Axonn CEO, Fergus Parker, spoke at the Social Travel Summit in Leipzig, Germany, in April 2014. He spoke about the key trends the travel industry should look at when approaching a content marketing strategy and how you can get the most out of creating personas and catering your content towards your customer's journey. In reality it is “connection” that is the new King. Without connection you can’t be successful with your content. Connection is our new King ruling a Kingdom which is growing faster than anyone ever anticipated! 58% of marketers are still saying that they are doing content marketing ineffectively - where content marketing is to attract and engage an audience to elicit a return. We call these the three pillars of Content Marketing: Strategy - personas and customer journey Content - what content is gaining the most traction with different audiences Technology - what platforms are being used to get optimal results The first thing we discovered was that over 60% of the travel companies we spoke to still weren't writing down their content strategy, which makes a huge difference to its effectiveness! Two essentials before creating any content that weren't happening amongst travel companies: 1) Know your Target Audiences/Personas - a distinct lack of understanding of really who their audiences really were - GET IN THEIR SHOES 2) Know where they engage on the customer Journey - where their audiences got involved in the customer journey - an insight not unique to travel! In the travel industry all too often the focus is solely on the inspirational content which is particularly good at the start of the customer journey when your audience is looking for ideas but not necessarily to convert. Ultimately connection is created with an audience by being human and creating trust, and there is still very little to touch user-generated content in generating trust. You need to be making sure that you are maximising the reach of your content and getting a balance between your owned, earned and paid for assets. The only way to do that is through converged media (relationship between online assets) and an omni-channel approach (on and offline). Big Data is a whole presentation in itself, but ultimately by having the right tools in place to analyse what is working with which audiences and when that is how you will be able to: - Adapt your strategy - Change your content - And generate leads and sales Read more on www.axonn.co.uk

1. SUN, SEA AND
CONTENT MARKETING
Fergus Parker, CEO of Axonn Media

2. Who we are
16. April 2014
Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig
2014

3. BUY OUR STUFF!
Axonn Media
16. April 2014
Sun, Sea and Content Marketing : - The Social Travel Summit | Leipzig
2014
RIGHT NOW!
€ € € € € € €

4. I love content marketing!
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Sun, Sea and Content Marketing : - The Social Travel Summit | Leipzig
2014
content

5. Helping hand
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Sun, Sea and Content Marketing : - The Social Travel Summit | Leipzig
2014

6. Content marketing trends
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Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig
2014

7. Video trends
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Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig
2014

8. Content Marketing in Travel
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Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig
2014

9. • 474 travel professionals
• Small hotels & low-cost tour operators to major
airlines & agencies
• Interviews at World Travel Market
• 3 in 4 respondents from the UK, with the rest
from various territories including
Europe, USA,, Slovakia, India and China
Research methodology
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Sun, Sea and Content Marketing : - The Social Travel Summit | Leipzig
2014

10. Content
is KING!

11. Content is NOT King

12. Content is the
KINGDOM

13. 90%of the world’s information
today has been created
in the last 2 years(source: IBM)

14. By 2020...
over 50 BILLION
connected devices globally
(Cisco 2013)

19. But...
58% of content marketing
efforts are
NOT EFFECTIVE(CMI 2013)

22. Effective content marketing
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Sun, Sea and Content Marketing - The Social Travel Summit | Leipzig
2014

23. That sounds logical, but...
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Sun, Sea and Content Marketing : - The Social Travel Summit | Leipzig
2014

25. The 1st pillar...
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Sun, Sea and Content Marketing - The Social Travel Summit | Leipzig
2014

26. Know your Audience
AND
Understand the
CUSTOMER JOURNEY

29. 16/04/2014
Make sure its worth it

31. Personas
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Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig
2014

32. At a glance....
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Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig
2014

34. The 2nd pillar...
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Sun, Sea and Content Marketing - The Social Travel Summit | Leipzig
2014

35. Inspirational travel campaigns....

41. The 3rd pillar..
16. April 2014
Sun, Sea and Content Marketing - The Social Travel Summit | Leipzig
2014

42. 16/04/2014
Sun, Sea and Content Marketing - The Social Travel Summit | Leipzig
2014
Converged media

45. Wrapping it up!
• Map your personas to your
customer journey
• Produce a more equal amounts
of reassuring content to
inspirational
• Luxury travellers and families
are most likely to engage with
content marketing
• Do what the data tells you!

46. Thank you!
16. April 2014
Sun, Sea and Content Marketing: - The Social Travel Summit | Leipzig
2014
Fergus Parker
Axonn Media: www.axonn.co.uk
Email: fergus.parker@axonn.co.uk
Twitter: @fergus_parker
LinkedIn:
uk.linkedin.com/pub/fergus-
parker/10/7b0/2a3

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