Content Strategy February 2014

Content Marketing& Social StrategiesKEVIN GUILL, DIRECTOR OF DIGITAL SERVICES

REZSTREAM

2014 INNSPIRE CONFERENCE & TRADE SHOW

Kevin Guill, Director of Digital Services at RezStream

Founder of the Denver ExpressionEngine Meetup Group

Developed my first website in 2004

Developed 100’s of websites, project managed many more

Specialize in ecommerce and content management systems

Starting marketing websites in 2005

Helping hoteliers with their web presence since early 2007

Email:[email protected]

Phone:303-872-4118

LinkedIn:linkedin.com/in/kguill


Who we are:

Founded in 2005 Currently 21 employees, highly motivated, very passionate, experienced individuals Our focus is on serving small independently owned properties in the United States Empower you with superior technology solutions to make your business run better

Our Products and Services: Property Management System

o New Cloud PMS release in 2014 Online Booking Engine

o Themeable, True mobile booking experience Digital Marketing

o Search Engine Optimization, Pay Per Click, Social Media, Email Marketing Creative Services

o Website Design/Development, Photography, Videography


What we will cover 5 STAGES OF TRAVEL

CONTENT MARKETING

SOCIAL MEDIA

QUESTION & ANSWER


5 Stages of Travel:


Dreaming

Planning

BookingExperiencing

Sharing

Content Marketing: Before You Begin

Review Your Overall Contento Are you representing accurately?o Brand? Property? Rooms?

o Accommodations pageso Are photos, videos accurate and up to date?o Does room description provide detailed information?

o Priceo Bed Typeso Occupancyo Square Footageo Room Amenities (Internet, T.V., Robes, etc.)o Single Vanity, Double Vanity

o Can the user reserve the room easily?o Availability Calendaro Book Now Button


Content Marketing: Principles1. Be consistent

o Set realistic goals i.e. one new piece every month

2. Be authentico Develop your own content based on your property and guests

3. Create quality, useful contento Know your audience. Quality over quantity.

4. It takes time to developo Understanding this will help you succeed

5. Evolve/Adapto Listen to your guests


Content Marketing: Defining a Strategy


NOT A STRATEGY

YES!http://contentmarketinginstitute.com/2011/04/5-things-about-content-strategy/

Content Marketing: Purpose


1. Provide educationo Help potential guests find answers to their questions

2. Earn trusto When people share your content, you become a trusted resource

3. Assist in the buying cycleo NOT a direct sell

4. Court potential guestso You wouldn’t ask someone to marry you on the first date

5. Search Engine Optimizationo Valuable content gets rewarded!

Content Marketing: Developing Content


Give users what they want• Provide real answers to real questions

◦ What questions do your guests ask you?• What information would make a trip easier or more enjoyable

Take Inventory• Use Analytics

◦ Evaluate readership◦ Identify Popular/weak content

• If content is valuable◦ Refine it◦ Repurpose it in different formats

◦ Info graphics◦ Videos◦ Press releases◦ Social Media

• If content is poor and provides no/little value◦ Eliminate it◦ Re-write or enhance relevant content

Topic ideas• Area events/activities (Inside tips from a local)• Culture• Area history• Location information • Sample itineraries (3 day, romantic, adventure)• FAQs• Traveling tips• Meeting/Event planning guide• Wedding planning checklist• Commuting ideas (trains, buses, taxis)• Group activities• Child adventures• Brewery guide• Beach guide (umbrella rental, food, parking)

Content Marketing: Syndication


◦ Create and stick to a schedule / Content Calendar◦ For each content piece, identify

◦ Posting Dates◦ Posting Times◦ Posting Channel

◦ Your Website (where on website)◦ Your Blog◦ Social Channels◦ Email Marketing◦ Press Releases (If it is worthy)

◦ Content for each channel◦ Images, videos, copy

◦ Maximizing efforts◦ Repurpose engaging content pieces◦ Tailor message to the channel/audience

◦ Character limits◦ Hashtags◦ Keywords

◦ Use Analytics, follow through, no question goes unanswered

Social Media


Social media is based on the notion of “social” – creating conversations for people

Purpose:• Syndication platform• Analytical tool• Helps identify your audience• Get users to engage and generate content• Validates your offering• Gets influencers engaged• Branding and reputation

Metrics:◦ Facebook Insights

◦ Engagement rate◦ Likes◦ Comments ◦ Shares

◦ Reach

◦ Google Analytics◦ Social Network Referrals Report ◦ Social Landing Pages Report ◦ Social Plug-In Action Report, if applicable◦ Multi-Channel Assisted Conversions Report, i.e. Social

network

Social Media: Stats


• 93% of marketers utilize Social Media in their overall marketing strategy

• Facebook has more than 727 million daily active users

• 500 million Tweets sent per day

• 300 million monthly active users on Google+

• 500,000 business accounts on Pinterest

Key Takeaway: Social Media is essential!

Thank You! Email: [email protected]

Direct Phone: 303-872-4118

LinkedIn: linkedin.com/in/kguill


Content Strategy February 2014

Marketing

Transcript of Content Strategy February 2014