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Content Creation 101
How To Generate Superior Content
Creation Ideas
@AreMorch Are Morch – Hotel Blogger Are Morch

2.
Who I am 1
• Born in Norway
• Certified in Hospitality Management from eCornell
• Certified in Hospitality Digital Marketing from HSMAI
• Certified in Introduction to Global Hospitality
Management from Cornell University
• Worked w/ Intercontinental Hotel Group & Starwood
Hotels and Resorts
• Manage Hotel LinkedIn Groups & Hotel Social Media &
Collaboration Community on Google+
• Experienced Independent Hotel Blogger
• Speaker Hotels & Social Media
• Social Media Manager for Hotels
• Drive a Harley Davidson Trike
• Horse rescuer

3.
Intro 2
• What qualities and values makes your content superior
• How to strategically prioritize content ideas
• Common inefficiencies in the content creation process
• How to get the most out of every content piece
• Challenges: Time, Resources (Budget, People) &
Visibility

4.
Stats 3
• 78% of consumers believe that organizations providing
custom content are interested in building good
relationships – source: Altimeter
• 61% of consumers are influenced by custom content –
source: Dragon Search Marketing
• Content marketing costs 62% less than traditional
marketing and generates about 3 times as many leads
source: DemandMetric
• Conversion rates are nearly 6x higher for content
marketing adopters than non-adopters – source:
Aberdeen

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Content Drivers 4
• Connectivity - the quality, state, or capability of
being connective or connected
• Community - a group of people with a common
characteristic or interest
• Collaboration - to work with another person or group in
order to achieve or do something
• Reward - a stimulus administered to an person or
group following a correct or desired response that
increases the probability of occurrence of the response
• Dynamic - characterized by constant change, activity,
or progress

6.
5Snackable Content
• Snackable Content is a key element to your content
marketing strategy. As attention spans decrease,
consuming media in bite-sized pieces becomes more
favorable. Why we snack on media is simply because
we need something to keep our attention
• Consumer wants something easy to access, easy to
understand, and–for a lack of a better word–engaging
• Snackable content is content that is designed to be
easy for readers to consume and to share
• Social snackable content creates a scalable way to
give your campaign a cohesive design across every
channel
• Mobile friendly content - about 60% of time spent on
Social Media is through a mobile device

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6From Content to Conversion
• Create interesting content – there is no market for
content’s sake. Focus on content that exceed
expectations
• No promotional content
• Content has to be relevant
• The content has to close a gap – it should answer a
relevant question or problem
• Need to be well written (TIPS: Use tools like Grammarly
or the Hemmingway App)
• Content should support you business objectives
• Provide proof – testimonials – statistics - metrics

8.
7Content Presentation
• Present your information via numerous means,
including articles, blog posts, eBooks, emails,
FAQs, infographics, podcasts, reference guides,
video demos, webinars, white papers, and
workbooks, to name a few
• The three presentation principles
• Takeaway – what are the benefits of your
service/products? What do you want
consumers to walk away remembering?
• Instructor – tell consumer what you are going
to say – say it – tell them what you said
• Narrative – the human brain is more
programmed for stories then for abstract
ideas

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8Importance of Content
• 98% of visitors to Hospitality websites abandon
their booking, which means ultimately only 2%
will make booking – source: Adobe & HeBS
• New and Renewed customers now use new
channels for inspirations

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9Impact of Content
• Content Generation – Hospitality is an
experiential offering – experience is impacted
by physical facilities and performance level *
Guests & consumers today share their
experiences on Social Media both positive and
negative
• Content Aggregation – Customers & Guests
today use Social Media to express their views in
real-time – 46% of people post online reviews
• Content Consumption – Prospective travelers
rely on Social Media. Word-Of-Mouth is shifting
to become the most important source of
inspiration

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10Making the Content Marketing Shift
What’s Your Story?
1. Why do you provide your service / product?
2. What qualities and values does your
service / product provide?
3. How do you deliver and implement your
service / product?

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11Content strategy
Think Win – Win - Win
1. Desired results (fans – customers – you)
2. Guidelines (principles – accomplishment)
3. Resources (network, fans / Tribe, financial,
technical, team)
4. Accountability (performance)
5. Consequences (good and bad)
WinWinWin

13.
12Content Ideas
• Content Automation – automate your processes
through Content Curation and Calendar
• Content Curators
• Evernote
• Feedly
• Alltop
• Content Calendar
• Excel
• Google Spreadsheet

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13Content Shareability
What type of content generate Social Media shares:
• Content that evokes curiosity, delight and surprise
• Remove obstacles between sharing and engagement –
utilize Social Buttons / Widgets
• Ask for shares
• Produce relevant visuals – The human brain process
visuals 60000x faster then text – 65% of humans are
visual learners – source: HubSpot

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14Content Community
• Think Like a Network - Collaboration
• Listening outposts
• Mandate
• Truth – Consumer vs Brand
• Consistency
• Consumers First! Tell the Consumer Stories not Brand
Stories – the Consumer will then tell the Brand Story
• Engage through Paid – Owned and Earned media

16.
16Content Metrics
• Measure paid, organic and earned Content
• Awareness – impressions, reach, mentions
• Consumption – clicks, visits, referrals
• Engagement – likes, shares, +1s, time on site
• Actions – leads/sales, PDF downloads, newsletter sign-
ups, site navigation
• SEO Impact – increased organic site traffic and
activity, increased organic backlinks, increased
engagement on specific content pieces

17.
15Content Brand Stories
• Alternative Experience Brands
• Zappos – the Shoe Experience
• Airbnb – the Rental Experience
• Uber – the Transportation Network Experience
• Expedia – the Mommy blogger Experience

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Where you can find
Are Morch – Hotel Blogger & Social Media Manager
Blog: http://aremorch.com
Facebook: https://www.facebook.com/HotelBlogger
Twitter: https://twitter.com/AreMorch
LinkedIn: https://www.linkedin.com/in/aremorch
Google+: https://plus.google.com/u/0/+AreMorchHotelBlogger
Pinterest: https://www.pinterest.com/aremorch/
Instagram: https://www.instagram.com/aremorch/