This document outlines a content marketing strategy for travel sites, recommending various types of content including blogs, photos, videos, podcasts, user-generated content, infographics, email newsletters, social media posts, stories, reviews, quizzes, guides, and contests. For each content type, examples are provided and best practices are recommended to educate and inspire travelers while promoting products and services. The conclusion emphasizes aligning content with strategic goals and optimizing based on performance.

1. Content Marketing Strategy

2. Introduction
• Content marketing involves creating valuable, relevant content to
attract and retain customers.
• For travel sites, content marketing educates and inspires travelers while
promoting products/services.
• Quality content builds awareness, trust and community with target
audiences.
• A strategic mix of content types and topics nurtures leads and engages
with travelers.

3. Blogs
• Allow travelers to learn helpful tips and insights from
experts.
• On-page SEO techniques are employed to enhance the
visibility of blogs in search engine results, particularly
when travellers are searching for destination-related
recommendations.
• Example: "How to Pack Lightly for a Beach
Vacation" (dryfins)
• Best Practices:
• Provide practical, actionable travel tips users can apply
• Conduct keyword research to identify topics travelers
are searching for Optimize blog titles and content for
relevant target keywords (SEO)

4. Photos
• Compelling photos help travelers
visualize destination experiences.
• Example: Location photos from
Airbnb travelers.
• Best Practices:
• Use high-quality, high-resolution photos
to showcase destinations
• Capture photos that convey emotion and
show the local context
• Focus on perspectives not typically seen
to inspire and excite viewers

5. Videos
• Give an immersive look into travel experiences and
destinations.
• Example: Greece travel video (Rick Steves).
• Best Practices:
• Use storytelling techniques to craft an engaging narrative
• Allow the personalities of on-screen hosts/travelers to shine
through
• Include useful information to help travelers plan their own
trips

6. Podcasts
• Share first-hand accounts of destinations
and travel advice.
• Example: “Planning a Trip to
Yellowstone" episode (Podbean).
• Best Practices:
• Conduct interviews with travelers, guides
and industry insiders
• Use a conversational, easy-to-listen-to tone
• Provide insider tips and recommendations
from seasoned travelers

7. User-Generated
Content
• User photos and reviews build
credibility by showcasing real
experiences.
• Example: Traveler photos and
reviews on TripAdvisor.
• Best Practices:
• Source authentic content directly from
real customers
• Obtain permission to reuse customer
content
• Represent a diverse range of traveler
perspectives

8. Infographics
• Simplify complex travel information into
an easy-to-digest format.
• Example: Millenial Airtravel infographic
(StudentUniverse).
• Best Practices:
• Use eye-catching visualizations and designs
• Allow readers to quickly glean key
information
• Focus on distilling complex concepts into
simple, skimmable content

9. Email Newsletters
• Promote deals and inspire readers to book travel.
• Example: Email newsletter from Intrepid
Travel.
• Best Practices:
• Personalize content and offers based on
subscriber data
• Curate relevant travel deals tailored to the target
audience
• Use captivating imagery and headers for visual
engagement.

10. Social Media Posts
• Engage followers and promote content on
social platforms.
• Example: Beautiful destination photos on
Instagram from Lonely Planet.
• Best Practices:
• Post visually appealing photos optimized for
each platform
• Use a conversational tone appropriate for
each channel
• Include relevant hashtags to tap into larger
conversations

11. Stories
• Show quick, authentic glimpses into
travel experiences.
• Example: Singapore trip highlight
stories on TripAdvisor.
• Best Practices:
• Provide an authentic “behind-the-
scenes” look at destinations
• Use fun prompts, stickers and features
native to the platform
• Give viewers a first-person point of
view into travel experiences

12. Reviews
• Detailed reviews describe experiences at
destinations/businesses.
• Example: Hotel reviews on Booking.com.
• Best Practices:
• Share honest, transparent reviews that
highlight pros and cons
• Include details and specifics to paint a
complete picture for readers
• Represent all perspectives by showcasing
reviews from different travelers

13. Quizzes/Polls
• Interactive content engages travelers in a
fun way.
• Example: "Which National Park
Should You Visit?" quiz from
Zoo.com.
• Best Practices:
• Create entertaining, buzzworthy quizzes
for users to take and share
• Ask lighthearted questions that get
participants thinking about travel
• Bring awareness to specific destinations
in an interactive, engaging way

14. Guides
• In-depth guides provide information
travelers need to plan trips.
• Example: Orlando travel guide from
Daily Mom.
• Best Practices:
• Include extensive details on attractions,
accommodations, transportation, etc.
• Provide sample itineraries, maps, charts
and other planning resources
• Update information regularly to give
readers the latest travel intel

15. Contests
• Contests encourage social sharing and email signups.
• Example: Beach vacation photo contest from
Hilton.
• Best Practices:
• Offer exciting prizes like free hotel stays or flight
vouchers
• Promote via social media and email lists to drive
entries
• Require contestants to follow brand for ongoing
engagement

16. Conclusion
A mix of content types
connects with different
travelers at various stages.
Great content educates,
entertains and converts
travelers into customers.
Align your content to
strategic goals and
optimize based on
performance.
Remember - quality over
quantity, focus on
relevance and value for
travelers.

17. References
• Pulizzi, J. (n.d.). What Is Content Marketing? Content Marketing Institute. https://
contentmarketinginstitute.com/what-is-content-marketing/ (Pulizzi, n.d.)
• Odden, L. (2018). Video Content Marketing: What Your Audience Wants to Watch. TopRank Marketing.
https://www.toprankblog.com/2018/09/video-content-marketing/
• Podbean. (n.d.). Podcasts for Travel. https://www.podbean.com/podcast-blog/podcasts-for-travel
• Smith, M. (n.d.). The Power of Visual Content Marketing. Marketing Land. https://marketingland.com/power-
visual-content-marketing-150824
• Airbnb. (n.d.). Airbnb Instagram Photos. https://www.instagram.com/airbnb/
• Booking.com. (n.d.). About Us. https://www.booking.com/content/about.en-gb.html
• Sernovitz, A. (2016). Why Every Organization Needs a Content Strategy. Harvard Business Review. https://
hbr.org/2016/06/why-every-organization-needs-a-content-strategy
• Mohsin, M. (2023, April 25). 10 Video Marketing Statistics You Should Know in 2023 [Infographic]. Orbelo.
https://www.oberlo.com/blog/video-marketing-statistics