About Us

About Us

With 20 years of experience in aviation journalism working with airlines, airports, tour operators and other industry stakeholders, Maslen Aviation Consultancy is well placed to provide expert support to those within or linked to the aviation or travel industries, using knowledge and understanding to deliver high-quality content to promote individual business needs.

Helping airlines and airports to get their messages heard through targeted campaigns from content planning, creation, publication and promotion or helping destinations and stakeholders to better interact with the aviation community through content, Maslen Aviation Consultancy is producing editorial reports, news articles, material for daily, weekly, monthly publications (both printed and digital) plus targeted newsletter content.

Maslen Aviation Consultancy can also provide expertise on content marketing within the sector, public relations support and specialist reports and statistical analysis of business trends alongside informative analysis and general consulting within the aviation industry.

Since its formation less than two years ago, Maslen Aviation Consultancy has already completed work for more than ten clients, collaborating with other small businesses to provide joined-up solutions to client requests.

Understanding Content

The statement “content is king” has never been truer than it is today with ‘content marketing’ an industry buzzword and a business trend. In fact studies show that content now ranks second only to marketing strategy and planning as the most important skill for modern marketing teams with nine out of ten B2B marketers investing in such a strategy.

Why is that? Well, content marketing is the major driver of website traffic growth, is often cheaper than traditional marketing methods and is three times more effective at generating leads. Content has clearly become one of the most sustainable and measurable forms of marketing and often continues to deliver leads for long periods beyond publication and distribution.

Content has become the beating heart of today’s modern marketing strategies with businesses using websites and blogs to demonstrate their own expertise, generate business leads and boosting brand recognition.

In the past, potential customers had to make direct contact with any business either through face-to-face meetings or telephone conversations, but over the past five to ten years, the web has transformed buying behaviour. Clients will search on Google for reputable businesses, check out websites and expect to sign up to article updates or social media feeds to find out more. They want to see who they can trust to solve business issues and expect to find valuable content to support that.

Today, effective marketing is all about creating high quality content and sharing this across the web. High quality content is essential to stand out from competitors and deliver engaging material that is real value to any business’ client base. But, creating and consistently delivering this type of information takes effort. You need a clear content strategy based on a deep understanding of the needs of the target client base, you need to add value to content to make it relevant to that audience and ensure it meets needs or solves a problem, and then you need to make sure that content reaches that market while also using certain key phrases that you want to rank for on search engines.

Valuable content may not be easy but it is an essential tool if you are going to grow and sustain a successful business in today’s web-driven world. Maslen Aviation Consultancy is here to help airlines, airports, suppliers, destinations and others linked to the aviation industry to understand the value of content and how it can benefit their organisation.

Director – Richard Maslen

From partying with A-list celebrities to escaping a military uprising in the ‘stans’, the life of an aviation journalist can take some unexpected paths. In his 20 year career, Richard Maslen has travelled across the globe to report on developments in the aviation sector as airlines and airports have continued to evolve and adapt to changing market conditions.

Initially managing the weekly newsletter for respected aviation insurance loss adjuster Airclaims Limited, he later joined aviation media company Key Publishing where he spent almost nine years interviewing many of the industry’s senior players producing content for renowned titles such as Airliner World and Airports of the World.

In 2011, he joined air service development specialist Routes (latterly part of UBM) where he developed a complete digital editorial content strategy for the business and has become well respected by the aviation community for his knowledge and insight.

In April 2017, he left to establish his own business, Maslen Aviation Consultancy, providing storytelling content production, delivery and promotion support as well as consultancy services on aviation topics. He has already started working independently for a number of clients providing online content, event coverage, conference speaking, media appearances, advice on marketing and live event experience as well as project management on an exciting new content platform.

Director – Michelle Maslen

Having worked as a civil servant, Michelle has taken a recent career break to raise her family, returning to business in April 2017 to co-establish Maslen Aviation Consultancy. As company director she oversees the day-to-day running of the business and is responsible for managing finance, brand and marketing and human resource functions of the company, while also ensuring the children are cared for. She has been described by peers as dynamic, driven, personable and as a person who gets the job done.