Customers are becoming increasingly wise to conventional advertising methods. They’ve learned to filter out marketing messages delivered through long-established channels. To remedy this, savvy marketers are turning to content marketing - the practice of creating informative and educational content that potential customers want to read. The immensely popular tactic is being leveraged by brands on a large scale, particularly within the travel industry. Content marketing is all about providing customers with entertaining and useful information; the goal is to build long-lasting and meaningful relationships with your audience. As of 2014, 86% of B2C marketers are using some form of content marketing. This article summarises the key pillars of successful content marketing:
- Create content around the buyer journey.
- Be your customer's hero.
- A picture is worth a thousand words.
- Create an effective distribution strategy.
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Via Tourism Australia