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.
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.