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Digital Marketing
Launching a blog is a standard part of hotel marketing. All well designed hotel websites will have a blog area. In addition to providing SEO benefits, the content that fills your blog can be a useful source of information for your social media channels and guest relations. However, many blogs only offer a series of repetitive articles, formatted in the same way. Over time, thisyou’re your blog becomes stale and isn’t used to its full potential.
Switching up content formats will keep your blog interesting, can help you accrue links for SEO purposes, increase engagement and play a part in achieving your revPar goals.
Try these five content formats to breathe new life into your content marketing strategy.
1. Infographics
A solid content marketing strategy calls for creativity. Visual content is known to be incredibly effective with research showing blogs with images get 94% more views than those without. With so many useful tools on the market, it is easy to create professional infographics for your hotel to convey important information, entertain and inform your audience. For hospitality blogs in particular, your infographic should be interesting and relevant – you could create an infographic guide to the local area, your resort history, what to pack for a weekend break – the possibilities are endless. If you don’t want to engage a graphic designer, Canva.com is an easy graphic design tool with a host of free resources including layouts, images and fonts. Canva helpfully allows you to choose the size appropriate to the platform you are aiming for and has a range of social media / online templates to choose from to help you create supporting materials to promote your infographic design.
2. Videos
Studies show that 43% of consumers want to see more video content. 51.9% of marketers consider video to be the most effective type of content for ROI so it makes sense to incorporate video into your content marketing strategy. video is a compelling piece of content perfect for topics such as room tours, resort showcases and FAQs. You can use a video to create a mini guide to your local area or create a series based on recommended excursions.
3. News
It is always important to refrain from the constant hard sell. A well-structured hospitality blog is not afraid of sharing news, even if that mentions competitors. National and international industry news is a great basis for an interesting blog post. You can mention good news stories, share what went wrong posts or update your audience on regulation changes.
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4. Guides
The ubiquitous how to guide still has a place in any modern content marketing strategy. Within a hospitality blog, you could comment on how to choose the best hotel for your budget, or how to travel safely alone at night in a larger city. The choice is yours, but readers like to be educated. Make sure you have a punchy title, be sure to add images and credit any sources you use. Setting yourself up as an industry expert is another great way to generate a following.
5. Podcasts
A podcast is an excellent way to break up the visual content and is useful for those on the move. In a podcast, you can repurpose older content to be more story-based and breathe life into it with an engaging voice.
A Final Thought
Be sure to add an RSS feed and enable social media sharing on your blog so that your audience can act as your promotional team to help amplify the reach of your expanded hotel blog.
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Digital Marketing
They say content is king, and nowhere is that truer than within the hotel industry. But how do you ensure the content you create is effective?

Research by Havas Group earlier this year concluded that 60% of the content created by 1500 leading brands made little to no impact on consumer’s lives or business results. The study, which Havas Group carries out annually, is the largest global analysis of its kind and, while it determined that 84% of consumers expect brands to produce content, the research found that 60% of all content created by brands is poor, irrelevant or fails to deliver.

74% of consumers worldwide wouldn’t care if those brands getting it wrong disappeared. If this doesn’t make the case for investing in more effective content as a hotel marketer this might – the brands who created content that hit the mark and was considered effective by consumers, received a 48% increase in share of wallet and 137% more returns on their KPIs.

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So just how do you get it right and create an effective content marketing strategy?

1. Get Organised
Getting organised is the first step to ensuring your content strategy brings your hotel the best possible results. Whatever form this takes is dependent upon your preferred ways of working, though there are a wide variety of apps and tools designed specifically for helping you become more efficient.

2. Identify content purpose
An agile content marketing strategy will allow for the creation of a content calendar. Within this, there should be scope to define a purpose for each piece of content you create. This will help to make it more meaningful. Your hotel site should host a range of different content formats, all with varying purposes, to pull customers through the sales funnel. Common purposes include content that:

Educates
Informs
Helps
Entertains
Inspires

3. Assemble a Great Team
Your content team will make or break the effectiveness of your content from initial idea right through to delivery. While it’s certainly true that too many cooks can spoil the work you’re doing, capable content marketers will understand the balance between different content types and be able to create pieces that have a purpose and make an impact. A clear content marketing strategy should be on hand to guide this team at all times.

4. Align Content to Audience Needs
It helps to remember that your content’s effectiveness hinges on its ability to appeal to your audience. It should communicate clearly the points you have developed through your content marketing strategy and meet the need of the consumer at their stage of the booking cycle. Use your hotel guest personas as a yardstick to measure whether or not your content is meeting those needs. To be effective, it should make an impact on the consumer’s life in a positive way.

5. Promote Wisely
The promotional channels you select play a critical role in that content’s success, so remember to choose wisely. Use your own social media channels and don’t be afraid to reshare older content over time.

6. Test, test, test
Testing is just as important to content marketing as it is to paid search and SEO. That means you’ll want to continually test and measure how successful your content is, how well it is performing and how it’s resonating with audiences. You can use metrics such as links, shares, comments and time on page as part of this. Don’t be afraid to ask your readers for their opinions too.
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Digital Marketing
Content marketing is a hugely influential marketing technique for hoteliers, offering the chance to showcase the best your hotel has to offer and demonstrate your expertise in the hospitality industry. However, it’s important to keep track of your content marketing efforts – and this is achieved by creating a documented content marketing strategy.

There’s another reason for documenting your strategy too – Research by the Content Marketing Institute shows that just 37% of brands have a documented strategy, meaning the majority of your competition might not either. 59% of marketers in the Content Marketing Institute trend report stated that their organization was unsure what effective content marketing looks like – creating a competitive advantage for those who do document their content marketing strategy.

Creating a Documented Content Marketing Strategy
You probably already know you should have a clear content marketing strategy and that you should be documenting this strategy to help gage your success – but there’s a difference between knowing you should be doing something, and knowing how to do it.

In order to make your strategy worthwhile, it’s vital to find answers to the biggest questions your hotel marketing team faces. Who are you trying to reach? What is the overall goal of your content marketing? How will success be measured? Starting out with a clear understanding of how these questions will be addressed and sets the stage for a successful measurement plan comprised of:

1. Your Big Goals
Why are you investing time and energy into your content marketing strategy? Unless you have a clearly defined answer to this question, it’s time to revisit the drawing board until you do. A strategy which doesn’t take account of the wider goals of your project is no strategy at all, so there’s much more work to do deciding what your hotel is seeking to achieve before you reach the point of being able to develop a strategy to achieve it. Your goal might be increasing your ROI, or boosting bookings, or drawing more custom through your own booking engine. Whatever the purpose, make it a centrepiece of your content marketing strategy to help guide all the other elements of your document and keep your efforts on the right track.

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2. Hotel Guest Personas
You need to know your hotel guests very well in order to create content which will suit their needs. Before beginning any activity, ensure you understand the specific guest segments you are seeking to target through researching and developing detailed buyer personas.

3. An Editorial Calendar and Distribution Plan
Knowing when you’ll be scheduling content and where you’ll be distributing it are vital considerations for any hotel marketer, so mapping out deadlines and deciding when and where you’ll be publishing the content you produce should be foremost among your hotel marketing solutions.

4. A System of Measurement
How will you measure your ROI against the big goals you outlined at the start of the process? Setting benchmarks and charting your activities can seem time consuming, and initially it might be – but it also sets you up for bigger and better results from your content marketing output.
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