If you are a bona fide netizen, perhaps you have come across with this phrase- ‘content is king’ which shows the dominance of content everywhere around the globe and it doesn’t matter which business you’re into – it holds a truth value for all businesses! Though content marketing used to just be a way to set yourself apart from your competitors, it has now become a necessity for any modern brand.
Content marketing is a marketing strategy that revolves around the creation, publication, and distribution of content to a target audience in order to bring new traffic (and therefore new customers) to your business. Content marketing is not just about publishing blogs on a regular basis, it is the the heart of most successful digital marketing campaigns. Nowadays, behind every great hotel or any business is a wealth of valuable and relevant content that really connects with the hotel’s guests (including millennial travellers). But you may still be wondering, why is content marketing important for hotels?
One of the biggest benefits that really shows the importance of content marketing is the reputation building qualities of great content (which cannot be skipped at any cost!). In today’s busy digital marketplace for hotels, it’s vital that the businesses work to build trust with their leads, prospects, and guests. Building trust is really the crux of the matter as it can help your business establish a positive brand reputation which in turn attracts more customers to your hotel and skyrockets your hotel sales, occupancy, and revenue.
Another positive of great content is that when your guests or consumers read your content, they start to develop an opinion of your hotel brand. If the content they find is truly engaging, educational and valuable, they will start to think the same things about your business! With content you can also exceed their expectations by providing them with the relevant details about your hotel and they can browse it online; now, they won’t have to come out of their room to know about your ongoing discounts and offers. So, long-story-short, the more value you provide with your content, the simpler it will be to build trust with your target audience.
In addition, when your hotel leads and patrons start to see that you are consistently publishing content across platforms, they may come to see you as a leader in the industry. If you’re publishing content through any third-party publications or sharing your content with influencers, it can also help you further build trust within your target market (be they business or millennia travellers).
These days your guests turn to search engines like Google for solutions to their problems which can be trivial or important at times. Often your best opportunity to win new guests is to be there when they Google it! In fact, you may have already established a search engine optimisation (SEO) strategy so that your hotel can stand apart from all the contemporaries. You might be aware that search engines frequently updates their searching algorithm they utilise to crawl the web and the content, so their AI can continuously improve the quality of results that we see when we do a search online.
To optimise your content for increased conversions, be sure to include a clear call-to-action (CTA) so that a user can perform an action after they are done reading the content online. Your diligently crafted CTAs should motivate a reader, guiding them to the next step in the conversion process! Whether converting means- booking a hotel room, viewing your existing hotel amenities, making a purchase, getting more information or contacting your sales team, it’s important to make it clear to the reader/user within the content what you want them to do next.
Today nearly 40% of companies use blogs for marketing purposes, and over 46% of people read blogs more than once a day (good job, content creators!). Regardless of the industry – whether you are running a bakeshop, law firm, a hotel or technology start-up – creating and managing content properly should be a top goal in order to increase more inbound traffic to your website!
Another important factor is properly utilising social media. If your content solves a common problem in a unique way or distributes a piece of important information, it’s likely that other similar businesses will share that content which helps make you look good than others. Social media is quickly catching up with search engines as the best way for content to reach consumers.
Let’s face a fact, if you post an advertisement for your hotel on Facebook, there aren’t too many people who will voluntarily share it on their own wall. Unless, of course, there’s a worthy incentive involved- such as winning a free night’s stay, discount on dinner buffet or simply a tangible gift! But, let’s take another scenario where you create a fun piece of content on your website about the best bars to visit in your area (an irresistible and mouthwatering offer), then share it out to your Facebook page – the post will strike up a conversation amongst your followers, who will then share it out to their friends, and so on! As the piece of content garners more reach, the more visitors you’re receiving to your website, and the more you’re getting your brand in front of interested parties.
Nowadays, writing more and apt content with higher quality will increase the perceived expertise, authority, relevance, and trust of your site. If the content earns more inbound links from external sources, your website’s domain authority will increase even further and this will again help you to rank higher in SERPs (Search Engine Result Pages). A higher domain authority correlates in a stronger performance with search rankings, so the more quality content you produce, the more organic search visibility you’ll gain in all areas of your site.
Proper strategy for content marketing also helps you to boost your referral traffic. But this one totally depends on your commitment to the guest publishing portion of your content strategy! Generally, when you contribute to external publications as a guest blogger/publisher/editor, you’ll have an opportunity (that you shouldn’t miss) to link back to your site. Do this on a relevant and authoritative site (with higher traffic than the rest). A single guest post could earn you thousands of new visitors to your site!