There isn’t a single area of industry that couldn’t benefit from a firm content marketing strategy, and your hotel is no exception. Regardless of whether yours is a national corporately owned chain, a franchise, or just a single independent facility, one thing is clear: Traditional marketing methods are fading from the market’s consciousness quickly.
Right now, your business is in a delicate position if you don’t have a solid content marketing plan in place. If you aren’t doing everything you can to engage your online audience, it’s time to start. Over the next few years, it will become a much simpler equation: either steer your marketing strategy in a more digital direction, or watch your competition snatch up all your guests. They have already discovered the secret to retaining business and creating new customers, and it involves digital marketing with an emphasis on mobile users.
The Mobile Revolution
Every year, mobile users continue to redefine how we market products and services, and the shift toward the small-screen is moving rapidly. Before I get into the meat of this article (we really should be talking about blogging right about now…), let me give you just a few short words of advice about the foundation for your blog: your website.
When was the last time you had your site audited for responsiveness and SEO? If those terms sound foreign to you, it’s beyond time to think about it. There are numerous companies out there that can help you with one or both.
I recommend, as a first course of action, having a conversation with your web hosting company or developer immediately. None of what I’m about to share with you will be even marginally effective if you have yet to get your online house in order. With that, let’s talk blogging strategy for a few…
Blog Topics
Hospitality industry content marketing places your hotel in a unique position. Your blog can manage a number of marketing and content creation areas, including hospitality, food, and travel, just to name a few. In other words, not every article has to deal directly with your hotel (or even hotels in general, for that matter). When deciding what you should be blogging about in relation to your property, ask yourself a few questions:
1. What is it that draws guests to our town or hotel?
2. What makes our property stand out among local competitors?
3. What are the biggest nearby attractions?
4. Are there specific areas from which we draw a notable percentage of bookings?
There are plenty more, but those ought to be enough to get you brainstorming. Remember, there is no wrong avenue of exploration as long as the subject of your blog stays focused on things that matter to people who might decide to book with you.
Blog Formatting
As with any responsible SEO effort, you want to be sure that you are using relevant, current keywords in your articles but don’t overstuff with them. One or two per blog post should be plenty, along with keyword-rich meta descriptions for every page.
Keep your paragraphs short to isolate key points. Most people won’t read your blog posts with intent; they will skim through looking for terms and ideas that resonate with them. Short paragraphs make those details easier to find. They go a long way toward boosting SEO.
If your articles cover single subjects like “how to get the best prices on hotel rooms,” single-page formatting will likely work best. If you are showcasing the top attractions in St. Louis, however, you might want to go with a multipage format (also known as paginated or split-post articles).
This is where it becomes necessary to decide precisely what your blog is going to be. You don’t want to present your content 15 different ways. Settle on a style and direction for your blog and provide a consistent experience for your readers. In other words, don’t post a single-page article today and a split post tomorrow.
Consistency is part of your branding strategy, so decide how you want to format your blog and stick with it. If you find that people aren’t responding, then it’s time to switch things up a bit and see if you hit on something more in sync with your target audience.
Posting Frequency
How often you post and the consistency with which you post new blog content will have a direct effect on both engagement and SEO. You don’t need to publish new articles every day, but if you decide to post every Sunday and Thursday, for example, post on Sunday and Thursday consistently. This will score you big points with the search engines and keep your brand in front of potential guests. There is, of course, one more step in the process, and that involves getting your content seen. This brings me to my final point…
Keep Up with Social Media
There is no easier, faster, or cost-effective way to market your blog (and, by association, your property) than through social media. Every time you post something new, share it on your social channels. This accomplishes several things. First, it keeps your brand in people’s newsfeeds. Next, it communicates your knowledge of your industry and the area(s) your hotel serves. Lastly, it gives you authority. Most hospitality companies neglect social media or just don’t play the game the right way. Your blog is your most powerful competitive tool, so use it consistently and use it well.
Feel like you could use some help getting your blog off the ground or getting it noticed? Contact us. At Beez, we work with an experienced team of seasoned writers who know and understand the ins and outs of hospitality industry content marketing, and we would love to talk with you in depth about your next blogging project.
