The trend is particularly evident in the hotel and travel technology space, where news sites and email boxes today are stuffed with brand content. The problem is that a lot of this content is thinly disguised promo material full of hype, dubious claims and clickbait. It’s not nearly as effective as it could be.

When done well, content marketing offers numerous benefits: increasing visibility in search, building and engaging a qualified audience, driving website traffic and sales leads, and nurturing prospects along the path to purchase, upsells and renewal.