Content is one of the pillars of inbound marketing: the technique of attracting leads rather than going after them through traditional channels such as paid media. Content marketing is an inexpensive way to engage the public and may represent a brand differential in the hotel industry. With the competitiveness of some destinations, the commoditization of prices and the diversity of distribution channels, content marketing will serve as reinforcement to the direct channel by working the brand experience, its values and the storytelling of a hotel. In addition, content is one of the most important factors for an SEO project – search engine optimization.
Proof that branded content should be taken seriously and that is one of the ways to strengthen the relationship between people and brands, Marriott International decided to invest in content by hiring David Beebe in 2014 – a renowned writer who has worked for various studios including Disney-ABC, and winner of two Emmies – to organize, run and cheaf their Global Creative and Content Marketing, a worldwide content production studio.
In Brazil, mixing branded content with promotional content provoked a disruption of paradigms and has been generating amazing results for the BHG hotel chain through the project O Bom de Viajar (the good thing about travelling), winner of five Adrian Awards.
Looking at these examples and some others, we have listed some tips and some conductive platforms of content to help you build a content marketing project.
Being in social media is not an option. One way or another, businesses are targeted by the users and the difference is how brands present themselves in those networks. Being part of the dialogue and providing relevant, consistent and well-planned content is basic.
Before taking part in these relationship channels – and to have a content marketing project – you basically need to:
// Understand the audience you intend to reach
// Define posture and language that are adequate to the public and the brand
// Set well-defined goals
A good example of consistent, engaged content is Enotel, which uses a lot of user-generated content and a tells many of their stories with the #experienciaenotel hashtag.
Quem é sócio do Enotel Vacation Club pode aproveitar essa vista incrível, clicada pela @vivianesaro, sempre que quiser! 😀 As férias dos seus sonhos estão mais próximas do que você imagina. 😉 #regram #enotel #enotelexperience #experienciaenotel #vemproenotel #evc #vacationclub #vacation #ferias #resort #allinclusive #clubedeferias #nordeste #portodegalinhas
O Dia dos Namorados pode até ter passado, mas o romance está sempre no ar no Complexo Enotel Porto de Galinhas! Que tal programar a sua lua de mel por aqui? 😉 A @tairamos e o @jeffersondesde1987 curtiram esse momento repleto de amor no nosso pedacinho do paraíso e fizeram fotos lindas, como essa! ♥ #enotel #enotelexperience #experienciaenotel #vemproenotel #nordeste #portodegalinhas #wedding #casamento #luademel #honeymoon #love #romance
Uma foto publicada por Enotel Hotels & Resorts (@enotelhotels) em
Still on user-generated content – also known as UGC – Club Med has an exclusive mural in its homepage with photos taken by guests who had experiences in their units.
The same happens in Brazil with O Bom de Viajar, a project by the Brazilian Hospitality Group project (BHG).
Developing proprietary content with depth is one of the main advantages of having a blog. It can address everything that permeates the travel experience, but the topics must be coherent with goals of the brand and it needs to be updated constantly to be uo-to-date for the readers.
One of Beebe bets on Marriott with its content studio are the videos. With two films, the webseries Two Bell Men was a success for the brand, joining comedy to a common character in the hotel: the bell boy.
When a brand has a soundtrack it has a much stronger presence. Music is a strong vector of sensory experience. Your hotel can develop playlists related to the business or to the guest experience and play them in the lobby and other common areas, for example. We bring back O Bom de Viajar and its playlists:
As much as review sites are not properly content platforms, they also can be. The focus of these websites is to manage online brand reputation, but the comments posted there are important influencers to the new guests’ decision making. Hence the importance of having someone dedicated to respond and take care of the reviews posted there.
In conclusion, content marketing is an ongoing work that, if done well, will attract the right people to your hotel and perhaps help turn them into advocates of your brand.