Content Marketing Used By Different Organisations

Task 2- 

Video Pitch

Introduction  

4 examples of best practice in content marketing within the travel industry

How the best practice examples are better than other examples.

1- Trip Advisor, Reviews 

This is a great example of content marketing as it provides honest and reliable reviews, allowing potential consumers to read and evaluate previous experiences to help decide if they themselves should follow and consume this hotel/restaurant/attraction/holiday. By using a bar graph it is also a good method of quickly assessing the rating without having to read through every review and is made to be far less time consuming. These trusted reviews, will make the buyer's journey more likely to continue as its much more relatable.

Why is it better than other examples ?

This type of content marketing gives a lot more in depth and reliable information for the consumer. Giving a great representation of the holiday experience. This drives more traffic to the website from its reputation being a reliable source running over two decades in business and having a high SEO ranking. Making the site more special and unique than others.   

2- Tripadvisor, Interactive Map 

This tool of content marketing, helps to connect the visitor directly to the organisation. Making visitors more likely to be converted into consumers. Due to browsing around an area on the map and being able to visually compare prices and also view what else is around, that wouldn't of otherwise been found. 

Why is it better than other examples?

It gives a broader search of information, potentially selling unexpected holidays from people browsing on this map. Rather than just text from search bar on other websites. 

  3- Lonely Planet- Blog stories 

Provides lots of information for potential travellers, with many different and reliable Lonely planet blog writers who have personally experiences these places themselves in an engaging way. Through inspiring images and motivational language. 

Why is it better than other examples?

Lonely planet uses an appropriate tone in their content as well as using high quality images and a few videos. This engages their audience and will gain inspiration for travelling to new places. Using appropriate language and links to other entries as well as their social media accounts, means other users are more likely to stay on the page for longer, this high retention will increasing their SEO. Including the one click link, on the blog to sign up for the newsletter is also a great way to regularly keep up to date with information. Finally the easy option to share entries via social media, will reach a wider potential network of consumer.   

4- Culture Trip - Infographic

Culture trip infographic, tells a story on the basic information on Sardinia and is used as a tool in their blog. The bright colours and minimal text makes it attractive to engage with and easy to digest the information. 

Why is it better than other examples?

Infographics are good to use on a website/blog as they are visual and eye catching. Often being very graphic as well as being concise in information. The infographic can be saved as an image and is much more likely to be shared to other users directly or via social media, to summarize information in a fun and visual way. Consumers often process information from a visual rather than just text.

Youtube Link- https://youtu.be/7v1HwUboVGU 

Slideshare Link- https://www.slideshare.net/HollyHarrison28

References

Tripadvisor.co.uk (2021) ‘Legoland Windsor Resort’ [online] available at:https://www.tripadvisor.co.uk/Attraction_Review-g186419-d207144-Reviews-LEGOLAND_Windsor_Resort-Windsor_Windsor_and_Maidenhead_Berkshire_England.html [accessed 18th April 2021] 

Tripadvisor.co.uk (2021) ‘London map’ [online] available at:https://www.tripadvisor.co.uk/Hotels-g186338-London_England-Hotels.html#MAPVIEW [accessed 18th April 2021]

Barrell, R (2021) ‘The 8 best day trips from Berlin’ [screenshot] available at: https://www.lonelyplanet.com/articles/berlin-day-trips [accessed 18th April 2021] 

Picerne, A / Culture Trip (2017)  ‘The Essential Travel Guide to Sardinia’ [Image] available at: https://theculturetrip.com/europe/italy/articles/the-essential-travel-guide-to-sardinia-infographic/ [accessed 26th April 2021]