The 'C' Word: Compelling Content That Speads

Today we’ll talk about…

In 2015, you need a content marketing strategy

What Is Content Marketing & Why Do I Need It?

Content marketing...

creating and distributing valuable, relevant and consistent content to

attract and acquire a clearly defined audience –

with the objective of driving profitable customer action

1. Generate new leads!

85% of Google Searches are for information...only 10% of searches are specifically for products and

services.

(Toll, 2014)

Information Search...

Results...

Generate new leads!

2. Engage Customers...

Marriott...Red Bull of the Travel Industry

“The purpose is to create and establish original content as a key component of the company’s global marketing strategy. The studio will consist of three groups: a Creative agency, Entertainment and Live – all focused on developing multi-platform content to engage consumers across all screens and formats worldwide.”

3. To satisfy Google’s new criteria for SEO...

Thin Content, Keyword Stuffing & Link Farms Are Out!

4. To Tell Your Story...

What differentiated experiences are you creating?

CitizenM Hotels...

”where WiFi is a given, lobbies are like living rooms and guestrooms with free movies on demand are your home-away-from-home”

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5. Build Your Reach By Giving People A Reason To Visit &

Share

Creating Compelling Content

1. Tell Your Story Starting With The Basics...

What does your hotel have that people are looking for?

2. Where are the places to go?

3. Know Your Customer (and their interests)

4. User Generated Content

5. Guest Bloggers...

6. Share Other People's Content...

...they might start sharing back!

7. Take Content From Yourself

Take Content From Yourself

Content Style

Intriguing Titles

Text in Digestible Chunks

Use Images & Video to build customer confidence

On Brand

Avoid over SEO’ing!

Making Your Content Spread

Push Out Across Multiple Platforms

Going Viral...

Build Virality In...

Can it be built in to the product?

Going Viral...Funny!

Unexpected..

Pull At Heart Strings...

...Shocking

...Even Offensive

Stop Trying To Appeal To Everybody!

Once you go to safe, corporate, watered down &

trying to appeal to everybody at once...be prepared to pay

for ads.

Use Key Influencers...

TwitterWonk

Don't Forget To Create A Plan...

Use Tools...

And to close the loop...

To Sum Up...

1. The Old Marketing Playbook is broken

2. You need a content strategy to attract customers & to make your other tactics work better

3. Create & Curate Relevant Content

4. Stop trying to appeal to everybody

5. Create content people want to consume & share

Once you go to safe, corporate, watered down & trying to appeal to everybody at once...be prepared

to pay for ads.

Seth Godin

“The Riskiest Thing You Can Do Now Is Be Safe”