Content marketing is here to stay. The reason is that when it is done correctly, you can have a piece of content that keeps on giving. You invest in getting quality content, and it only gets better with time. It is easier said than done. I know that there are many of you out there that might have already taken a stab at content marketing for your hotel, and you have concluded that it doesn't work. Well, before you completely throw in the towel, let me share with you three content marketing ideas that you should try before throwing in the towel.
Put a Face to the Name
There are so many hotels out there. So much so that you need to humanize your brand in the eyes of the consumer. The reason that many hoteliers think that content marketing doesn't work is that the content is full of shameless promotion. Do something different. Let the people that subscribe to your blog or sign up for your newsletter feel like they are a part of your business. One great way to do this is to let them in on the day to day at the hotel. Showcase the fun or camaraderie that happens at the front desk. Let them see custodial staff that tells the best dad jokes in town. It might seem insignificant, but it could very well be the difference between your customers booking direct, or through another channel.
Build a Community
This is one of my favorites because it helps the entire community thrive. You know what they say, a rising tide lifts all boats. Well, that is the premise behind this content marketing idea. What is it about the area that sets you apart? Showcase it on your blog, or network with the business and build a partnership. This will help bolster a sense of community. It adds value to what your hotel is doing. This means that you do not only have to compete on price with your competitors. Maybe you are 10 dollars more expensive than your competitor, but you offer a special with the restaurant down the street. A customer would gladly spend the extra $10 and have an event to go along with their room stay. It's not just about where they stayed, but the fact that they had the best XYZ in LA.
Please talk about the area and what has made it special. Guests might want to know that before you were a hotel, the building was used as an insane asylum. Maybe you are located next to one of the oldest buildings in the area or perhaps someone famous frequented your establishment back in the day.