1.
Best Practices in Content Marketing
for the Travel Industry
How to Create Content Travelers Love
Caitlin Domke
@NewsCred – Brand Strategist
@caitlindomke

2.
It’s clear that
traditional advertising
methodologies are no
longer working.
70% of consumers prefer
getting to know a company
through content vs. ads
72% of marketers think
branded content is more
effective than advertising
Source: Content Marketing Institute
#ULTRA15
Source: Custom Content Council
@CaitlinDomke

3.
of millennials said that a
compelling advertisement
would make them
trust a brand more.
1%
*Forbes/Elite Daily study, Jan. 2015.
#ULTRA15@CaitlinDomke

4.
Banners?
You are more
likely to . . .
#ULTRA15@CaitlinDomke

5.
“Rather than talk at consumers, we’re shifting to
speaking with them using attention-grabbing
content that adds value to consumers’ lives by
providing them with information and
entertainment at the right time
and in the right context.”
– David Beebe, head of Marriott International Content Studio
#ULTRA15@CaitlinDomke

6.
Why build your house on rented land?
Publish on your own Content Hub.
#ULTRA15@CaitlinDomke

7.
NewsCred is dedicated to helping
brands connect with their audiences
through great content.
Software ServicesContent
#ULTRA15@CaitlinDomke

8.
Today
• What is content marketing
• How to build a successful content marketing strategy
• Utilizing content across the traveler’s buyer journey
• Content distribution + amplification
#ULTRA15@CaitlinDomke

9.
What is Content Marketing?
How to Build a Successful
Content Strategy
Content Distribution +
Amplification
Utilizing Content Across
the Traveler Journey

10.
“Content marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly defined and
understood target audience – with the objective of driving profitable customer action.”
-Content Marketing Institute
• Not advertising or PR
• It is continuous
• Customer, not brand-focused
• Seeks to answer customer questions across the buyer journey
• Owned media = An Asset for your business with ROI
Content Marketing Defined
#ULTRA15@CaitlinDomke

11.
The Promise of Content Marketing:
To earn your audience . . .
. . . versus buying it!
#ULTRA15@CaitlinDomke

12.
Unique Point of View Trap
Too easy to become
consumed with your story,
not your customers.
#ULTRA15@CaitlinDomke

13.
“Content marketing is like
a first date. If all you do is talk
about yourself, there won’t be a
second date.”
– David Beebe
#ULTRA15@CaitlinDomke

14.
Ann Handley: “Take your brand out of the story. . .
. . .Make your customers the hero.”
Our Natural Instinct
Content
Marketing
Brand
Purpose
What
Customers
Want
Charity
#ULTRA15@CaitlinDomke

15.
Content Marketing
Success
How to Build a Successful
Content Strategy
Content Distribution +
Amplification
Utilizing Content Across
the Traveler Journey

16.
Steps to achieve content marketing success:
1. Start with a strategy.
2. Create great content aligned with the buyer’s
journey.
3. Share strategically.
4. Track ROI
#ULTRA15@CaitlinDomke

17.
18
Determine and document your
content strategy.

18.
Why is it important to have a documented content
marketing strategy?
Source: CMI
#ULTRA15@CaitlinDomke

19.
• Thinking and acting like a publisher
• Delivering content your audience wants
• Managing content as an asset (with an ROI)
What is a Content Marketing Strategy?
#ULTRA15@CaitlinDomke

20.
Content Marketing Roadmap
Discovery Destination Team Topic Models
Customer
Journey
KPIs /
Reporting
Optimization
• Audience insights
• Business Case
• Current State
• Budget
• Branding/Design
• Platform
• Firm Integration
• Who does what?
• Agency
• NewsCred
• Distribution
• Structure
• Topics
• Types
• Content by Stage
• Conversions
• Subscriptions
• Define report
• Who / when?
• Content
• Platform
• Distribution
#ULTRA15@CaitlinDomke

21.
YOUR BRAND
PURPOSE
Content
Marketing
Brand
Purpose
What
Customers
Want
KEY AUDIENCE
INSIGHTS
YOUR MISSION
STATEMENT
Developing your mission statement
#ULTRA15@CaitlinDomke

