• Share
  • Email
  • Embed
  • Like
  • Private Content
ReviewPro's Hotel Blogging Guide
 

ReviewPro's Hotel Blogging Guide

on

  • 2,019 views

In this guide you will find information and examples for the following topics: ...

In this guide you will find information and examples for the following topics:

* Advantages of blogging
Higher search rankings and traffic
Increased web presence
Greater subject authority
More influence and reach
Hub for social web presence

* Planning for success
What type of blog should you publish?
Who should blog?
What if none of your employees can blog?
What will you write about?
Who are your readers?

* Getting Started
Best practices for blogging
Choosing your blogging tool
Creating an editorial calendar
Connecting content with readers
Ways to increase your readership

* Case studies giving you real examples of hotels using blogs to improve their online reputation and increase sales
…and much more

Statistics

Views

Total Views
2,019
Views on SlideShare
1,514
Embed Views
505

Actions

Likes
2
Downloads
35
Comments
2

6 Embeds 505

http://www.sociallyperforming.com 468
http://www.weebly.com 16
http://corsosocialmedia.weebly.com 15
http://www.slideshare.net 3
http://prlog.ru 2
http://pinterest.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

12 of 2 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    ReviewPro's Hotel Blogging Guide ReviewPro's Hotel Blogging Guide Document Transcript

    • A Hotels Guide to BloggingA Hotels Guide to Bloggingby Josiah Mackenzie December 2010 1
    • A Hotels Guide to BloggingContentsIntroduc)on and some background  3
Advantages of Blogging   Big
advantage
#1:
Higher
search
rankings
and
traffic
 4
 Big
advantage
#2:
Blogs
build
your
web
presence
 5
 Big
advantage
#3:
Blogging
can
make
you
a
subject
authority

 6
 Big
advantage
#4:
More
influence
and
reach

 7
 Big
advantage
#5:
Blogs
can
be
a
hub
for
your
social
web
presence

 8
 Big
advantage
#6:
Blogs
help
your
voice
be
heard

 9
Planning for success   Have a purpose 10
 What type of blog should you publish? 11
 Who should blog? 14
 What if none of your employees can blog? 15
 What will you write about? 16
 Who are your readers? 17
Getting Started Best practices for blogging 18
 Choosing your blogging tool 19
 Creating an editorial calendar 20
 Connecting content with your readers 21
 Ways to increase your readership 22
Some parting thoughts... 24
About 25
ReviewPro.com 2
    • A Hotels Guide to BloggingIntroduction and some backgroundBlogging
is
not
new,
it
has
been
around
long
enough
for
many
people
to
have
an
opinion
of
it.
Whatever
that
opinion
is
for
you,
it
may
be
Mme
to
reconsider
blogging
as
a
communicaMons
strategy.
It
is
a
publishing
channel
that
has
evolved
dramaMcally
over
the
past
couple
years.

Instead
of
just
being
a
place
for
people
to
talk
about
their
personal
lives,
top
blogs
today
are
like
online
magazines:
conMnually
being
updated
with
fresh
arMcles.
Publishing
plaQorms
have
evolved
that
allow
even
the
most
basic
blog
to
quickly
and
affordably
look
like
a
high
quality
website.

I
encourage
you
to
now
think
of
blogging
as
simply
a
way
to
publish
to
the
web.
It
is
as
easy
as
wriMng
an
email.

Why
this
is
so
important
is
that
it
removes
the
technical
challenges
that
used
to
exist
for
publishing
online.
Removing
this
barrier
helps
you
act
more
like
a
publisher.
You
dont
have
to
keep
involving
a
web
designer
each
Mme
you
want
to
put
up
some
new
informaMon
or
make
a
liXle
change.
This
guide
will
present
the
case
for
blogging
as
an
important
communicaMons
strategy
for
your
hotel.
We’ll
explain
why
you
should
blog,
the
value
it
will
bring
to
your
hotel,
and
how
to
get
started.
We
will
also
provide
some
helpful
Mps
and
best
pracMces
along
the
way.

Lets
begin...

ReviewPro.com 3
    • A Hotels Guide to BloggingAdvantages of BloggingBig advantage #1:Higher search rankings and trafficVarious
research
studies
suggest
70‐90%
of
travel
decisions
begin
with
a
web
search.
For
this
reason,
its
important
that
your
company
appears
near
the
top
of
search
engine
results
for
search
queries
important
to
your
business.
When
youre
on
top,
more
people
will
visit
your
website
‐
leading
to
more
sales.
Search
engines
love
fresh
content.
Sending
people
to
a
site
that
has
not
been
updated
for
years
can
make
search
engines
look
outdated.
Since
blogs
are
the
publishing
tools
of
the
web,
its
only
natural
search
engines
tend
to
put
them
near
the
top
of
results
pages.

