A content pillar is a primary theme for content that will structure many blog posts, images, videos, and infographics that follow. These pillars can be rotated into various smaller topics and linked back to the main pillars of content. This creates fluidity of related and relevant content.
The benefit of content pillars is that they help you stay focused and consistent for your key demographics. When deciding upon a content pillar, think about the keywords you will routinely use to anchor your articles in good SEO practice. The best content pillars provide the foundations for a luxury hotel to become relatable.
- Hygiene and Saftey Efforts
In the wake of the COVID-19, showcasing your hotel’s abilities to guarantee the safety of your customers. Your hotel patrons need to be assured that they can walk into a hotel and enjoy luxury amenities risk-free of contracting the virus. That said, most of your marketing efforts should be focused on showcasing the hygiene policies and strategies you’ve put in place to protect your target customers.
2. History
The New York Times tells a unique way to capitalize on something that makes every hotel distinct from anywhere else in its market: its history. Hotels are not merely rooms to rest; they are also about the history of a particular city or a particular period. Pick a day of the week to share a bit of history on your content calendar to appeal to the emotions of local patrons.
3. Food and Beverage
Marketing to foodies is an important source of revenue for full-service hotels. Food and beverage are an increasingly significant motivator for travel, as 75% of leisure travelers have been prompted to visit a new destination because of a culinary venture (Association, 2018). Hotel guests are also spending more on food and beverage (F&B) each year. Recent figures reveal that F&B spending has seen 5.5 percent annual growth since 2011 (Simon, 2018).
4. User-Generated Content
Encouraging guests to post photos with your hotel’s hashtags enables potential patrons to search through real experiences at the property and give you an additional content library.
Creating social media content that is consistently engaging will help a hotel reach potential guests with the information they are likely searching for. Each hotel is different, and not all these strategies will apply to your target audience, but these five examples are a good start!