how content marketing can be used in the travel industry to engage an audience.

1. ASSIGNMENT 5
CONTENT MARKETING
IN THE
TRAVEL INDUSTRY

2. WHAT IS CONTENT MARKETING?
“Content marketing is a marketing strategy used to attract, engage, and
retain an audience by creating and sharing relevant articles, videos,
podcasts, and other media” (Mailchimp).
WHAT ARE ITS BENEFITS?
Good content marketing can lead to higher search engine rankings, brand
discovery, increased sales, a sense of authority in your industry, audience
retention and brand advocates (Riserbato. R, 2021)
WHAT MAKES GOOD CONTENT?
Good content provides audiences with value in exchange for time spent
interacting with your brand. It is usually informative or entertaining, which
makes it shareable and self promoting (Digital Marketing Academy of Ireland)

3. CONTENT THAT WOULD WORK
FOR A TRAVEL WEBSITE

4. 1. THE POOR TRAVELER – BLOG IDEAS
The Poor Traveler (n.d.) Homepage [screenshot] available at: https://www.thepoortraveler.net/ [accessed 30 April 2023]

5. BLOG POSTS ON HOW TO APPLY FOR VISAS FOR DIFFERENT
COUNTRIES
This type of blog content is extremely practical and useful for both new and
experienced travellers. It includes information on VISA requirements, how to
apply and frequently asked questions.
The Poor Traveler(n.d.)”How to apply for Italian Schengan visa” [screenshot]. Available at:
https://www.thepoortraveler.net/2019/07/italy-embassy-schengen-visa-requirements/ [accessed 30 April 2023]
Blog post available at: https://www.thepoortraveler.net/2019/07/italy-embassy-
schengen-visa-requirements/

6. BLOG ON HOW TO TRAVEL TO DIFFERENT COUNTRIES ON A
BUDGET
The Poor Traveler (2023) “Jakarta in a budget” [screenshot]. Available at: https://www.thepoortraveler.net/jakarta-indonesia-
guide/ [accessed 2 May 2023]
This type of blog will most likely appeal to young adults and students, who don’t have
as much disposable income. It includes a travel guide, itinerary, budget and VISA
requirements, all of which would be extremely useful information to a first-time
traveller.
Blog post available at: https://www.thepoortraveler.net/jakarta-indonesia-guide/

7. Rubenstein, H. (n.d.) “The travel diaries” [digital banner] in LinkedIn. Available at: https://www.linkedin.com/in/holly-
rubenstein-05156925/?originalSubdomain=uk [accessed 2 May 2023]
2. THE TRAVEL DIARIES – PODCAST IDEAS

8. EPISODES WITH CELEBRITIES
Podcast available at:https://podcasts.apple.com/ie/podcast/the-travel-
diaries/id1471130008?i=1000582967275
Image: Rubenstein, H (2022) “Richard Hammond” [screenshot] in the travel diaries. Available at:
https://podcasts.apple.com/ie/podcast/the-travel-diaries/id1471130008?i=1000582967275 [accessed 2 May 2023]
Episodes with celebrities provide
entertainment and an
opportunity to attract new
audience members from their
current fan-base.
In this episode, Richard
Hammond shares some of his
favourite destinations around the
world and the stories that make
them special.

9. EPISODES WITH EXPERTS
Podcast available at: https://podcasts.apple.com/ie/podcast/the-travel-
diaries/id1471130008?i=1000605492460
Image: Rubenstein, H (2023) “National Parks of the UK with Juliet Kinsman, Sustainable Travel Expert” [screenshot] in the travel diaries.
Available at: https://podcasts.apple.com/ie/podcast/the-travel-diaries/id1471130008?i=1000605492460 [accessed 2 May 2023]
Experts serve as a credible source of
information and provide valuable
information to your audience.
They are able to elaborate on popular,
trending or niche topics in the travel
industry, such as sustainability as seen in
the example. It is important to keep with
the times.

10. 3. RYAN SHIRLEY – YOUTUBE & IMAGERY IDEAS
Shirley, R (n.d.) Travel photo [digital banner] in LinkedIn. Available at: https://www.linkedin.com/in/ryan-shirley-
7a7211133/overlay/background-image/ [accessed 2 May 2023]

11. YOUTUBE VIDEOS ON TOP PLACES TO VISIT IN DIFFERENT
COUNTRIES AND REGIONS
Shirley, R (2021) “Top 10 Places to visit in France” [screenshot] in YouTube.com. Available at:
https://www.youtube.com/results?search_query=ryan+shirley [accessed 2 May 2023]
These types of videos are inspiring and encourage people to travel with
picturesque landscapes and idyllic scenes that draw the viewer in. They are
informative because they provide information on the best spots to visit while
travelling in a specific area.
YouTube video available at:
https://www.youtube.com/results?search_query=ryan+shirley

12. HIGH QUALITY DRONE FOOTAGE
Video available at:
https://www.instagram.com/p/BtypwecAkzt/?igshid=YmMyMTA2M2Y=
Drone footage has the ability to fully
capture the scale of the landscape. This
gives the viewer a true impression of a
place and provides and immersive
experience.
This video integrates drone footage
from various different places in
Switzerland, giving the viewer a feel for
the awe-inspiring nature and
architecture the country has to offer.

