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Winning Content Marketing Strategies for Travel Brands in 2016

by Jennifer McCartney + Skift Team - Mar 2016

Skift Research Take

As content marketing has established itself as an important tool in the travel industry, brands are investing more time and money in creating articles, video and interactive content across all channels, in order to better reach customers.

Report Overview

Content marketing is now standard marketing practice for brands, and more than three quarters of B2B and B2C marketers say they’re planning to grow their existing content marketing initiatives in 20161. Dynamic content has proven its ability for brands to drive customer engagement and real media coverage (as in the case of Virgin Airlines’ five-hour, “Warholian” spoof ad for BLAH Airlines.

But with myriad forms of content, from quizzes and Q&As to video and photos to Periscope and Snapchat, how can travel marketers know what is right for them? And how do they implement campaigns that make the most of the brand’s existing strengths? Additionally, there is the issue of how to get the most value from each piece of content.

As brands grow their content marketing initiatives in 2016, many companies are asking what’s the ROI? Many brands are focusing on increased social media followers, website traffic, and other engagement metrics with the understanding that those performance indicators lead to increased brand awareness overall.

More brands today, however, are focused on ultimately driving and measuring higher conversions. While attribution models are still somewhat fuzzy, a primary goal for content marketers in 2016 is discovering how many visitors to the brand’s website clicked on ads that were specifically targeted at them.

Skift’s “Winning Content Marketing Strategies for Travel Brands in 2016” examines the current state of the industry, reviews successful strategies by key travel brands, and offers an outline for brands looking to successfully maximize their content initiatives moving forward.