Photos, videos, infographics, custom graphics and animations are bringing experiences to life, which is key for marketers in the travel industry. In fact, research from the CMO Council shows that 65 percent of senior marketing executives believe that visual assets are key to communicating a brand's story to get the attention of their audience.
As a hotelier, you've probably thought about your search engine optimization (SEO), social media and content marketing as the best to show them to the world. However, are you ensuring that they work together efficiently in order to see the best results? For example, you might be producing top-quality content on your hotel's blog, but are you using social media to promote it and making sure it's being picked up to boost your SEO?
If not then you're missing a lucky chance, because the results you gain from aligning each of these aspects of your marketing can really boost your revenue. Of course, you need to ensure you have strategies in place for each of these areas. But, once you do, you need to make sure that they not only align but can truly complement one another. Your best bet is to start off with your content strategy, as you can then use this to shape your social media and SEO.
When it comes to creating your content strategy, you can't just worthlessly create blog posts and hope for the best. Travelers want so much more from hotels now, so you need to make sure that the content you create is informative, engaging and unique.
Try to think outside the box. If you're writing a blog, do you really want it to be another sales pitch with the information that's already on your website? This is unlikely to grab the attention of your target audience, and could, in fact, be detrimental, as many people will see it as spam. Instead, think about your potential guest's entire experience. Why might they be visiting the area where your hotel is based? Is there an event coming up, or unique things to see and do?
Perhaps they don't know what they can experience yet — so this is your opportunity to tell them. Once you have your strategy in place for content, you can now look at how you can integrate this into your social media and SEO. If you get this right, you have the opportunity to reach a much wider audience, which in turn could boost your direct bookings, and therefore your revenue.
According to Hubspot research, marketers that use a blog are 13 times more likely to enjoy a positive return on investment. Companies that blog receive 97 percent more links to their website. These are statistics that you cannot afford to ignore. While some industries aren't really suited to having a corporate blog — who wants to read the musings of a skeptic tank manufacturer? — The hotel sector is ideally placed to take advantage of this.
The hotel business model is all about establishing a connection with customers and blogs are a great way to do this. Then, how often should you be blogging? This really depends on how much you have to say. If you have an engaging topic to write about that will appeal to your audience, then blog away. What you should never do is blog for the sake of blogging. This content is unlikely to connect with readers and may deter them from reading anything you produce in the future.
To learn more about how stand out your brand and how to develop an effective content strategy, read 4 Ways to Make Your Brand Story Stand Out Against Competition.