The preeminence of “content” within digital marketing strategy is well established, at least in theory if not yet in widespread practice.
Many of the very principles of web marketing have been recast around the demand for quality content i.e. material that adds sufficient value to the end user, generates conversations & relationships, and ultimately drives consumer behaviour. This new orthodoxy is called content marketing and it has subsumed previously siloed practices & channels such as SEO, social media, email, etc into one singular and integrated whole.
Well that’s the theory anyway. As usual the devil is in the detail, particularly around the tricky issue of integration. Far too much of the current discussion has halted at the first step and still revolves around vague platitudes like “invest in quality content” and “avoid spammy links.” This might have been useful back in 2011 when the first Panda updates hit, but it’s over two years since then and there are still only a notable few travel brands that have truly adapted to the new landscape.
I created this graphic as an attempt to demonstrate how content, or converged media, can play a key role throughout the entire travel marketing funnel. The purpose of this graphic is to sketch out how each digital channel interacts with each other, at what phase of the consumer purchase process, and how content can be tactically deployed within the wider inbound marketing strategy to maximise outcomes and ROI.
This is an ambitious (possibly over ambitious) task and each brand will have its own unique travel marketing funnel. This is by no means a blueprint and by and large, smaller brands will be less active further up the funnel. The intention here is just to demonstrate the potential of a forward thinking content strategy and how it could work in practice.
Please feel free to embed this graphic onto your own blog or site, using the following code:
<p><center><img src=”http://ianditravelmedia.com/iandi/wp-content/uploads/2014/03/converged-media-travel-funnel.jpg” width=”670″> <br/>The role of converged media in the travel marketing funnel from <a href=”http://ianditravelmedia.com/”>I&I Travel Media</a></center></p>