Traveler: Headings and DrivingAudience Journey

5. Fig 8 and 9. Condé Nast Traveler: Valuable Writing, External Links and Interactive Tools

6. e-
Book
Fig 10 and 11. Lonely Planet: Internal
Links and Detailed Valuable Content

7. Fig 12. Lonely Planet Gate

8. Picture
s
Fig 13. Virtuoso: Annotations

9. Fig 14. Black Tomato
Annotations
Fig 15. Black Tomato
Links back to Instagram post with full social functionality
available via blog article to encourage users not to navigate
away from page

10. Video
Fig 16 and 17. Black Tomato: Call To Action and Rich Visuals / Sound, Captions, Transcript

11. Fig 18 and 19. Condé Nast Traveller:
Automatic Play, Rolling Videos and About
Section

12. Fig 20 and 21. Condé Nast Traveller: YouTube and Links to Website and Socials

13. Fig 1. n.a. (2022) ‘Slow Travel and Fine Wines on a Canal Cruise’ Virtuoso. Available at https://www.virtuoso.com/travel/articles/slow-travel-
and-fine-wines-on-a-canal-cruise-through-france [Accessed 09.12.22]
Fig 2. Walker, K (2022) ‘How to Get Around in Switzerland’ Lonely Planet. Available at https://www.lonelyplanet.com/articles/getting-around-
switzerland [Accessed 09.12.22]
Fig 3. Butt, I (2022) ‘Autumnal Mini Breaks to Escape on this November’ Quintessentially. Available at
https://www.quintessentially.com/noted/autumnal-mini-breaks-to-escape-on-this-november [Accessed 09.12.22]
Fig 4. n.a. (n.d.) Black Tomato Available at https://www.blacktomato.com/experience-types/ [Accessed 09.12.22]
Fig 5. n.a. (n.d.) ‘Travel Trends 2023’ Black Tomato. Available at https://www.blacktomato.com/travel-trends/ [Accessed 09.12.22]
Fig 6. n.a. (n.d.) Condé Nast Traveler. Available at https://www.cntraveller.com/topic/style-culture [Accessed 09.12.22]
Fig 7. n.a. (n.d.) Condé Nast Traveler. Available at https://www.cntraveller.com/gallery/best-hotels-in-florence [Accessed 09.12.22]
Fig 8. Malbon, A (2022) ‘Where to find the best pastel de nata in Lisbon’ Condé Nast Traveler. Available at
https://www.cntraveller.com/gallery/where-to-find-the-best-pastel-de-nata-in-lisbon [Accessed 09.12.22]
Fig 9. n.a.(n.d.) ‘How to spend a week in Abu Dhabi’ Condé Nast Traveler. Available at https://www.cntraveller.com/bc/article/how-to-spend-
a-week-in-abu-dhabi [Accessed 09.12.22]
Fig 10. Walker, K (2022) ‘How to Get Around in Switzerland’ Lonely Planet. Available at https://www.lonelyplanet.com/articles/getting-around-
switzerland [Accessed 09.12.22]
Fig 11. Walker, K (2022) ‘How to Get Around in Switzerland’ Lonely Planet. Available at https://www.lonelyplanet.com/articles/getting-around-
switzerland [Accessed 09.12.22]
Fig 12. Walker, K (2022) ‘How to Get Around in Switzerland’ Lonely Planet. Available at https://www.lonelyplanet.com/articles/getting-around-
switzerland [Accessed 09.12.22]
List of Figures

14. Fig 13. Tomky, N (2022) ‘These Portland Coffee Shops are Honouring the Beverage’s Roots’, Virtuoso. Available
https://www.virtuoso.com/travel/articles/these-portland-coffee-shops-are-honoring-the-beverages-roots [Accessed on 09.12.22]
Fig 14. n.a. (n.d.) ‘Hunting for the World’s most elusive ingredient’, Black Tomato. Available at
https://www.blacktomato.com/inspirations/hunting-truffles/ [Accessed on 09.12.22]
Fig 15. n.a. (n.d.) ‘An Insiders Guide to Moroccan Food’, Black Tomato. Available at
https://www.blacktomato.com/inspirations/eating-out-in-marrakech-an-interview-with-amanda-ponzio-mouttaki/ [Accessed on
09.12.22]
Fig 16. n.a. (n.d.) ‘Welcome to life at the edge of the world’, Black Tomato. Available at https://www.blacktomato.com/inspirations/
[Accessed on 09.12.22]
Fig 17. Black Tomato (2018) ‘Come with Us’, YouTube. Available at https://www.youtube.com/watch?v=i02NUZ_JrLY [Accessed
on 09.12.22]
Fig 18. n.a. (n.d.) ‘A Postcard from Tuscany’, Condé Nast Traveler. Available at https://www.cntraveller.com/video/watch/a-
postcard-from-tuscany#intcid=_cne-watch-pages_51c890e7-b012-4ed0-af0c-df5884c51073_entity-topic-similarity-v2 [Accessed
on 09.12.22]
Fig 19. n.a. (n.d.) ‘A Postcard from Tuscany’, Condé Nast Traveler. Available at https://www.cntraveller.com/video/watch/a-
postcard-from-tuscany#intcid=_cne-watch-pages_51c890e7-b012-4ed0-af0c-df5884c51073_entity-topic-similarity-v2 [Accessed
on 09.12.22]
Fig 20. Condé Nast Traveler (2020) ‘Levison Wood on what it’s like to follow elephants across Botswana’, YouTube. Available at
https://www.youtube.com/watch?v=_0YIaB4Nr0M [Accessed on 09.12.22]
Fig 21. Condé Nast Traveler (2020) ‘Levison Wood on what it’s like to follow elephants across Botswana’, YouTube. Available at
https://www.youtube.com/watch?v=_0YIaB4Nr0M [Accessed on 09.12.22]
List of Figures

15. Black Tomato https://www.blacktomato.com/
Condé Nast Traveller https://www.cntraveller.com/
Lonely Planet https://www.lonelyplanet.com/
Quintessentially https://www.quintessentially.com/
Virtuoso Https://www.virtuoso.com/
References