Assignment 5_TAsk 1_Content Marketing Presentation_5.7.2024 .pdf

Presentation on improving Skyscanner's content marketing

1. Content Marketing
Pitch to improve Skyscanner’s travel website

2. INTRODUCTION
●Content marketing is a marketing strategy focused on creating, publishing and distributing
content for a targeted audience

●It is meant to educate, inspire, and convince customers

●Website content is key to attracting customers’ attention, build relationships,
and ultimately drive them to make purchases

●Content could include information on hotel and other
accommodations, airline, cruise, and train information, restaurant, entertainment, travel agent
and tour operator services.

3. PRESENTATION GOAL
To help my travel industry client market their products and services through
improved website content marketing

4. CLIENT FOR PRESENTATION: SKYSCANNER
Skyscanner is a search aggregator and travel agency based in Edinburgh, Scotland. The site is
available in over 30 languages and is used by 100 million people per month. The company allows
customers to research and book travel options for their trips, including flights, hotels, and car rental.

5. CONTENT TYPES IN PRESENTATION





P



1.BLOGS

2.VIDEOS

3.PODCASTS

4.PICTURES

6. IMAGES OF POSSIBLE CONTENT IDEAS
Captivating pictures

7. POSSIBLE CONTENT IDEAS
Travel content blogs to attract customer attention
World's best places to visit for 2023-2024
These Are the Most Instagrammable Cities in Europe
Explore Underrated Destinations with Your Partner - Wandering Earl
Chubby Diaries' Top 5 Countries to visit for First Time Travelers!

Videos with imagery customers can’t resist
First Impressions of SHANGHAI, CHINA! Travel Vlog
My ICELAND Experience | Ultimate Travel Vlog
How To Make TRAVEL VIDEOS for Beginners | storytelling explained!





Add in photos of more examples of blogs, videos pics podcasts

8. POSSIBLE CONTENT IDEAS
Travel podcasts for customers to listen to the experiences of travel industry
specialists and enthusiasts
The Travel Diaries on Apple Podcasts
Not Lost - Food Travel Podcast - Pushkin Industries
30 Best Travel Podcasts for 2024 | Active Travel Adventures

9. PROPOSED TRAVEL WEBSITE TOPICS



1.Destinations: Ensure featured destinations include all continents
2.Places to Stay: Include every range of accommodation to suit every budget
3.News and Advice: Keep updated “how, what, when, where and why” info
4.Travel Well: Keep content current and relevant for wellbeing of travelers
5.Shopping: Include unlimited range of options for every budget
6.Cruise and Train: Post info about two of the most popular ways of traveling
7.Planning: Post Long, short term and spur-of-the moment options
8.Transportation Links: Include airline, sea (cruise) and land (train, car rental)
options

10. KEY FEATURES FOR TRAVEL WEBSITE DESIGN



1.DESTINATION

2.PLACES TO STAY

3.PLANNING

4.LINKS TO VARIOUS
TRANSPORTATION
MODES

11. PRIORITIZE WEBSITE TOPICS WITH HIGH POTENTIAL
1.DESTINATION


2.ACCOMMODATION


3. PLANNING


4.TRANSPORTATION
LINKS

12. CREATE A CONTENT CALENDAR
Develop a content calendar to keep customers regularly updated with fresh and
relevant content on the travel website

13. PROMOTE YOUR TRAVEL CONTENT


Include content on your social media platforms on the website as demonstrated below

14. MONITOR TRAVEL WEBSITE PERFORMANCE
Use metrics to help understand performance, customer behavior, market
trends, and to guide strategic decision-making
1.Bookings: number made through online platform
2.Analyze RevPAR: performance metric to evaluate revenue generated per
available hotel room
3.Website traffic and engagement: # of visitors, page views, time spent on website
4.Average daily rate : average rental income per paid occupied room in a given
time period
5.Churn rate: rate at which customers stop using online travel platforms
6.Conversion rate: percentage of visitors who book a trip
7.Customer lifetime value: profit for future customer relationship
8.Customer acquisition cost: cost of new customer through online channels

15. CONCLUSION
Content marketing for the Skyscanner travel website should have the following:
●Appropriate digital strategies that can help the company stand out from other
travel companies, increase visibility and credibility, and promote its brand
●Pictures, videos, podcasts and blogs to bring tourism content to life, attract
and captivate customers, and increase revenue
●Easy navigation, accessibility, and links to social media platforms to reach
more customers
●More digital content such as blogs, and transportation options such as
information on cruises and trains
Skyscanner is a good travel website, but there are multiple steps the company can
take to improve it. Partnering with influencers, making the most of email marketing
and publishing user-generated content can be a win-win for the company and the
traveling public.

16. REFERENCE LIST
https://www.cntraveler.com
https://www.skyscanner.com
https://www.travelandleisure.com/most-instagrammable-cities-in-europe-8622829
https://travel.usnews.com/rankings/worlds-best-vacations/
https://www.wanderingearl.com/explore-underrated-destinations-with-your-partner/
https://chubbydiaries.com/chubby-diaries-top-5-countries-to-visit-for-first-time-travelers/
https://www.youtube.com/watch?v=M_lwC5zPkyo
https://www.youtube.com/watch?v=hROKtPqktO8
https://www.youtube.com/watch?v=kJOyhNL52M4