Quality content is created specifically to serve its audience and add value. This may involve providing education or discussing industry trends. In some instances, quality content might even include news.
Quality content is most often defined by accuracy; Google and other search engines prioritize this aspect as part of their ranking criteria.
Content Marketing
Content marketing strategies centered around providing relevant, engaging content is at the core of successful hotel content strategies. Content must be produced at regular intervals that adds value and positions your hotel as an invaluable resource to ideal customers at every stage of their buyer’s journey, building awareness, engagement, trust and loyalty long term. Consumers now enjoy more power in purchasing decisions due to being able to research products without interruption from salespeople or forced viewing of uninteresting ads.
Content marketing can be more effective than interruptive methods like cold calling or sales emails; content is an ideal tool to establish the identity of your accommodation brand online.
Before developing a content strategy that helps support your overall business goals, you need to gain an in-depth knowledge of your target audience – their demographics, travel habits and reasons they book stays at your hotel are key components in creating engaging, informative and interesting content that resonates with them. To do this effectively you must first gain insight into these audiences – demographics, travel habits and booking factors must all be factored in. Once complete your content strategy can begin.
Once you understand your audience, it becomes much simpler to tailor content towards lifestyle and brand values they identify with. Additionally, this will enable you to identify what types of posts will perform well across channels – potentially saving time when developing future campaigns.
Observe how your social media followers react to articles and videos about local attractions or events and create similar material for your website, drawing more visitors while supporting SEO efforts by improving search engine ranking.
SiteMinder customer VOMO used guest-generated content as another way to effectively promote their hotel through content marketing, with their #TravelForReal campaign encouraging guests to upload images and videos of their stay at Fiji resort VOMO Fiji Resort online for all to see. Such authentic, user-generated material shows potential guests what staying there really feels like and is one of the best ways to showcase a property’s offerings.
SEO
Due to an abundance of content being produced daily, digital marketers may struggle to differentiate their efforts online. Yet quality content remains essential to creating an effective SEO strategy; engaging, useful and measurable content helps brands to establish themselves as industry leaders and build customer loyalty.
Though the significance of quality content has long been recognized, defining exactly what constitutes high-quality material can be challenging. While various criteria exist to assess content’s quality, some key ones are:
Quality Content Should Be Useful
High-quality content that adds real value for its audience must provide something useful – be it in blog posts, service pages or FAQs. Creating engaging and valuable information helps improve search engine optimization (SEO).
Quality content must address urgent buyer concerns while offering insightful commentary, be logically structured and free from grammatical errors, and remain brief for maximum reader engagement. It should also remember to offer readers something that’s easily consumable – something like short and concise blogs can really pay dividends!
Content that adds value should also be the result of in-depth research and fact-checking, without promotional messages or bias. Though achieving these criteria may prove challenging, their inclusion is essential for building brand reputation and long-term success.
Quality content must not only be useful but should also be easily read and followed. Furthermore, it should include an obvious call to action that is succinctly explained and free from jargon or slang in order to reach as wide an audience as possible on social media channels. By following these guidelines you can produce high-quality posts that drive traffic and draw guests towards your accommodation, while simultaneously building your brand with lasting competitive advantages that cannot be outdone.
Social Media
No matter if or when your business opens its virtual doors, a social media strategy for your accommodation brand is vital to its success. Your social media accounts should represent your brand accurately; thus it’s vital that they contain engaging and compelling posts for your followers that increase SEO efforts and customer retention.
Content marketing may receive much hype, yet not all marketers are producing high-quality material. Quality can mean different things to different people but generally refers to material which provides value and benefit for an audience.
Content that offers your audience with the knowledge and information necessary to make informed decisions or take appropriate actions should include providing valuable insights and advice, answering their questions or concerns, inspiring action steps and consistently providing valuable content across channels.
Social media content should always be original and tailored specifically to the needs of its target audience. Before publishing it widely, it’s a good idea to test with a small sample first and ensure its engagement – this way you won’t waste resources producing something which won’t engage users.
Content that does not benefit its target audience won’t do well on any platform, making it hard to measure against vanity metrics like traffic and shares. Aim instead for tangible outcomes like brand lift, increased leads or improved sales as measures of success to assess how effective your content was.
To effectively generate content for social media platforms, the key to successful creation lies in understanding your target audience’s needs and interests. For instance, if your hotel caters to young adults, TikTok could be ideal; corporate clientele may respond more strongly to posts on LinkedIn. It is also key that photos and videos that reflect your brand and stand out on those platforms are selected for promotion.
Email Marketing
Email marketing remains one of the most powerful strategies hotel marketers use to reach audiences and drive action. Well-crafted and relevant emails have the ability to increase website visits, bookings and brand advocacy.
Email marketing success hinges upon providing real value to your audience – be it educational, entertainment or utilitarian benefits. In essence, successful email marketing means providing your target demographic with what they need to make informed decisions and take effective actions.
Hotel marketing campaigns should provide useful information about your location, amenities, or special offers that is readily accessible. Publishing high-quality editorial content which addresses urgent buyer needs will break through buyer apathy and build deeper engagement with your brand.
Note that creating quality content takes both time and effort. In addition, specialized knowledge must also be applied in order to write effectively and present useful information in an engaging fashion. Although low-grade posts may initially get away with being published without consequence or impacting negatively upon your brand reputation.
Quality may be subjective, but certain criteria can help define quality content. The best way to assess its quality is through results. Metrics like likes and shares provide a starting point, but ultimately success lies in meeting business objectives like sales conversions or shortening time-to-purchase.
Quality can be measured within automated hotel email campaigns by monitoring and optimizing key performance indicators over time, using various techniques such as:
Personalization is the cornerstone of successful hotel email marketing campaigns, and in particular for hotel email newsletters. Targeting messages at specific audience segments with tailored messages will boost engagement rates and return on investment (ROI). You can achieve this goal by strategically placing opt-in forms on your hotel website, including them during guest registration/check out processes, targeting social media posts to drive subscribers, as well as monitoring results over time and identifying any areas requiring improvement.