Why Content Marketing Works
Exploring the Benefits and Best Practices for Hospitality Content Marketing
As the hospitality industry continues to evolve, businesses must adapt to new digital marketing strategies to remain competitive.
Among these strategies, content marketing has emerged as a powerful tool for engaging with customers and driving business growth.
By creating valuable and relevant content, hotels and restaurants can establish their brand identity, attract a loyal audience, and drive customer action.
In this article, we'll explore the benefits of content marketing for the hospitality industry and provide a comprehensive checklist for creating high-quality content that resonates with your target audience.
Why is Content King?
Content marketing has become increasingly important for hotels and restaurants to attract and retain customers.
According to a report by eMarketer
60% of travelers turn to social media for travel inspiration, and 70% of millennials use Instagram to research travel destinations.
This highlights the importance of social media for hospitality businesses to reach their target audience.
Collaborating with influencers is another effective strategy for hospitality content marketing. A study by Linqia found that
39% of marketers have increased their influencer marketing budgets, and 80% of consumers have made a purchase based on an influencer's recommendation.
By partnering with genuine influencers, hotels, and restaurants can reach a larger audience and leverage the trust and credibility of the influencer to promote their brand.
Creating interactive content, such as quizzes, polls, and videos, can also be a powerful tool for engaging with customers and building brand awareness.
A study by Content Marketing Institute found that Interactive content generates twice as many conversions as passive content.
However, it's important to prioritise quality over quantity when it comes to content marketing.
A survey by Demand Metric found that
90% of consumers find custom content useful, but 60% of consumers feel that most of the content they see is poor, irrelevant, or fails to deliver value.
Best Types of Content for Hotels
According to a report by Skift
80% of hotel marketers believe that content marketing is more effective than advertising in terms of driving bookings and revenue.
Social media platforms have become one of the primary channels for hotels to distribute their content and connect with customers.
A study by Hootsuite revealed that Instagram is the most popular social media platform among hotel brands, with
72% of hotels using the platform to engage with their audience.
In addition, influencer marketing has become a popular strategy for hotels to reach new audiences, with 70% of travelers saying that they trust social media influencers' recommendations more than traditional advertisements.
A study by Content Marketing Institute found that 60% of hotel marketers believe that creating engaging content is their biggest challenge.
To ensure high-quality content, hotels should follow a checklist that includes researching their target audience, creating a content strategy, using eye-catching visuals, and measuring their results.
Interactive content such as polls and quizzes has also emerged as an effective way for hotels to engage with their audience and differentiate themselves from competitors.
Expedia found that 71% of travelers prefer to book with a hotel that offers interactive content, such as virtual tours and 360-degree photos.
Best Types of Content for Restaurants
Content marketing has become an essential component of any successful restaurant marketing plan.
According to recent research
58% of American adults have ordered food online, and 45% of diners say they have tried a restaurant based on its social media presence.
This highlights the importance of creating high-quality content that showcases your restaurant's unique offerings to attract and engage with customers.
One of the most effective types of content for restaurants is mouth-watering food photography.
A survey conducted by OpenTable found that
80% of diners said that seeing pictures of a restaurant's dishes on social media and review sites influenced their decision to dine there.
High-quality photos that showcase the restaurant's signature dishes and visually appealing menu items can help to entice potential customers and increase foot traffic.
Behind-the-scenes videos of the kitchen and dining experience can also be an effective way to build excitement and engagement with customers. These videos can provide an intimate look at the restaurant's culinary process, show off the chef's expertise, and give customers a glimpse into the dining experience they can expect.
53% of consumers engage with a brand after viewing a video on social media.
Blog posts can also be an effective way to highlight a restaurant's unique offerings and commitment to quality.
By writing about the restaurant's use of fresh, locally-sourced ingredients or showcasing a special menu item, restaurants can differentiate themselves from competitors and generate interest among potential customers.
The best types of content marketing for restaurants include food photography, behind-the-scenes videos, and informative blog posts.
By creating high-quality content that showcases the restaurant's unique offerings and commitment to quality, restaurants can attract and engage with customers and differentiate themselves from competitors in a crowded marketplace.
Quality Content Explained
When it comes to content marketing, quality is always more important than quantity.
Quality content is engaging, informative, and provides value to the reader. It should be well-written, visually appealing, and easy to share on social media.
Here's a quick checklist to ensure that your hospitality content marketing is of the highest quality:
Is the content relevant to your target audience?
Does the content provide value to the reader?
Is the content easy to read and visually appealing?
Is the content optimised with keywords for SEO?
Does the content have a clear and compelling headline?
Does the content have a clear structure and flow?
Is the content well-written and free of errors?
Does the content include relevant and high-quality images or videos?
Is the tone of the content appropriate for the target audience?
Does the content offer a unique perspective or new insights?
Is the content shareable on multiple platforms, including social media and email?
Does the content include a call-to-action that encourages engagement or conversion?
Has the content been proofread and edited for accuracy and clarity?
Is the content consistent with your brand voice and messaging?
Has the content been tested with a focus group or beta readers for feedback?
Is the content regularly updated or refreshed to stay relevant and timely?
Creating quality content is an ongoing process that requires research, planning, and execution. By following this checklist and continuously improving your content, you can build a loyal audience and drive meaningful results for your hospitality business.
Take-Away
Content marketing is an essential tool for hotels and restaurants looking to stand out in the competitive hospitality industry.
By creating and sharing high-quality content, hotels, and restaurants can establish themselves as industry leaders, provide value to their customers, and ultimately drive more bookings and reservations.
Here's to Your Success 🥂
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