social travel summit leipzig: sun, sea and content marketing by fergus parker
TRANSCRIPT
SUN, SEA AND CONTENT MARKETING
Fergus Parker, CEO of Axonn Media
18. April 2023Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig 2014
Who we are
18. April 2023Sun, Sea and Content Marketing : - The Social Travel Summit | Leipzig 2014
BUY OUR STUFF!
Axonn Media
RIGHT NOW!€ € € € € € €
18. April 2023Sun, Sea and Content Marketing : - The Social Travel Summit | Leipzig 2014
I love content marketing!
content
18. April 2023Sun, Sea and Content Marketing : - The Social Travel Summit | Leipzig 2014
Helping hand
18. April 2023Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig 2014
Content marketing trends
18. April 2023Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig 2014
Video trends
18. April 2023Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig 2014
Content Marketing in Travel
18. April 2023Sun, Sea and Content Marketing : - The Social Travel Summit | Leipzig 2014
• 474 travel professionals
• Small hotels & low-cost tour operators to major airlines & agencies
• Interviews at World Travel Market
• 3 in 4 respondents from the UK, with the rest from various territories including Europe, USA,, Slovakia, India and China
Research methodology
Content is
KING!
Content is NOT King
Content is the KINGDOM
90%
of the world’s information today has been created
in the last 2 years
(source: IBM)
By 2020...
over 50 BILLION
connected devices globally
(Cisco 2013)
But... 58% of content marketing
efforts are
NOT EFFECTIVE(CMI 2013)
Picture
18. April 2023Sun, Sea and Content Marketing - The Social Travel Summit | Leipzig 2014
Effective content marketing
18. April 2023Sun, Sea and Content Marketing : - The Social Travel Summit | Leipzig 2014
That sounds logical, but...
18. April 2023Sun, Sea and Content Marketing - The Social Travel Summit | Leipzig 2014
The 1st pillar...
Know your Audience
AND
Understand the
CUSTOMER JOURNEY
18/04/2023
Make sure its worth it
18. April 2023Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig 2014
Personas
18. April 2023Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig 2014
At a glance....
18. April 2023Sun, Sea and Content Marketing - The Social Travel Summit | Leipzig 2014
The 2nd pillar...
Inspirational travel campaigns....
18. April 2023Sun, Sea and Content Marketing - The Social Travel Summit | Leipzig 2014
The 3rd pillar..
18/04/2023Sun, Sea and Content Marketing - The Social Travel Summit | Leipzig 2014
Converged media
Wrapping it up!• Map your personas to your
customer journey
• Produce a more equal amounts of reassuring content to inspirational
• Luxury travellers and families are most likely to engage with content marketing
• Do what the data tells you!
18. April 2023
Thank you!
Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig 2014
Fergus Parker
Axonn Media: www.axonn.co.uk
Email: [email protected]
Twitter: @fergus_parker
LinkedIn: uk.linkedin.com/pub/fergus-parker/10/7b0/2a3
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