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Your hotel probably has all the amenities to that offer visitors a comfortable home-away-from-home stay. But, Location is actually your hotel’s best asset, and you need to show it off.

Through their web and email content, hotels need to describe the amenities and services they provide, but the content should also push the location of the hotel. If you’re trying to lure in vacationers, they’ll be extremely interested in what’s close by.

Here’s why you should focus your content on what’s outside of your walls:

You’re selling the local area

Hotels are selling much more than a place to sleep. You’re selling an experience, which includes a getaway to your great location and area. The first thing most travelers want to know is where they’ll be staying in relation to the rest of the destination. Is your hotel in an arts district or downtown area? It’s important to highlight the unique places that are next to your hotel.

Local activities and events

Tout the local attractions and activities they can enjoy in their spare time. Location is a key decision factor. If the attractions vacationers are most interested in are close to your hotel, they’ll be 10 times more likely to stay with you. Highlight the restaurants, bars or other activities that are within walking distance. Help your guests get to their destination easily by providing them with information about the nearest bus, train, and other transportation options.

Localizing keywords

A current, searchable web presence is one of the most important things a hotel can have. To retain highly searched keywords, you need to make sure you have localized keywords for your search engine optimization. Most people book vacations while on the go now, so making sure your searchable keywords are up-to-date and local should be a top priority so that people can find you.

Your content marketing strategy should highlight the location of your hotel as much as the basic amenities and services. This will help you sell them on the complete weekend getaway instead of just where they’ll be spending the night.

Our clients always ask us the secret to social media success, and we just shrug. The secret may be that there’s really no one secret.

But if we look at the most successful campaigns we’ve created at The Found Gen, there’s often one key ingredient we’ve added to the mix that makes them uniquely effective: kindness.

The secret always seems to be rooted in the idea to persuade people to like you and your brand more than they like someone else.

We’ve revamped more than a few accounts where the content managers wondered why more conversations weren’t happening on their feeds. We found most of them to be perfectly informative and generous with their expertise. But they were missing the personal element of basic kindness.

Now, more than ever, your audience wants to be part of an intimate conversation. They want to be charmed. They want to belong.

There are three ways to make sure that happens:

• Be contagious. Kindness inspires more kindness. In fact, researchers found that the ripple effect of one act of kindness is at least three degrees. Think about your content as a conversation, and a nice one at that. Give away insider information, and also ask questions of your customers. “What are your concerns? How can we help?” Those questions are a fantastic start to approaching fresh content.
• Be specific. If you value kindness in your content, what does that look like in terms of daily output? Create a list of actions, big and small, that you can implement immediately. And not just for yourself: Create calls-to-action for your customers, too: Share this information with your friend, get more information here, and sign up now are all workable directives.
• Your metrics, if you pay attention, will tell you exactly how your audience responds to your content. We’re guessing they’re most responsive to your most authentic, compassionate content, right? (You can get back to us later, but we’re pretty sure we’re right on this one.)

Most importantly, be kind even when it’s difficult. One of life’s most important skills is writing a nasty, angry email, letting it sit for a minute, then deleting it and moving on.

Kind content marketing is not a one-hit wonder or a viral hit-or-miss. It’s a daily habit that involves building excellent, share-worthy content, tweaking, optimizing, and trying like crazy to help your customer base in whatever way you can.

At The Found Gen, we know the best ways to achieve this kind of content. And we also know your customers are just waiting for you to go there.

SEO is so 2017. Today, our attention is being pulled in a million directions, and no amount of brilliant blog writing can fight for attention with video, micro influencers…and personalized content.

Want to stay ahead of the curve so your content gets the attention it deserves? Then we should really look at the trends coming fast at us in 2018.

• Brand engagement. How many times do you see brands mentioned on social media in unsponsored posts? A lot, right? That’s because customers are craving relationships, authentic conversations, and ways to send their thanks. It’s more essential than ever to create a network where customers can reach you, and you can reach them.
• Okay, maybe you’re not ready to incorporate chatbots into your marketing strategy. (If you are, we can help you get started. The amount of workload it decreases for your social media team is kind of staggering.) But understanding that instant engagement, 24-7 is an expectation should bolster your commitment to connectivity.
• Use Instagram. The ephemeralness of Instagram stories has amped up direct messaging between consumer and brand, and it’s not going anywhere. It’s far more intimate – and visual – than Twitter, and more professional yet creative than Facebook.
• Be accountable. Social media has increased accountability for businesses. In today’s instant gratification world, it’s difficult for even your most loyal followers to stay silent if your message sours. Some brands think it’s too risky to address major issues – politics, discrimination, and other social topics – but just a bit more than 10% of consumers turn on brands for being too political.

