How companies in the travel industry can improve their branding … · How companies in the travel industry can improve their branding and SEO efforts with content marketing Europa-Park

How companies in the travel industry can improve their branding and SEO efforts with content marketing

Europa-Park Rust – May 22nd, 2017

HSMA Festival – Andre Alpar - @andrealpar 1

Agenda

2HSMA Festival – Andre Alpar - @andrealpar

• Self introduction

• Content marketing frameworks and strategy

• Finance industry content marketing examples

Performicsemploys 250 people in Germany – international team doing performance, content and search marketing


Andre Alpar• First online business in 1998• Serial entrepreneur (casual games,

marketplace, audio book publisher, agency …) • 40+ business angel investments• 3+ years leading role at Rocket Internet• Conference host, podcaster, book author …

Performics Berlin• Founded AKM3 late 2009• Berlin office: 170 ppl - Native speakers of 15

languages• Part of Publicis since late 2014• PerformicsAKM3 since Sept. 2015• Performics since July 2016

We are not “only” an online marketing agency but also a leading online shop for cigars


• Strategic approach for product choice

• Own financing – focus on return

• Two brands: Noblego and Cigarmaxx

• Complementary online magazine: zigarren.org

Agenda





Make sure you have a realistic and possible strategy where expectations match budgets, capabilities and potential


Cheap

Fast

Risky

Expensive

Slow

Sustainablysuccessful

Impossible

The growing popularity of content marketing shows a paradigm shift from push to pull advertising – search people know “pull” well - they have never done anything else!


Content CommerceAd space

Classic advertising

Content Commerce

Content Marketing

Push

Pull

Ad money

Attention Interest Desire ActionBuying process

Create demand

Fulfill demandObjective

Channels

Search Engine Advertising

Search Engine Optimization

Content Marketing

Understand and appreciate the role of search and content marketing and wherestrength is within the sales funnel – then use accordingly and what the ROI!


The different sub-skills that are needed for SEO differ strongly: Content marketing has a strong impact on content and offpageSEO.

SEO

Onpage

Offpage

Strategic

Content

Links

User Signals

Process-oriented

Project-orientated

Technical

1

2

3

4


Content Marketing

Impact

Example for good content marketing campaign by Bayer


Product page Microsite

http://www.aspirin.de/ http://www.erkaeltung-online.de/

Keyword Suchvolumen Rankinghalsschmerzen 33100 11

symptome 27100 95

erkältung 22200 8

aspirin complex 22200 49

nasennebenhöhlenentzündung 22200 53

kopfschmerzen 22200 55

husten 12100 96

schnupfen 9900 23

grippe symptome 9900 85

gliederschmerzen 8100 2

erhöhte temperatur 6600 5

schmerzen in den beinen 4400 20

druck im kopf 3600 20

hausmittel gegen kopfschmerzen 3600 45

hausmittel gegen erkältung 3600 77

kopfgrippe 3600 84

erkältung hausmittel 2900 19

symptome grippe 2900 37

kopfschmerzen stirn 2900 44

nasennebenhöhlenentzündung symptome 2900 47

nasennebenhöhlenentzündung hausmittel 2900 75

kratzen im hals 2900 92

starke kopfschmerzen 2400 16

halsschmerzen schluckbeschwerden 2400 84

erkältung symptome 1900 10

Content marketing is able to deliver on marketing as well as sales targets if planned and executed well and therefor needs to be fueled from both budgets


Traffic typeContent

marketing effect

Branding Direct Type-in

Links Refferal

Social Signals Social

Rankings SEO

• More traffic

• More revenue

Company targets

Integrating content marketing broadly and systematically into a companies marketing strategy is a challenge of relevant size


AuditTarget

definition

Content Marketing Strategy

Content Marketing Execution

Content Marketing Campaigns

Content Marketing Processes

Potential analysis

Planning

Targetdefinition

Idea generation

SeedingProduction Reporting

Summarizing: invest evenly and in a meaningful relation between content production and marketing for that content


„Marketable“ Content

(Dedicated) Marketing of the Contents

Branding Content

• Aka. Informational content

• Great landing pages for SEO / SEA / SMA due to lower competition

Invest in high quality content – understand different content types and the role they can play in your digital marketing orchestra


Transactional Content

Social Content

Content Types

Content for SEO

Content for Content Marketing

Examples for different content types – Each type of content has to have their own KPI sets in order to be evaluated in a corresponding banner


Don‘t use the same KPIs!!!

Examplesgood transactionalcontent


Branding / informational content attracts relevant traffic that is not meant to directly convert but still actually does!


Examples for information / branding content from large corporations


Successful content marketing even for big brands does not have to be „big budget“ and „complex“ and they work very well


https://www.otto.de/rundum/der-kochbuch-wettbewerb/

https://www.otto.de/rundum/der-kochbuch-wettbewerb/

The seeding is vital for the success of a content marketing campaign – It is the number one failing factor of unsuccessful content marketing efforts


Paid

Social Media Advertising,

e.g. Facebook-

Ads, Linked In Ads

Advertorials, e.g. Native Ads portals with a lot of

reach

“Free”

Communities: e.g. open internet

forums, SocialNetworks

Corporate Comm.: e.g. Newsletter,

Social Media, Blog, PR

Outreach, e.g. with SEO or Social Media

focus

Search Engine Advertising e.g Google Adwords

Seeding

Agenda





Next level of paid hotel ad formats at Google is hard to accept for hotels eventually


Transactional content

23

https://www.weg.de/urlaub/spanien/mallorcahttps://www.holidaycheck.de/hi/finca-amapola/deeed24e-e45c-3ce7-965f-a054e901fbc1

HSMA Festival – Andre Alpar - @andrealpar



https://www.goeuro.de/reisen/skiurlaub



https://www.bergrast-ramsau.at/landhaus

Informational evergreen content


https://www.dreamlines.de/blog/service-tips/hamburg-guide/

Informational evergreen content

27

http://interaktiv.morgenpost.de/badestellen-berlin-brandenburg/


Informational seasonal content

28

http://www.hrs.de/hotel/unterwegs/clever-reisen/laptop-verbot-im-flugzeug/


Social Content

29

https://www.goeuro.de/blog/game-of-thrones/


SocialContent


https://www.newsroom24.co.uk/2017/01/15/these-are-real-complaints-received-by-thomas-cook-holidays/

Pull and push marketing combined are more powerful than one of the strategy and tool sets alone


Do you want more?


• Twitter:

@andrealpar and

@performics_de

• Podcast www.omreport.com / www.omreport.de

• Annual "AdWords conference" PPC Masters in Berlin in February

• Annual Content Marketing Conference in Berlin

• OMCap: Annual online marketing conference in Berlin in October

• My books are available in German

http://www.omreport.com/

http://www.omreport.de/

performics.de

performics.com

Paul-Lincke-Ufer 39/40

10999 Berlin

Germany

Follow us on

• Twitter

• Google+

• Facebook

Thank you very much for your attention!Let‘s keep in touch!


Documents

How companies in the travel industry can improve their branding … · How companies in the travel industry can improve their branding and SEO efforts with content marketing Europa-Park