Creative Content – Maximising Outreach for Maximum Success!
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Creative content, such as infographics or pieces of micro content, are a great way to promote your hotel in a visual and compelling way which really resonates with existing or potential guests. Whether you’ve just had a renovation, want to illustrate your proximity to local attractions or just want to create something fun to showcase amenities, creative content can be a great tool! Once you’ve completed the creative process and have your design, it’s often difficult to fully understand how to ensure you are fully leveraging this content to its fullest. Below is a handy guide with our top tips of how to promote your content, both online and offline.
Paid Social Outreach
One of the best ways of promoting your creative content is via paid social campaigns, run through Facebook and/or Instagram (depending on which channels you actively run for your hotel). Running paid social adverts allows you to target existing or potential social followers through specific targeting, focusing on people who follow similar types of content (such as travel, luxury, food and drink and more). Hotels whom have paid social outreach and reporting included with their Digital Services creative content development will receive a brief featuring recommendations of targeting, predicted ad reach and flight dates. Once approved by the hotel, the ads will then run and a report will be provided to the hotel post-campaign.
Whilst paid social is clearly an important element to really promote your piece of content, we also recommend posting organically, too. For example, perhaps running a #TBT (throwback Thursday) a couple of months after the piece was first promoted to encourage your social community to re-engage with the content. Digital Services can provide recommendations for hotels looking for social guidance on the best ways to promote their content.
Don’t Neglect Your HWS
Adding creative content to the HWS (hotel website) allows hotels’ to expand on their existing content and provide existing or potential guests with different content to engage with. By adding to the HWS, hotels will also have a dedicated URL in which they can direct social, email or other marketing traffic to.
Print Isn’t Dead!
Depending on the context of the piece, it can often be useful to have it printed and provide it to any guests, particularly for any groups or corporate travellers. Consider this as an option to provide these important guests with something different during their stay – this is particularly useful for local area focused content, such as the below portion of an infographic created for the JW Marriott Venice Resort & Spa.
Don’t Forget Your Partners
Featured local attractions or partners in your piece? Or just looking for a way to better engage with partners? Ensure you distribute it to anyone whom might be interested in seeing the content. For the piece created for St. Pancras Renaissance Hotel London, the hotel worked to contact all featured venues in the piece, and their wider partners, to have them share within their own channels (website, social and email for example). This is a great way of increasing the reach of your piece.
Internal Communication is Key!
Perhaps one of the often neglected areas of creative content outreach is ensuring your internal stakeholders are aware of the piece and the plan for distribution. Make sure all of your internal teams are aware of how they can engage with the piece, and spread the word!
Be a Mini-Concierge
If you have created a compelling piece of local area focused content, or something hotel specific such as a piece about your dining options, why not email it to your upcoming groups or transient customers? This can be a great tool for Concierge or your Sales teams to leverage prior to the guest’s arrival.
Work with your Digital Client Services Manager to determine whether there is any opportunity to have the piece featured on some of Marriott’s key channels such as the Traveler blog or in an eNews campaign. Traveler will feature destination focused content, such as this example from Venice.
No matter the type of content featured within your piece, there are some great ways to make sure you are getting the most bang for your buck. Your Digital Client Services Manager will work with you to ensure he/she finds the best options for your hotel. Looking for inspiration? Take a look at our our creative content examples for some ideas!