Top tips for content marketing for accommodation providers*

Content marketing
If you’re an accommodation provider who reads my blog then I’ve got a little treat for you – some of my top tips for content marketing. I’m pretty much obsessed with digital marketing – I work full time as a Digital Marketing Manager and in my spare time I (obviously) write this blog and I also have some freelance clients who I do digital marketing for. Consumers visit around 38 websites before making a booking and so you want to make sure that your website and brand is appearing before them on multiple occasions. You want to be on their minds at the start of their travel journey – the dream phase – right through to making a decision and booking and content marketing is crucial to help you do so.

Read on for some top tips on how to make content marketing work for your hotel…

Start keeping your content updated regularly

If you don’t have anywhere on your website that is regularly updated, then you should start a blog. Google sees websites that are regularly updated as more relevant than static pages and so this will help you to appear higher in search. Ensure that your content is relevant to your audience and is always on brand. You need to build a recognisable tone of voice as well as engaging content that hopefully people will want to share on their social media channels.

Learn more about writing for SEO

You’ll want to target specific search terms, for example people searching for “boutique hotels in London” and so you need to optimise your content for this, so that you can appear higher up on SERPs (Search Engine Results Pages). Ensure that you include the search term in the URL, the title, a h2 (if you have one in the article, and I definitely recommend that you do split your content up using headers), in an alt tag on one of the accompanying photos and a couple of times throughout the content. Beware of keyword stuffing – try to write naturally and include the search term where it would naturally go rather than squeeze in as many occurrences as you can – Google is wise to this and prefers naturally written content.

Work with influencers

Obviously, as a blogger – I’m all for this! But it is really important that you work with popular influencers who can become advocates of your hotel. Some influencers have thousands of followers, all of whom are like-minded and are just waiting to be introduced to your brand. Ensure that you choose influencers with an engaged following, rather than just looking at the number of followers they have, and ones that are closely aligned with your brand. For example, if your core market is 18-30s party goers, don’t pick a mummy blogger to work with, or vice versa. Social proof is really important to customers and influencers are really trusted, compared to what a brand puts out there themselves.

When influencers publish articles about your accommodation, they are again influencing your customer in their “dream phase”. Not only this, but if you choose a blogger with a high DA (domain authority), you’ll gain a valuable backlink from their blog which will help with your own SEO.

Handshake Links offers an influencer marketing service where they help you get content promoting your hotel onto relevant and popular blogs.

Make sure your decisions are data driven

As with anything, you need to be sure that what you’re doing is working. Ensure that you have Google Analytics set up for your website so you can analyse what is driving traffic to your site, what content people are reading and where the traffic is coming from. GA takes a bit of getting used to but once you know your way around the platform, you can easily find the data to help inform some of your content decisions.

Ensure your reviews are great

As with influencer marketing, social proof is also important when it comes to reviews. A lot of people will check the most popular review site, TripAdvisor, to see what other people have said about your accommodation before committing to a booking. Encourage your guests to leave Trip Advisor reviews for your accommodation and ensure that you respond to all reviews, especially the negative ones. If you respond in a professional manner then a reply can soon turn a bad review into a positive, as your future customers can see how you handle difficult situations. If possible, display the reviews on your website so that you can stop people bouncing to check reviews (and possibly book through third party booking sites instead) before they complete the booking process.

Need more tips? Drop me an email and I’ll be happy to help.

[post in collaboration with Handshake Links]

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