Content is king! If hearing that one more time makes you want to, well, feel ill, you’re not alone. But like anything that gets repeated by anyone and everyone, the reason you hear the ‘king’ quote about content so often is that it’s really quite true. Content remains as effective a digital marketing strategy as there is.
Despite that fact, content marketing is usually not done properly, rarely done well, and it more often ends up being a series of lost opportunities and squandered budgets.
So why do so many businesses, hotels among them, botch up something that is ‘king’ and crucial to any digital marketing program? It turns out it’s not what a hotel does that creates holes in their content marketing, it’s what they don’t do.
Develop a CONTENT MARKETING STRATEGY
While almost no other aspect of hotel management happens without a strategy, when it comes to the all-important content marketing part of their digital marketing, it is often handled on the spot by telling an assistant that “we should start a blog.”
Your content marketing benefits from a well-thought out strategy as much as anything else. And it might deliver higher returns than you expect.
To top it all off, when you compare hotels and resorts to most other types of businesses, you’ll see that they can benefit more than most because of the opportunities that check-in every day.
Considering that many hotel visitors are tourists, and tourists take lots of pictures, make lots of social media posts and send lots of messages, your guests are a virtually endless source of content. And not just generic “Things To Do in (Insert Hotel Location Here),” but content that is very specific to your property, and content that is kept up-to-date every day. Few other sectors of business have it so good.
With that in mind, here’s how to set up a successful content marketing strategy to harness the great wealth of content that every hotel can tap into.
