JEAN-CLAUDE KEKNYEMB

ID: 8 6 312219

ASSIGNMENT NO. 5
TASK 1.
Understanding of the content
marketing used by different
organisations. ”
 Content marketing definition

Content marketing is defined as a technique of creating and distributing

valuable and relevant content to attract, acquire and engage a clearly
defined target audience, the promise being to earn an audience rather
than buying it in driving profitable action, Joe Pullizzi,(2019).
 Types of content used for travel
and suggested channels

1. Hotel descriptions (Video)

2. Travel guides (Podcasts)
3. Destination guides (Infographics)
4. Travel blog posts (Blogs)
5. Magazines with City, region, country descriptions (Pictures)
6. Tour descriptions (Infographics)
7. Popular attraction guides (Pictures)
8. Reviews(Blogs)
 Example of buyer persona within the travel industry

According to Miller,(2015).Audience personas help travel and tourism

brands create content with purpose that speaks directly to the needs of
specific segments of their audience, Miller,(2015). Including;
▪Dreamers who choose to spend their spare time reading travel
magazines and blogs, browsing cool destinations on Pinterest, and
sharing their travel dreams with friends and family, love the idea of travel
and can be both great advocates and prolific sharers of content,
Miller,(2015).
Buyer persona
Cont.

• Millennials

A demographic generation “Y” poised to change the economy with great

spending and travel habits, technology advanced, have great need for
new experiences, thirsty for knowledge and prefer to travel to learn
something new and prone to taking last minute trips to satisfy to satisfy
sudden wanderlust, Kvesic,(2018)
 Traveler's buying journey and types of content
Traveller’s Buyer journey stages CONTENT TYPE and strategies

Awareness stage • Sharable content inspiring travel aiming to build

long-term relationship with CTA’s on channels
including; social media, photos, emails, and search
engines

Interest stage • Destination specific content without trying to sell

product but with CTA’s

Consideration stage • Content with value proposition and making the

brand unique – Reviews – brand advocates and or
personalities speaking for the organisation

Purchase stage • Using e-mails and social media with Content aiming
at retaining customer’s with consistent conversation
and questions about their experiences
 3 travel related sites including;

1. Tourism Australia
https://www.tourism.australia.com/en/about/our-
campaigns/philausophy.html,
2. WestJet Airlines; https://www.westjet.com/en-ca/index
3. Adrenaline Pty, Ltd; https://www.adrenaline.com.au/
#1 Tourism Australia
Picture
Tourism Australia,(2020) Youth campaign
Tourism Australia
blog
Tourism Australia,(2018)
Tourism Australia
Podcast
TOURISM AUSTRALIA

VIDEO
Tourism Australia,(2018)
#2 West Jet
Picture (2019)
WestJet
Blog
WestJet
Podcast
Trave,(2018)
#3 Adrenaline Pty, Ltd
Picture
Adrenaline,(2020).Activities for kids
Adrenaline Pty, Ltd
Blog (2019)
Adrenaline Pty, Ltd
Podcast Adventure gift finder, (2020)
Adrenaline Pty, Ltd
Video; Learn to fly,(2020)
 Best travel website

In my opinion Adrenaline Pty Ltd is the best travel website for successfully understanding travelers' habits and concerns,

segmenting the market and targeting the millennials demographics. They created the right mix of creative and valuable content

tailored to the audience experience making them feel special, hence increasing relationship, trust and credibility with

prospects. Mapped and personalized to the buyer journey that resonates with them delivering value without selling, using

product information, guide to buying, images and humors to get prospect attention and building bond to easily engaging the

audience.
Task 2 (A)
5 examples of best practices
Image1. Adrenaline Pty, Ltd Blog (Slide No. 16)
Image 2
West Jet (Slide No 12)
Image 3
Adrenaline, (Slide 15)
Image 4
Tourism Australia (Slide No.9)
Image 5
Tourism Australia (Slide No. 8)
Task 2 (B)
Raisons why I believe the above examples are best practices

The above mentioned are best practice content in my opinion because of the following factors.

