In this presentation I'm going through what is content marketing, and how it can be incorporated to grow your business. After a brief overview of the strategy, I'm bringing in some incredible examples of content marketing used by travel brands. To learn more, check out my blog post at https://marketingwellie.blogspot.com/2022/02/7-brilliant-examples-of-content.html

1. CONTENT MARKETING FOR TRAVEL BRANDS

2. WHAT IS
CONTENT MARKETING?
Content marketing is a strategy used to attract attention,
by creating value for a specific audience.
Creating value for an audience means being able to
deliver a content that is:
Fig.1- PowerPoint stock images
➢ Informative
➢ Actionable
➢ Entertaining
➢ Engaging
➢ Personalised

3. Content marketing helps brands to create a
LONG-LASTING
AND TRUSTWORTHY RELATIONSHIP
WITH THE CONSUMERS.
A paid ad has a short lifetime, and once it disappears
from the screens, most likely consumers won’t
remember it for long.
Consistently creating valuable content will make the
existing customers stick for longer and will drive more
leads to your website (Riserbato, n.d.).
Fig. 2- PowerPoint stock images Fig. 3- PowerPoint stock images

4. WHY SHOULD YOU INVEST IN CONTENT MARKETING?
80%
Of consumers FEEL MORE
POSITIVE about a brand after
reading personalised content.
3X MORE LEADS are generated
by content marketing compared to
traditional marketing.
Content marketing
COSTS 62% LESS than
traditional marketing.
Source: DemandMetric.com (2021)

5. HOW TO DEVELOP
A CONTENT STRATEGY
To develop an effective content strategy you should:
➢ Get to know your AUDIENCE;
➢ Understand your business GOALS;
➢ Plan a CONTENT CALENDAR;
➢ Analyse your results with relevant METRICS.
“More storytelling, less selling should be your motto when it
comes to creating content for your website.” (Leslie, 2021).
Fig. 4- PowerPoint stock images

6. WHAT ARE THE MOST COMMON TYPES OF CONTENT MARKETING?
As a brand, you can incorporate many different types of content marketing.
BLOGS SOCIAL MEDIA VIDEOS PODCASTS
(Including organic and paid ads)
Fig. 5- Netzwelt (n.d.) blog image Fig. 6- RominaJorge (n.d.) social media Fig. 7-PowerPoint stock image Fig. 8-IssueMakers (n.d.) podcast

7. EXAMPLES OF
CONTENT MARKETING
FOR TRAVEL BRANDS
Fig. 9- PowerPoint stock image

8. INTREPID TRAVEL’S BLOG
Intrepid is making the most out of content marketing. The Journal is their blog brand, which they are using to share
optimised content, including keywords, high quality imaginary, accessibility, links to external and internal articles.
Fig. 10- Intrepid Journal (2022) blog brand

9. • The Intrepid articles are on brand. They listen to their young
audience (18-35) issues and bring solutions, by offering
practical tips on places to visit, food and adventures.
• The brand’s eyes are open on sustainability, dedicating a whole
section of the website to make travelling responsible.
• The blog also has a section for imagery, with high quality
pictures and videos.
Fig. 12, 13, 14- Intrepid the Journal (2022) blog

10. CONDE’ NAST TRAVELLER ON SOCIAL MEDIA
With almost 2 million followers on Instagram, and thousands on Facebook, Twitter and LinkedIn, Conde Nast
Traveller is a great example on how to incorporate social media to your content marketing strategy.
Fig. 15- Conde Nast Traveller (2022)

11. • The brand content on social media is informative,
engaging and actionable.
• The brand imaginary is high quality. Latest trends are
incorporated, including the usage of reels on Instagram.
• A presence on social media can help you being
discovered and strengthen connections with your
audience (Mclachlan, 2021).
Fig. 16,17, 18 - Conde Nast Traveller (2022) Social media

12. LONELY PLANET- YOUTUBE
In addition to their well-know guide-books, Lonely planet
has a large following audience on YouTube.
They offer how-to guides, sharable stories, webinars,
expertise in the sector.
Establishing a presence on YouTube is very recommended.
87% of video marketers reported that video gives them a
positive return to investment (Hayes, 2021)
Fig. 19- Lonely Planet (2022) Youtube channel

13. ZERO TO TRAVEL - PODCAST
With over 15+ years of experience, Jason Moore
shares his expertise and passion for travel in the Zero
to Travel podcasts.
The podcast feature some of the most famous
explorers. It also shows the company values, including
tips on sustainable travel or travelling with
disabilities.
Fig. 20- Zero To travel (n.d.)- Podcast

14. Fig. 21 Expedia (n.d.)- This is an eye catching
infographic to show customers the evolution of
leisure travel.
Fig. 22, Amazon (n.d.) Fodor’s Travel launched
an e-book series. E-books can provide
valuable info to the audience, and a wider
visibility to your brand.
Fig. 23- MailerLite (n.d). Email newsletter are a great way
to communicate directly to your audience. Newsletters
should be eye catching, personalised and include media.

