Content marketing is a tricky craft to master, and ensuring you create content which your guests will love – and which will compel them to positive actions and interaction with your hotel – is trickier still. What are the seven top tips for creating great content? Read on to find out…
- Think Quality, Not Quantity
No matter how much your guests love your brand, they don’t want to be bombarded with content at all hours of the day and night. It can be easy enough to assume that if you’re providing a certain volume of content, it will generate results – but this is not always the case. Always aim for quality content over quantity. The best strategy is to be consistent in your efforts – and to respond to your audience when you have gathered enough metrics to monitor their reactions.
- Provide Some Variety
A multi-channel, multi-layered approach to content marketing is almost invariably the best way of ensuring you reach your target market and provide them with fresh, original content which sparks their interest. Whilst there is some comfort in the familiar, variety is what will drive engagement and lead to meaningful interactions with your brand.
- Don’t Forget SEO
SEO is still incredibly important when creating content – and it’s not just restricted to making sure you include the right keywords. Without SEO-optimisation, it will be much more difficult for your customers to find your content. Make it easy for them to locate and interact with your offerings.
- Do Your Research
Trying to form a content strategy without research will get you nowhere at all. Remember to research your target audience. You can do this in any number of ways – through speaking to them directly, offering incentives in response to surveys or questionnaires, or via the careful development of buyer personas from which you draw inspiration when developing your strategic choices.
- Avoid the Hard Sell
Don’t try to force your customers into purchasing anything from you. Whilst selling can certainly be an underlying intent of your content, great content marketing has much more to do with relationship building than nailing your sales pitch.
- Decide what works for you
The scale of your operations will help dictate the sort of content strategy you should employ. This comes down to many different factors, including the manpower you have available to create, manage and monitor your content – and your overall intention from your content marketing activities. Comparing yourself to a multi-national might seem tempting, but when you have far more limited resources, it is neither constructive nor productive.
- Don’t be afraid to delegate
There is no use having too many people refining your content strategy when that energy could be better directed elsewhere. Depending on the size of your business, decide on a few key team members – or even just one – to take control of your content marketing. This will help create a more cohesive and easily identifiable voice for your business.