Learn from Airbnb: Use high-quality videos and magazines to invest in content marketing

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As we all know, content marketing helps businesses deliver useful information to the outside world, and can also help companies establish their authority and visibility in the industry. It can be said to be one of the most effective brand management methods today.

The focus of content marketing is to build trust. Whether it is a long-standing paper book or a recently popular e-book, it is a good practice to fully explain your ideas and opinions and then exert influence.

Although content marketing has many advantages and many companies are deeply interested in it, I believe there are still many people who don’t know how to take the first step? Well, in addition to taking my content marketing course, another way is to refer to some advanced practices in the industry. For example, Airbnb helps travelers from all over the world find rooms suitable for various travel arrangements. It is a company that is very good at content marketing.

Airbnb promotes itself as allowing travelers to live better and enjoy a unique accommodation experience! Listings are available in 81,000 cities in 191 countries, providing 24/7 uninterrupted world-class customer service. Opening Airbnb’s official website, you can see many beautiful and popular listings. It is obvious that the management team not only carefully crafted the copywriting and listing pictures, but also cares about the feelings of tourists.

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Airbnb’s emphasis on content marketing is evident. As early as 2014, the company has hired [Wei Ruo. Vero Maldonado serves as Content Strategist. The content strategist’s job is all-encompassing. In addition to planning various content production processes, emails, marketing pages, and help center instructions also need to be reviewed and confirmed one by one to ensure that the terminology of all products is consistent.

Our voice is the extension of our brand and personality within the product, and it’s the foundation of everything we write. It informs the decisions we make every day, from our overall approach down to every word we use. We debated countless words that could describe our voice, asking ourselves whether they sounded like us and whether they could be applied to every situation we write for, whether it’s a moment of excitement or frustration.

Airbnb believes that the way we communicate through text, images or video will influence how people view the company and even how they interact with each other when they meet in person. Therefore, Airbnb is willing to invest a lot of resources in content marketing.

For example, Airbnb has produced several popular videos in the past few years and has won a lot of reputation. For example, the famous “What is Airbnb?” has been viewed more than 5.63 million times. They use detailed and detailed hand-made landscaping methods to meticulously depict the brand spirit and diverse connotations of Airbnb, which is amazing.

In addition to hiring photographers to take exquisite videos and photos of properties, Airbnb also launched a magazine called “airbnbmag” in May 2017. They cooperate with Hearst Magazine, which not only publishes a lot of travel information, but also attaches great importance to consumer intentions and data. For example, when Airbnb found that the search volume of Porvoo (Porvoo), 50 kilometers away from the Finnish capital Helsinki, had increased, the city was featured in the first issue of the magazine.

• Roam: Experience new places the way locals do with stories from top travel writers and photographers.

• Stay: Get inside travel tips from Airbnb hosts and plan your next adventure.

• Belong: Airbnbmag is your passport to feeling at home, anywhere in the world!

どんな本や雑志でも3行読むと suddenly の梦気にattackわれ

4 seconds later

2018 summer numberのairbnbmagから Travel first Japanese special collection されているので

あとでじっくり読みたいと思います. #airbnbmag pic.twitter.com/uMY7hw7BWV

— BONFIRE HOSTEL OSAKA (@BONFIRE_HOSTEL) August 13, 2018

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As a travel magazine, “airbnbmag” has eye-catching cover art, beautiful images, and of course high-quality and engaging content. But you know what? Subscribing to six issues of “airbnbmag” only costs US$18. It is obvious that Airbnb does not regard revenue as its main consideration, but uses this magazine as a content marketing platform.

“Content marketing is a patience game, but it is definitely an important tool in building brand narrative,” Airbnb corporate marketing manager Warren. Varun Raina said.

Take a look at what Airbnb is doing. Have you gotten some inspiration?

★ Welcome to like the “Vista Writing Companion Program” fan page!

★ Do you want your copywriting to be liked by more people? Come and watch “[Slow Reading and Understanding in Seconds] (https://www.books.com.tw/exep/assp.php/vista/products/0010973827?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202605)”.

★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”

★ Photo Credit: airbnbmag

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