Hotels around the world see 2021 as a year for a better online presence through the tactics of content marketing. This is because modern online values ushered in an era of content marketing in which brands have become publishers, blogs have replaced magazines, video platforms have replaced TV shows, podcasts have replaced radio stations, and so on.
With that, almost 92% of businesses around the world have found that content marketing techniques are more valuable than other strategies. Another 72% have experienced increased convergence after implementing a consistent content marketing workflow that connects consumers and campaigns. Behavior-based analytics firm Aberdeen even found that traffic growth for content marketing executives was 7.8 times higher than for latecomers.
So the Milestone team has put together a few key factors to consider if you want your hotel to become one of these leading content marketing providers:
What it means to have a hotel content marketing strategy
A hotel needs to be in contact with potential guests in the past, present and future. And while content marketing itself is an old concept, used since Benjamin Franklin’s Almanack, it has grown into a modern community of online consumers.
When it comes to getting in touch with potential guests, there are various options that can trigger different levels of communication between different population groups.
For example, posting a blog regularly, sending out email newsletters, using social media to ask a question, or developing a landing page copy that includes interesting information about the activities your potential guests can participate in at the hotel.
What your basic goals should be as a hotel
A content marketing strategy brings a number of benefits to your business, from perception to performance. Check out a non-exhaustive list below that you can use as goals in your content marketing workflow:
- 3-fold chance of a return on investment (ROI)
- Higher ranking possibilities in search engines
- A lower need for overhead costs for hotel pay media
- Effective communication in other languages
- Increased presence on social media platforms
- Better chances of getting positive reviews on travel websites
- Develop the reach to a wider list of potential guests
- Reduced customer travel for higher lead convergence
- Maintaining the loyalty of past and present guests
- Established expertise, authority and trust (EAT)
Providing answers to frequently asked questions can be done by guests on multiple platforms
What to Do When Optimizing a Content Publishing Workflow
A hotel should focus on two things: making sure content relates to guests around the world, and finding ways to connect with potential guests through the right sales channels. After all, it was found that 94% of users surveyed in an Instagram study were inspired by in-platform ads when they next buy.
Let’s make a thought: your hotel is an exhibit of escape that can be efficiently communicated through high quality images. Instagram holds a wide audience as a visually oriented platform that triggers global wanderlust. If you share your hotel on Instagram with Fine Copy, you can reach this large audience and attract potential guests.
Top tip: use a scheduling app like Instagram’s “Later” to post daily content with a snack copy that engages the audience.
However, when creating the content, use free online services like Hemingway Editor and Surfer SEO to make sure the content is readable and optimized for the web.
What tracking, reporting, and customization options can you use to improve performance?
Metrics gleaned from social media, your website, and your hotel’s booking volumes are actionable points you can use to tailor your content marketing strategy to suit your audience.
For example, if you post content both at the hotel and in activities around the hotel, the latter may show higher engagement levels. With this information, you can focus more on the popular materials to book rooms.
Here are some of the best metrics to make sure your hotel’s content marketing strategy is working towards your goals:
- SEO rank
- Bounce rate
- Pages per visit
- Dwell time
- First-time vs. returning visitors
- Engagement (likes, followings, shares, comments, subscriber numbers, etc.)
- PR mentioned
- ROI performance
What top tips should you implement in your content strategy?
Using a content marketing strategy can be 62% cheaper than traditional media marketing strategies, but it can also be 300% more effective in targeting audience when properly targeted. Simply writing and posting blogs in your free time is not effective in getting potential guests through the revolving door.
Quality content, even if it’s just on a blog, can generate 61% of all your bookings. So keep in mind the most important tips your team can incorporate to ensure high quality content:
- Do positive and negative keyword research
- Establish a safe schedule with a release pace of at least twice a week
- Develop a house style guide
- Create new and invisible content to attract readers
- Solve problems and answer questions with clear content
- Integrate relevant and up-to-date data statistics
- Track performance to see what the audience wants to read
- Use website content for an omnichannel media solution
- Request backlinks with valued sources
- Form an internal group of writers
- Provide lots of call-to-actions (CTAs).
In implementing a successful hotel marketing strategy, you need to make sure that the right message is heard and that your potential guests feel welcome. It can be as simple as telling the difference between good, bad, thin, curated, user-generated, trend jack, or clustered content, and figuring out which copy materials are most effective at drawing the attention of a global audience.
It is most effective to turn to a content marketing specialist. Talk to Milestone. here to get potential guests through the door.
Contact the Milestone team at [email protected] or call us at +1 408-200-2211.