Content Marketing
& Social Strategies
KEVIN GUILL, DIRECTOR OF DIGITAL SERVICES

REZSTREAM

2014 INNSPIRE CONFERENCE & TRA...
 Kevin Guill, Director of Digital Services at RezStream
 Founder of the Denver ExpressionEngine Meetup Group
 Developed...
Who we are:





Founded in 2005
Currently 21 employees, highly motivated, very passionate, experienced individuals
Ou...
What we will cover
 5 STAGES OF TRAVEL
 CONTENT MARKETING
 SOCIAL MEDIA
 QUESTION & ANSWER

2014 INNSPIRE CONFERENCE &...
5 Stages of Travel:
Dreaming

Sharing

Planning

Experiencing

Booking

2014 INNSPIRE CONFERENCE & TRADE SHOW
Content Marketing: Before You Begin
Review Your Overall Content
o Are you representing accurately?
o Brand? Property? Room...
Content Marketing: Principles
1. Be consistent
o

Set realistic goals i.e. one new piece every month

2. Be authentic
o

D...
Content Marketing: Defining a
Strategy
NOT A STRATEGY

YES!
http://contentmarketinginstitute.com/2011/04/5-things-about-co...
Content Marketing: Purpose
1. Provide education
o

Help potential guests find answers to their questions

2. Earn trust
o
...
Content Marketing: Developing
Content
Give users what they want

Topic ideas

• Provide real answers to real questions

• ...
Content Marketing: Syndication
◦ Create and stick to a schedule / Content Calendar
◦ For each content piece, identify
◦ Po...
Social Media
Social media is based on the notion of “social”
– creating conversations for people

◦ Facebook Insights
◦ En...
Social Media: Stats
• 93% of marketers utilize Social Media in their overall marketing strategy
• Facebook has more than 7...
Thank You!
Email:
Kevin.Guill@RezStream.com

Direct Phone:
303-872-4118

LinkedIn:
linkedin.com/in/kguill

2014 INNSPIRE C...
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Content Strategy February 2014

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Content Strategy February 2014

