Content Marketing - Travel Companies
Content marketing is crucial for companies to ensure attraction, retention and action from customers, addressing customer needs through value proposition and unique selling proposition (USP). Ultimately, it must create an opportunity for a call to action (CTA) to create a better return on investment (ROI). Content must be evaluated based on its contribution towards sales as the most vital metric across all media formats involved in the content marketing strategy. Fig. 4. (Airbnb, 2024) Concerning travel companies, Airbnb has mastered its funnel, ensuring its success on an international scale. Their customer reviews act as the final stage within their funnel, easily accessible on listings, summarised into clear metrics based on category, alongside written feedback from previous customers. This allows Airbnb to collect and analyse data of their listings easily. Whilst leads are on this page, the CTA to make a booking remains visible, which is further enhanced by the overall visual clarit...
