Content marketing is a game-changer for hotels seeking to captivate audiences, and the advent of AI is reshaping the landscape. Crafting a robust strategy is pivotal for effective hotel content marketing. Many marketers focus solely on content creation without aligning it strategically with broader business objectives. A strategic content team goes beyond content creation proficiency; it delves into integrating content activities to support overarching business goals.
Distinguish Strategy From Tactics
A common pitfall is emphasizing tactics over an overarching strategy. While tactics are specific tasks to meet objectives, strategy aligns these tasks into an integrated plan. Siloed tactics can undermine efforts—competing teams inadvertently work against each other. Effective strategy ensures synergy by connecting disparate activities across teams and channels.
Team Collaboration for Success
Content strategy requires a collaborative team effort from every employee in your hotel operation. Even solo entrepreneurs can strategize by aligning their various content efforts. Designate “deciders” to provide high-level direction. Strategy involves fitting pieces together, not just excelling in isolated tactics. It’s the bridge between vision and tactics, providing a roadmap for achieving business goals.
Rethink Your Hotel’s Content Marketing Strategy
Clearly define content marketing objectives, even for a single-person team. Establish a charter and identify overarching goals, such as becoming an industry expert or improving technical SEO. Develop an operating model that outlines activities, teams, workflows, and technologies. Treat content like a product, making its promotion and distribution core to your marketing efforts.
Build Addressable Audiences
Content marketing aims to build addressable audiences—engaged subscribers reachable anytime. Convert 1–5% of your market into loyal subscribers to create ongoing engagement. Marvel serves as a model, creating loyalty with each content release. Convert your audience into subscribers for sustained engagement and business monetization.
AI’s Impact on Content Strategy
AI is reshaping search behavior, influencing content consumption. Google’s AI-driven search results are altering the landscape. Companies must leverage AI tools for content and marketing strategies, building trust to become the authoritative source for AI models. Brands blocking AI crawlability risk exclusion from search results, emphasizing the need for engaging content that builds loyalty.
Creating Content vs. Constructing Content With AI
Distinguish between created and constructed content. AI excels at constructing content—derivative but valuable. Human creativity remains crucial for resonating created content. Use AI as a research assistant and for accelerating workflows, emphasizing human creativity for unique, resonant content.