With hotels in Ireland set to reopen in June and hotels in the UK set to reopen even sooner than that, there’s no better time to revisit your content marketing efforts and ensure you’re getting the best out of your website, blog and social media channels.
NB: This is an article from Net Affinity
The right kind of content marketing across all of these platforms can help you attract customers, who will naturally gain confidence and likely begin booking their summer getaways once there is more information released on reopening dates.
So, let’s get straight into it!
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What is content marketing?
Specifically, there are three key reasons for using content marketing:
- Increased sales
- Cost savings
- It helps to build customer loyalty
Using the right tone to reflect your brand
Your tone of voice describes how your brand communicates with the audience and thus influences how people perceive your messaging. Your company’s tone of voice represents your brand personality and values.
How can you determine your brand’s tone of voice?
Gather everything from brand documents to website pages to previous social media content. Cast a critical eye on this content. Which of these examples could have come from any of your competitors? Set those aside. What you want to do, is whittle your examples down to a small group of pieces unique to your brand – the examples of a brand voice you want to embody. Circulate the examples to relevant team members so everyone who needs to be is aware of them.
Describe your brand voice in three words
Gather your team together and decide on what kind of brand voice you want to embody. Your hotel’s brand is most likely already established – it might be no harm to do this exercise anyway as a refresher. Is it still what you want it to be?
If your hotel brand was a person, how would you describe its personality to someone? At this point, talk about how you would describe your competitors as people, too. How do your brand’s personality traits make you different?
Revisit and revise your brand voice as the company changes over time
As your brand messaging evolves and new competitors come into your market, it’s good to take a look and refresh your brand voice. It’s no harm doing this exercise semi-regularly! A few tips:
- Try to be warm, level with customers, treat them like humans, not robots! Try and connect
- Be mindful of people’s thoughts, values and beliefs when you are crafting your tone if you would like to be a hotel known for being inclusive and accepting of everyone
Why does your brand messaging and tone need to be consistent?
Brand consistency is important because it’s about trust.
When it comes to consistency, major corporations such as Adobe and Walmart rely on specific style guides that govern all aspects of their brand messaging, even their partners’ branding. Although you might not be on the same scale as those giants, but you should still prioritize consistent messaging!
In order for people to trust you, they must be aware of you, recognize and remember you.
In order for people to recognize and remember you, you need to be consistent with your presence and messaging across platforms – for example, see below Instagram and website visuals from The Martello.