Скачать или смотреть How to do content marketing in the travel industry | International content marketing

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Jaume Marin, Marketing Director for Costa Brava Tourist Board, talks about content marketing for international audiences in the travel industry.

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(00:24) Content creation is a very important part of Costa Brava Tourist Board’s digital marketing strategy. Why is that? Why do you focus so much on content?

(02:04) Costa Brava Tourist Board has embraced an influencer marketing strategy focused on third-party bloggers. How do you identify which bloggers you want to work with? How do you build a strong professional relationship with these bloggers?

(04:33) How do you make the most of the content that is created? How do you maximise its impact?

(05:21) As well as professionally-written content by bloggers and influencers, there is also user-generated content from tourists. How important is user-generated content for travel companies? Do tourists value content produced by other travellers?

(09:42) By its nature, in the travel industry you are trying to target people in different countries who speak different languages and have different cultures. This brings in an extra layer of challenge when creating content. How do you have to think about the different types of content you need to create when developing it for different audiences?

(12:24) Influencer marketing and user-generated content are fairly new as content marketing methods in the travel industry. How do travel brands need to be thinking ahead to make sure that they keep up to date and grow with the industry?