I
know
this,
because
Ive
experienced
it
myself...

 Case study: HotelMarke1ngStrategies.com  My
blog,
Hotel
MarkeMng
Strategies,
is
at
the
top
of
Google
for
the
ultra‐compeMMve
 hotel marke,ng
keyword.
Ive
only
been
blogging
two
years,
and
in
that
Mme,
Ive
 outranked
dozens
of
company
websites
that
have
millions
in
annual
revenues
and
 enMre
teams
of
search
opMmizaMon
specialists.
 As
of
December
2010,
HotelMarkeMngStrategies.com
is:

 •  1
on
Google
for
hotel marke,ng strategies  # •  1
for
hotel marke,ng blog

 # •  1
for
hotel marke,ng ideas

 # • n
the
top
3
results
for
hotel marke,ng 
 i All
of
these
terms
are
very
important
for
my
website.
Now,
instead
of
paying
a
lot
of
 money
for
people
to
find
my
site
and
hear
my
ideas,
they
find
me
naturally
search
 results
‐
at
no
cost
to
me.
 I
get
30‐50%
of
my
daily
new
visitors
for
free
from
Google
searches,
and
currently
have
 over
15,000
unique
readers
each
month.
 This
experience
‐
along
with
many
other
blogs
Ive
worked
on
‐
has
convinced
me
 blogging
is
among
the
top
internet
markeMng
tacMcs
available
to
us
today.

ReviewPro.com 4
    • A Hotels Guide to BloggingAdvantages of BloggingBig advantage #2:Blogs build your web presenceYour
web
presence
is
how
ofen
you
show
up
on
the
web
to
people
looking
for
what
you
offer.
Its
based
on
the
philosophy
of
"distributed
engagement"
‐
moving
away
from
a
publishing
model
that
focuses
on
your
company
website,
and
working
toward
being
seen
in
many
places
online.
The
more
Mmes
you
show
up
to
the
people
who
are
interested
in
buying
what
you
sell,
the
more
likely
you
are
to
make
the
sale.
In
the
old
days,
you
could
get
away
with
just
puhng
up
an
online
version
of
a
paper
brochure.
Not
anymore.
Websites
with
a
lot
of
useful,
interesMng
content
are
the
ones
that
aXract
the
most
aXenMon.
People
go
online
to
find
things,
so
the
more
content
you
can
publish,
the
beXer.

ReviewPro.com 5
    • A Hotels Guide to BloggingAdvantages of BloggingBig advantage #3:Blogging can make you a subject authorityPeople
love
insider
informaMon.
When
you
can
provide
that,
you
get
aXenMon.

How does this look prac)cally?  •  Tourism
marketers
can
share
whats
cool
in
their
region,
and
when
to
see
it.

•  Restaurants
can
have
their
chefs
talk
about
special
new
dishes.

•  Hotels
can
provide
insider
guides
to
their
city.

Now
more
than
ever,
people
want
to
be
educated
before
making
a
purchase.
Publishing
insider
informaMon
and
going
behind
the
scenes
can
make
your
guests
more
likely
to
engage
with
you
online.

ReviewPro.com 6
    • A Hotels Guide to BloggingAdvantages of BloggingBig advantage #4:More influence and reachBeing
seen
as
a
subject
expert
has
many
advantages,
online
and
off.
Youll
get
people
talking
about
you,
and
this
helps
you
lead
your
market
niche.
  "Wri,ng is the basis of all wealth."
‐
Jeffrey
Gitomer

Id
say
wriMng
is
also
the
basis
of
every
successful
markeMng
campaign
today.
Blogs
are
the
ideal
plaQorm
for
sharing
ideas.
Each
post
you
write
is
saved
into
a
library
of
knowledge
that
visitors
can
browse
through.
And
it
also
gives
you
material
to
re‐use
in
other
markeMng
iniMaMves.
There
are
three
popular
ways
bloggers
re‐package
their
content
for
further
distribuMon:
1.  RSS newsfeeds

can
syndicate
your
content
to
other
websites,
mulMplying
the
number
of
 people
that
hear
about
you
and
from
you.
2.  Automated email updates
can
be
sent
automaMcally
to
your
subscribers.
3.  Digital or print newsleBers.
You
can
use
your
best
blog
posts
as
arMcles
in
your
newsleXers.
  "I edit a months worth of blog posts and create a newsleBer out of it, which goes    to my address book of 20,000 past guests, colleagues, and past enquirers.”