15. SUMMARY
The travel industry offers many opportunities and stories to tell.
Stories needs to be told with an informative, fun but professional tone, to help your audience build a perception of
trust and connection to your brand. If the stories you’re telling are compelling, the return of investment will be great.
Fig. 24- Pinterest (n.d) Content marketing quote

16. REFERENCES
Amazon (n.d) “Fodor’s Essential England” [photograph] in Amazon.com. Available at: https://www.amazon.co.uk/Fodors-Essential-England-Full-color-
Travel-ebook/dp/B086WKGDZP [accessed 19 February 2022]
Conde Nast Traveller (n.d) [photograph] in CondeNastTraveller.com. Available at: https://www.cntraveller.com/ [accessed 19 February 2022]
DemandMetric (2021) “Content Marketing infographic” [photograph] in DemandMetric.com. Available at: https://www.demandmetric.com/content/content-
marketing-infographic. [accessed 19 February 2022]
Expedia Groups (n.d) in “Infographic: a new view on Leisure Travel” [photograph] in AdvertisingExpedia.com. Available at:
https://advertising.expedia.com/insights/a-new-view-on-leisure-travel-infographic/ [accessed 19 February 2022]
Hayes, S. (2021) “What marketers should know in 2022” ” [online] in Hubspot.com. Available at: https://blog.hubspot.com/marketing/state-of-video-
marketing-new-data [accessed 19 February 2022]
Intrepid the Journal (n.d.) “Blog” [photograph] in IntrepidTravel.com. Available at: https://www.intrepidtravel.com/adventures/ [accessed 19 February
2022]
IssueMakers (n.d.) “Podcast” [photograph] in IssueMakers.nl. Available at:
https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.issuemakers.nl%2Fblog%2Fde-issuemakers-tipt-dit-zijn-de-fijnste-podcasts-voor-deze-
zomer%2F&psig=AOvVaw1SNG-zkYKHXWsvcqat0AMC&ust=1644774388228000&source=images&cd=vfe&ved=0CAwQjhxqFwoTCKissJzc-
vUCFQAAAAAdAAAAABAD [accessed 19 February 2022]
Leslie (2021) “Content Marketing for Travel Companies” [online] in CubeDigital.io. Available at: https://cubedigital.io/content-marketing-travel/ [accessed
19 February 2022]

17. Lonely Planet (n.d) in LonelyPlanet.com [photograph] . Available at: https://www.youtube.com/user/lonelyplanet [accessed 19 February 2022]
MailerLite (n.d) “Adrenaline Travel Newsletter” [photograph] in MailerLite.com. Available at: https://www.mailerlite.com/newsletter-examples/adrenaline-
travel [accessed 19 February 2022]
Mclachnal, S (2021) “22 Benefits of social media for businesses” [online]. Available at: https://blog.hootsuite.com/social-media-for-business/. [accessed
19 February 2022]
Pinterest (n.d) “Content marketing quote” [photograph] in Pinterest.co. Available at: https://www.pinterest.it/pin/631770653959160681/ [accessed 19
February 2022]
Riserbato, R. (n.d). “10 Benefits of Consistent, High-Quality Content marketing” [online] In Hubspot.com. Available at
https://blog.hubspot.com/marketing/benefits-high-quality-content-consistency-brand. [accessed 19 February 2022]
Jorge, R. (n.d) “Social media Archive” [photograph]. Available at: https://rominajorge.com/tag/social-media/ [accessed 19 February 2022]
Seiler, M. (2019) “Blog Definition” in Netzwelt.com [photograph] . Available at:
https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.netzwelt.de%2Fabkuerzung%2F172834-blog-erklaerung-
definition.html&psig=AOvVaw3E1OPilXSKU1cRxIq7-zgb&ust=1644774453893000&source=images&cd=vfe&ved=0CAwQjhxqFwoTCPjInL3c-
vUCFQAAAAAdAAAAABAK [accessed 19 February 2022]
Zero to Travel (n.d) [photograph] in ZerotoTravel.com. Available at: https://zerototravel.com/listen-to-podcasts/ [accessed 19 February 2022]