7 BRILLIANT EXAMPLES OF CONTENT MARKETING FOR TRAVEL BRANDS
WHAT IS CONTENT MARKETING?
Content marketing is a strategy, used to attract attention, by creating value for a specific audience. Creating value may sound like an abstract concept, but that simply means being able to deliver a content that is:
A paid ad usually has a short lifespan, and gets easily forgotten once it disappears from the screens or the streets. A content strategy that can effectively and consistently deliver value will make the existing customers stick for longer, will generate way more traffic and leads, and it will be cost effective (DemandMetric, 2021).
The most common types of content marketing include the usage of blogs, social media, videos and podcasts.
HOW CAN YOU DEVELOP A CONTENT STRATEGY
There are a couple of steps that needs to be followed in order to develop an effective content strategy for your brand.
- GET TO KNOW YOUR AUDIENCE
Analysing your target audience will offer you a better understanding of what to talk about in your content strategy. You've got to think about your audience interests and issues, and how you can entertain and solve their problems at the same time.
- UNDERSTAND YOUR BUSINESS GOALS
A content strategy can be implemented to generate more leads, retain customers, or build stronger connection with the existing ones. The ultimate strategy will have to be different according to your objective.
- PLAN A CONTENT CALENDAR
Having a clear plan of what you're going to publish is very important to keep your strategy organised and targeted.
- ANALYSINS YOUR RESULTS WITH RELEVANT METRICS
It is best practise to stop and analyse your content strategy effectiveness every once in a little while. Doing that will help you understanding if your investment is really working and creating the desirable outcome.
7 EXAMPLE OF CONTENT MARKETING FOR TRAVEL BRANDS
Intrepid the journal (2022)- Blog in IntrepidTravel.com
In addition to their well-known guide books, Lonely Planet has a large following audience on Youtube.
With over 15+ years of experience in the industry, Jason Moore shares his expertise and passion for travel in the Zero to Travel podcast.
Intrepid Travel 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, external links.
The articles are totally on brand. They listen to their young audience issues, by bringing solutions and providing useful tips on what to visit, food, adventures.
The brands eyes are very much open on sustainability, to make travelling more responsible. A section is dedicated to high quality pictures and videos.
CONDE NAST TRAVELLER- SOCIAL MEDIA
With almost 2 millions followers on Instagram, and thousands on Twitter, Facebook and LinkedIn, Conde Nast Traveller is a great example on how to incorporate social media to your content strategy.
The brand content on social media is informative, engaging and actionable. The imaginary is super high quality, and latest trends are incorporated such as using reels on Instagram to gain more visibility.
A strong presence on social media can help you being discover and strengthen connections with your audience (Mclachlan, 2021).
LONELY PLANET- YOUTUBE
Lonely Planet (n.d) YouTube channel
In addition to their well-known guide books, Lonely Planet has a large following audience on Youtube.
In a moment of time in which video marketing is so important, Lonely Planet is offering incredible how to guides, webinars, sharable stories, expertise in the sector with an eye catching video format.
ZERO TO TRAVEL- PODCAST
Zero To Travel (nd)-Podcast
With over 15+ years of experience in the industry, Jason Moore shares his expertise and passion for travel in the Zero to Travel podcast.
The podcast features many famous travellers and explores. It also showcases the brands values, by talking about sustainable travel and travelling with disabilities.
EXPEDIA- INFOGRAPHIC
By including images and written text, the infographic are an incredibly eye-catching strategy to attract consumers attention.
Expedia has inserted infographics in many sections of their website, providing value and stories about travelling.
FODOR'S TRAVEL- E-BOOK
Fodor's travel launched an e-book series, including practical and interesting information about many places to visits around the world.
It is an educational content that consumers can bring with them and take advantage of wherever part of the world they are in.
ADRENALINE TRAVEL- EMAIL NEWSLETTER
Email newsletter are a great way to communicate directly with your audience. However, in order to not end up directly in the bin folder, you've got to attract consumers attention.
This Adrenaline travel newsletter is a great example, including personalized video content and providing a sense of urgency to the audience.
In summary,
travel offers many opportunities and many interesting stories to tell to your audience.
"More storytelling, less selling should be your motto when it comes to creating content for your website" (Leslie, 2021).
If your stories are compelling enough to build a trustworthy relationship with your audience, also your return of investment will be great.
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If you want to learn more about content marketing for travel brands, check out the links below:
-SlideShare presentation: https://www.slideshare.net/EleonoraCangelosi1/what-is-content-marketing-and-how-can-travel-brands-incorporate-this-strategy
-Vimeo: https://vimeo.com/manage/videos/679690127
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