How the Press Release Fits Into Google+ (and Your Content Marketing Strategy)

By Julie Keyser-Squires CEO, Softscribe Inc. | January 29, 2012

The Press Release and every other piece of online messaging published by your hotel must now be part of your content marketing strategy.

What is a content marketing strategy? Also called custom publishing, branded content and more, it is an approach to telling your story. It advances your company's business goals through creating an online environment in which your stakeholders thrive. It employs both an editorial and an architectural aspect to engage and retain your customers. It nudges your stakeholders to take action (mostly sales related). It exports your businesses' value proposition, benefits, and culture. Its message is consistent across all channels. With the advent of Google+, having high quality content is now a "must have."

This article explores how the Press Release fits into your content marketing strategy and Google+. It reviews proven principles for creating content pillars to extend your influence and keep your messaging clear and consistent. It explores the idea of creating content for buyer personas. We end with a tutorial on how to get started on Google+.

The Press Release: Ever evolving, are you?

The Press Release, like the hotel market, is ever evolving. How different our industry is today compared to the days of the Knights Templar during the Middle Ages. Often considered the first hoteliers, the Knights Templar built 800 Abbeys in Europe and a chain of castles in Syria for traveling pilgrims.(1)

Ok, that's a little extreme. The point is, I am about to introduce you to some new concepts we are all learning together. History evolves and so do we in marketing.

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.