Every company, be it hospitality tech, property management or property tech, has a story to tell. Content marketing is the art of using content to expand your business’s audience, strengthen your brand and ultimately drive leads and sales by appealing to other companies. In short, content is everything (when done well).
By giving your brand a voice, you can communicate what you want to who you want to reach. Content enables you to amplify everything good about your business, your product and your people, through blogs, eBooks, white papers, case studies, social media, videos, podcasts etc, as well as starting a dialogue with your audience.
Crucially, appealing content is just easier to digest than dry spreadsheets and spam marketing. It can engage your customers, make them take notice, educate and convert. What’s not to like?
Great content connects the dots between marketing and sales – building brand awareness, educating and generating leads.
Businesses are now well versed in these benefits but do enough of them put the time and energy into creating content? When a tech startup is focusing on the product and sales, creating content for its blog or social channels can take a back seat. At Abode PR, we would argue that if you are building for the long term then content is a key element to future success.
Here are our top 5 tips on the topic:
- Targeted, relevant and engaging – above all, B2B content must be useful. Rolled into this are the obvious SEO benefits – quality content equals more backlinks and more website traffic.
- Show don’t tell storytelling – focus on the audience/customer needs first, for example the customer journey of a property manager or hotelier. Don’t get salesy, nobody wants that, and keep it educational.
- Remember your audience – this might be B2B but your audience is still made up of real people. Cut out the cliches and speak directly to your customer keeping in mind that business people are busy with limited time to read.
- Find the right content creators – those short-term rental industry experts, for example, who understand your specific property manager audience. Great content should be crafted from sound industry knowledge so that it is both authoritative and engaging for your ideal customers.
- Share your content – there is no point in creating content in a vacuum and not sharing it with your social networks or customer newsletters …. and then sharing it again. Make your blogs or research work hard for your business.
Getting content right for your business can be a secret weapon in your marketing arsenal. Evergreen content has the added advantage of longevity and builds up a valuable bank of material on your website for prospective customers or investors to browse.
If you would like any more pointers about content creation in the lodging industry especially, please do get in touch.
About Helen Wedgewood
Helen is an Account Manager at Abode PR, a specialist PR and content marketing agency partnering with clients operating in the international short-term rental, hospitality tech and property tech industries. www.abode-pr.com