What Really Matters When Developing your Hotel Content Strategy?

Are you a hotelier planning on creating appealing content to maximize your property’s occupancy? If you are not yet focused on content marketing, it is time to do so. According to the e-learning organization eHotelier, several research have proved that content strategies are three times more efficient than any outbound marketing initiatives. The key to successful content is to be familiar with your ideal audience and understand your customer’s behavior. In this way, you are able to develop an effective content strategy that will drive your booking conversions.

Content Marketing Explained

Content Marketing is all about creating and publishing material aiming at stimulating your potential and existing hotel guest’s interest. Quality content is essential to improve the engagement with your audience. It can also be very powerful when it comes to motivating people to consider your hotel as a top selection for their future bookings. Examples of the most popular content includes educational blog articles, videos, social media posts, newsletters, etc. Thanks to effective content, you will be able to develop long-lasting relationships with your guests who will develop strong ties with your brand while exploring your content. In this way, you will be able to build trust and credibility which will increase your lead generations and booking conversions.

Issues to Consider When Developing your Content

SEO Strategies

The basis to create appealing content for your audience is to determine what your audience searches for so you include keywords of your potential guest’s interest. Indeed, while working on your content marketing, it is crucial to optimize your SEO strategies. This refers to the technical process used to increase the quality traffic of your sites and maximize the number of visitors. SEO allows to create relevant content attracting profitable guests. Effective SEO strategies can be achieved through identifying your customer’s desires and pain points during the booking process. As you will be familiar about how your guests look for their ideal hotel rooms, you will be able to create content fulfilling vacations search intent.

Content Consistency

It is crucial to ensure consistency to remain on your audience’s top of mind and show genuine care to your guests. So your audience keeps engaged with your brand, it is important to consistently produce content. According to a research mentioned by the Financial Times company Longitude, 60 % of marketers report that maintaining consistency when publishing content is the main challenge that they face. As a hotel marketer, it is important to have a documented and scheduled content strategy to ensure posting on a regular basis. In order to have a robust content strategy, you must often make publications using the same standards and tone of voice. In sum, consistency can highly contribute in your brand authority.

Content Audit

In order to create quality content, you should perform a content audit to have a better understanding of your customer journey. In this way, you will be able to identify the needs of your ideal guests at any point during the purchasing process. The analytics of your website can help you reveal interesting insights about what is getting people into your marketing funnel. Road-maping your customer journey can help you create content that will captivate your audience attention. Based on the analysis of your customer’s behaviors, you can keep or modify your existing content to make sure it is sufficiently appealing to your audience.

Once ready to work on your content strategy, you need to make sure you understand your hotel buyer personas. Try to thoroughly think about your audience questions and what really drives them to book a stay at your hotel. In this way, you will be able to develop appealing content that clearly answer your guest inquiries and thus improve your customer’s journey. Building attractive content will also improve the traffic to your website and social media. Indeed, be prepared to generate the highest volume of visits ever recorded on your different hotel digital platforms using effective content marketing!