Presentation on the different forms of content marketing used in the travel industry

1. Content Marketing
Unit 2 Inbound and Social Media Marketing: Assignment 5
(Action Coach, ND)

2. What is content marketing?
Content marketing is a marketing strategy that involves creating online
material to boost the awareness of brands. This content is non-intrusive and
doesn’t always promote a specific product or service but aims to create
interest in the brand.
Different types of content marketing:
• Blog posts
• Infographics
• Videos
• eBooks
• Podcasts
• Testimonials and reviews
• Influencer marketing
(App Clone Split, 2021)

3. Video
Videos are a great form of content marketing that help
consumers learn about a product or service. Videos can be
used on social media platforms such as Tiktok, Youtube and
Instagram as well as a company’s website.
Creating engaging videos helps create emotion and build a
relationship with potential customers.
”48% of customers rely on videos to reflect what they are
interested in” (Rock Content, 2021)
Ryanair is a great example of using videos to reach their
target audience, they regularly post on Tiktok following
trends and creating content that engages their viewers.
(Tiktok, 2022)

4. TUI’s Youtube travel guides
Another great example of videos in content marketing is Tui’s Youtube
channel where the company posts videos such as resort tours, cruise
experiences and discovering different places.
(Youtube, 2022)
https://youtu.be/W38zRlQl3s8

5. Testimonials and reviews
Reviews and testimonials are an important part of
marketing as they help to build trust and credibility
between a business and its potential customers.
Reviews are customers’ opinions on the service or
experience they received (File Camp, 2022) which
help potential customers form an opinion on how
well it could work for them.
Testimonials are similar to reviews but provide an
in-depth description of their experience and can
either be text or video
is a great example of the importance
of reviews and testimonials; it is the biggest travel
review website in the world with a total of more
than 60 million members. (Blogs. Brighton, 2017)
(Airbnb, 2023)

6. The impact of a good review:
This customer review of the
London Eye provides great
insight into their experience,
with a clear 5-star rating and
a short title to entice people
to read further.
The images provided help
potential customers visualise
themselves there, potentially
helping the company to
increase sales.
(Tripadvisor,2023)

7. Infographics
Infographics are graphics that convey a visual
message about information and present
ideas.
It has been reported that visual information is
processed 60,000 times faster than textual
information. This makes infographics an
effective way to convey information. (Linkedin,
2022)
High-quality infographics are 30 times more
likely to be read than text articles (Linkedin, 2022)
(Blog.leonardoworldwide, 2017)

8. Why infographics are
important in content
marketing:
• They grab attention
• Increases brand awareness
• Infographics are highly
sharable
• They are easy to understand
(Travelprnews, 2018)

9. Blogs
Blogs are a crucial form of content marketing as is it the part of a website that is
updated most frequently, with information to keep readers and potential
customers engaged (Brightedge, ND). Blogs are great at turning website traffic
into leads and building trust between the brand and potential customers.
On Ryanair’s website, they have a blog section called ’Travel Tips’ where they have
multiple blogs on how to make the most out of your trip; such as ‘Seven seat hacks
you need to know’
Here is the link to this blog: https://www.ryanair.com/try-somewhere-new/gb/en/travel-
tips/Seven-Seat-Hacks-You-Need-to-Know-Now/

10. This is a great example from Tui’s website about how the use of blogs can drive traffic and
lead to potential sales. If a consumer is interested in visiting a specific country, they can
read one of the blog articles to provide inspiration and help them make their decision.
(Tui, ND)

11. Influencer Marketing
Influencer marketing involves people with
influence creating content with a product
or service and posting on social media.
The aim of influencer marketing is to
expose the influencer’s followers to the
brand in a way that’s authentic and
natural (Simplilearn, 2021)
51% of marketers have said that
influencer marketing has been successful
in helping them acquire customers.
(thesocialshepherd, 2022)
(Baker, Alice, Tui, 2022)
Having a well-know face behind a campaign
such as Davina McCall creates a sense of
trust and familiarity between the brand and
potential customers.

