BLOGS
Out of all examples showcased in the presentation, one of the best practices is the blog created by Amateur Traveller. Chris Christensen, who is the person behind it, publishes the content of value. His articles are truly helpful for those interested in visiting particular destinations as they contain detailed information including distances, prices and much more. He also does his research and embellishes the writings with captivating pictures. Besides, the content is well-organized, tagged according to keywords and equipped with catchy titles. This blog outperforms other, also outstanding examples, as it possesses a greater variety of topics and serves as a reputable source of information – the author is a travel expert with decades of experience.
VIDEOS
Videos created by Visit Scotland also represent the best practice of content marketing. They are visually attractive, accurately target a specific audience – potential visitors to Scotland and are rich in content yet consistent in length. Also, they serve one, clearly defined and equally well-executed goal – to attract more visitors to the country. The videos, apart from exceptional aesthetics, provide all kinds of information that the potential visitors need – from the presentation of the culture and places to various guides such as what to pack or… how to deal with midges. They are also cross-promoted on Visit Scotland's main website and all social media accounts. Those videos provide the audience with useful tips, which aren’t that visible in the, still captivating, content of Exodus Travels.
eBOOKS
Worth mentioning are also eBooks whose strength lies in their downloadable form. eBooks feel far more like a real objects of value. eBooks created by Tales of Backpacker provide the reader with useful, tried and tested information in a consistent, palatable format. By offering this type of content for free, the blogger shows the audience trustworthiness. The set of eBooks touches subject that the author specializes in. They also provide value by answering the questions or concerns of the carefully targeted market – potential budget travelers, in a creative, engaging way. The eBooks are more graphically attractive than the one created by Amateur Traveller, although their purpose is similar - to attract the audience and generate leads.
INFOGRAPHICS
Lastly, let’s talk about infographics designed by G Adventures. Visuals are essential to creating content that will help the business stand out and draw the attention of an audience. Not only does imagery help make text-centric content more eye-catching, digestible, and memorable, but it can communicate compelling messages that speak volumes without any text. And this is exactly what those infographics do.
TO SUM IT UP...
In summarising, it is impossible to determine one example of the best digital marketing practice. All content should be designed with the audience in mind and serve a goal the creator has. Since the different forms of content appeal to various audiences, the key here is to know who you are conveying to message to and make it as attractive, valuable and engaging as possible.
IF YOU WANT TO FIND OUT MORE...
Or have a look at my Slideshare presentation, which explores the topic even deeper.
If you enjoy this article , please share :)
Comments