Blogging has gone from a cool idea to a very useful and important Marketing Tool; it’s probably the fastest growing communication tool in today’s social networking world. Starting a blog can help your Hotel, Resort or Destination accomplish two very important things: Search Visibility and Followers. If you are serious about succeeding on line, start a blog!
Blogs are the foundation of well-planned online marketing campaigns. It collects information and distributes content to other networks. It’s very powerful in the Social Networking World. Very few people care about who the blogger is. Readers care more about the content, the solutions, ideas and experiences they find while reading them.
As a Hotel, Resort or Destination you should involve a wide range of employees in the blogging process. This group of people will share different points of view from different areas of your hotel or your location. The more content, the more pages and the more pages, the more likely that Search Engines will land on your blog.
Most blog traffic comes from first-time readers. This is a great opportunity for your Hotel, Resort or Destination to turn a new follower into a long-term follower! Every page in your blog should have it’s own personality and should be treated as a ‘Home Page’. Always offer options for people to return and follow you.
If you doubt the value of blogs, just add up the amount of clicks and the cost associated with them in a ‘Pay-Per-Click campaign’ to engage a new follower.
It’s a smart idea to have a blogging plan. Just like a magazine, you need an editorial calendar to give structure to your content mix and provide consistency for your readers.
A blogging editorial calendar can be done in a multiple of different ways, just make one. Use whatever you feel most comfortable with; an excel sheet, a scheduling tool, a piece of paper, an agenda or any method that you and your team can follow.
Your blog should be divided into sections and topics. Your editorial calendar should also have the same divisions. Include information and detail as needed that will get you and your team writing.
Make time for interviews and research and include them in your editorial calendar. Don’t be late; your blog needs to be consistent and on time. Make sure everyone is available for the interview. It’s also important to know before hand the topics that are going to be discussed.
If you create an editorial calendar at least two months in advance, you will have enough time for changes as well as to take care of unscheduled issues. Set goals and deadlines for you and your team, everyone has to be synchronized and working on time.
Brainstorming is a very important part of blogging. The content has to be interesting; there has to be a mix in what you want and need to include. A Hotel cannot only blog about it rooms and restaurants it also needs to blog about the Destination, How to get there, special events happening in the community. The destination should also blog about the Hotels, their achievements, etc.
It’s important to establish the frequency of each content type. A Resort might want to interview one staff member per week, but maybe a Destination wants to make a case study of a Resort once a month.
Your editorial calendar should include titles for each day, at least for the next 30 days. Remember that last minute deals happen, breaking news takes place or certain stories that needs to be published as they happen; also leave space in your calendar for specials. Remember to be flexible and let your calendar be flexible as well.
Resort Creative Solutions helps hotel & resort developers and travel destinations retool under-performing marketing programs to accelerate sales performance. We build brands. We make relationships. And emotionally connect them in engaging, entertaining and interactive ways. It’s quite simple and profitable.