Why content is the king?
In today’s digital world, blog writing and content creation prove to be the most necessary ingredient to success for several companies including the hotel industry. Earlier days (in 2013-14), mostly all the blogs were only thought of as personal diaries published to the Internet. However, today nearly 40% of companies use blogs for marketing purposes, and over 46% of people read blogs more than once a day (good job, content creators!) Regardless of the industry – whether you are running a bakeshop, law firm, a hotel or technology start-up – creating and managing content properly should be the top goal in order to increase more inbound traffic to your website and become a trusted advisor of your brand! If you want to have your in-house team, identify a handful of employees who could provide quality blog content and then start out at 4-5 per month and utilize a CMS to manage your content properly so that you can easily reuse it when required.
Storytelling and creation of quality content are the best way to generate interest in your property and differentiate your hotel from rest of the competition. A study by DemandMetric says, 80% of consumers appreciate learning about a company through content (Testimonials, About Us, reviews, ratings, and feedbacks) and 60% of people are inspired to seek a product after knowing and reading about it. To make sure that you stay on the top of the craft, try to blockout an hour a day on your content calendar each month to dedicate to writing your fresh new post. Now, from there, schedule your time and move to bi-weekly posts and then weekly and then build a better and optimized strategy for content creation and management in your hotel. Creating a steady content stream doesn’t happen overnight (we all know that!), but the more effort you put in toward it, the greater your return will be and you can also attract new customers through it. Over time, your content will become better crafted and more educational, making your site the go-to place for relevant knowledge within your occupied industry and your brand will be more eminent than ever.
Managing hotel content via CMS:
1. Cakewalk for the non-technical personnel: It’s quite common that in a hotel, not all people have the same comfort level with technology, but the basic CMS functions of writing and publishing content and slightly more advanced ones of adding media are usually easy for everyone to grasp. De facto, anyone who can use word-processing software can use a CMS for the basic functions (publishing and editing) – so you don't even have to spend much time training the newbies.
2. Access to multiple users: In a hotel business, there are many people who can have input into your website, from those who add product pages to those who produce blog posts for your content marketing efforts (like admins, super-admins, editor). A CMS makes it easy to manage roles and publishing permissions by managing the content for all these users so that only those you allow can publish content and content only goes live when you're ready.
Also, it can streamline your hierarchical authoring process and update your website remotely, as and when required. A CMS also ensures consistency in appearance and ‘look and feel’ of the website. It can customize your website to meet your precise business needs via utilizing non-technical staff to make updates, although they may need basic training. One of the best things about CMS is that it reduces website maintenance costs and eliminates the need for web developers or webmasters for simple content updates by integrating your website with other business applications, such as customer relationship and asset management systems. It can store archived content, either for future use or reference by using dynamic marketing to improve sales or user satisfaction. It has also the potential to optimize your website and content for search engines or mobile use.
3. Maintain your whole website: Need to change something on your hotel website? Without a CMS, that can mean having to trawl through hundreds of pages (which could be utilized to improve your customer experience), making changes on each one. Now, let’s flip the coin and see the other side: With a CMS, the underlying architecture is already the same so you can maintain your content and edit the changes, update the CMS software and add functionality without breaking the site. In fact, with the right CMS, it may keep itself up-to-date automatically. Yes’ that’s abso-hotel-utely correct!
4. Seamlessly manage your content: This may seem obvious, but for a hotel to function frictionlessly, content management is not just about publishing content but about being able to remove it when it's out of date. If you are running a Thanksgiving or Christmas promotion for your hotel, then even before the season ends, you will want to remove and change it for the sake of your guests. With a CMS, this is as simple as unpublishing the content – all menus and links update automatically so that your customers continue to have a good experience of the site. And if you want to include customized content such as countdown calendars and lists, the CMS can be configured to allow this. And a good CMS includes SEO too, making sure your content ranks well in the search engines. (Woo-hoo!)
5. Increased security: Content Management Systems have state-of-the-art security (a big thanks to the third-party plugins!) features that protect your content and database from all kinds of malicious attacks (including spams!). Also, with sophisticated CMS, you can easily restrict access to your content via a permission-based system.
6. Save money! Top CMS solutions come for free and hence you don’t incur any initial expanse. Besides all these, you can make changes to the site without the help of a developer which helps save costs. Apart from these, there are a number of other advantages of using CMS tools for web development. These are backed by a strong community of developers and have been constantly evolving with time (Yes, for free!)
Best Practices for Content Management:
1. Read: Not just a little, a LOT! Reading the content of your competitors, industry updates, and news-worthy developments is one of the best ways to formulate content ideas for your hotel. By reading a bunch of existing content, you can
A) Put yourself in the shoes of your viewers and experience what makes content clickable and interesting,
B) Keep up with the happenings of your industry and develop your own opinions in response to different topics and events, and
C) Become part of the content conversation.
2. Brainstorm: Constantly coming up with new and interesting content can get difficult, and it’s easy to get burned out. Dedicate some time to brainstorming- maybe even dedicate an entire day to brainstorming! This can be exceptionally effective for a hotel business if done in the company within your content writing team or other people working within your brand. It’ll give you a chance to bounce ideas off one another and create a bank of go-to flourishing content ideas.
3. Create An Editorial Calendar: Having an editorial calendar is an unmatchable and remarkably efficient way to manage your content. After you brainstorm a bunch of ideas, you can plan out the topics on an editorial calendar, giving your content team or the editor a clear visual of deadlines and posting schedules. You can create your own editorial calendar, have a tangible calendar in the office, or even use editorial calendar software resources.
4. Develop a Workflow: The importance of having a workflow cannot be understated. The more eyes you can get on your content, the better (by editing and review), and build peer editing and proofreading into your workflow provides a safety net for review. Common workflows include brainstorming, drafting, editing, approval, and publishing stages. Having a procedure makes executing production a structured process that produces high-quality content.
5. Make a Publicity Plan: Once your content clears the workflow stages and is published, you of course will want to publicize it for the greater good! If you have a time sensitive piece of content, you should know how and where you’re going to post it in advance (i.e. Twitter, LinkedIn, news submissions, and more). Even if it’s not time sensitive, it’s still a good idea to have a publicity plan in place to maximize the exposure of your content.
6. Provide Outbound Resources: By providing outbound resources and links, you can get your users and viewers to value not only the content you produce for your own site but to value your opinion as well. Establishing yourself as a credible producer of content is about more than driving traffic back to your own brand. By showing genuine concern for viewers and providing helpful resources, even if they aren’t your own, you can build a following of viewers who value what you have to say.
7. Put Protocols in Place: Before you designate a team to work on content marketing for your company, first establish a set of protocols to govern how the work will flow. This type of teamwork generally works best when someone is designated to serve as content manager, approving and posting content on behalf of the business. When this person is unavailable to serve as manager, have a second person who can act as backup.
8. Provide Feedback: As with other areas of your business, employee morale can make a big difference in your effectiveness. Make an effort to follow up with your content marketing team on an incremental basis to review your goals and measure your results. Provide feedback to let team members know how they’re doing with their content creation efforts. Try to avoid being negative and instead offer constructive information on how they can become better at the work they’re putting in each day.
So, now you know why it is important to manage your hotel content and how you can do it! Schedule a demo with us and we will tell you how you can do all this with AI-enabled chatbots. Engage your guests to like never before and with voice-enabled services redefine your guest experience and make your guests always come back to you.