Content Marketing Lessons from Expedia and Wix

I believe content marketing is a single best way to promote an app, SaaS or any online service or product.

The most fundamental thing is to know what is your target group interested in reading or watching and where & how they find this content. It’s also important to figure out which type of content is the best one to reach them.

When you start posting, after the first few pieces created out of excitement you will probably see that it takes a lot of time to produce it. That’s why establishing a certain content structure that can be followed can be a huge time saver – this applies to articles, tweets, photos, images and videos alike. 

A perfect example would be Expedia’s Travel Guide videos. They all have a similar length, similar structure, and a similar atmosphere. They can create a video like this about every interesting city or place on Earth. It’s much easier to create 50 videos with the same structure than 50 fundamentally different videos.

In case it crossed someone’s mind, it has to be noted that just because the videos follow the same pattern it doesn’t mean their quality or the number of views will be lower compared to an equal number of completely original videos.

The views of Expedia’s travel guide videos are very decent. The relatively big differences (1.8M views of Cuba’s video vs 379k views of video about Jakarta) are merely caused by the difference in popularity of (and demand for information about) various locations.

A huge advantage of content marketing is that the content you produce is here to stay and will be relevant for years to come (unless it’s about something that changes a lot or evolves rapidly).

Consistency in posting is also very important.

If you have 15 videos ready to be published, don’t post them all in 1 week. It’d look like publishing the videos was just a one-off thing or that your company isn’t operating anymore (there’s no activity) to anyone visiting your channel.

What you should do instead is to publish videos gradually – every week, every 2 weeks, whatever – it just has to look like you’re active, even if not that often.

Not all products or services are lucky to operate in an industry like travel where the possibilities for content creation are almost infinite and the demand for that type of content so high. Nevertheless, it should be your goal to create and post as much quality content as possible.

Wix, a do-it-yourself web development platform is very good at writing articles targeting people that want a new website. Just try to type anything related to this topic on Google and it’s almost certain a Wix article will be somewhere among the results.

They also have a YouTube channel, but when you look at the nature of the videos, they are either mainly used for ad purposes or they are tutorials that are only relevant to people already using the service.

What’s interesting about Wix is their Instagram. When you think about it, the first thought will probably be that there’s basically nothing interesting or useful for them to post there – it’s not suitable for neither tutorial videos nor articles about creating websites.

(One may argue that this is not content marketing, but I think the lines between the terms social media presence and content marketing are pretty blurred and the two are strongly tied)

They figured that if they don’t have anything interesting to post, their customers certainly will. See for yourself – there is very little about creating websites or Wix itself – most of the posts are images of their customers.

There are very few posts about what they do – they focus on communicating the creativity instead. This is also demonstrated by the #wixexhibitions hashtag in their profile bio which they encourage people to use when posting artistic photos or illustrations.

To this day it was used only 206 times, but it still underscores Wix’s goal to establish “creative work = Wix” idea in people’s minds. It’s a great way to target freelancers and independent artists who they apparently consider to be their main target group.

The lesson here is that if some platform isn’t suitable for sharing content that’s directly tied to what you’re doing, you can try to look for alternative content (like Wix did) that reinforces the emotions you want to reinforce and shapes the perception of your brand.