Webinar: The Smart Hotelier’s Guide to Digital Content Marketing

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WELL, HELLO THERE

Sara O’BrienAssociate Director, MarketingHeBS Digital

YOUR MODERATOR

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Why is Content Marketing Important

In Hospitality?

SO MUCH ATTENTION LATELY

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MULTI-DEVICE BEHAVIORTelling your story carries across devices

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Push formats/ “in your face” advertising is acceptable on the desktop.

On mobile? Must engage and provide value to result in a booking.

The rules are different.

Does your content inspire a booking?

SELLING A DREAMNICKELODEON SUITES RESORT

Most Popular Digital Content Marketing

Formats

WEBSITE CONTENT

Target Market Sections

Video

Blog

Destination Content

Event Calendar

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WEBSITE CONTENT

Target Market Sections

Video

Blog

Destination Content

Event Calendar

#DCMHeBS

By 2017, video will account for 67% of all consumer Internet traffic (Cisco)

WEBSITE CONTENT

Target Market Sections

Video

Blog

Destination Content

Event Calendar

#DCMHeBS

WEBSITE CONTENT

Target Market Sections

Video

Blog

Destination Content

Event Calendar

#DCMHeBS

WEBSITE CONTENT

Target Market Sections

Video

Blog

Destination Content

Event Calendar

#DCMHeBS

SOCIAL MEDIA

About the hotel

Destination

Contests/Incentives

Content Recommendations:

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EMAIL MARKETING

About the hotel

Destination & Area Events

Distribute at min. monthly

Content Recommendations:

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Action Plan:Foundation

JOSIAH SLIDES

JOSIAH SLIDES

JOSIAH SLIDES

JOSIAH SLIDES

POLL:

Is ‘social listening’ part of your strategy –

have you ever created content because of

something you learned through a review or social

media post?

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CONTENT MANAGEMENTMUST BE ABLE TO CREATE & MANAGE CONTENT ON

DEMAND

Complete control of all textual/visual updates

Ability to add New Pages on the Fly, at No Extra Cost

Functionality to easily create landing pages, sections targeted to customer segments, events in calendar, and to personalize

Must-Haves:

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GEO TARGETING

Action Plan:Destination & Target

Market Content

POLL:Do you consistently

look at your website & marketing analytics to

see what content is most popular & driving

revenue?#DCMHeBS

CONTENT FOR THE ‘LOCAL’Create specials and content specifically geared to locals

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CONTENT FOR THE ‘LOCAL’Create dedicated sites & content for dining/spa/golf/gym

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Blogging for inspiration

The Place to Stay in Monterey

Appealing to Pint-Sized Travelers

Appealing to Pint-Sized Travelers

“My favorite thing was

the amazing elevator”

“Then we saw the plaza…then we each found

a ship”

“It was fun! I can’t wait

to come back”

POLL:Is there someone or a

team on property responsible for digital

content generation and

distribution?#DCMHeBS

Action Plan:Increase

Relevancy

DYNAMIC CONTENT PERSONALIZATION

Higher levels of engagement and shorter paths to purchase

Addresses where they are coming from (geography)

Knows if they’ve been to the website before and/or have stayed at the property

Is easy to find relative to their interest (leisure/business/family/meetings)

Website visitors should feel your content:

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CONTENT BY SEGMENTRecognize your target markets and serve content

specific to them.

• Business Related Images & Promos

• Focus on Business Amenities

• Extended Stay & ‘Bleisure’ Travel Promotions

A Business Traveller wants to see:

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DRIVE-IN VS. FLY INRecognize what content people want to see based on

where they are coming from.

Flying out? Here’s info on Airport Parking & Shuttle Packages

Action Plan:Get the

Word Out

MULTI-CHANNEL MESSAGINGSend a consistent message throughout all channels.

CAMPAIGN

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Budget

It ‘takes a village.’

Creating at least 15-20 landing pages a

year?

BUDGET FOR CONTENT MARKETING

Ask Yourself: AM I

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Publishing at least 1 new blog post a

week? Reaching out to local bloggers?

Maintaining all social media accounts,

posting and providing customer

service?

Maintaining an editorial calendar?

Equipped with the right technology?

Able to do this in-house, or should I

outsource part of it?

Keeping my event calendar up to date?

MEASURE ROI

MEASURE ROIIncrease efforts on what’s working

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Website Visits: page views, unique visits

Engagement: Shares, time spent on site

Revenue: Leads, bookings$

Q&A TIME#DCMHeBS