Definition •The Content Marketing Institute defines Content Marketing as the technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience-with the ultimate aim of driving profitable customer action. •I’m going to speak a bit about how the travel industry has used content marketing. Blogs –Kayak & CheapTickets.com •Blogs are an effective way of driving organic traffic to a website and also getting readers to engage (Wainwright, 2020). • Kayak & CheapTickets.com have regularly updated Blogs, with articles written as travel guides with information about destinations, hotels and things to do. Kayak.com Blog •Both companies have allowed for content to be shared easily with share links to social platforms on each page. •Kayak has also used a call to action where appropriate to take users directly to the booking page relating to the destination article.  Magazine – Trivago Trivago Magazine • Trivago h...

What is Personal Branding? Personal branding is the creation of an identity for you, as an individual or as a business (A, Heitzman, 2022). The process means finding your uniqueness, and developing a reputation on the things you want to be known for (Stelzner, 2019). Figure 1:Richard Branson of Virgin is an example of somebody who has created a strong personal brand Having a face of the company is not a new idea, Microsoft has Bill Gates , Virgin has Richard Branson and Apple had Steve Jobs . It’s a way of giving a brand a face with the ultimate aim of building a relationship with the company through an individual. Having a personality that people can relate to goes a long way to building trust. Customers like to know the people who are behind the businesses they support (Forbes, 2020) Importance of Personal Branding Once a relationship has developed between a personal brand and an individual they are able to have the same influence as a company has with their employees, which ...