Content is King! Content Marketing
Content Marketing
Best Practise 1
Who- Zero to Travel
Content- Free downloadable mini-course on “saving money while travelling”.
This was a good example because- it adds value to the audience and website visitors by offering them an educational asset for free.
What also made this a great content example- is that it used the gated content method. A particular standout for me as I did not come across many other travel related content examples that used this method.
To access the free mini-course- visitors had to sign up to Zero to Travel mailing list.
This gives Zero to Travel- immediate ROI on the content. The return being the customer data, in this case their email address. This enables Zero to Travel an opportunity to email visitors more high-value, personalised content to guide them through the buyer's journey.
Best practise 2a
Who- Lonely Planet
Content- Lonely Planet had two content formats that indicated the use of content marketing best practices. One, was their video content. The other was their blog.
Lonely Planet effectively leveraged the popular trend of video consumption- their YouTube channel has a vast amount of high-quality video content that offers value to the viewer as they are educational, entertaining and informative.
Two video series in particular stand out to me- the guest travel vlogs and their series collaborating with GoPro cameras.
They stand out to me because they- effectively communicate the real life experiences of being in specific travel destinations all across the world.
This suggests to me- that Lonely Planet have carried out extensive research on their audience and the personas within. They understand that their audience are not mere holiday goers, they are in fact keen travellers who want to experience the culture, lifestyle as well as scenery and landmarks of different travel destinations. Therefore they create video content specifically for their target personas.
Best Practise 2b
Who- Lonely Planet
Content- the other great example of content from Lonely Planet is their blog.
Their blog is great content because- it offers value to the reader in the fact that they are very educational. The majority of the posts are in the format of a listicle, making them easy for the reader to digest. Some examples are:
Top 6 beaches in South Carolina
7 Best road trips in vietnam
9 best things to do in Jordan.
The frequent posting of these fresh, relevant articles- will help with Lonely Planet's search rankings.
Lonely Planet also effectively- promotes their blog through their social media platforms. They utilise Facebook and Twitter to share the links of their blog posts, this directs traffic to their website.
Best Practise 3
Who- Four Seasons
Content- “Reconnect with the World” Podcast
Four Seasons podcast shines through- because it maximises the most out of a piece of content, much more than what the other examples I came across did.
Repurposing- Four Seasons used the method of repurposing content, creating multiple content formats from pieces of content.
Podcast- long form content. Jessica discusses her experiences and the benefits of travelling and also recommends specific Four Seasons destinations.
Blog- Repurposed from the podcast, features on Four Seasons “Magazine” the blog includes direct quotes from Jessica, along with high-quality images and CTA’s directing readers to pages on Four Seasons website where their products and services can be found.
Video- Four Seasons also repurpose the podcast into the format of a video. They follow the popular trend of shorter videos. The video serves as a promotional asset, using CTA’s and backlinks to drive traffic to the podcast and blog.
Influencer- Four seasons used a great content marketing method by collaborating with an influencer, Jessica Nabongo a travel influencer on Instagram.
This is an example of using converged media- although the podcast was posted on Four Seasons owned platforms it can also be categorised as “paid media” as Jessica was likely to be paid for her involvement.
Comments
Post a Comment