In the hospitality industry, and tourism more generally, content marketing is a very interesting concept. However, it requires some tact to generate the needed return.
Essential points that need to be considered
Before embarking on content marketing, it is important to understand a number of terms. There are also many issues to consider. For example, defining one’s target and being able to explain it is essential. This makes it possible to set sales targets. Subsequently, it is advisable to entrust this mission to a professional.
Indeed, one does not improvise as a content marketer. It remains possible to engage personally so that the content is truly personalized and projects a positive image of the institution. Thus, the sales team of the hotel can contribute to the setting up of an editorial charter. The style of content must be specific to the brand, even if the texts are to be shared on several platforms. It is, in fact, the element that constitutes the identity of the company. It has to be unique, to tell or to retrace an equally exceptional story.
SEO is the starting point
Having SEO concepts is the keystone for content marketing to be effective. This, even if in the hotel industry, professionals will be mobilized for the creation of the content. Professional tools allow you to target, for example, keywords relevant to the target clientele. Also, you have an obligation to strike a balance between readable and fluid content and content that is visible to search engines.
Similarly, referencing does not only involve the use of keywords. The use of social networks is essential to share content and position itself on the market. Facebook, Twitter, Instagram or Google Plus are excellent channels for gaining credibility and notoriety on search engines.
Visitors must be immersed in the culture of the hotel business
As we all know, the world of hotels offers unique adventure opportunities. The experience is generally different from one institution to another. This must be reflected in the content. Thus, the culture of the hotel business and the identity of the hotel must be inculcated to consumers. For this, there is nothing simpler than to provide as much information as possible about the establishment in question. Services available, amenities, added value, activities, events … In short, anticipate all the questions of future visitors. This also affects the referencing of posted content.
Content translation is a real asset
In the hotel industry, internationalization is an obligation for all establishments. This obligation also affects the production of content. Translation becomes a valuable card for reaching an international audience. Even if you want to invest, you can call on a professional to adapt the operation to the international market. Indeed, it is not enough to have the content translated almost verbatim. On the contrary, it is rather recommended to adapt and personalize it. For this, it must be mixed with the culture of readers from English-speaking, German-speaking or other countries. This proof of consideration is highly appreciated by visitors.
With this in mind, the notions of referencing come into play again. Keywords will naturally vary from one language to another. Doing research before getting started is therefore rather clever and potentially more effective.
Information is important in the world of hotels
In the hotel world, some information is very useful and needs to be shared. This is the case, for example, with illustration of content, interviews or useful contacts. While content marketing displays a more subtle approach to advertising, laying emphasis to content is an added value. When all these details are put together, they contribute to the satisfaction of the reader. These efforts also make it possible to generate a high conversion rate, even if this is not directly perceptible.
Measurement tools are very useful
The results generated by content marketing are visible only through a few tools made available to marketing professionals. The use of these tools requires time for statistical analysis, evaluation of the relevance of the strategy and referencing of the content. By doing this, it will be easier to identify what works and what needs to be reviewed. Since content marketing is not improvised, the success of the strategy depends largely on these little habits.
If we have to summarize content marketing in the hotel industry
In short, in the hospitality industry, content marketing requires reflection, rigor and questioning. Being on the same wavelength if working in a team is also paramount. In terms of content, the information provided to readers must be relevant, seductive and above all unique. The ideal content marketer makes every effort to offer an authentic and original experience to the reader which finally reflects the image of the hotel that we want to promote.
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