CONTENT MARKETING RESEARCH FOR A TRAVEL RELATED WEBSITE

Content marketing: examples for a travel company


Fig. 1, business2community.com [graphic creation]

Hello everyone, today I wanna talk about content marketing. A lot of times we listened to people say «CONTENT MARKETING IS KING» and this is true, so as history teaches there can be good kings or bad kings.

I want to analyze now which are some of the best examples of content marketing in my opinion, based 4 travel companies: We road, Hays Travel, Kuoni travel, and Gap360.




There are lots types of contents we can create as Hubspot blog says:

1. Blogs

2. Videos

3. Infographics

4. Case studios

5. Ebooks

6. User - generated content

7. Podcasts

8. Checklists

9. memes

10. Testimonials reviews

11. Whitepapers

12. How to guides/academies

13. Influencers/paid ad content

Overmore, there are 5 characteristics that a good marketing content strategy needs to meet: Audience, value, originality, engagement, and actionable.

BLOG EXAMPLE



 The first example is the We road blog’s article, titled “what to see in Thailand: 8 unmissable places”. I find it complete, if you want to discover Thailand it gives you lots of informations and catches your eye with beautiful photos and enthusiastic copywriting. it respects all the 5 characteristics of a good content marketing! Moreover, having a good blog strategy is always a good choice for SEO.

AUDIENCE: good for everyone who wants to discover Thailand.

VALUE: the table of contents is very satisfying.

ORIGINALITY: It is original for the audience of people who want to travel.

ENGAGEMENT: “8 unmissable places” is a good engagement title.

ACTIONABLE: You can discover the travels in Thailand and book it by clicking directly in the CTA button in the article.


VIDEO EXAMPLE

 The second one is the Kuoni travel Youtube video, titled "Where's the best place to go in January?". I find it good for the audience, because probably not all of their customers have a TikTok profile and because in a Youtube video you can explain better and with good complete language all the information you want to give. I find it very smart because speaks about the travel you can do in January, so this video can stay on Youtube without an end date and it is original forever.


KUONI YOUTUBE CHANNEL, available at: 
https://www.youtube.com/watch?v=UaGTBLOv088&t=14s


AUDIENCE: good for everyone to find out the best place to go in January, and the quality and the style of the video is in line with the high standard of the company.

VALUE: the video tell us lot of interesting things about places, where to go.

ORIGINALITY: It is original, lot of traveller looking for this type of videos and informations.

ENGAGEMENT: It is, beautiful images and good quality of audio speech.

ACTIONABLE: the caption contain a link to the blog article, where you can discover more informations about this places.

In the Video and social media era, channel like TikTok and Instagram are absolutely importants. I wanna show you another examples although i'll tell you later why I preferred Kuoni's video.

As we can see by clicking on the link above the video, and going to the GAP 360 Tik Tok page, they haven’t lots of followers but this video is one the most viewed with around 2000 views. It is perfect for the audience, it’s original because showns lots of images mixed with the last music trend, it has engagement and gives value. The problem is that we can find lots of videos like that on TikTok, it is not so special…I think is a good start for them but in general I choose the Kuoni Youtube video because I find it more complex and interesting. It is more recognizable by style.


REVIEWS EXAMPLE



GAP 360 review page, available at: 

The third example is about the review page of GAP 360. I appreciate having a dedicated page with text and photos loaded by the travelers, good for their audience. Going on holiday with people you don’t know is not easy, so it is very important to generate positive vibes before buying. It is a value, it is original because you can have the possibility to see the pictures loaded of the travels, and as I said in the slides it is also actionable and engaging.

AUDIENCE: good for Gap 360 audience, with text and adventures pictures!

VALUE: people want to read reviews before to buy.

ORIGINALITY: The match of reviews and pictures is original.
 
ENGAGEMENT: In this case, engagement create trust in the company.

ACTIONABLE: You can watch pictures of the testimonials and on the left there is the telephone number and the email for ask info to the company.

EBOOK EXAMPLE


HAYS TRAVEL EBOOK available at: 


About the last example, I wanna choose the Hays travel e-book. Creating an e-book is not easy and it might be very helpful for people who want to have a similar experience to going to a physical agency. It is probably most focused to the sells rather than creating engagement but it’s ok because this is the final goal of the company and because Hays travel has already lots of contents for create engagement.

CHECKOUT MY SPEECH ABOUT THE EXAMPLES ABOVE, IN MY YOUTUBE VIDEO HERE: https://youtu.be/1T0CwP5aIu0


PLEASE FOLLOW THE LINK BELOW IF YOU WANT DONWLOAD MY SLIDE PRESENTATION ON SLIDESHARE:

https://www.slideshare.net/LorenzoBielli2/content-marketing-253835007





REFERENCE LIST

https://www.forbes.com, Steve Olenski (2021) ‘Why content will always be king’ Available at: https://www.forbes.com/sites/steveolenski/2017/06/21/why-content-will-always-always-king/?sh=1d4d0e58eb37

[accessed october 2022]

https://searchenginejournal.com, Julia McCoy (2020) ‘The 5 Ws (& 1 H) of Content Marketing’ Available at: https://www.searchenginejournal.com/content-marketing-what-why-where-who-when-how/364130/?itm_source=site-search&itm_medium=site-search&itm_campaign=site-search#close

https://blog.hubspot.com, Kayla Carmicheal (2022) ‘The 12 Types of Content Marketing in a Marketer's Arsenal’ Available at: https://blog.hubspot.com/marketing/content-marketing-types

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