Content marketing is an excellent tool for you to generate and grow revenue to a resort. In fact, effective content marketing of a resort can help potential guests find a new resort in just a few steps. Preparing the right content is not possible without setting up a good content strategy.
A strategy guides you in everything you do. It helps you know your goals and who your target audience is. For example, if targeting people placing reservations for the end year holiday, a strategy will help create the right content. Ideally, a content strategy plays a major role, and without it, you may find yourself preparing content that isn’t driving traffic to your site and isn’t converting.
Making sure you have full details about your audience is very important. Don’t in any way rush the decision to create your strategy when you have incomplete information about your audience. Doing so, you will be making one of the biggest mistakes. Remember, your most important step is to find the right prospects.
The best approach is to first have complete information about your prospects before starting to design your strategy. Do you start a project without a purpose? Of course not. So, to make sure your content strategy is purposive, remember first to define who your target audience is clearly.
Your strategy should also clearly define where your content will be published. You need to be sure you know where to find your prospects seamlessly. The best idea is to target places or channels where you can find your audience in just a few steps. By all means, try to avoid those places that will make visitor hunting more tiresome and irritating.
Table of Contents
1. Creating content
Once you’re sure your strategy is ready and suitable to generate and grow revenue for a resort, it is time now to start creating your content. And not just any content, it has to be quality content. There are many things that can make your content great. For example, consider including images in your content. Also make sure the structure, tone, and length are right. In a nutshell, make sure to pay keen attention to everything that makes content great. Don’t in any way overlook any aspect. All of it sums up to create great content.
Making sure your content has enough photos is a big plus. Keep in mind, images or photos are more powerful than words. People tend to remember pictures more than words. So, consider using images that will attract more and more people to your resort. For example, you can share photos of your employees serving guests, of your resort’s location, or other interesting images. A study from Yahoo and the Georgia Institute of Technology found that photos with human faces are 38% more likely to attract likes and 32% more likely to attract comments, so show those happy, smiling vacationer faces as often as possible.
Without a doubt, videos have the potential to convert potential protects into paying customers in just a few steps. The first step in making sure your videos are appealing. To do so, make sure they are professionally prepared. You can even have an expert prepare them if needed. Luckily, today there are many experts you can count on.
A study done by YouTube shows that video is now the primary source for travel inspiration. The views of travel-related content have skyrocketed by 118% year over year. Why not leverage videos then to take advantage of it?
4. Leverage user content
You don’t always need to be the primary creator. You can also leverage content created by your users. It is effortless to do this in the hospitality industry because people like bragging about things they did. So, how can you leverage user content?
The best and easiest way is to start by searching for the content. Thanks to hashtags for making it easier to find content in just a few clicks. You only need to know the kind of content you are looking for, and then you can use hashtags to discover it. For example, #travel, #destination, and #familytravel are good examples of hashtags you can use to discover inspiring content.
That is not the end, remember to request for permission to use or reuse any content you find online. Never assume that any content on the web is open for use. Some of the content will have restrictions, and you don’t want to find yourself in hot soup. So, make sure to secure the legal rights to use your content.
Reviews are a goldmine. You cannot realize this until you leverage them well. Going to review platforms that review the hospitality industry is the best idea. Fortunately, there are many platforms online that reviews resorts, hotel, and so on. These are excellent sites to visit. So, what’s next after visiting them? It is simple, be active by responding to comments.
Your efforts may not pay off immediately, but soon, you will start to reap. Responding to all reviews is a good idea. Whether negative or positive, make sure to respond to all professionally.
7. Blog posts
It is hard today to survive without a stunning website. And yes, you need a responsive website today to rise above the competition and be where you plan to be. Remember, most people today use smartphones. A study by TripAdvisor found that 42% of travelers use smartphones to plan or book their trips.
Once you have a website, make sure it also has excellent content. Every page on your site should have appealing content, so make sure to invest in content posted on your blog. It also helps to work on SEO optimization for your content. You can even have some prepare the web content for you if you find it challenging to do it yourself.
8. Content distribution
This is yet another vital part of content marketing for a resort. Content distribution makes sure your content reaches the right audience. Preparing your content without thinking about how you will distribute every piece is just a waste of time. Do you plan for a trip without considering how you will commute? So, make sure you have the finer details on how best your content will get to each prospect in your mind.
Here are some of the best ways to distribute your content today.
In this day and age, a business cannot thrive without a good social media account. You need to make sure you resort has these accounts. You don’t need all of them, but make sure to leverage those you find most useful. For example, if you find most of your prospects are available on platforms like Facebook and Twitter, then prepare content for these platforms. The best thing with social media platforms is that they allow content repurposing.
You might be mistaken to think email is dead, but actually, it is not. Email marketing is still active, especially for the hotel and travel industries. According to a study by IBM’s email marketing platform, Silverpop, the travel, and lodging industry boast the highest open rates of any industry at an average of 29.6%. The trick is creating the right email marketing content. Unlike other content, there are acceptable ways of preparing email content. Again, if you have little knowledge about email marketing, it might be best to have an expert do it for you.
- Influencer outreach
The travel and resort industries are full of strong influencers you can count on to distribute your content. Doing your best to reach, and having them play a key role in distributing your content is crucial. Today you can find most influencers on social platforms, conferences, etc. Choosing the best influencers is a big bonus. If you manage to reach a few and especially prolific influencers in your niche, you can be sure to smile every day.
9. Paid traffic
Supplementing your effort with paid ads is a great idea. With paid social ads, you can publish ads in a specific location that was previously defined, and target messages directly to them. The best thing with paid ads is that results are almost immediate. You can pay for those ads today and start witnessing results before the day comes to an end. It is that fast and platforms like Google make it even easier to leverage paid ads.
Content marketing is a journey, not a one-off activity. To see real results, you must be prepared for the journey. Right from creating rich content to distributing it, there is a need to make sure everything unfolds well.
Making sure you are also able to measure your results is equally crucial. How can you move forward without knowing where you are and where you plan to be? Measuring your results helps you progress at the right pace. So, make sure to measure your KPIs very well. Knowing what KPIs to measure from the start is a good idea and something you need to consider very seriously.