Content marketing still remains on top of all activities that will make the largest commercial impact for brands and their clients, ahead of Big Data and far surpassing SEO. It remains the engagement fuel that powers all communications from search to social to email marketing to creating websites experiences that convert.

Times are changing on the hour, and it’s crucial for your social media to keep up. If you sign on with us, you might find yourself far ahead of the pack. At The Found Gen, we like being ahead of the pack.

Running a business can be costly, and too often, business owners don’t set aside a marketing budget. But, really, marketing is the only way you can grow your business.

Specifically, content marketing—creating content for your website or social media channels—is a powerful strategy for attracting new traffic and building your brand’s reputation. If done incorrectly or carelessly, it can cost your business many potential customers. When it comes to content marketing, it’s important to work with a professional team that has experience creating valuable content.

So, what can a good content marketing team do for your business?

Every investment in your business should focus on its future growth. Content creation can be time consuming, and not all businesses have the time to devote to doing it well. Investing in content marketing and hiring someone to help you can offer major returns:

Brand visibility and reputation

A social media presence exposes more people to your brand than the nice sign outside of your office ever will. Once people continue to see your content, they’ll start to turn to your business first, recognizing you as an authority in your industry. Brand recognition can help you acquire more loyal customers by increasing the amount of trust customers have in your business.

Attract inbound traffic

 If you don’t have a web presence in today’s digital world, you’re going to quickly fall behind your competitors. SEO, inbound links, social media, and email marketing are all great ways to attract new traffic and keep your web presence up. Most people check the web for information on companies before looking anywhere else. If customers can find helpful content on your website, they’ll be more likely to invest in your product.

Customer retention

If your customers like the content you post, they’ll stay on your site longer and visit more frequently. It’s cheaper to keep the interest of your current customers than it is to acquire new customers, and content marketing is a great way to make sure your customers stick around.

Quality content

You’ve most likely heard the expression, “quality over quantity.” Well, it’s extremely true in content marketing. Invaluable content acts as a filler and won’t give you the results you were hoping for. But, valuable content that your clients see as helpful and smart will create a good reputation for your brand.

Content marketing takes time, but if you stay with it and offer good quality content to your readers, you’ll eventually see the payoff. Need some help with your content? Let’s talk.

It’s more cost effective to hold on to existing customers

It’s easy to get caught up in the thrill of making new sales and adding new customers, but in the long run, long-lasting relationships are much more beneficial.

Hanging on to repeat customers is actually less costly for your business that constantly trying to acquire new ones. Believe it or not, loyal customers will end up bringing in those new customers for you. Word of mouth and good online reviews from customers that love your brand go a long way when it comes growing your business.

Valuable and intelligent content can really help drive this effort. But, how does it work?

Exclusive updates

Good content starts with making your customers feel like they’re getting something secretive and exclusive. Let your returning customers be the first ones to know about a product or service they loved that’s back on offer or a brand-new product or service you’re launching. Adding personal touches to these messages and emails is also a great way to make your customers really feel appreciated.

Build a strong sense of community around your brand

 Brands that create a sense of community are able to create long-lasting relationships with customers. This is a lot easier to pull off nowadays with Facebook and other social media platforms that can provide real-time data. Great content allows your customers to feel involved in your business and brand.

Personalize your customers’ messages by geo-targeting info 

Content that lacks personalization can be pointless. Customers don’t want to receive information that’s not specifically tailored to them. When you send customers irrelevant information, it can seem careless. Show your customers that you’re paying attention to where they’re located and what each time you send out content.

Pay attention to their purchases

By sending customers content that’s based on their recent purchases, you show them that you’re aware of the information they need. This kind of content comes across as more informational and less promotional. By helping customers use your products and services after they’ve already made the purchase, you can build loyalty and show off your expertise.

We know the importance of sharing valuable and intelligent content. If you need help creating content that builds a following around your brand, give us a call.