The travel industry was one of the first to embrace content marketing as it has, and as a result, it is also one of the most saturated spaces when it comes to content. How big brands likesee the content? How has it evolved over the years and what does the future hold? Let’s find the answers to some of these questions.
In this episode of Pepper Content’s Top of the funnel, Natasha Puri, Head of Content Marketing at Pepper, met Ankita Sharma, Content Marketing Manager at MakeMyTrip, to talk about how travel content marketing has evolved and adapted, particularly during the COVID-19 pandemic.
How has COVID-19 affected travel content marketing?
The pandemic has crippled the whole world and arguably hit the travel industry the hardest. Customer-focused and relevant content has become more important than ever. With the government constantly updating travel guidelines and issuing numerous circulars every day, the priority was to provide its customers with accurate and up-to-date information relating to documents and RT PCR tests for domestic and international travel. “For now, our role is to give the right information,” says Ankita.
“Content has become more important than ever at this point. The content has been of great help to marketing in providing fair and accurate information in terms of safety.
From aspiration to FOMO
In the post-pandemic world, as things open up, the role of content changes again.
“The whole idea goes from inspiration to creating aspiration and the most important element is to create FOMO for people.”
Customers must feel the urge to visit these beautiful places. When they see content and feel that they missed out on these activities, it prompts them to book a trip and we also see the idea of “revenge trip” growing.
Content is a constant but formats are constantly evolving
Customers no longer have the attention span or patience to wade through a long blog. MakeMyTrip’s approach to content is constantly evolving, adapting to movement. Ankita explains how they went from 2,000-word articles to two-minute videos created to immediately engage the customer. They have also started creating bite-sized content like “Jaipur in 2 Minutes” in their “Travel Ideas” section on the app and website.
From verbose texts to concise videography, MakeMyTrip has totally personalized its content creation based on customer requests. He has also collaborated with influencers to provide video content of reviews and views. They keep innovating and trying new things for their content and focus on CTR.
Data as the backbone of content marketing
Ankita believes the secret to the success of MakeMyTrip’s short content campaign lies in its data-driven, specificity-driven model. Their targeted approach and quantifiable click-through rates form a dynamic power duo. It also helps transform the role of content as a supporting function into one that adds tremendous value.
“The minute you know what to do and commit to delivering the right data and the right information to customers, this is where you add value to the business. “
A note on 2B travel content
We don’t talk enough about the content created for partners like hotels, the corporate chain and other stakeholders who work with OTAs like MakeMyTrip.
When it comes to B2B travel content, MakeMyTrip focuses on two aspects: content that helps increase efficiency and that is user-friendly in terms of onboarding and partner training. Then again, the team uses the right mix of videos and small content to convey the messages succinctly.