A look into how travel businesses today use content marketing in order to attract, engage and delight their customers, new and old.

3. Content marketing is the process of creating valuable, relevant content to
attract, acquire and engage audiences. Consumers today are inundated by
more marketing messages than ever creating an environment of attention
scarcity. By creating, distributing, sharing, and publishing content to reach
target audiences a business can improve brand awareness, boost sales,
connect with target audience members, and engage prospects and customers
(Marketo, 2020; Baker, 2020).
What is Content Marketing?

4. Why do travel websites need content marketing?

19. Best examples of Content Marketing
From this document, I believe the following 3 examples of content marketing to be the
best,
• Blogs from The Culture Trip
The Culture Trip’s blog offers in depth, regular content on a range of travel topics that can be enjoyed by all.
They have a clear, good looking layout that’s easy to navigate, and is optimised for mobile use. When
compared to some of their competitors as well it only shows how well CT have done in creating their blog to
such a high standard
• Podcasts from National Geographic
National Geographic’s podcasts are unique and enticing offering, consumers an easy-to-use and free piece
of content. The data suggests how popular podcasts are so this relatively uncostly example is an excellent
one that can be heard by a massive audience
• AR from Airbnb & Virtual Reality from National Geographic
Airbnb and National Geographic both use AR/VR to their own advantage exceptionally well. This is still an
emerging technology, but both show how they can be used. From a business sense, Airbnb’s works much
better, but from solely as a piece of content marketing, National Geographic works exceptionally well.

20. • Lonely Planet, 2019. Top 10 best value destinations to visit in 2020 - Lonely Planet. [Online] Available at: https://www.youtube.com/watch?v=EN24mEdCQTU
• Airbnb, 2017. Airbnb. [Online] Available at: https://news.airbnb.com/developing-the-next-realities-for-travel/
• Airbnb, 2017. Developing the Next Realities for Travel. [Online] Available at: https://news.airbnb.com/developing-the-next-realities-for-travel/
• Airbnb, 2019. Antarctic Sabbatical | Only On Airbnb. [Online] Available at: https://www.youtube.com/watch?v=U83x38-PT6g
• Airbnb, 2019. White Paper on New Sustainable. [Online] Available at: https://news.airbnb.com/wp-
content/uploads/sites/4/2020/02/Airbnb_WhiteBookSustainableDestinations_EN.pdf
• Airbnb, 2020. Back From the Antarctic Sabbatical | Only On | Airbnb. [Online] Available at: https://www.youtube.com/watch?v=8NwMXvaY0Fc
• Airbnb, 2020. Things to do in London. [Online] Available at: https://www.airbnb.co.uk/s/London--United-Kingdom/things-to-
do?_set_bev_on_new_domain=1589822227_MTA0ODhiMjg1MzU1
• Baker, K., 2020. The Ultimate Guide to Content Marketing in 2020. [Online] Available at: https://blog.hubspot.com/marketing/content-marketing
• Barnhart, B., 2020. Using Instagram hashtags to grow your audience. [Online] Available at: https://sproutsocial.com/insights/instagram-hashtags/
• Bernazzani, S., 2020. The Ultimate Guide to Customer Retention. [Online] Available at: https://blog.hubspot.com/service/customer-retention
• Boag, P., 2017. What Is the Secret to Content Marketing? Content Recycling!. [Online] Available at: https://boagworld.com/marketing/content-marketing-recycling/
• Codyre, M., 2020. The 5 Best Tours and Excursions From Edinburgh. [Online]
Available at: https://theculturetrip.com/europe/united-kingdom/scotland/articles/the-best-tours-and-excursions-from-edinburgh/
• Cope, E., 2018. why content is still king of today’s marketing initiatives. [Online] Available at: https://www.cope-salesandmarketing.com/content-still-king-todays-
marketing-initiatives/
• Craig, W., 2015. Don't Market To Your Customers; Educate Them Instead. [Online] Available at: https://www.forbes.com/sites/williamcraig/2015/04/10/dont-market-to-
your-customers-educate-them-instead/#2ebf92231cfa
• Culturetrip, 2017. The Essential Travel Guide To Iceland (Infographic). [Online] Available at: https://theculturetrip.com/europe/iceland/articles/the-essential-travel-guide-
to-iceland-infographic/
• CultureTrip, 2020. Instagram. [Online] Available at: https://www.instagram.com/culturetrip/?hl=en
• CultureTrip, 2020. Twitter. [Online] Available at: https://twitter.com/CultureTrip/status/1273661764262035456
• Decker, A., 2020. How Responsive Web Design Works. [Online] Available at: https://blog.hubspot.com/marketing/responsive-web-design
• Flitter, B., 2017. Hashtag 101: What are They and How to Use Them Effectively. [Online] Available at: https://blog.dlvrit.com/hashtag/
• Frischmann, C., 2019. A new generation is becoming energised over the need to halt climate change. So how do we help them protect their future?. [Online]
Available at: https://www.bbc.com/future/article/20190327-the-young-minds-solving-climate-change
• Harris, J., 2018. How to Take Your Travel Content on a Better Trip. [Online] Available at: https://contentmarketinginstitute.com/2018/06/travel-content/
• Kayak, 2020. Kayak News. [Online] Available at: https://www.kayak.co.uk/news/
• Kayak, 2020. Travel guides. [Online] Available at: https://www.kayak.co.uk/travelguides
• Kayak, 2020. What to know about coronavirus (COVID-19) and travel. [Online] Available at: https://www.kayak.co.uk/c/coronavirus-travel/
• LonelyPlanet, 2020. All Articles. [Online] Available at: https://www.lonelyplanet.com/articles
• LonelyPlanet, 2019. When to go to Cuba. [Online] Available at: https://www.youtube.com/watch?v=sDQ8NFem1lw
• Marketo, 2020. Content Marketing. [Online] [Accessed 2020].
• NatGeo, 2020. INTELLIGENT TRAVEL. [Online] Available at: https://www.nationalgeographic.com/travel/intelligent-travel/
• NatGeo, 2020. Twitter. [Online] Available at: https://twitter.com/NatGeo
• National Geographic, 2016. 360° Dive Through an Oil Rig Ecosystem | National Geographic. [Online] Available at:
https://www.youtube.com/watch?v=MWMgcbU6T2s&list=PLuvpu8Ai6YhKqiDRaXCvzuhsp3-Lp_aK3&index=21
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