Today, traditional content marketing strategies like brochures and print advertisements are no longer enough to put heads on beds. Instead, potential guests turn to the internet to research destinations, discover accommodation options, and ultimately, make booking decisions. Content marketing is a powerful strategy that leverages the internet to attract and engage your ideal guests. This involves creating and sharing valuable, relevant, and consistent content that your target audience will find interesting and informative.
Why Focus on Content Marketing?
- Enhanced online visibility: Search engines love fresh, high-quality content. Creating regular content will help your website rank higher in search engine results, making it easier for potential guests to find you online.
- Builds trust and credibility: Sharing insightful content about your area and your property demonstrates your expertise and helps potential guests understand what they can expect from their stay.
- Engages your audience: Through blogs, social media posts, and other forms of content, you can directly interact with your audience, answer their questions, and build relationships that will lead to bookings.
- Encourages direct bookings: By providing valuable information and showcasing the unique benefits of booking directly with you, content marketing can encourage travellers to skip the OTAs and book directly with your website.
Content Marketing Strategies for Accommodation Providers
Here are some strategies to get you started:
- Blog Regularly: Create informative and engaging blog posts about your area, local attractions, travel tips, and anything else related to your target audience’s interests. For instance, if you’re located in a coastal area, you could write about the best beaches, nearby walks, and local seafood restaurants.
- Create Compelling Guides: Consider creating downloadable travel guides or guides for different types of travellers (families, couples, solo travellers). You could also create guides for events happening in your area, such as local festivals or wine tours.
- Leverage Guest Reviews and User-Generated Content: Share positive testimonials and photos from past guests on your website and social media channels. This authentic content helps build trust and encourages others to book with you. Encourage user-generated content by running social media contests or offering incentives for guests to share their photos and experiences.
- Get Social: Use social media platforms to share your blog posts, engage with potential guests, run contests, and showcase your property and area. Use relevant hashtags and visually engaging content to attract attention.
- Email Marketing: Keep your audience engaged with regular emails that feature new blog posts, special offers, local events, and testimonials.
Some examples of blog post topics include:
- Hidden Gems in Your Area: Unearth lesser-known local attractions, restaurants, and activities.
- Top Reasons to Visit Your Town: Highlight the unique charm of your destination and encourage potential guests to explore further.
- How to Get the Most Out of Your Stay: Share insider tips and recommendations for exploring the local area.
- Preparing for Your Trip: Offer advice on packing essentials, transportation, and cultural tips.
Remember, content marketing is an ongoing process. It takes time and effort to create and share high-quality content consistently. However, the benefits of attracting more guests and building stronger relationships with them far outweigh the investment.
Ready to enhance your accommodation business’s online presence through content marketing? Contact us today to learn more about how our Smart Websites can help you streamline your content strategy and engage potential guests more effectively.
Content marketing is a powerful tool for accommodation businesses to attract and engage potential guests, increase direct bookings, and build lasting relationships with their audience. By incorporating these strategies into your online presence, you can take your business to new heights and achieve greater success.