Content Marketing is a strategic Marketing approach focused on
creating and distributing value to attract and retain a clearly
defined audience and, ultimately, to drive profitable customer
action. (Content Marketing, 2012)
Examples of Content Marketing
There are different types of content Marketing and for me the best
practice examples are:
Website content
Social Media Posts
Videos
Blogs
Reviews
These are the
best types of Content Marketing as they are cost effective, can
help you generate more leads, increase organic traffic to your website and
get more conversions.
Website Content
Websites are the best tool to establish credibility and leave
a positive impression to customers. I personally believe
that Airbnb has created an amazing travel website where you can
easily book your holidays and travel destinations. Apart for that, the
website gives you tips on things to do in your local area and place
to visit nearby. i.e. for myself that I am based in London, the
website automatically suggest some areas where I can drive to and
visit.
Fig. 1 Airbnb (2021) Screenshot of Discover Experiences on Airbnb website [Screenshot]
Fig. 2 Airbnb (2021) Screenshot of explore nearby place close to you on Airbnb website [Screenshot]
Social Media
In the past few
years social media have become a centric part of the marketing world
as they can help you to interact and connect with your audience. Booking.com does an
amazing job on social media and on their Instagram page they
constantly post pictures that regards popular topics like
sustainability, they use relevant hashtags like #futureoftravel and
partner with different travel Influencers.
Video content are
one of the most popular types of content marketing as they are
engaging, easy to digest and can used on different channels. Expidia often post
new videos on its YouTube channel that aim to drive customers into
action. For example, my two
favorite videos on the Expedia YouTube channel are ‘let’s take a
trip’ ,where we can see a family simulating a trip in their living
room and ‘Welcome to Work from Here’ that reflect the current
situation with more and more people working from home.
Expedia (2020) Let's take a Trip [Video]
Expedia (2020) Welcome to Work From Home (WFH) [Video]
Blogs
Blogs are a great
way to increase traffic to your Website, keep the audience engaged
and promote your company. Among all the travel
blogs I have seen online, I have chosen the TripAdvisor's blog as it
offers a great variety of articles about some of the best hotels
and restaurants, places to visit and engaging travel stories. All articles include
wonderful pictures, keywords and links to other websites.
Fig. 6 TripAdvisor (2021) screenshot of some Tripadvisor articles [Screenshot]
Reviews
We trust each other
more that we trust businesses (J.Baer, 2019). This is the main reason
why reviews have become so important as customers nowadays always
check the reviews before to buy a product. This can positively or
negatively impact the sale of a product. TripAdvisorwas the
first travel website to realize this and they created this platform
where customers could share their experience after visiting a
restaurant, an hotel or a touristic area. Today TripAdvisor is
globally know and it’s visited by millions of people that check
their website before booking their holidays or a table in a
restaurant.
Fig. 7 Tripadvisor (2021) Screenshots of the review page of the Vintry & Mercer in London [Screenshot]
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