Content Marketing is a crucial tool for driving audience engagement, promoting your hotel and boosting your property’s position in the search engine results pages. There’s a huge amount of advice out there about how brands can deliver better content online, but if you need a place to start, here’s just 3 of the best content marketing tips to help you earn the trust of your guests, save time and drive bookings.
Start With Your Guest Personas
If you want to reach your audience, first you’ve got to understand them. Your guests are overwhelmed with information every moment they spend online. As a result, they’ve become way more selective about which brands they want to engage with.
To offer only the best, most relevant information for your audience, it’s important to piece together a cohesive idea of your ideal guests by building guest personas. You can gather the information you’ll need to do this through social media polls, email and speaking to your guests directly either over the phone or in person. Don’t forget to also take a look at your website analytics and keyword research data to fill in the gaps in who your guests are and what they are searching for online.
Less Is More
The internet is saturated with content. We don’t need more of it, but we do need it to be better. As important as it is to update your blog consistently and reach out to your guests on a regular basis, pumping out tonnes of content just for the sake of it can actually negatively impact online perception of your hotel brand.
Instead, create a schedule of around 1 to 2 blog posts a fortnight and stick to it, focusing on creating engaging, resource rich content that directly addresses your guests’ key pain points.
Don’t be afraid to create content that can be slightly modified and repurposed or even just posted again and again in its original form. Sound lazy? Not really. In reality, only a small fraction of your audience will remember your content from the first time round, so why not leverage it for even more impact? As always, delve into your analytics to determine which posts are worth reviving. You could also consider creating a series of blog posts around a theme to keep your readers coming back for more. That way, you’ve got an excuse to point at old relevant posts and breathe new life into them.
Do you have any content marketing tips to share? Let us know in the comments below!