Content marketing: a user's guide
- 1. Content Marketing: A User's Guide An ode to Inbound
- 2. Horses for courses in the content marketing world • 1. The blog is one of the most effective uses of content marketing. • This example is from a Northern Territory tourism company called VentureNorth, written by “Camp Host Holly”. It details the transitory life for her family, as they entertain guests each year in the Top End.
- 3. Another form of content marketing is the “peer review”, as penned by a recent user. Here touring company Contiki has used the words of one of its customers to describe her adventure holiday Sweet as South. This is punchy and impactful, authenticated by its author not using capital letters, and written in a style which is “so young person”.
- 4. • Reviews by professional travelers add further credibility to content marketing as the author’s years of sight-seeing provides gravitas. • This review on the Ghan Railway was published by Girl Tweets World. Its author has been travelling the world and blogging for a decade. Group A Group B Group C
- 5. Video blogging, or vlogging, is excellent content marketing as it combines the benefits of audio and visual information. Perfect for a content- saturated public that just wants to watch and learn. This is a vlog from Expert Vagabond about Backpacking in Afghanistan, replete with wonderful vision. This piece is rounded off by first-person commentary and Afghani music in the audio.
- 6. • Here’s another kind of vlog from Nomadasaurus. This is more about the personalities b ehind this production. • This couple began vlogging in 2008 and have acquired a reputation from which content marketers could draw. • However, for travel purists, this style of vlogging is less rigorous and more frivolous than the previous slide by Expert Vagabond.
- 7. • Ebooks are growing in popularity and offer content marketers an opportunity to source wider fields of information that have been condensed and brought into one setting. • This is an ebook put together by Lonely Planet. It is effectively a digitised version of its hardcopy product. There are countless ebooks produced by Lonely Planet collating information from around the globe.
- 8. This blog is written by a Lonely Planet staff writer, of which there are many. This story populates Lonely Planet’s website but it and stories like it are a haven for content marketers. Because they features many references to places and things which have their own marketing concerns.
- 9. Podcasts are another form of content marketing, allowing broadcasters to delve into travel experiences for the listening pleasure of their followers. This is the Extra Packet of Peanuts Travel Podcast, part of its “7 Lessons Learned on Being Location Independent for 7 Years” series. This podcast is sponsored by a backpacking luggage company. Podcasting is a popular way of marketing to specific interest groups.
- 10. In this podcast, a travel professional gives his six tips to successful cruising. This differs from the previous podcast example in its focus and in the talent doing the speaking. The presenter, Gary Bembridge, is considered a SME on cruising, as well as being an industry author and writer. Discerning industry comment is gold to content marketers. It has more "street cred" than the previous podcast and is therefore more impactful.
- 11. Articles that appear in mainstream or trade media can also be used by content marketers. In doing so, much credibility is procured as the piece appears utterly independent of the client and marketers. Luxury Travel’s article on Lord Howe Island’s inclusion in a Lonely Planet travel list is A-grade content.
- 12. This piece of Humboldt County CTA health information could be used across numerous Californian tourism providers, informing them of the COVID-19 health warning stages ordered by the state. Changing the locations would give this piece of health content marketing widespread geographic reach.
- 13. Finally, a promotional video that a content marketer might need to purchase from its owner - but what a well of content! High production values and a great script can entice even the most jaded.
- 14. References and citations Assignment 5 Task 1 • Holly, Camp Host, 2020. Article. Venture North website. Available at https://venturenorth.com.au/northern-territory-tourism-blog/ Accessed 21 August, 2020. • Sam, 2020. TourRadar. Article. Sweet as South. Available at https://www.tourradar.com/t/34704 Accessed 21 August, 2020 • Gorman, Jayne. Girl Tweets World. Article. “Travelling On The Ghan: Australia’s Best Rail Journey”. Available at https://www.girltweetsworld.com/timeless-journey- on-board-the-ghan-australias-iconic-railway/ Accessed 21 August, 2020 • Expert Vagabond. Video. “Backpacking Afghanistan”. Available at https://expertvagabond.com/youtube-travel-videos/ Accessed 21 August, 2020 • Nomadasaurus. The Best Day Ever! Antarctica. Video. Available at https://www.nomadasaurus.com/ Accessed 25 August, 2020 • Lonely Planet. Ebook. “Australia’s Best Trips” Available at https://shop.lonelyplanet.com/products/australias-best-trips- 2?via=Z2lkOi8vbG9uZWx5LXBsYW5ldC9Xb3JrYXJlYTo6Q2F0YWxvZzo6Q2F0ZWdvcnkvNTllZTQ5YmRmOTJlYTE0MTg2MDU4Njhm Accessed 25 August 2020 • Gentile, Jay, 2020. Lonely Planet website. Blog. The Great Colorado ‘fourteener’ Road Trip. Available at https://www.lonelyplanet.com/articles/colorado-fourteeners Accessed 26 August, 2020 • You Serious Wanderlust”. Available at https://www.nomadicmatt.com/travel-blogs/best-travel-podcasts/ Accessed 25 August, 2020 • Tomelty, Madelin, 2019. Article. “The Surprising Australian Island on Lonely Planets’s ‘Best in Travel, 2020’ list” Available at https://www.luxurytravelmag.com.au/article/the-surprising-australian-island-on-lonely-planets-best-in-travel-2020-list/ Accessed 25 August, 2020 • EPOP, 2020. 7 Lessons Learned Being Location Independent for 7 Years. Podcast. Available at: https://extrapackofpeanuts.com/7-lessons-learned-being-location- independent-7-years Accessed 26 August, 2020 • Bembridge, Gary, 2020. Essential Cruise Tips. Podcast. Available at https://player.fm/series/essential-cruise-tips Accessed 26 August, 2020 • Humboldt County, 2020. Humboldt County: California's Redwood Coast website. CTA. Available at https://humboldtgov.org/ Accessed 27 August, 2020 • Expedia website, 2020. Sydney Travel Guide Video. Video. Available at https://www.expedia.com.au/Sydney.dx178312?rfrr=HP.destinationRecommendations/?rfrr=editorial.Sydney.click Accessed 26 August, 2020