12. Emma Raducanu x British Airways
.
An example of a brand using an influencer in their content marketing strategy:
British Airways has famous tennis player, Emma Raducanu as one of their global ambassadors
flying her around the world for training and having her as the face of campaigns.
(BritishAirways, ND)

13. References
Action Coach, ND “Ways to build your brand identity” Available at: https://blackcountry.actioncoach.co.uk/3-ways-to-build-your-brand-identity-
using-content-marketing/ (Accessed November 17th 2022)
App Clone Split, 2021 “Trends in video marketing” Available at: https://www.appclonescript.com/video-marketing-trends/ (Accessed November
17th 2022)
Tiktok, 2022 “Ryanair” Available at https://www.tiktok.com/@ryanair?_t=8Xcgzsg8VJF&_r=1 (Accessed November 24th 2022)
Youtube, 2022 “Travel guide to Corfu” Available at: https://www.youtube.com/watch?v=W38zRlQl3s8&t=58s (Accessed December 21st 2022)
Airbnb, 2023 “Screenshot” Available at:
https://www.airbnb.co.uk/rooms/50261672/reviews?source_impression_id=p3_1672961169_5JISUy394eV8ippy (Accessed January 5th 2023)
Rock Content, 2021 “16 content marketing types” Available at: https://rockcontent.com/blog/types-of-content-marketing/ (Accessed December
15 2022)
File Camp, 2022 “What are reviews” Available at: https://filecamp.com/blog/testimonials-in-content-marketing/ (Accessed November 24th 2022)
Blogs.Brighton, 2022 “The influence of TripAdvisor” Available at: https://blogs.brighton.ac.uk/vidigaldigital/2017/02/23/the-growing-influence-
of-tripadvisor/ (Accessed November 24th 2022)
Tripadvisor, 2023 “screenshot” Available at: https://www.tripadvisor.co.uk/Attraction_Review-g186338-d553603-Reviews-London_Eye-
London_England.html#REVIEWS (Accessed January 5th 2023)
Linkedin, 2022 “Include infographics in your content’ Available at: https://www.linkedin.com/pulse/why-you-should-include-infographics-your-
content-marie-ennis-o-connor/?trk=articles_directory (Accessed January 4th 2023)
Blog.leonardoworldwide, 2017 “The rise of Airbnb” Available at: https://www.blog.leonardoworldwide.com/the-rise-of-airbnb/ (Accessed
January 6th 2023)
Travelprnews, 2018 “British Airways infographic” Available at https://travelprnews.com/british-airways-infographic-what-and-who-is-on-your-
average-british-airways-flight-9447575/travel-press-release/2018/08/12/ (Accessed January 5th 2023)
Logos-world , 2022 “Tripavisor logo” Available at: https://logos-world.net/tripadvisor-logo/ (Accessed December 16th 2022)

14. Brightedge, ND “Why blog” Available at: https://www.brightedge.com/glossary/why-you-should-be-blogging (Accessed December 16th
2022)
Tui, ND “Discover Tui” Available at: https://www.tui.co.uk/discover (Accessed January 6th 2023)
Baker, Alice, Tui 2022 “talking wellness with Davina McCall” Available at: https://www.tui.co.uk/discover/interview-davina-mccall
(Accessed January 6th 2023)
Simplilearn, 2021 “ why influencer marketing is the key to content distribution” Available at: https://www.simplilearn.com/why-influencer-
marketing-is-the-key-to-content-distribution-article (Accessed December 16th 2022)
Thesocialshepherd, 2022 ”Influencer marketing statistics” Available at: https://thesocialshepherd.com/blog/influencer-marketing-statistics
(Accessed December 21st 2022)
Britishairways, ND “Emma Raducanu” Available at: https://www.britishairways.com/en-gb/information/about-ba/sponsorship/emma-
raducanu (Accessed December 21st 2022)