Which audiences respond best to content marketing? It’s a large question with different answers for each industry.
Recently, I had the opportunity to explore the topic by looking closely at how luxury resort destinations use content to create interest and drive four- and five-digit bookings.
It’s summertime and the living is easy. Time to load the crossover SUV and point it in the direction of the nearest beach, lake or large mountain range. Hot dogs on the grill, cold beer in the can and Kanye on the battery-powered boom box!What do you think?
Or, if you prefer, grass-fed burgers and estate pinor noir on a shaded hillside in Burgundy. You know, a special place where you can sing your own songs of freedom.
According to a recent survey by American Express, American travelers plan to spend an average of $1145 per person on their summer vacations this year. That’s enough for a lot of encased meats and domestic beer. But the truth is affluent vacation travelers — people with a quest for adventure, unforgettable experiences, and serious bragging rights – are driving that average higher. They’re much more likely to vacation, and much more likely to travel internationally. But for marketers looking to reach them with branded content, they can be enigmatic.
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