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 April 2019...

Guest Service: A Culture of YES

In a recent global consumers report, 97% of the participants said that customer service is a major factor in their loyalty to a brand, and 76% said they view customer service as the true test of how much a company values them. And since there is no industry more reliant on customer satisfaction than the hotel industry, managers must be unrelenting in their determination to hire, train and empower the very best people, and to create a culture of exceptional customer service within their organization. Of course, this begins with hiring the right people. There are people who are naturally service-oriented; people who are warm, empathetic, enthusiastic, pleasant, thoughtful and optimistic; people who take pride in their ability to solve problems for the hotel guests they are serving. Then, those same employees must be empowered to solve problems using their own judgment, without having to track down a manager to do it. This is how seamless problem solving and conflict resolution are achieved in guest service. This willingness to empower employees is part of creating a Culture of Yes within an organization.  The goal is to create an environment in which everyone is striving to say “Yes”, rather than figuring out ways to say, “No”. It is essential that this attitude be instilled in all frontline, customer-facing, employees. Finally, in order to ensure that the hotel can generate a consistent level of performance across a wide variety of situations, management must also put in place well-defined systems and standards, and then educate their employees about them. Every employee must be aware of and responsible for every standard that applies in their department. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.