Presentation delivered by Alec McCrindle at Sagittarius Future of Travel Marketing Masterclass, 11th May 2016.

1. MAKING INSPIRATIONAL CONTENT
(AND FUTURE PROOFING YOUR BUSINESS)

2. WHY CONTENT MARKETING?

4. Content is a vehicle for inspiration
76% “It inspires me to try new things.”
73% “It opens my eyes to new
perspectives and ideas.”
Yahoo Return on Inspiration study

5. Inspiration. The primary influencer.

6. INSPIRE DISCOVERY BOOKINGS
Example: three stages of travel marketing
broad, shareable
start the relationship
destination specific
keep booking cta nearby
usp specific
advertising

7. BEST PRACTICES

8. Six steps to making inspiring content
1.
Your Aesthetic,
Your Content
2.
Knowledge
Empowers
3.
Tell Real,
Compelling
Stories
4.
Show Positive
Intent
5.
No Trust,
No Inspiration
6.
Keep
Entertainment
Simple

9. 1. Your Aesthetic, your content
Be beautiful
Great visuals attract attention, inspire more
effectively, and set your brand apart.
Content that is presented in visually
appealing ways is at the core of what
consumers define as ‘engaging’
While this is easier for travel brands over
CPG, you still need to set a standard and set
yourself apart.

11. ADVENTURES ONCE HAD

13. Delicious Hot Chocolate

14. Insights are rewarded
Content that lets consumers learn something
they want to know and/or give useful advice,
tips about how to use and get the most from
products
Recommendations, advice, learning something,
interesting facts, news/ updates
2. Knowledge empowers

18. authenticity is key
We found that to deliver inspiration it was so
important to have authenticity at the heart of
your story – consumers increasingly want bite-
size content that tell interesting and compelling
stories.
3. Tell real compelling stories

22. your intent can shift the needle
Rules of content marketing is that the reader
comes first. Brand/publisher intent shines
through. Trust and credibility are essential.
4. Show positive intent

25. it’s simple
Consumers who say that they trust the content
are at least 3x more likely to share it or feel
positively towards the brand.
5. No trust, no inspiration

30. that’s how it travels
Whether is big and bold, or funny and
lighthearted, keeping content simple is key to
engagement and sharing.
6. Keep the entertainment simple

31. HOW WE DO IT

32. Insights and data
THE PROCESS

33. Insights and data
Frame the challenge
THE PROCESS

34. Insights and data
Frame the challenge
Ideas & execution approach
THE PROCESS

35. Insights and data
Frame the challenge
Ideas & execution approach
Check against the 6 steps!
THE PROCESS

36. Six steps to making inspiring content
These six steps drive marketing impact
1. How can be be aesthetic and unique?
2. What can we tell people they didn’t know?
3. Who can tell these stories in an authentic way?
4. What is our intent?
5. Will people trust this content? Would you?
6. Simple. Can you describe this idea in 140 characters?
Purchase
Intention
Brand
Affinity Advocacy
x1.84 x1.75 x1.76