BUSINESS AVIATION

Three Aviation Content Marketing Successful Stories

Anusree Bhattacharya | August 31, 2021

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Let’s be honest!

Customers support advertising. But they seek out information.

In a marketing world where advertising reigns, aviation customers want well-researched, proficiently crafted informative content that tells stories, explains products, and helps them make smart decisions.


Content: Builds Credibility and Influence with Information

When you make a decision, you seek out the most credible sources of information available on the internet or off the net. However, for many aviation consumers, content types like publications, blogs, whitepapers, and other high-quality are the most preferred to read.

A consistent flow of information maintains the credibility of your publication and communication with your clients, customers, or stakeholders. This can only be possible when you have a good content marketing strategy.

Good content marketing, as marketers say, is an all-hands-on-deck affair. Strategizing, content production, analysis, audits, and reviews play a vital role in creating great content marketing ideas. In addition, you need to coordinate with different departments to meticulously create a plan of action that hits the right audience at the right time with an accurate message.

But remember, even if you plan it in the right way, things can go wrong. And you might feel that nothing more can be done, even having perfect airline marketing strategies.

So, in such a moment of disparity, for your aviation marketing, it’s helpful to revisit some of the most amazing content marketing strategies successful stories out on the internet to get inspired and give a new perspective to your next content marketing ideas.

Content Marketing: Stories

Let us have a look at the excellent content marketing success stories. The following examples showcase the suitable approaches you can have for your next content marketing campaigns. So, take a look and learn to craft a better strategy.


JetBlue’s Campaign Towards Passenger Concerns

The airline industry has had its share of ups and downs in executing airline marketing strategies and airline advertisement plans since the pandemic outbreak in 2020.

Under such conditions, low-cost airline JetBlue showcased its brand stand above all these struggles. Their content marketing strategy that creates compelling, engaging, and informative content consistently helped convey the brand message to the audience and build brand image.


The Strategy

JetBlue’s content marketing ideas focus on humanizes its approaches. For example, the company launched a campaign that awarded passengers with rewards points.

The airline’s digital marketing strategy, at every level, has a unique way of providing information to its audience and offering solutions. This way, it offered the clients more reasons to engage with its brand. The brand used blogs and media coverage to engage with its clients. Here are the following content strategies it used:
  • Timely published airline articles attracted instant attention of visitors to the website. The information provided in the article was about the usage of technology and successful collaborations to ease the operations.
  • Filled the website with timeless articles that served information to overcome the pandemic challenges and provide value in real-time.
  • Always tried to go with the trends, latest news, and updates. As updates were in time, it maximized clicks and engagements.


The Outcome

Content published and strategies implemented successfully enabled JetBlue to acknowledge their audiences’ concerns. The information provided solved the persistent problems of the audience. This approach resulted in a significant hike in the percentage of website visitors, which eventually grew traffic.

Copa Airlines’ DotDigital

Copa Airlines, like other airlines, also wanted to streamline the operational processes allied with content marketing campaigns, emails to target the most of audiences, and stabilizing its market position. It was all because the manual process took up a long time and contributed to accuracy errors.

As part of its recovery plan, it also wanted to become more agile in its email and content marketing by synchronizing the gap between website visits and email triggers to focus actively on capitalizing on the demand.


The Strategy

Copa Airlines’ partnering with dotdigital, a marketing and engagement platform, successfully implemented the campaigns. It focused only on active audiences and accurately understand the purpose. By employing powerful content creatives to create and automate email copies with variations, it was able to restructure the process and added personalization that subjected audiences’ demands and preferences.


The Outcome

Copa enhanced its brand visibility, which boosted conversions by 2%. This result led to a 14% hike in revenue, thus improved its ROI.

With the addition of automation and personalization, Copa also experienced an 11% drop in unsubscribe numbers. This pointed towards the increased engagement of audiences with the new content marketing strategy.


AirAsia’s Media Business Expansion

AirAsia’s topmost concern towards its business expansion was content marketing, media, data, and adtech. The brand wants these functionalities to perform on the top in revenue growth and lift its performance in 2021 & beyond.

To grow its business, it focuses more on engagement and providing value to its audience. It seeks to build a more substantial base of audiences than before. Since early 2020, the brand accelerated its digital business by demonstrating product offerings through blogs, video, and chats. The content information provided through the content marketing strategy was more authentic, relevant, and delivered significant value to customers.


The Strategy

The brand runs campaigns using self-service adtech and content platforms. The company has a deal with Universal Music Group (UMG), through which it created RedCarpet that focuses on smart campaigns with the help of content creation capabilities.


The Outcome

The critical part of the RedCarpet initiative is it created multiple partnerships signed for the upcoming quarter of 2021. It also introduced flexibility in tech offerings to the customer through various content generation on its website and social media channels. But, most importantly, the brand took a step ahead to enhance content services as a publisher. This is a new investment straightaway to become the pandemic warrior in the airline industry.

The brand envisions surged engagement among customers and potential audiences once travel restrictions are lifted. Thus, AirAsia’s database will have more users in the coming years.

Frequently Asked Questions


Why is the need to educate audiences in the airline industry becoming necessary?

Today consumers are becoming smart. They are saturated with businesses offering the same repeated product or service. So, being educated help them to make informed decisions. And creates loyalty towards the brand along with a long-term relationship.


How can content marketing help to address target audiences in the airline industry?

Content marketing can help in addressing the queries of the client at various levels of the process. This strengthens a positive outlook towards the brand and probably motivates them to become part of the brand.

How to use content marketing to increase brand image in the airline industry?

Follow these steps to increase your brand image using content marketing:
  • Create a brand that tells a story about offerings to the audience
  • Research on the unexplored side of your industry which is still untouched and thus attract eyeballs to drive your brand
  • Think of expanding content created out of your research
  • Create evergreen content pieces
  • Create a live website and include the easiest ways for visitors to approach

Spotlight

dnata

We are one of the world’s largest air services providers. Established in 1959, dnata ensures the aviation industry operates smoothly and efficiently in 129 airports. Offering ground handling, cargo, travel, and flight catering services in 84 countries across six continents, dnata is a trusted partner for over 300 airline customers around the world. Each day, we handle over 1,800 flights, carry over 8,400 tonnes of cargo, assist over 243,000 passengers, book over 21,000 hotel stays, and uplift over 320,000 meals.

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