•I believe these organisations understood travellers’ habits and concerns, created creative and
valuable content with visitors in mind not search engine crawler and activities for kids using
product information, guide to buying, images and humour to get prospect attention hence easily
engaging the audience.

•They used content mapped and personalized to the buyer journey and tailor to the audience
experience without trying to trick them, as a result making them feel special hence increasing
relationship, trust and credibility

•The organisations-built bond with prospects through contents that resonates with them delivering
value without selling, engaging the audience with CTA’s, questions and feedback to learn their
pain points and how the organisations could better provide value
Task 2 (B) cont.
Raisons why I believe the above
•They strive to deliver value and engagement in their content with CTA’s, questions and feedback to
learn their pain points and how the organisations could better provide value instead of unethical
tactics such as duplicate content, running guest posting network or link spamming to engage the
audience
Conclusion

As content marketing is the delivery of valuable and consistent content to prospective buyers, In
order to effectively attract, engage and delight customers within the travel industry, marketers
must segment the audience into distinct groups defined as separate persona. Therefore,
researching and knowing exactly where about the audience can be reached and creating different
type of valuable content to engage them in conversation that will lead to relationship, trust and
credibility allowing the marketer to promote his business.
References:

•Ana .Kvesic,(2018). The ultimate buyer persona in the travel industry: Millennials,Available at;
https://www.lemax.net/blog/the-ultimate-buyer-persona-in-the-travel-industry-millennials/
Accessed on 27/03/2020

•Adrenaline,(2020).Activities for kids, Adrenaline, Available at;

https://www.adrenaline.com.au/activities-for-kids/, Accessed on 29/03/2020

•Adrenaline Pty, Ltd, Video; Learn to fly,(2020) Adrenaline, Available at;

https://www.adrenaline.com.au/sunshine-coast/flying-lessons/learn-to-fly-60min-pilot-training-hd-
video-caloundra/, Accessed on 29/03/2020

•Adrenaline Pty, Ltd, Podcast Adventure gift finder, (2020). Adrenaline, Available at;
https://www.adrenaline.com.au/adventure-gift-finder/ Accessed on 29/03/2020
References Cont.

▪Adrenaline Pty, Ltd, blog (2019). Available at; https://www.adrenaline.com.au/blog/,

Accessed on 29/03/2020
▪Joe Pullizzi,(2019). Epic Content Marketing, How to Tell a Different Story, Break through the
Clutter, and Win More Customers by Marketing Less, Content Marketing Institute

▪Tourism Australia,(2020) .Youth campaign, Available at;

https://www.tourism.australia.com/en/about/our-campaigns.html, Tourism Australia, Accessed
on 29/03/2020

▪ Tourism Australia,(2018). British influencers show why there’s nothing like Australia, Tourism
Australia, Available at; https://www.tourism.australia.com/en/news-and-media/news-
stories/british-influencers-show-why-theres-nothing-like-Australia.html
Reference Cont .
1. Travel,(2018). Celebrity' Westjet flight attendant thrills passengers with safety display,
Available at;
https://www.nzherald.co.nz/travel/news/article.cfm?c_id=7&objectid=12246878, Accessed
on 30/03/2020

2. Tourisms Australia(2018). The Ultimate Travel Guide, Best Places to Visit, Top Attractions,
Tourism Australia, Available at; https://www.youtube.com/watch?v=GTRQsa3jpXU, Accesses
on 30/03/2020

3. Miranda. Miller,(2015).Starter Persona, 4 Starter Personas for Tourism & Travel Content
Marketing, Travel and Tourism Content, Available at; https://www.linkedin.com/pulse/4-
starter-personas-tourism-travel-content-marketing-miranda-miller/, Accessed on 27/03/2020