Content Marketing Presentation_ D Ferreira

Traveling - it's something everyone loves to do and dates back to when wealthy Greeks and Romans would travel to their sunny summer homes.

Since then, the travel industry has grown from a mere 25 million international trips in the 1950s - to a whopping 1.4 billion in 2019. 

However, the travel industry was one of the biggest commercial victims of the Covid-19

pandemic and it is predicted that the sector won’t fully recover until 2024. But with

restrictions easing across the globe, people are once again showing their appetite to travel.  

So let's talk about content marketing and how it can be used to improve your travel business. 

First of all - the purpose of content marketing is to :

• Promote brand awareness

• Create leads 

• Start conversations 

• Provide solutions and;

• Develop lasting customer relationships

However, there’s more to content marketing than just sharing a great photo or uploading a blog - you need to be able to provide content that is both relevant and engaging.

So let's work through a few good examples of best practice in content marketing and drill down into the features that make it work. 

Number 1 - A Good Website

It may seem almost obvious, but without a website you’re cutting off potential viewers who want to learn more about your business.

If your website is hard to navigate, poorly designed, overloaded with text, has poor images,

or isn't optimized for mobile, then these are all signs that your website needs improvement.

In my content marketing presentation I referenced Discover Holidays and I’ll talk about the positive content marketing features of this particular website which include:

• The use of clean white space 

• Beautiful and engaging imagery

• An easy to read phone number 

• A pop up that entices readers to subscribe to their enewsletter

• A search tool to type in a preferred destination

• A featured panel of their current travel packages

• An “inspiration” tab that holds a range of informative blogs 

• Links to their social media channels and;

• Clear call to actions 

Just remember, people want to learn as much as possible about destinations before making travel decisions. So it's super important to have this kind of information easily available on

your website.

Number 2 - Social Media

Question time! How many people across the globe do you think use social media? 

Not sure? There are currently 4.76 billion people in a population of nearly 8 billion. And if we want to drum down into our own statistics here in Australia, 82 percentof our population are current and active users.

So - looking at these kinds of figures, there is no doubt that social media is a platform that your business needs to be a part of.

Remember - the purpose of content marketing is to entertain, to inspire, to educate and finally - to convince.

Another one of the examples from my presentation included a social post on Facebook

from Flight Centre Australia Their post used stunning imagery to capture the reader's attention. 

It used informal content to draw reader engagement and to aspire people to think about a luxury holiday. The content captured people across various times in their life cycle, from singles, to couples with no kids, to families and empty nesters. The post then leads the customer to their website - and into the sales funnel they go!

Whilst I had also featured the Instagram post ‘’placesiwouldlovetovisit’ within my presentation, the post from Flight Centre features more engaging content with a clear call to action. 

Simple posts are a great addition to your social channels and can help build a stronger connection to your audience - but generally you want your audience to engage with your social posts with the desired outcome to generate leads. 

Number 3 - Infographics

If you are unfamiliar with infographics, they are essentially a collection of graphics that provide an easy-to-read overview of a topic. Infographics use striking and engaging graphics to communicate information both quickly and clearly.

In a world full of content, it's getting even more challenging to provide good content that

captures people's attention. 

The example I provided in my presentation “An Essential Guide to Visit Peru” from the blog "I Dare Say - The 8th Wonder of the World" is a good example of an infographic as it both engages and educates. 

It summarises general information about the country, its currency, things to do, trek

information and the essentials required when visiting the country.

Infographics are a great visual tool for driving traffic towards your content and achieving success. You can also use them within your blogs and link to your social pages to attain higher engagement and readership. 

Whilst I provided various examples in my presentation of content marketing that can

work for your business, these are the top 3 that I would recommend as they are the

baselines for any business and are relatively easy to create and manage. 

Well - that’s it for today 🙂

I hope you’ve found this information about Content Marketing both informative and interesting. There are many methods that can be used as part of your Content Marketing

strategy and I hope I’ve started your creative juices to flow.

Thank you!

Looking for a video version of this blog? Visit https://vimeo.com/815537078