The Smart Hotelier's Action Plan to Digital Content Marketing
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Transcript of The Smart Hotelier's Action Plan to Digital Content Marketing
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Webinar: The Smart Hotelier’s Guide to Digital Content Marketing
#DCMHeBS
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WELL, HELLO THERE
Sara O’BrienAssociate Director, MarketingHeBS Digital
YOUR MODERATOR
#DCMHeBS
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Why is Content Marketing Important
In Hospitality?
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SO MUCH ATTENTION LATELY
#DCMHeBS
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MULTI-DEVICE BEHAVIORTelling your story carries across devices
#DCMHeBS
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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.
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Does your content inspire a booking?
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SELLING A DREAMNICKELODEON SUITES RESORT
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Most Popular Digital Content Marketing
Formats
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WEBSITE CONTENT
Target Market Sections
Video
Blog
Destination Content
Event Calendar
#DCMHeBS
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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)
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WEBSITE CONTENT
Target Market Sections
Video
Blog
Destination Content
Event Calendar
#DCMHeBS
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WEBSITE CONTENT
Target Market Sections
Video
Blog
Destination Content
Event Calendar
#DCMHeBS
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WEBSITE CONTENT
Target Market Sections
Video
Blog
Destination Content
Event Calendar
#DCMHeBS
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SOCIAL MEDIA
About the hotel
Destination
Contests/Incentives
Content Recommendations:
#DCMHeBS
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EMAIL MARKETING
About the hotel
Destination & Area Events
Distribute at min. monthly
Content Recommendations:
#DCMHeBS
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Action Plan:Foundation
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JOSIAH SLIDES
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JOSIAH SLIDES
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JOSIAH SLIDES
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JOSIAH SLIDES
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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?
#DCMHeBS
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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:
#DCMHeBS
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GEO TARGETING
Action Plan:Destination & Target
Market Content
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POLL:Do you consistently
look at your website & marketing analytics to
see what content is most popular & driving
revenue?#DCMHeBS
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CONTENT FOR THE ‘LOCAL’Create specials and content specifically geared to locals
#DCMHeBS
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CONTENT FOR THE ‘LOCAL’Create dedicated sites & content for dining/spa/golf/gym
#DCMHeBS
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Blogging for inspiration
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The Place to Stay in Monterey
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Appealing to Pint-Sized Travelers
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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”
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POLL:Is there someone or a
team on property responsible for digital
content generation and
distribution?#DCMHeBS
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Action Plan:Increase
Relevancy
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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:
#DCMHeBS
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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:
#DCMHeBS
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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
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Action Plan:Get the
Word Out
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MULTI-CHANNEL MESSAGINGSend a consistent message throughout all channels.
CAMPAIGN
#DCMHeBS
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Budget
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It ‘takes a village.’
Creating at least 15-20 landing pages a
year?
BUDGET FOR CONTENT MARKETING
Ask Yourself: AM I
#DCMHeBS
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?
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MEASURE ROI
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MEASURE ROIIncrease efforts on what’s working
#DCMHeBS
Website Visits: page views, unique visits
Engagement: Shares, time spent on site
Revenue: Leads, bookings$
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Q&A TIME#DCMHeBS