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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
3HSMA Festival – Andre Alpar - @andrealpar
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
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• Strategic approach for product choice
• Own financing – focus on return
• Two brands: Noblego and Cigarmaxx
• Complementary online magazine: zigarren.org
Agenda
5HSMA Festival – Andre Alpar - @andrealpar
• Self introduction
• Content marketing frameworks and strategy
• Finance industry content marketing examples
Make sure you have a realistic and possible strategy where expectations match budgets, capabilities and potential
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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!
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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!
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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
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Content Marketing
Impact
Example for good content marketing campaign by Bayer
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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
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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
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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
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„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
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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
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Don‘t use the same KPIs!!!
Examplesgood transactionalcontent
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Branding / informational content attracts relevant traffic that is not meant to directly convert but still actually does!
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Examples for information / branding content from large corporations
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Successful content marketing even for big brands does not have to be „big budget“ and „complex“ and they work very well
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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
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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
21HSMA Festival – Andre Alpar - @andrealpar
• Self introduction
• Content marketing frameworks and strategy
• Finance industry content marketing examples
Next level of paid hotel ad formats at Google is hard to accept for hotels eventually
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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
Transactional content
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https://www.goeuro.de/reisen/skiurlaub
Transactional content
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https://www.bergrast-ramsau.at/landhaus
Informational evergreen content
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https://www.dreamlines.de/blog/service-tips/hamburg-guide/
Informational evergreen content
27
http://interaktiv.morgenpost.de/badestellen-berlin-brandenburg/
HSMA Festival – Andre Alpar - @andrealpar
Informational seasonal content
28
http://www.hrs.de/hotel/unterwegs/clever-reisen/laptop-verbot-im-flugzeug/
HSMA Festival – Andre Alpar - @andrealpar
Social Content
29
https://www.goeuro.de/blog/game-of-thrones/
HSMA Festival – Andre Alpar - @andrealpar
SocialContent
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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
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Do you want more?
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• 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
performics.de
performics.com
Paul-Lincke-Ufer 39/40
10999 Berlin
Germany
Follow us on
• Google+
Thank you very much for your attention!Let‘s keep in touch!
33HSMA Festival – Andre Alpar - @andrealpar