2. Content Competition
As competition for audiences intensifies, what can you do?
The answer is, create better content.
This requires more time, money, or both. The result is a figurative race for who can produce the best content and the most frequently.
Apply the "Three V's of Content Marketing" to achieve better stand out on today's digital platforms:
Visual content has a pivotal role in hotel marketing initiatives. The majority of people are visual learners and the right imagery stands out, resonates with the audience and can have a transportive effect on consumers, inspiring them to go on their own journey.
Video content is fast becoming the most popular medium for consumers. Hotels were amongst the early adopters when it came to video. The hospitality sector embraced investment in video content early on, with video tours increasing bookings and conversion rates. Although additional video content beyond tours is more often than not non-existent.
Video entertains, influences consumer purchasing decisions and for hotel marketers video should be looked at as a first priority when creating strategies to attract bookings. Often existing video content is accessible on hotel websites and not natively hosted on social channels. However uploading to social channels is an easy win.
Vertical formats continue to grow presenting both opportunities and challenges when it comes to brand storytelling. Hotel image libraries are dominated by landscape images of exteriors, interiors and facilities. The vertical format requires a closer cropped, more refined shot. In return, the vertical orientation offers an intimate view, immediacy and interactivity with customers. All in a way that fits their viewing preferences with their touchscreen smartphone in the upright position.
Whether content creation is outsourced or in-housed, there will be costs one way or another. Good content demands high levels of time and investment. Great content demands creative brand expertise. Outsource for excellence and specialists make the difference. The cost efficiencies of the results typically make outsourcing the most affordable option.
Click links below for more strategies and tips to overcoming hotel marketing challenges:
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