  1. 1. Content Marketing & Social Strategies KEVIN GUILL, DIRECTOR OF DIGITAL SERVICES REZSTREAM 2014 INNSPIRE CONFERENCE & TRADE SHOW
  2. 2.  Kevin Guill, Director of Digital Services at RezStream  Founder of the Denver ExpressionEngine Meetup Group  Developed my first website in 2004  Developed 100’s of websites, project managed many more  Specialize in ecommerce and content management systems Email:  Starting marketing websites in 2005 Kevin.Guill@RezStream.com  Helping hoteliers with their web presence since early 2007 Phone: 303-872-4118 LinkedIn: linkedin.com/in/kguill 2014 INNSPIRE CONFERENCE & TRADE SHOW
  3. 3. Who we are:     Founded in 2005 Currently 21 employees, highly motivated, very passionate, experienced individuals Our focus is on serving small independently owned properties in the United States Empower you with superior technology solutions to make your business run better Our Products and Services:  Property Management System o New Cloud PMS release in 2014  Online Booking Engine o Themeable, True mobile booking experience  Digital Marketing o Search Engine Optimization, Pay Per Click, Social Media, Email Marketing  Creative Services o Website Design/Development, Photography, Videography 2014 INNSPIRE CONFERENCE & TRADE SHOW
  4. 4. What we will cover  5 STAGES OF TRAVEL  CONTENT MARKETING  SOCIAL MEDIA  QUESTION & ANSWER 2014 INNSPIRE CONFERENCE & TRADE SHOW
  5. 5. 5 Stages of Travel: Dreaming Sharing Planning Experiencing Booking 2014 INNSPIRE CONFERENCE & TRADE SHOW
  6. 6. Content Marketing: Before You Begin Review Your Overall Content o Are you representing accurately? o Brand? Property? Rooms? o Accommodations pages o Are photos, videos accurate and up to date? o Does room description provide detailed information? o Price o Bed Types o Occupancy o Square Footage o Room Amenities (Internet, T.V., Robes, etc.) o Single Vanity, Double Vanity o Can the user reserve the room easily? o Availability Calendar o Book Now Button 2014 INNSPIRE CONFERENCE & TRADE SHOW
  7. 7. Content Marketing: Principles 1. Be consistent o Set realistic goals i.e. one new piece every month 2. Be authentic o Develop your own content based on your property and guests 3. Create quality, useful content o Know your audience. Quality over quantity. 4. It takes time to develop o Understanding this will help you succeed 5. Evolve/Adapt o Listen to your guests 2014 INNSPIRE CONFERENCE & TRADE SHOW
  8. 8. Content Marketing: Defining a Strategy NOT A STRATEGY YES! http://contentmarketinginstitute.com/2011/04/5-things-about-content-strategy/ 2014 INNSPIRE CONFERENCE & TRADE SHOW
  9. 9. Content Marketing: Purpose 1. Provide education o Help potential guests find answers to their questions 2. Earn trust o When people share your content, you become a trusted resource 3. Assist in the buying cycle o NOT a direct sell 4. Court potential guests o You wouldn’t ask someone to marry you on the first date 5. Search Engine Optimization o Valuable content gets rewarded! 2014 INNSPIRE CONFERENCE & TRADE SHOW
  10. 10. Content Marketing: Developing Content Give users what they want Topic ideas • Provide real answers to real questions • Area events/activities (Inside tips from a local) ◦ What questions do your guests ask you? • What information would make a trip easier or more enjoyable Take Inventory • Use Analytics ◦ Evaluate readership ◦ Identify Popular/weak content • If content is valuable ◦ Refine it ◦ Repurpose it in different formats ◦ ◦ ◦ ◦ Info graphics Videos Press releases Social Media • If content is poor and provides no/little value ◦ Eliminate it ◦ Re-write or enhance relevant content • Culture • Area history • Location information • Sample itineraries (3 day, romantic, adventure) • FAQs • Traveling tips • Meeting/Event planning guide • Wedding planning checklist • Commuting ideas (trains, buses, taxis) • Group activities • Child adventures • Brewery guide • Beach guide (umbrella rental, food, parking) 2014 INNSPIRE CONFERENCE & TRADE SHOW
  11. 11. Content Marketing: Syndication ◦ Create and stick to a schedule / Content Calendar ◦ For each content piece, identify ◦ Posting Dates ◦ Posting Times ◦ Posting Channel ◦ ◦ ◦ ◦ ◦ Your Website (where on website) Your Blog Social Channels Email Marketing Press Releases (If it is worthy) ◦ Content for each channel ◦ Images, videos, copy ◦ Maximizing efforts ◦ Repurpose engaging content pieces ◦ Tailor message to the channel/audience ◦ Character limits ◦ Hashtags ◦ Keywords ◦ Use Analytics, follow through, no question goes unanswered 2014 INNSPIRE CONFERENCE & TRADE SHOW
  12. 12. Social Media Social media is based on the notion of “social” – creating conversations for people ◦ Facebook Insights ◦ Engagement rate Purpose: • • • • • • • Metrics: Syndication platform Analytical tool Helps identify your audience Get users to engage and generate content Validates your offering Gets influencers engaged Branding and reputation ◦ Likes ◦ Comments ◦ Shares ◦ Reach ◦ Google Analytics ◦ Social Network Referrals Report ◦ Social Landing Pages Report ◦ Social Plug-In Action Report, if applicable ◦ Multi-Channel Assisted Conversions Report, i.e. Social network 2014 INNSPIRE CONFERENCE & TRADE SHOW
  13. 13. Social Media: Stats • 93% of marketers utilize Social Media in their overall marketing strategy • Facebook has more than 727 million daily active users • 500 million Tweets sent per day • 300 million monthly active users on Google+ • 500,000 business accounts on Pinterest Key Takeaway: Social Media is essential! 2014 INNSPIRE CONFERENCE & TRADE SHOW
  14. 14. Thank You! Email: Kevin.Guill@RezStream.com Direct Phone: 303-872-4118 LinkedIn: linkedin.com/in/kguill 2014 INNSPIRE CONFERENCE & TRADE SHOW

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