22.
Follow this template:
Become a destination for [target audience] interested in [topics].
To help them [customer value].
This will help us [content marketing goals]
• Earn your audience’s attention vs. just buying it
• Reach, engage and convert NEW buyers
NewsCred Example:
Become a destination for marketers interested in content marketing. To help them be
better at their jobs and achieve marketing success. This will help us reach, engage, and
convert new buyers and engage with existing customers.
#ULTRA15@CaitlinDomke

23.
Key responsibilities
Content
Marketer /
Editor
Strategizes, writes,
and oversees
content projects to
ensure brand
consistency and
alignment with
business
objectives.
Community
Manager
Distributes content
across social
channels, engages
online communities,
and contributes to
content projects.
Designer
Brings content to life
through the user
experience and rich
visuals.
Contributors
Any content creator-
blogger,
photographer,
designer — who
contributes to your
project.
SEO / Paid
Specialist
Manages the paid
distribution of
content online.
Analytics
Defines best/ worst
performers,
conversion
optimization and
measurement
communications.
Curation
Fines and re-
purposes the best
content from your
business and from
around the web.
#ULTRA15@CaitlinDomke

24.
Key factors to content marketing success:
1. Documented content strategy and mission statement
2. Have someone accountable for content
3. Consistently publish quality content
4. Map content to consumer journey
5. Balance Paid, Owned, and Earned Media
6. Track Content Marketing ROI
#ULTRA15@CaitlinDomke

25.
Give yourself a grade!
Best Practice R Y G
Have a documented content strategy?
Have someone managing content
Content maps to the buyer journey
Publishing quality, volume and variety
Social activation of content
Measurement template / ROI defined
Overall:
?
#ULTRA15@CaitlinDomke

26.
Content Marketing
Success
Building a Successful
Content Strategy
Content Distribution +
Amplification
Utilizing Content Across
the Traveler Journey

27.
Utilize the Right Mix of Content
Custom Content
Share on-brand stories which are created specifically
for your brand.
Community Content
Leverage content from customers, employees,
influencers that grows and engages your community.
Licensed Content
Boost credibility, publishing cadence, and direct traffic
with a high-volume of fully-licensed, compliant content.
#ULTRA15@CaitlinDomke

28.
Utilize the Right Mix of Content
Custom Content
Share on-brand stories which are created specifically
for your brand.
Community Content
Leverage content from customers, employees,
influencers that grows and engages your community.
Licensed Content
Boost credibility, publishing cadence, and direct traffic
with a high-volume of fully-licensed, compliant content.
+28%
brand
engagement
#ULTRA15@CaitlinDomke

29.
According to Google,
travelers visit 22
different sites over an
average of 9.5 sessions
before booking.
#ULTRA15@CaitlinDomke

30.
Content across the traveler’s buyer journey
• Broader, shareable content that inspires travel
• Aim to start long relationships, don’t over-emphasize your brand or push
for conversions yet (but make sure to have CTA)
• Channels: social/video/photo sites; search engines; email
• Help your customers plan with destination-specific content
• Don’t pressure towards bookings (but make sure to have CTA)
• What makes your brand/company unique? Tell those stories.
• Consider UGC (user reviews, testimonials and brand advocates) to
speak for you.
• Keep the conversation going with a consistent cadence of TOFU/MOFU
content
• Email and social are great channels for this
Inspiration
Retain
Research &
Discovery
Booking &
Preference
#ULTRA15@CaitlinDomke

31.
Reach, Engage and Convert
the Right People.
Early-­‐stage
Searches
Middle-­‐stage
Brand
Searches
Search
/
Social
Volume
“What are the world’s best
beaches?”
(10-­‐3000 X)
“What should I do in Bali?”
(2-­‐10 X)
“Four Seasons in Bali”
#ULTRA15@CaitlinDomke

32.
INSPIRATION + AWARENESS
STAGE
#ULTRA15@CaitlinDomke

33.
of people don’t know where
they want to go when first
looking into booking a trip.
70%
*Google/Ipsos MediaCT
#ULTRA15@CaitlinDomke