 ‐
Chris,
Whale
CoXage
Guest
Houses
Blog

ReviewPro.com 7
    • A Hotels Guide to BloggingAdvantages of BloggingBig advantage #5:Blogs can be a hub for your social web presenceYoull
noMce
the
most
effecMve
markeMng
campaigns
today
use
a
mix
of
media
formats
to
spread
their
message.
Photos,
video,
and
social
networking
services
provide
an
interesMng
supplement
to
wriXen
content.

IntegraMon
with
sites
such
as
YouTube
and
Flickr
make
it
very
simple
to
publish
mulMmedia
content
on
your
blog.
Ofen,
all
you
have
to
do
is
click
a
buXon
to
include
it.
Again,
this
is
one
of
the
biggest
benefits
of
blogging:
you
dont
have
to
constantly
rely
on
your
web
developer
to
publish.
A
blog
is
an
easy
way
to
bring
all
these
types
of
media
together
in
one
place.
Having
a
central
access
point
means
more
people
will
see
your
content.
With
all
the
buzz
about
social
networking,
blogging
has
conMnued
to
quietly
perform
because
it
helps
you
develop
a
repository
of
quality
content
people
can
access
in
a
single
locaMon.

ReviewPro.com 8
    • A Hotels Guide to BloggingAdvantages of BloggingBig advantage #6:Blogs help your voice be heardPublishing
informaMon
through
a
blog
and
elsewhere
is
important
for
reputaMon
management,
because
it
helps
ensure
your
side
of
the
story
is
told.

When
someone
types
your
name
into
a
search
engine,
having
your
blog
and
websites
come
up
near
the
top
of
results
gives
you
the
power
to
share
the
message
you
want
people
to
hear.
If
you
do
nothing,
what
people
read
about
you
could
come
exclusively
from
guests,
other
websites,
and
even
compeMtors.

Its
a
smart
pracMce
to
make
sure
your
voice
is
heard
in
the
mix.

ReviewPro.com 9
    • A Hotels Guide to BloggingPlanning for successHave a purposeHave
a
purpose
for
publishing
a
blog.
Successful
blogs
exist
for
a
specific
reason.
What
are
you
trying
to
accomplish?

This
reason
should
align
with
your
other
business
goals.
Instead
of
being
a
quick‐fix
soluMon,
blogging
should
be
viewed
as
a
long‐term
strategic
investment.
Your reason might be:   •  To
increase
website
visitors
and
direct
reservaMons

 •  To
build
loyalty
with
exisMng
guests

 •  To
help
with
recruiMng
talented
staff

 •  To
posiMon
your
organizaMon
in
your
industry

Whatever
the
reason,
you
will
be
more
likely
to
devote
the
energy
required
to
make
your
blog
a
success
when
you
have
a
clear
purpose
for
doing
it.

ReviewPro.com 10
    • A Hotels Guide to Blogging Planning for successWhat type of blog should you publish?There
are
five
general
categories
of
blogs:
 1.  Independent
blogs
‐
ofen
used
by
independent
hotels
and
restaurants,
these
blogs
can
 contain
all
the
funcMons
of
the
blogs
below,
including
informaMon
on
the
business
and
 topics
of
related
interest
for
potenMal
guests
 2.  Brand
blogs
‐
narrower
in
focus
than
a
single
property
blog,
the
purpose
of
these
is
to
 promote
the
hotel
brand
by
sharing
news
about
what’s
happening
within
the
company
 1.  Management
blogs
‐
ofen
a
more
personal
supplement
(or
even
replacement)
to
the
 corporate
brand
blog
 2.  DesMnaMon
blogs
‐
rather
than
promoMng
an
organizaMon
directly,
these
blogs
provide
 informaMon
on
the
surrounding
area
and
upcoming
events
(in
an
effort
to
aXract
new
 visitors)
 3.  Internal
blogs
‐
these
are
wriXen
for
your
own
staff
‐
to
share
knowledge
and
collaborate


 
ReviewPro.com 11
    • A Hotels Guide to Blogging Case Study: Bill Marriotts blog MarrioB es,mates that CEO Bill MarrioB’s blog has generated $5 million in bookings for  the company.  If
you
can’t
decide
whether
to
start
a
blog
to
promote
your
hotel,
then
perhaps
this
will
 move
you
to
acMon.


 Kathleen
MaXhews,
head
of
communicaMons
at
MarrioX,
came
up
with
the
idea
for
Bill
 MarrioX
to
start
an
execuMve
blog.