13. 4. MARIEFEANDJAKESNOW – IMAGERY IDEAS
@Mariefeandjakesnow (2021)”Dolomites”[photograph] on Instagram. Available at:
https://www.instagram.com/p/CK3vT85hwYQ/?igshid=YmMyMTA2M2Y= [accessed 2 May 2023]

14. @Mariefeandjakesnow (2021) Bali [photograph] on
Instagram. Available at:
https://www.instagram.com/p/CYRJpS7KfzD/?igshid=YmM
yMTA2M2Y= [accessed 2 May 2023]
This type of image is extremely powerful
because it depicts an ideal, romanticised
experience. This imagery would appeal to
couples and could also spark the interests
of singles looking for love.
More images and videos available on their
Instagram account: @Mariefeandjakesnow
ROMANTIC IMAGERY

15. SHORT SCENIC VIDEOS
@mariefeandjakesnow (2022) Jumping in indonesia
[screenshot]. available on Instagram at:
https://www.instagram.com/reel/CaR4hlEqhsS/?igshid=
YmMyMTA2M2Y= [accessed 5 May 2023]
Instagram reel available at:
https://www.instagram.com/reel/CaR4hlE
qhsS/?igshid=YmMyMTA2M2Y=
This short-form video depicts the couple
jumping off of a platform into blue water
in Indonesia. This type of content grabs
the audiences’ attention and allows them
to be part of the moment. It is a sneak
peak into what is to be expected from this
type of holiday destination and sparks
excitement.

16. Wanderlust (n.d.) “Wanderlust travel magazine” [online image] in Response source. Available at:
https://www.responsesource.com/bulletin/news/rhodri-andrews-joins-wanderlust-as-special-features-editor/ [accessed 2 May 2023]
5. WANDERLUST – BLOG IDEAS

17. BLOG POSTS ON FOOD AND LOCAL CUISINE
Wanderlust (2021) “5 Hawaiian dishes you must try” [screenshot]. Available at:
https://www.wanderlust.co.uk/content/modern-local-hawaiian-food-cuisine/ [accessed 2 May 2023]
Food blogging can be educational to those who appreciate local dishes. It could also
bring in an audience of “foodies” to your organisation. This article describes each dish,
as well as where to find them.
Article available at: https://www.wanderlust.co.uk/content/modern-local-hawaiian-
food-cuisine/

18. BLOG POSTS ON LOCAL HISTORY & HERITAGE
Wanderlust (n.d.) “Explore the ancient Mayan world” [screenshot]. Available at:
https://www.wanderlust.co.uk/content/trip-planner-mayan-world/ [accessed 5 May 2023]
Article available at: https://www.wanderlust.co.uk/content/trip-planner-mayan-world/
This article explores the ancient Mayan civilisation and the architecture and culture
prevalent in modern day South America.
This type of article is educational and informative to the traveller looking for a culture-
rich experience, or even to those reading up on a place for more insight before a trip.

19. BLOG POSTS ON WILDLIFE & SAFARIS
Wanderlust (2023) “13 secret African safaris without the crowds” [screenshot]. Available at:
https://www.wanderlust.co.uk/content/secret-african-safaris/ [accessed 5 May 2023]
Available at: https://www.wanderlust.co.uk/content/secret-african-safaris/
Posts on wildlife will appeal to travellers looking for a holiday in the wild or an
opportunity to interact with interesting animals. This could range from information about
safaris to any local wildlife that may be of interest to readers, such as where to view
Florida’s manatees or what time of year to see Puffins in Ireland.

20. BLOG POSTS ON WELLNESS & HOLISTIC TRAVEL
Wanderlust (2020) “5 places in India that are perfect for a Yoga and Wellness trip” [screenshot]. Available at:
https://www.wanderlust.co.uk/discover/discover-incredible-india/discover-india/where-to-go-in-india-for-yoga-and-wellness-trip/
[accessed 5 May 2023]
Available at: https://www.wanderlust.co.uk/discover/discover-incredible-india/discover-
india/where-to-go-in-india-for-yoga-and-wellness-trip/
This type of post would appeal to those looking for a more spiritual travel experience. It
has the potential to explore different healing practices and resorts from around the
world to provide unique insights and information.

21. •Digital Marketing Academy or ireland [online] (n.d.) “What makes great content”. Available at: https://www.dmai.ie/olc/my-
course [accessed 30 April 2023]
•Gallagher. K (2021) “World food: 5 Hawaiian dishes you must try”. Wanderlust[online]. Available at:
https://www.wanderlust.co.uk/content/modern-local-hawaiian-food-cuisine/ [accessed 2 May 2023]
•Mailchimp [online] (n.d.) “Content Marketing”. Available at: https://mailchimp.com/marketing-glossary/content-
marketing/#:~:text=Content%20marketing%20is%20a%20marketing,to%20buy%20what%20you%20sell [accessed 30 April
2023]
•Plush. H (2020) “Relax and unwind: 5 places in India that are perfect for a yoga and wellness trip”. Wanderlust [online].
Available at: https://www.wanderlust.co.uk/discover/discover-incredible-india/discover-india/where-to-go-in-india-for-yoga-
and-wellness-trip/ [accessed 5 May 2023]
•Riserbato. R (2021).”10 benefits of consistent, high-quality content marketing”. Hubspot [online]. Available at:
https://blog.hubspot.com/marketing/benefits-high-quality-content-consistency-brand [accessed 30 April 2023]
•The poor traveler [online] (n.d.) “How to apply for Italian Schengan visa”. Available at:
https://www.thepoortraveler.net/2019/07/italy-embassy-schengen-visa-requirements/ [accessed 30 April 2023]
•The poor traveler [online] (2023) “Jakarta on a budget”. Available at: https://www.thepoortraveler.net/jakarta-indonesia-
guide/ [accessed 2 May 2023]
•Wanderlust (n.d.) “Trip planner: Explore the ancient mayan world”. Wanderlust [online]. Available at:
https://www.wanderlust.co.uk/content/trip-planner-mayan-world/ [accessed 5 May 2023]
REFERENCE LIST