34.
Many leisure travelers go into planning undecided
on a brand.
#ULTRA15@CaitlinDomke

35.
RESEARCH + DISCOVERY
STAGE
#ULTRA15@CaitlinDomke

36.
Search terms that travelers use in planning
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37.
BOOKING
STAGE
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38.
Content directly influences
purchase decisions.
85% of consumers regularly seek out trusted content
when considering a purchase.
Source: Nielsen
#ULTRA15@CaitlinDomke

39.
Information sources used by U.S. travelers while
planning/booking their most recent trip
40%
38%
38%
25%
19%
18%
16%
13%
Hotel sites
Online travel agencies
Airline sites
Search engines
Travel publications/sites
Family/Friend
Rental car sites
Search engine travel sites
Source:
eMarketer/
Expedia Media
Solutions
conducted by
comScore Nov
2014
#ULTRA15@CaitlinDomke

40.
User-Generated Content during Booking Stage
of travel planning study
respondents report
reading travel reviews
prior to booking
95%
Source: New York University and TrustYou; 2015
of millennials post on
social networks and
share experiences with
friends while traveling
97%
#ULTRA15@CaitlinDomke
Source: Chase Card Services Study, 2014

41.
To what extent do
you trust the
following forms
of advertising?
#ULTRA15@CaitlinDomke

42.
Some tips:
• Make sure to obtain legally!
• Ask for testimonials from notable
or loyal clients
• Show off UGC photos via rights-
cleared photo companies
• Compile the best UGC, like Warby
Parker
#ULTRA15@CaitlinDomke

43.
Case Study:
Four Seasons Magazine
#ULTRA15@CaitlinDomke

44.
Four Seasons Magazine
• Mission statement: “providing
interesting and evocative content about
some of the world’s most fascinating
travel destinations”
• Reads like a high-quality travel
magazine
• Beautiful imagery
• Frequently publish
• Clear site architecture
• Content pillars: Travel, Food, Style,
Weddings
.
#ULTRA15@CaitlinDomke

45.
SAMPLE INSPIRATION STAGE CONTENT
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46.
SAMPLE INSPIRATION STAGE CONTENT

47.
SAMPLE RESEARCH AND DISCOVERY
STAGE CONTENT

48.
SAMPLE BOOKING AND PREFERENCE STAGE CONTENT

49.
SUBSCRIPTION

50.
SAMPLE
RETAIN STAGE
CONTENT
(NEWSLETTER)

51.
Case Study:
Mr. and Mrs. Smith blog

52.
SAMPLE INSPIRATION STAGE CONTENT

53.
SAMPLE RESEARCH AND DISCOVERY STAGE CONTENT

54.
SAMPLE BOOKING STAGE CONTENT

55.
SAMPLE
RETAIN STAGE
CONTENT
(NEWSLETTER)

56.
Content Marketing
Success
Content Distribution +
Amplification
Utilizing Content Across
the Traveler Journey
Content Distribution +
Amplification
Building a Successful
Content Strategy

57.
Share your stories.
Even great content needs a push.
#ULTRA15@CaitlinDomke

58.
Average Hollywood movie splits 40-50%
production with 50-60% distribution
#ULTRA15@CaitlinDomke

59.
Maximizing the Reach of Your Content
We believe in a “converged media” approach utilizing paid, owned, and earned media
to deliver content the audience wants and maximizing the reach of that content.
Paid Social Influencer/
movable media
Leverage your owned
content and channels
Maximize organic buzz,
social engagement,
and PR
Organic Traffic & SEO
Quickly grow your
audience & jumpstart
engagement
Converged
Native Ads (Nativo)
Paid Content Distribution
(Outbrain, Sharethrough)
Earned Paid
Owned
#ULTRA15@CaitlinDomke

60.
In conclusion…
#ULTRA15@CaitlinDomke

61.
Key factors to content marketing success:
1. Documented content strategy and mission statement
2. Have someone accountable for content
3. Consistently publish quality content
4. Map content to consumer journey
5. Balance Paid, Owned, and Earned Media
6. Track Content Marketing ROI
#ULTRA15@CaitlinDomke

62.
Hope you’re excited to create
amazing content!
#ULTRA15@CaitlinDomke

63.
Thank you!
Caitlin.Domke@NewsCred.com
@CaitlinDomke