Content marketing is more than a buzzword. It’s an important part of your hotel’s marketing strategy.
Simply put, it’s the creation and distribution of valuable assets, such as videos, blog posts, and e-newsletters, as marketing tools to attract and retain customers.
For hotels and other accommodation providers, these assets showcase your property’s unique story and brand.
How does content marketing work?
The Content Marketing Institute (CMI), based in the US, defines content marketing as “…a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.”
How does it work in hotels? By attracting your target guests, influencing them into booking a stay, and retaining them as repeat guests.
The key is to first provide useful content that informs and entertains. Secondly, it’s important to deliver it consistently to establish credibility and foster engagement.
As part of your inbound digital marketing campaign, content also drives traffic to your website and social media channels. What content marketing isn’t, is excessive promotional messaging.
Occasional outreach to publicise new packages or amenities is expected, but good content is light on the sales pitch.
Which hotels do a great content marketing job?
Looking at concrete examples of content marketing, Marriott is touted as gold standard.
Under the direction of David Beebe, VP of global creative and content marketing, several full-time staff at the Marriott Content Studio create content in the form of branded magazines, books, TV shows, webisodes, short films, and documentaries.