The
blog
was
launched
in
January
2007
to
much
 fanfare,
with
the
media
wondering
if
a
blog
was
a
legiMmate
plaQorm
for
sharing
 informaMon.

 Now,
with
over
$5
million
in
addiMonal
revenue,
it’s
clear
the
project
has
been
a
success.

 Mr.
MarrioX
seeks
to
make
a
personal
connecMon
with
his
readers,
appreciaMng
how
the
 blog
makes
him
look
like
a
human
“just
like
everyone
else.”

His
use
of
experienMal
and
 observaMonal
posts
helps
him
do
this.

 While
you
may
not
have
the
plaQorm
that
Bill
MarrioX
has
as
chief
execuMve
of
MarrioX
 InternaMonal,
there’s
not
doubt
you
could
reap
similar
benefits
from
starMng
your
own
 blog.

 You
may
even
get
proporMonately
beXer
results.
Mr.
MarrioX
is
not
using
his
blog
as
a
 markeMng
tool
in
the
way
Im
going
to
show
you.

ReviewPro.com 12
    • A Hotels Guide to Blogging Case Study Interview: Hotel Preston Today
we’re
joined
by
Dina
Nishioka,
a
blogger
for
Hotel
Preston
in
Nashville
(USA).
 Though
she
is
Director
of
PR
at
Provenance
Hotels
‐
which
also
owns
designer
hotels
in
 SeaXle
and
Portland
‐
she
regularly
communicates
with
staff
at
their
Nashville
locaMon
to
 give
the
blog
a
local
flavor.

 How long have you been blogging?

 Dina:
Since
September
2007
when
the
Preston
blog
went
live.

 What topics do you write about and how do you get content ideas?

 We
write
about
anything
that’s
happening
around
Nashville
–
events,
aXracMons
&
 happenings
around
the
hotel.
We
try
to
provide
guests
with
addiMonal
info
about
 Nashville,
and
even
provide
some
recommendaMons
on
our
favorite
restaurants,
bars,
and
 so
on.
We
want
guests
to
“know”
Nashville
before
they
arrive.

 I like your blogging voice. Do you consciously try to be personable (instead of  ‘corporate’)?

 I
think
readers
relate
beXer
when
we
write
in
a
real
human
voice.
So,
I
keep
it
light‐ hearted
and
conversaMonal.
We
wanted
the
voice
to
fall
in
line
with
our
relaxed,
bouMque
 atmosphere.

 Who are your readers?

 Current
and
potenMal
guests.
The
blog
has
actually
been
the
first
touch‐point
for
some
of
 our
guests,
which
is
great.
They
get
to
see
our
fun
side
first.

 What results have you seen from blogging?

 We
see
about
800
visits
per
month,
which
isn’t
bad
considering
I’m
not
able
to
spend
as
 much
Mme
as
I’d
like
blogging.
Guests
have
commented
on
the
blog
when
they
stay,
and
 we’ve
been
wriXen
up
in
the
Tennessean
a
few
Mmes
as
well.

 How do you promote your blog?

 We
promote
the
blog
through
our
TwiXer
&
Facebook
accounts.
We
also
include
a
link
to
 the
blog
on
our
website.

 Do you have any advice or recommenda)ons for other hotels on blogging?

 Be
yourself
and
include
acMviMes,
advice,
and
content
that
you
would
be
interested
in!

ReviewPro.com 13
    • A Hotels Guide to BloggingPlanning for successWho should blog?There
is
no
universal
rule
here.

In
some
organizaMons,
there
is
a
strong
personality
that
prefers
to
run
the
blog
alone.
(At
small
independent
hotel
properMes,
this
is
ofen
the
owner
or
manager.)
For
others,
sharing
the
responsibility
of
wriMng
among
mulMple
staff
members
is
the
easiest
opMon.
The
Mme
factor
is
perhaps
the
biggest
consideraMon
when
creaMng
a
blog.

Blogs
are
easy
to
start
but
difficult
to
maintain.

Publishing
a
good
blog
is
going
to
take
you
a
significant
amount
of
Mme.

WriMng
takes
the
most
Mme.
But
you
must
also
allow
Mme
for
interacMng
with
your
readers
and
promoMng
your
arMcles
if
you
want
to
grow.
  "I get a good deal of help from our chef/bartender teams. If we have new menu   items, seasonal wine/cocktail/food changes etc., then I ask them to feed me some   info so I can write a blog. "


 ‐
David
Yusen,
Heavy
Restaurant
Group

You
might
consider
these
quesMons
when
deciding
who
should
author
your
blog:
 •  Do
they
have
strong
wriMng
skills?

