Content Marketing - Irish Hotels Federation Annual Conference 2015

2. Today we’ll talk about…

7. In 2015, you need a content
marketing strategy

10. What Is Content Marketing
& Why Do I Need It?

11. 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

12. 1. Generate new leads!
85% of Google Searches are for
information...only 10% of searches
are specifically for products and
services.
(Toll, 2014)

13. Information Search...

14. Results...

15. Generate new leads!

16. 2. Engage Customers...

17. 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.”

18. 3. To satisfy Google’s new
criteria for SEO...
Thin Content, Keyword Stuffing & Link Farms Are Out!

19. 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”

20. 20

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

22. Creating Compelling
Content

23. 1. Tell Your Story Starting With The
Basics...
What does your hotel have that people are looking for?

24. 2. Where are the places to go?

25. 3. Know Your Customer
(and their interests)

26. 4. User Generated Content

27. 5. Guest Bloggers...

28. 6. Share Other People's
Content...
...they might start sharing back!

29. 7. Take Content From
Yourself

30. Take Content From Yourself

31. Content Style
Intriguing Titles
Text in Digestible Chunks
Use Images & Video to build customer
confidence
On Brand
Avoid over SEO’ing!

32. Making Your Content
Spread

33. Push Out Across Multiple
Platforms

34. Going Viral...

35. Build Virality In...

36. Can it be built in to the
product?

37. Going Viral...Funny!

38. Unexpected..

39. Pull At Heart Strings...

40. ...Shocking

41. ...Even Offensive

42. 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.

43. Use Key Influencers...
TwitterWonk

44. Don't Forget To Create A
Plan...

45. Use Tools...

46. And to close the loop...

47. 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.

48. Seth Godin
“The Riskiest Thing You Can Do
Now Is Be Safe”