Forrester defines content marketing as:
“A marketing strategy where brands create interest, relevance and relationships with customers by producing, curating and sharing content that addresses specific customer needs and delivers visible value.”
Notice that it’s more than just creating content to put in front of your guests. It’s creating effective content with a purpose—to educate and inspire.
And when it comes to this strategy, in particular, hoteliers can take cues from brands across every industry. From the most extreme examples like Red Bull TV to the more subtle like Leadpages, they all have one thing is common: incredible content marketing and storytelling.
The case for better content
There’s no shortage of content out there on the internet. Just about everyone is creating it. But is it effective? It’s critical to measure if your content marketing is working. To do this, you need to define what success is from the start. What metrics are important to your hotel? What are the wins (both large and small) to get you there?
Without a clear plan in place, it’s easy to fall into a trap of creating more content rather than creating content that’s actually effective at meeting your goals. Remember the endgame here—create interest, relevance and relationships with your guests.
According to Ann Handley, Chief Content Officer at MarketingProfs, there’s no one way to do just that. But she does offer a few suggestions to consider for your next piece:
- Focus on empathy and experiences
- Focus on relevant and inspiring stories
- Focus on making it useful
Great content = Useful x Empathic x Inspirational
It’s important to note that all three factors are needed. Without one, the system (and it’s effectiveness) fails.
The case for storytelling
The medium you use to distribute your work and even what you define as useful or relevant is completely dependent on your brand, guests and business goals. For hoteliers, in particular, stories have an important role to play.
Stories help build powerful connections with guests, creating loyalty and trust that can make a hotel stand out from the competition. Let’s dig into why.
Stories are useful
For centuries, humans have told stories to share information and teach important lessons. Over time they shape our perceptions and beliefs, whether that’s about individuals, food, political views, or even your hotel.
As your story is cultivated, it develops into a powerful means for future travelers to learn about your hotel and the experiences your property has to offer in an authentic way. When all of these things come together, that’s when your guest is ready to book.
Stories are empathetic
Your guests are the core characters of your hotel’s story and they have relevance to the people they know—future travelers perfect for your hotel. It’s hard for these prospective guests to identify with a building. But your guests’ perspectives offer an authentic connection that resonates. They’ll breathe life into your hotel with messages that traditional advertising can’t touch.
Don’t just take my word for it. Robert McKee, regarded as one of the best brand storytellers, said in this interview, “When a story stars a consumer, there’s a kind of natural empathy. That character is a human being, just like me.”
Stories are inspirational
Stories engage consumers, pulling them in to participate in the conversation, rather than telling them what to think. Plus, stories evoke emotions, and emotions inspire us to take action.
Just remember that authenticity matters here. Travelers see right through content that’s not authentic and you’re running the risk of losing valuable credibility with your audience.
Brands across every industry recognize that storytelling is an effective avenue for marketing. It captures what today’s consumers want: useful, empathetic and inspirational content. For the hospitality industry, adapting this mindset while enlisting the help of your guests will be a win-win for your hotel.