 •  Are
they
passionate
about
what
they
are
wriMng
about?

 •  Do
they
understand
your
business
very
well?

 •  Are
they
adequately
familiar
with
blogs
and
blogging?

 •  Do
they
have
enough
Mme
to
consistently
produce
quality
content?

 •  Are
they
authorized
to
make
statements
for
your
organizaMon?

ReviewPro.com 14
    • A Hotels Guide to BloggingPlanning for successWhat if none of your employees can blog?Some
businesses
find
outsourcing
their
content
producMon
to
a
writer
or
communicaMons
professional
is
the
easiest
way
to
ensure
consistent,
quality
content.
When
hiring
an
outside
personality
to
represent
your
brand,
its
especially
important
to
be
sure
that
theyre
passionate
about
your
hotel
and
are
adept
at
social
media
communicaMons.The
key
to
working
with
an
outsider
/externa
writer
is
to
give
them
sufficient
access
to
your
internal
operaMons
so
they
can
write
as
an
insider.

ReviewPro.com 15
    • A Hotels Guide to BloggingPlanning for successWhat will you write about?Depending
on
your
blogs
purpose,
you
may
choose
to
write
a
few
of
the
following
types
of
posts:

 •  Strategic ‐
a
CEO
or
brand
blog
is
a
good
plaQorm
to
announce
strategic
organizaMonal
 informaMon.
It
serves
as
another
media
outlet.

These
types
of
posts
are
usually
planned
in
 advance,
and
not
spontaneous.

 •  Experien)al
‐
uses
personal
experience
to
share
informaMon.


 •  Analy)cal
‐
an
in
depth
discussion
on
industry
trends
or
business
strategies.


 •  Crisis
‐
addressing
an
important
corporate
or
customer
service
issue
that
could
affect
your
 reputaMon

 •  Trivial
‐
an
off‐topic
post
about
personal
experiences
or
observaMons.


 •  Interviews and Profiles ‐
showcase
your
talented
staff
by
posMng
short
interviews
on
their
 area
of
specialty

 •  Announcement
‐
breaking
news
is
a
great
way
to
build
readership

 •  Instruc)onal
‐
"4
things
to
pack
for
your
visit
to
our
city"

 •  Informa)onal
‐
"5
easiest
ways
to
get
to
our
hotel
from
the
airport"

 •  Reviews
‐
"What
we
think
of
the
new
_____"

 •  Lists
‐
"Top
10
____
in
_______"

 •  Case Studies ‐
"XYZ
Companys
meeMng
experience"

 •  Links
‐
cool
stuff
you
find
&
want
to
share

 •  Contras)ng Two Op)ons ‐
two
packages,
things
to
do,
ciMes

 •  Rant
‐
just
get
something
off
your
mind!

 •  Inspira)onal
‐
make
peoples
day
beXer

 •  Research
‐
careful
analysis

 •  Colla)on
‐
Summarize
a
collecMon
of
posts
from
other
blogs
on
one
topic

 •  Predic)ons
‐
"Upcoming
trends
in
...."

 •  Debate
‐
"Heres
why...”
The
type
of
blog
post
you
write
will
depend
on
your
intended
audience
and
markeMng
goals.

You
will
probably
seXle
on
3
to
5
different
types
of
wriMng
styles
‐‐
but
I
encourage
you
to
add
some
variety
by
occasionally
wriMng
in
a
different
style.


ReviewPro.com 16
    • A Hotels Guide to BloggingPlanning for successWho are your readers?The
best
content
usually
is
wriXen
with
specific
guest
personas
in
mind
‐
the
target
profile
of
people
youre
trying
to
aXract
to
your
hotel.
If
you
want
guests
to
find
and
subscribe
to
your
blog,
you
need
to
understand
how
they
communicate,
what
they
care
about,
what
concerns
them
most,
and
why
they
travel.
Basically,
youll
need
to
get
very
personal
and
specific.

David
Meerman
ScoX
does
an
excellent
job
of
explaining
this
concept
in
The New Rules of Media and PR:

  “It can be daun,ng for many of us to consider who, exactly, is visi,ng our site.  But   if we break the buyers into dis,nct groups and then catalog everything we know   about each one, it makes it easier to create content targeted to each important   demographic.”

Think
about
all
the
people
that
visit
your
hotel
for
a
moment.

How
many
disMnct
groups
can
you
create
from
your
regular
guests?
If
your
hotel
is
like
most,
there
are
several
categories.

