Month: April 2020

Content Marketing

~ Giulia Lenti ~ Leave a comment

Hello everyone and welcome back,
today I’m going to talk about three examples of content marketing that’s perfect for the travel industry.


Rough guides podcast is a great example of content marketing. Podcasts are quite new and not many companies focus on their great potential. First of all podcasts move in a less competitive environment, which means that the company can invest more in its listeners and in creating a loyal audience (Segura, 2019). Podcasts are becoming more and more popular, but people will stick with their favourite one. It is also a format that allows a great opportunity to engage the audience and address them directly, it is possible to answer people’s questions or creating a poll to ask directly for their advice.

Screenshot from Rough Guides website.

The second example is the Lonely planet Discover series. Videos are almost every time a winning content, this because users are more likely to check a video and share it with people they know. Lonely Planet’s series also works because it’s a series and people are normally attracted by what is familiar and will be naturally curious to check the new videos. The final kick is given by the partnership with GoPro which means that that content will be shared not only with who will check Lonely Planet for holiday advice but also to GoPro public, making this series a double win.

Screenshot from Lonely Planet Youtube channel.

The third example comes from Airbnb and its guidebooks. Guidebooks are a user-generated content, meaning that it’s made by who had a first-hand experience of the places the guide is about. Guidebooks are part of the “Live there” campaign whose aim is to make tourists live the places they are visiting. The main reason why this content is more effective than others are because it gives a personal touch on your holiday, and it really helps to create a sense of community where everyone is helping each other by giving tips that would not be possible to find in any travel guide (Econsultancy, 2019).

Photo by John Tekeridis on Unsplash.

These examples show how content marketing can be done in a great way, focusing on a personal approach and creating a community around a brand.

Check my presentation on SlideShare about content marketing and my Video!

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