Business
travelers.

Leisure
travelers.
Conference
aXendees.
InternaMonal
visitors.
Families.
And
the
list
could
go
on
and
on.

Each
group
has
different
needs,
and
uses
a
different
set
of
criteria
to
select
hotels.The
business
traveler
might
want
a
staffed
business
center
and
would
be
aXracted
by
your
city
center
locaMon.

Leisure
travelers
may
appreciate
a
guide
to
local
aXracMons.
Visitors
from
abroad
may
need
staff
that
speak
their
language.
Conference
aXendees
may
be
looking
for
a
hotel
with
a
great
fitness
center.

Everyone
is
looking
for
something
different
from
your
hotel.
For
this
reason,
you
need
different
messages
for
each
major
category
of
visitors.
Doing
this
helps
you
communicate
your
value
offering,
and
improves
the
effecMveness
of
your
overall
campaign.

  The “one size fits all” approach doesn’t work anymore.

ReviewPro.com 17
    • A Hotels Guide to BloggingGetting StartedBest practices for bloggingAsk
any
blog
author
or
blog
reader
for
the
most
important
factor
in
a
great
blog,
and
they
will
most
likely
tell
you
its
all
about
the
content.

Content
is
the
arMcles
and
media
you
will
be
posMng
to
the
blog.
Its
very
important
you
plan
interesMng
material
if
you
want
to
aXract
a
following.
To
create
this
type
of
content,
you need to think like a journalist.
Ask
yourself
"what
unique
material
can
we
develop
that
would
engage,
entertain,
and
inform
our
readers?»

Your
goal
is
to
be
exclusive
and
newsworthy.
Exclusive
so
there
is
a
reason
to
come
to
your
blog.
Newsworthy
so
that
people
care.

Aim
to
produce
content
that
becomes
viral:
people
share
it
around
the
internet
just
because
they
love
it.
Thats
when
your
readers
start
to
do
your
markeMng
for
you.
  "If you are looking to drive traffic to your site, make sure the topic is something   that people are searching for. If you are looking to aBract a lot of comments, blog   about a topic that is controversial or people have different opinions on" 

 ‐
Rob
Conaway,
aGreatChef.com

ReviewPro.com 18
    • A Hotels Guide to BloggingGetting StartedChoosing your blogging toolDepending
on
your
goal
for
the
blog,
there
are
two
popular
publishing
plaQorms
I
recommend
you
consider.

For blogs that will look and feel like a website: Wordpress  Wordpress
is
the
most
popular
CMS
(content
management
system)
on
the
web,
and
a
powerful
free
open
source
publishing
soluMon.
The
popularity
of
Wordpress
means
there
are
huge
number
of
free
and
low
cost
themes
(layouts),
and
a
large
pool
of
talented
designers
that
specialize
in
this
plaQorm.

Some
examples
of
Wordpress
blogs:
 •  Hotel
MarkeMng
Strategies


 •  The
Red
CarnaMon
Hotel
CollecMon
blog

 •  The
May
Fair
Hotel
blog

 •  Apostrophe
Hotel

 •  Roger
Smith
Life

 •  Life
is
Suite
blog
by
Kimpton
Hotels

 •  Room
with
a
View
blog

 For quick and stylish publishing: Tumblr   Tumblr
is
a
newer
publishing
tool
that
is
quickly
gaining
 popularity
because
of
its
ease
of
use.
If
you
dont
have
a
lot
of
 Mme
or
resources
to
commit
to
blogging,
it
may
be
the
best
 soluMon
for
you.
The
applicaMon
for
mobile
phones
is
 especially
convenient
for
those
on
the
go.
 Some
examples
of
Tumblr
blogs:
 •  The
Standard
Culture

 •  Morgans
Back
of
House



ReviewPro.com 19
    • A Hotels Guide to BloggingGetting StartedCreating an editorial calendarIf
you’re
doing
any
sort
of
publishing
it’s
a
smart
idea
to
develop
an
editorial
calendar.
This
gives
structure
to
your
content
mix,
and
provides
consistency
for
your
readers.

Here
are
some
basics
to
keep
in
mind
when
creaMng
your
editorial
calendar:

 1.  Develop
a
system
that
works
for
you.
An
editorial
calendar
can
be
made
using
a
 spreadsheet,
word
processor,
online
scheduling
tool
–
or
even
just
a
paper
notebook.
Use
 whatever
you
feel
most
comfortable
with.
The
goal
is
to
make
your
notes
coherent
and
 organized.

 2.  Put
in
some
detail.
Format
the
calendar
with
different
colors
or
secMons
for
each
topic
 category
as
necessary.
Although
you
don’t
need
to
include
details
for
each
of
your
posts
at
 the
start,
include
enough
informaMon
to
get
you
started
wriMng.

 3.  Schedule
enough
Mme
for
peripheral
items,
such
as
interviews
or
research.
They
should
be
 included
in
your
editorial
calendar
as
well.
That
way,
you
can
spot
potenMal
conflicts
and
 reorganize
so
they
don’t
get
in
the
way
of
releasing
your
content
on
Mme.

 4.  Plan
ahead.
CreaMng
your
editorial
calendar
at
least
a
month
in
advance
gives
you
Mme
to
 make
any
changes
or
switch
around
scheduled
posts
as
needed.

 5.  Mark
important
dates
and
work
towards
them.
Sehng
goals
and
deadlines
ensures
sure
 you
"ship"
on
Mme.

A
final
Mp
I’ve
learned:
leave
an
opening
each
week
for
breaking
news
or
stories
that
will
become
irrelevant
if
they’re
not
published
immediately.
The
structure
an
editorial
calendar
provides
is
good,
but
you
need
to
build
flexibility
into
this
structure.

ReviewPro.com 20
    • A Hotels Guide to BloggingGetting StartedConnecting content with your readersUnread
content
is
useless.
If
blogging
is
going
to
be
a
part
of
your
internet
markeMng
plan,
then
building
its
popularity
needs
to
be
a
top
priority.
Too
many
well‐wriXen
blogs
go
unread
because
of
a
lack
of
promoMon.
Your
investment
into
wriMng
quality
content
is
only
worthwhile
if
it
is
read
by
the
people
that
need
to
read
it.
The
first
step
to
building
a
popular
blog
is
to
view
the
project
as
an
important
piece
in
your
markeMng
mix.
Top
bloggers
understand
what
they’re
doing
is
serious
business
‐
and
treat
it
that
way.

This
means
you
need:

 •  Strategic
goals

 •  A
publishing
plan

 •  A
publishing
calendar

Remember,
the
content
ofen
is
the
markeMng.
The
quality
of
your
entries
will
have
a
direct
effect
on
the
success
of
your
blog.
There
are
a
few
reasons
for
this:

 1.  Search
engines
will
usually
bring
the
most
traffic
to
your
site.

If
you’re
not
publishing
 relevant
content
regularly,
less
people
will
find
you.

 2.  When
visitors
do
find
your
blog
through
search
engines,
they’ll
quickly
leave
if
it’s
not
 relevant
to
what
they
need.

 3.  If
your
blog
content
is
interesMng,
it
will
be
linked
to
and
shared
on
other
websites,
 bringing
you
more
traffic
from
those
sites
and
through
search
engines.

As
you
can
see,
it’s
a
virtuous
cycle
once
you
begin
posMng
good
content.

ReviewPro.com 21
    • A Hotels Guide to BloggingGetting StartedWays to increase your readership •  Link
generously
to
other
bloggers,
and
request
they
link
to
you.

Links
are
the
currency
of
 blogging.

Don’t
be
sMngy
here.

 •  Comment
on
other
blogs,
especially
in
your
industry.

The
blogosphere
is
built
on
 community
parMcipaMon.

If
you
want
comments
on
your
blog,
take
part
in
the
discussion
 on
other
blogs.

(And
remember,
there’s
no
need
for
comment
spam
‐
post
intelligent
 responses
and
you’ll
be
rewarded.)

 •  Integrate
and
encourage
social
media
sharing.
This
is
easy
to
do,
and
the
right
post
can
 receive
thousands
of
new
visitors
if
Dugg

or
otherwise
shared
in
social
media.

 •  Promote
your
blog
on
your
website
and
other
adverMsing
material.

Not
doing
this
could
 cause
you
to
miss
out
on
valuable
traffic.

 •  Harness
the
viral
power
of
TwiXer
(TwiXer
is
now
my
own
blogs
#1
referral
source)

 •  Do
some
keyword
research
to
idenMfy
which
phrases
people
are
using
to
find
you
in
search
 engines,
and
then
write
content
on
those
topics.

 •  Add
your
blog
to
relevant
directories.

 •  Promote
on
Facebook.
You
may
even
create
a
Facebook
fan
page
for
your
blog.

 •  Promote
on
LinkedIn.

 •  Create
videos
for
your
blog,
then
share
videos
on
YouTube.

 •  ParMcipate
in
discussion
boards
and
online
forums.

 •  AdverMse
on
StumbleUpon
for
important
posts

 •  Write
guest
posts
for
other
blogs
in
your
niche.
 •  Let
other
people
write
guest
posts
for
you.
It
helps
them,
it
helps
you.
 •  
Create
"link
bait"
‐
resources
and
other
free
goodies
that
other
people
want
to
share.

 •  Be
controversial.

 •  Run
a
contest

 •  Give
away
something
free

 •  Focus
on
wriMng
cornerstone
content
that
will
remain
popular
over
the
years.
On
several
 blogs
that
I
operate
or
manage,
one
post
generates
25
to
40%
of
the
overall
readership
‐‐
 even
though
there
hundreds
of
arMcles
on
the
site
and
tens
of
thousands
of
visitors
each
 day.

ReviewPro.com 22
    • A Hotels Guide to Blogging •  Syndicate
wisely.
You
may
want
to
establish
relaMonships
with
other
websites
to
syndicate
 your
blogs
content.
Just
make
sure
they
link
back
to
the
original
arMcle
for
search
 opMmizaMon
purposes,
and
dont
steal
all
of
your
search
traffic.
I
have
personally
used
this
 method
alone
to
generate
thousands
of
new
readers
each
month
on
my
blogs.

 •  Consider
using
paid
search
adverMsing
‐‐
PPC
‐‐
in
the
beginning
to
generate
recogniMon
 and
visitors.
I
do
this
for
all
of
my
new
blogs
to
generate
traffic
from
the
start
and
get
 things
rolling.

 •  Include
an
e‐mail
this
post
a
link
on
all
arMcles

 •  Invite
people
to
your
blog
in
person
at
conferences.

 •  Promote
individual
arMcles,
not
just
your
blog
as
a
whole

 •  Create
a
mobile
version
of
your
blog
if
appropriate

 •  Write
about
what
people
are
talking
about
or
searching
for.
To
use
Google
analyMcs
and
 trends
tools
to
determine
this.

 •  Distribute
important
arMcles
to
industry
websites
that
get
a
lot
of
traffic.
This
was
one
of
 the
most
effecMve
methods
I
used
at
the
beginning
to
build
readership
and
search
 rankings.

 •  Work
hard,
but
have
paMence.
The
most
popular
blogs
on
the
web
today
required
at
least
2
 to
3
years
to
achieve
their
success.
  "My number one ,p is to use TwiBer and Facebook as vehicles to drive blog traffic.   I post a few sentences about an event or new promo,on and include a link to our   hotel blog for more informa,on. This strategy gives consumers a call to ac,on and   improves blog visibility."    ‐ Sarah Essary, The Ci,zen Hotel, www.ci,zenhotel.com  The
big
goal
is
to
discover
the
best
ways
to
connect
what
you
write
with
who
you
want
to
read
it.
So
ask
what
distribuMon
channels
your
target
audience
finds
most
useful,
and
begin
placing
your
content
there.

ReviewPro.com 23
    • A Hotels Guide to BloggingSome parting thoughts...  "The biggest key to becoming successful at blogging is doing what you love and   loving what you do. If you have a passion for a subject, it will show in your wri,ng.»  
 ‐
Stephen,
Manzanillo
Blog
  "Just start and Do It! Dare to make mistakes. The best learning is from your mistakes" 

 ‐
Guido
J.
van
den
Elshout,
Happy
Hotelier

ReviewPro.com 24
    • A Hotels Guide to BloggingAboutReviewProReviewPro
offers
the
most
complete
global
soluMon
for
online
reputaMon
and
social
media
management
for
the
hotel
sector.
The
company
offers
hoteliers
a
web
based
analyMcal
tool
that
enables
them
to
maximize
direct
reservaMons
and
online
distribuMon
revenue
as
well
as
increase
market
share.
By
providing
invaluable
analysis,
business
intelligence,
compeMMve
benchmarking
and
reporMng
funcMonality,
ReviewPro
gives
hotels
the
means
to
improve
guest
saMsfacMon
and
make
beXer
decisions
on
where
to
focus
markeMng
resources
and
sales
acMviMes.

 


Follow us on TwiTer to receive the latest reports:

 


@reviewpro
Josiah MackenzieJosiah
is
the
publisher
of
HotelMarkeMngStrategies.com,
where
he
shares
a
new
idea
each
day
for
using
technology
to
serve
your
guests
and
make
more
sales.
Get
a
weekly
summary
of
these
ideas
with
a
complimentary
subscripMon.

 Request a ReviewPro Demo
 (+34)
934
520
070

/

info@reviewpro.com
ReviewPro.com 25